The AppLyfe launch campaign was built around a simple but powerful insight: Order at home is rarely about perfection, it is more about mental space, time saved and the feeling of being one step ahead of everyday chaos. With the #MiVanOtthon campaign we did not only introduce and launch the app, we opened a conversation that many people were already having in their heads. What is at home? What is missing from the fridge? Did I buy two bags of flour accidentally? Will the tomatoes end up in the trash again? These familiar moments became the starting point of a campaign that felt personal, honest and immediately relatable.

From the very first content pieces it was clear that polished brand language was not what people needed, what resonated instead were real situations. A moment of frustration in the kitchen, a half empty fridge before shopping, the quiet stress of keeping everything in mind... We leaned into this honesty across social platform, and personal storytelling created space for genuine engagement and dialogue. 

The campaign came to life through short videos, street interviews, app walkthroughs and influencer collaborations that showed real life use cases instead of ideal scenarios. People did not just watch the content: they reacted, commented and shared their own stories.

A key emotional driver was food waste. Not framed as a distant sustainability issue, but as a concrete everyday loss of money, time and energy. This angle proved especially powerful across PR and partner channels, including a targeted collaboration with Munch that reached an already educated and receptive audience and drove measurable action  By the end of the campaign the results spoke for themselves: strong organic reach across social platforms, Millions reached through PR, viral moments driven by authenticity rather than production value... and most importantly real business impact in the form of app downloads, registrations and returning users.

Behind these outcomes was a real human scale approach. 19 content creators translated the idea of everyday order into their own language, resulting in 27 appearances that felt less like media placements and more like shared experiences. Conversations travelled far beyond the original posts, generating a total reach of more than 126 00 and more than 7000 reactions that reflected recognition rather than passive scrolling. This organic momentum was then amplified through PR, where the story of food waste as an everyday tension reached 4 500 000 people across organic and paid visibility, with 600 000 organic reach and 3 800 000 paid reach extending the same narrative to a much wider public without breaking its authenticity.

For us at Agence Najoua this campaign was a reminder of when communication starts from real life tensions and respects the audience’s intelligence and emotions, brands do not need to shout, as they are invited into people’s everyday routines and that is where long term relevance is built.