Best Use of Social Media for a Consumer Brand

Archived from the 5th Annual Shorty Awards

Winners

Food Lion's Operation Grocery Drop

When you’re launching a new store brand, how do you use social media to make a splash where trust in private labels is low? Food Lion had an idea: Bring the groceries right to consumers’ doorsteps and use social media to spread the word. To launch its new value-focused private brand, my essentials, Food Lion infiltrated neighborhoods in multiple cities with entire shopping carts full of groceries. Using social media as the main driver of contests and conversations, Food Lion was able to give its customers a voice — letting them choose the location of each “Grocery Drop.” Operation Grocery Drop, a local, social/guerrilla campaign, successfully launched a new product line thanks to a strategic use of social media. Food Lion needed to make a splash with its new private-label brand, my essentials, in three key competitive markets without alienating its customers in other locations. The solution? Leverage Facebook for its ability to geo-target messaging & use Twitter as a mass communication channel to spread messaging to the brand’s entire footprint. Facebook: Engaging on a Local Level Facebook was used to connect with customers in Raleigh, Richmond & Charlotte. Local shoppers were encouraged to enter a contest telling Food Lion what made their neighborhood special. A compelling story earned them a chance to win their very own Grocery Drop. Capitalizing on Facebook’s local features, Food Lion geo-targeted content to customers in its three key markets and engaged with them on a more intimate, relevant level. With no paid support, Grocery Drop content was spread organically as fans shared photos & videos of previous drops in anticipation of winning their own experience. Twitter: Reaching the Full Footprint Twitter, on the other hand, was used to spread messaging about Operation Grocery Drop to Food Lion’s entire customer base. Following each Drop, Food Lion hosted challenges and scavenger hunts using the hashtag #GroceryDrop. Food Lion customers across the brand’s footprint were invited to participate in the #GroceryDrop conversation for a chance to win a $100 gift card. Connecting Online & Offline Experiences The online Grocery Drop experience went offline as Food Lion employees poured through the streets of the winning neighborhoods with shopping carts full of my essentials — encouraging product trial, instilling consumer confidence & making a difference in communities. Food Lion then successfully brought the offline experience back to the social space sharing the photos, videos & testimonials from the Drops. Program Goals: 1. Generate buzz & awareness around my essentials 2. Encourage trial of my essentials 3. Digitally seed engaging content to drive interest in additional markets Operation Grocery Drop met its goals in spades by: 1. Securing 8.2+ million media impressions & a social reach of 1.4+ million 2. Delivering 6,000 my essentials items to about 300 homes across its three key cities 3. Earning 10,000+ unique visits to the Grocery Drop microsite housing all of the videos & photos, & receiving hundreds of posit

Finalists

Pepsi: Live For Now

2012 was the year for Pepsi to Live For Now and Deep Focus wanted to get the word out. Along with Pepsi and our partners, we transformed the brand’s social agenda to one that exuded Live For Now in every image, copy and conversation. We programmed Facebook, twitter and other social platforms with exclusive sponsored content. Pepsi livestreamed concerts from some of the world’s biggest recording artists and made them accessible exclusively through its social channels. We began a collaboration with OMD, Facebook and the Pepsi brand team to create a strategy to (re)define key performance indicators, double down on the creation of brand-building engaging content, and build a revolutionary process for implementing real-time native media buying. We had already out-engaged Pepsi’s number one competitor despite being significantly outspent (and "out-fanned"). Our new aim was to leverage and boost that out-engagement to bolster our reach and gain loyal fans to strengthen brand health. In a 30-day sprint, Deep Focus developed a rapid cadence of the kind of image-based branded content that had already made the brand an engagement leader on Facebook and twitter (our iconic "Harry Potter Can" appeared on twitter and subsequently USA Today in summer 2011). Our content was relevant and tapped into the cultural interests of our fans. We threw out polished images and traded them in for social quality photos. We optimized. We learned and listened to our community and geotargeted appropriately. Our agile content creation was supported in real-time with media support from OMD. All posts that reached a high, threshold virality rate were promoted using Facebook ads & stories, allowing Pepsi to reach even more of its fans with the best content. During the 30 days, Pepsi’s average post engagement skyrocketed 114%, while boosting our PTAT by 179% and reporting an increase in viral reach by 1133%—making Pepsi’s fans 40% more active on the page. Of the 46mm unique users, 31mm were tapped into through viral reach. That’s like, friends of friends of friends. To top it off, Pepsi gained 250,000 fans without any direct fan acquisition campaigns. That’s a whole lot of people who Live For Now. Shiv Singh, Global Head of Digital for Pepsi once said of the Moment Studio, Deep Focus’s social content production operation, "Moment Studio has helped Pepsi accomplish its goal of reaching 20 million Facebook users per week," demonstrating the effectiveness of this type of real-time, agile content marketing. By shifting to using a "creative newsroom" mindset in a completely new agency model, we got incredible results. After optimizing and testing different types of content we found: • The highest engaging posts resulted from interesting product shots, and posts that attached themselves to relevant pop culture events • Genuine, social-quality images outperform over-produced and staged images. • Engaging photos also need equally engaging copy to match, and get the highest engagement The success of the new process is in the numbers. At the end of the 30-day test, Pepsi’s Facebook page had garnered: • 6x the engagement rates of our competitor • A 114% jump in average post engagement • 179% boost in "People Talking About" on Pepsi’s Facebook page • A 1133% jump in Viral Reach • 250,000 new fans without a dedicated acquisition campaign • 46 million unique users reached • Increased fan recall of the Pepsi Live for Now campaign

JetBlue Getaways Presents, "Get Away With It!"

Produced by: Suite Spot/Ustream/Mullen/Unit9

People know JetBlue as an airline, but they don’t know that JetBlue offers flights, hotels, wheels and more via their JetBlue Getaways product. Our task: take a limited media budget and increase awareness of JetBlue Getaways in a crowded vacation package category. Our approach: break through the clutter and encourage participation with Getaways in a way that is uniquely JetBlue and unique to any category – the first-ever online game show using Skype. JetBlue Getaways presents Get Away With It, the first-ever live online game show hosted by Mark Hammerberg. The result was 13,000 applicants and hundreds of contestants participating via Skype for a chance to win fabulous grand prize vacation packages to destinations like Turks & Caicos and Las Vegas. http://www.youtube.com/watch?v=B91v5Ezd3ms Get Away With It was an instant hit with viewers through its use of comedy and trivia to create instant awareness for JetBlue Getaways. The key to the success of Get Away With It was the interactive and high quality broadcast made possible by the unique collaboration between Ustream, the pioneer in live social video streaming; Mullen, the creative agency and Suite Spot, producers of the complex show. This partnership resulted in an innovative five-day event that was seen live by 1.3 million cyberspace viewers and echoed across popular social media outlets. Built in HTML5 to be accessible from desktop, mobile, and tablet, the show aired five times a day daily from June 18 through June 22 2012. Audiences joined in the Get Away With It game show through Skype participation. It logged over twelve thousand online viewer hours with an average viewing time of 10 minutes. More than 13,000 total contestants signed up increasing Jet Blue Airways' awareness by 117%. There also was an abundance of coverage from traditional and online media outlets: The New York Times, Games.com, Yahoo!, Finance, Mashable, AdRants, Marketing Daily, MediaPost, PR Newswire, and Market Watch all covered the event across the five day live airing.

smart USA: Poop Tweet

Produced by: Razorfish

People were talking a lot of sh*t about smart on Twitter. The car’s size, safety and style were all 140-character punch lines. So we had a choice. We could ignore the haters. Or we could use our unique voice to change their minds. As part of a larger program geared to humor our haters, we struck back at a tweet that said, "Saw a bird had crapped on a Smart Car. Totaled it.” We used elaborate math and even called farmers to see just how much bird crap it'd take to dent smart’s high-strength safety cell. The stats became an infographic, and we sent our reply. Three days later, we’d turned the sh*t -talking into respect. A simple interaction between a brand and its critic became a worldwide phenomenon. @adtothebone, once a critic of smart’s safety, retweeted our response to his thousands of followers, and followed up with a glowing blog post detailing how smart had earned his respect. His followers immediately began sharing and celebrating it on their own. From there, the content spread organically – without smart having spent a single media dollar – across global news sources, Twitter feeds, and blogs. It hit the #1 spot on Reddit twice in 24 hours, winning the admiration of its notoriously hard-to-impress users. BuzzFeed called it “brilliant.” Forbes applauded our willingness to have some “attitude.” And Mashable said, “This may be the best response from a brand yet.” Soon enough, it was making global headlines in newspapers from London, Australia and Ghana. And it was featured on CNN’s morning news program, with its hosts barely able to contain their amusement at the brand’s use of “funny yet impeccable math.” Yet beyond the humor, the Poop Tweet accomplished a major goal for the brand. After years of being a punch line for a perceived lack of safety, as the Daily Mail pointed out, a single tweet helped “millions [become] aware of smart’s tridion safety cell.” In fact, organic searches for “tridion safety” cell spiked 333%. In just three days, the Poop Tweet generated over 22 million impressions. The brand’s Twitter page saw a 1,755% increase in follower growth. The infographic received over 15,400 clicks, which amounted to 82 times the brand’s average Twitter reach. It also helped change online brand sentiment, with smart’s positive sentiment increasing by 27% and its negative sentiment dropping by 13%. Now, smart’s unique voice is changing the minds of more and more critics, as we continue to humor our haters the way only smart can.

Dr Pepper Social Program

Produced by: Code and Theory

2010 and 2011 were historic years for Dr Pepper, but the beginning of 2012 was another story. Growth had slowed. Peppers weren’t engaging like they used to. Facebook had changed and we needed to change, too. So we hit the reset button. Knowing that Pepper fans were increasingly interacting with us on their phones and that imagery was key to Timeline, we decided to make all of our content easily viewable and shareable on mobile. We stopped thinking in terms of content buckets and started thinking in terms of visual memes. We looked to Peppers for inspiration and put our spin on what they were already sharing: puppy pics, infographs, food pics, eCards, midnight snack ideas posted at midnight, you name it. We even got Peppers involved in the creation process and took photos of their photos of our photos of their photos of our image. Supported by Fan Acquisition media and Sponsored Stories, our revamped content strategy grew the following by 3.4 million Likes, increased engagement by 85%, and resulted in nearly 3 billion impressions. But that’s not all: our fan engagement directly impacted in-store sales with a 34.5% increase in trip frequency. We did more than increase “Likes.” We reinvented Dr Pepper social and reignited fan passion all together, making Dr Pepper one of one of the most valuable programs in all of social media today.

Current Entries

Arnold, Brownberry, and Oroweat Sandwich Thins

Since entering the social space, Sandwich Thins has successfully set themselves apart from their competition. Their unique voice replicates the modern, confident woman and significantly differentiates them from other brand pages. Sandwich Thins has an integrated approach to Facebook, placing equal emphasis on the importance of engaging content and customer service. Diverse content such as Instagram photos and customized brand images allow Sandwich Thins to educate fans about the product as well participate in conversation. Sandwich Thins understands the importance of listening and engaging. Customer service is implemented directly on the page, creating an open forum for consumers to discuss Sandwich Thins and ask questions. Sandwich Thins is a support system for fans trying to eat better and live well. Moreover, the brand is Weight Watchers endorsed, with all the goodness one can expect from bread. Sandwich Thins has effectively and creatively branched off in the social media world, By initially branching off the Sandwich Thins community from its parent brands Arnold, Oroweat and Brownberry, it created a location where Facebook users could come to join the conversation of other fans with similar interest and needs: eating healthy and finding new healthy creations they could make with their breads. With a page surrounding one specific consumer product, Sandwich Thins saw the huge opportunity to build their particular brand’s awareness, presence and likeability. With increased engagement and compelling content, Sandwich Thins energized a previously dormant community. Catalyzing a conversation around healthy lifestyles that focused on Sandwich Thins, the page saw increased engagement and retention rates across the board. A re-focused strategy was implemented around mid-December- utilizing a new mix of a revamped tone, advertising virality and visual content. With the support of a Weight Watcher endorsement, the ability to incorporate a presence surrounding healthy decisions and the value of your food truly ignited the community. Sandwich Thins built out its own Facebook housed recipe gallery- focused strictly on the Weight Watchers recipes. Fans are able to view a display of Weight Watchers healthy creations, the PointsPlus value associated with that recipe, and are able to share the recipe with friends! Since the launch of the tab, with no advertising spend dedicated strictly to tab promotion, this recipe gallery has received 13,200 views (as of 2/21- since January 19th). With a strong focus on content and engaging the loyal community coming to the Sandwich Thins page- there was a huge opportunity to tap further into the needs and interests of fans- both current and potential. While looking at the one and a half month period from mid-December through January, and comparing these metrics to approximately 6 months prior (July-Mid-Dec), monthly average rate increases included: • People Talking About This: 433% (a previous monthly average of 120; compared to a new monthly average of 640) • Avg Monthly Fan Growth: 6,694% (a previous monthly average of 240 new fans; compared to a new monthly average of 16,306 new fans) • Avg Monthly Comment Volume: 48% (a previous monthly average of 395; compared to a new monthly average of 585) • Avg Monthly Like Volume: 62% (a previous monthly average of 2,769; compared to a new monthly average of 4,480) • Avg Monthly Share Volume: 97% (a previous monthly average of 190; compared to a new monthly aver

The '+' Project in Asia Pacific by Philips

Produced by: One-Voice (Fleishman-Hillard)

The key business objective was to raise awareness of the brand in Asia and establish Philips as a company that channels innovation. The ‘+’ Project, a multi-country initiative, was designed to engage stakeholders in Asia via social media and crowd source ideas aimed at improving health and well-being. A movement was initiated. The purpose of the project was to bring locally-generated ideas to life through Philips-led teams. Successfully launched in Indonesia, Thailand and Singapore, The ‘+’ Project will be expanded to other Asian countries in 2013. Communication with stakeholders took place online, while existing Facebook, Twitter and online forum platforms were used to generate engagement and sustain conversation. The result was a staggering improvement in purchase intent, brand preference and advocacy.Philips aims to establish its commitment to promoting health and well-being across Asia via its innovative consumer lifestyle, healthcare and lighting products. Crucial to this was engagement with the general public to understand local health and well-being issues and initiation of a collaborative approach to meeting those challenges. Via The ‘+’ Project, Philips demonstrated an ability to respond to consumer needs by asking people to provide local insights to accelerate innovation to the benefit of the community. This “crowdsourcing” of ideas via social media sought to capture local ideas that could be channeled into improving lives. Events were staged to introduce the ‘+’ Project and act as platforms from which key opinion leaders endorsed Philips’ efforts to improve the general well-being of local people. This enabled pre-identified public influencers to send out a call-to-action to trigger submissions. Topics for discussion were created to fuel generation of ideas thus sustaining the conversation organically. Result The high awareness generated from the campaign and its crowdsourcing model via social media demonstrated brand and business results, ensuring the brand’s differentiation in a crowded marketplace. Objective 1: Accelerate brand preference & purchase intent • Brand preference in Indonesia increased by 11% (target 2%), Thailand increased by 9% (target 3%) vs 2011 (TNS) • Purchase intent in Indonesia increased by 11% (target 2%), Thailand increased by 13% (target 3%) vs 2011 (TNS) Objective 2: Create buzz and awareness • Over 1,000 ideas were “crowdsourced” in Indonesia, Thailand and over 11,000 people in Singapore participated. • Reach for the campaign registered 50 million and websites attracted over half a million views. A first for Philips, the ‘+’ Project trended at No.1 on Twitter in Thailand. • More than 28,000 conversations took place in the 2 months campaign. Coverage achieved in national news publications. Objective 3: Strengthen stakeholder relations for sales and partnership • Indonesia: Partnership with the Breast Cancer Foundation and led to leads connection to 5 hospitals; • Thailand: Exploratory talks with the Bangkok Metropolitan • Singapore: Invited to participate in the Singapore Conversation by the Prime Minister's Office.

Unboxing Furby Online

Produced by: VaynerMedia

In 2012 Furby returned to store shelves evolved with new features to make it even more interactive and expressive, including LCD eyes and a “mind of its own” that changes personality depending on how you play with it. As Furby had been updated to be an even more engaging and social toy, it needed to be promoted in today’s social space. We created a social media initiative to speak to consumers on platforms they use every day. A social voice unique to Furby was employed, designed in a way that takes into consideration platform nuances. This allowed us to speak to people in a natural, entertaining way, without being too promotional. The Furby campaign on social media achieved all objectives that were outlined at the outset. The objectives were: - Create destinations for highly dynamic, branded content - Build buzz and create advocates within the communitySocial media profiles launched on September 17th - the day after Furby hit store shelves, with the aim of building a community ahead of the busy holiday season. By December, our communities had gained over 450,000 fans across all networks. This growth gave Furby a platform to speak directly with their fanbase during the crucial holiday period. Almost 600 pieces of content were created in this time. Platforms included: Facebook – Main point of communication to the core market Twitter – Drive conversation and capitalize on hype of the new Furby launch Instagram – Launched with a smaller presence and supports other platforms with micro-content Pinterest – Provides informative and helpful content. Tumblr – Aimed at reaching first generation Furby owners. Buzzfeed – Specialized content aimed at creating a feeling of nostalgia. We used Facebook to engage with our core audience through tailored content. Content pillars included Product Features, Pop Culture, Timely Events, Holidays, Brand Messaging, and Recurring Content Series. Facebook served as a hub for Furby fans, and during this period we fielded over 25k individual engagements ranging from conversation about the product to responses to customer service inquiries. We used Facebook’s advertising platform to grow our community through acquisition ads. Sponsored posts and stories helped to drive awareness and engagement, and build buzz via word of mouth. Content for sponsored posts was chosen daily, based on a combination of engagement and virality, ensuring that only the highest quality content was boosted. Ad and post targeting allowed us to drive engagement by creating content relevant to different groups within our community. Key success metrics included: Over 600 pieces of micro-content created Over 40,000 social engagements Over 85MM impressions on both organic and paid content Average Facebook engagement rate of 8.26%. This is the percentage of fans who took action on our content out of all those exposed to it – this is more than 16X the industry average of 0.49%* An average of 77,000 people reached per Facebook post. Average Twitter engagement rate of 2.03%, and an average of 19,500 impressions per Tweet Over 11,000 Tumblr followers, and over 40 million impressions gained Social media played a key role in an integrated marketing campaign that helped make Furby become a big win for Hasbro in 2012, and hit overall business objectives. *Source: http://bit.ly/QSBPNw

Maybelline Color Show

Produced by: Code and Theory

Maybelline Color Show is an innovative, user-centric approach to nail polish discovery. Historically, beauty brands have relied on glossy yet flat advertising to promote products, with little room for the user to understand how these products might fit into her life. To help bridge this belief barrier and drive deep customer engagement, we created Color Show. With a multi-channel strategy centered around Pinterest, Facebook, Maybelline.com, and a mobile app that employs image recognition technology, Color Show allows users to explore 40 different shades in the context of fully-editorialized, real-world looks. Each shade has an associated “profile” that extends the product beyond just beauty - within any given color page, users can discover related fashion and lifestyle tips that relate to a specific shade, broadening the reach of Maybelline and positioning the brand as a trend-savvy though leader in the space. The Color Wheel Inspired by the complementary color wheel and color palettes used by fashion designers and artists, we brought to life Color Show’s fashionable line of 40 nail lacquers by featuring the Color Show bottles in an interactive “color wheel”. Consumers can hover over each shade to reveal the shade name and click on to view a curated image collection of fashion items and tips inspired by the shade. All images can be easily shared to Pinterest, Facebook and/or Twitter with one click, allowing consumers to share their favorite shades and fashion items among their social communities. The color wheel lived on the campaign hub on Maybelline.com and within rich media banners. Seed Through Social Maybelline used the image assets from the campaign hub to create a Color Show Pinterest Board, supplying the heavily female community with inspirational style and beauty content they were likely to repin and engage with (style and beauty is the second most reshared category on Pinterest) . Similarly, Maybelline increased awareness of Color Show by posting a Shade of the Day image for 40 consecutive weekdays on its tumblr page, which has 91K+ followers. Pinterest and Tumblr strategies were to raise consideration of Color Show in social platforms that were: 1) frequented by our core consumer and 2) natural for sharing style and beauty content. In addition, these platforms would drive referral traffic to the primary campaign hub on Maybelline.com where our audience could further engage with the deep library of Color Show-inspired editorial content. Let Her Try It On Virtually Color Show partnered with Blippar, an augmented reality app on mobile devices that allowed consumers to virtually try on all 40 shades on her own hand. The image of her hand can be saved to her phone or shared via email, Facebook or Twitter and features the shade name for ease of reference during shopping trips. To encourage digital “trial”, multiple campaign touchpoints such as print, Facebook ads, banner ads and the campaign hub homepage were dedicated to drive app downloads.

Dell Music

Dell wanted to engage and reach a younger audience (Generation Y) promoting that Dell’s products empower you to do more. They also wanted to measure interactions within their Facebook campaigns to monitor viral uplift on paid and owned activity while recruiting new fans. As music is a huge passion point for Dell’s target market, TBG Digital built a social presence around the company’s sponsorship of US music festivals New Orleans Jazz Festival, Bonnaroo, Lollapalooza and ACL Music Festival. TBG created a hub on Facebook to host Dell music – focused apps designed to create many targeted lightweight interactions over time. The Dell Festival Tour hub allowed Dell via TBG to engage with users recruited during any of the three apps that laddered to four music festivals, ensuring long term engagement and sharing. Apps were featured on the YouTube live steaming pages and supported by paid media to encourage awareness, sharing and engagement. TBG created three apps for the festivals held between April -October 2012. 1. PhotoFest: This app allowed users to tweet their festival style pictures with #DellLive over the event period to befeatured on the live stream or to be entered to win after-show tickets, or a new laptop. Select photos were streamed live alongside the event performers. After moderated all photos were hosted on the Festival Tour hub where users could vote on their favourites. 2. Road Trip: This app, challenged users to invite as many of their friends as possible via Twitter, Facebook or email into their virtual car within a sixty minute period. The users with the most passengers at the end of the contest won festival tickets and $2,000 spending money. 3. Front Row Fan: We challenged fans to move through the crowd to get to the front row. They could earn shuffles, and surges to help them move forward by returning to the game every 2 hours and sharing it with friends across multiple networks. The four fans in the front row at the end of the contest won a pair of 3 day festival passes. Results TBG measured all user interactions (installs, visits, share intent and votes) within the Festival Tour hub, including the source that instigated each interaction. Sources measured were paid (interactions prompted by ads), Owned (Interactions initiated by Dell communication) and Earned (untracked interactions earned through organic reach). Users interacted with the apps at least 4 times on average with a total of 44,244 app interactions which means that we targeted the right people. Results show that TBG Digital achieved: 270% viral uplift on all App Installs 150% viral uplift on Page Likes. Viral uplift is the percentage increase in organic interactions over both paid and owned interactions In addition, we recruited over 1M additional fans globally, with 670,731 being US Facebook fans and 17,481 US Twitter followers.

The MSNBC Experience at the DNC

Produced by: MSNBC

For MSNBC’s passionate fans, political events like the Democratic National Convention are not a spectator sport. They are the ultimate opportunity to articulate beliefs, espouse one’s values, and celebrate being part of a progressive community. We realized that MSNBC had a significant opportunity to provide our fans with the ultimate DNC experience – to allow them to get closer to the on-air personalities that they love…and to each other. In just 3 days, through social media we were able to not only deliver the DNC experience to fans in Charlotte and nationally via our broadcasts, MSNBC was the vehicle for fans at home to be full participants in a major political and cultural event. Social media played a critical role in both content creation and dissemination – significantly increasing the reach and impact of the brand’s efforts. Everything we did had a social media component, including: (1) Lean Forward Button Wall: MSNBC fans and convention attendees could create a personalized DNC souvenir button at the MSNBC Experience in Charlotte. These buttons were shared on the spot via Facebook and Twitter. MSNBC Facebook fans could also create virtual buttons (via a custom Facebook application) that they could post as a badge on their personal Facebook pages. We created a physical Lean Forward installation in Charlotte comprised of buttons created on site and via Facebook, as well as a virtual wall on the Facebook tab. (2) Conversation Station: The ‘conversation station’ served as a central hub for twitter activity during the convention. The station included oversized monitors displaying the twitter feeds of MSNBC’s prime time talent, as well as the official MSNBC hashtag for the event, #msnbc2012. Attendees could follow and participate in real time conversations about what was happening at the DNC and share their thoughts with the broader MSNBC community. (3) Photo Booth: We worked with Polite in Public to create a custom photo booth that allowed event attendees to take photos with their favorite MSNBC hosts. These photos were shared immediately via Facebook. (4) Google+ Chats: Each day, we hosted a full schedule of live events in our Lean Forward Living Room space. Google + chats provided a critical way for us to not only connect our fans in Charlotte with talent and producers back at 30 Rock, but also for fans at home to participate in our DNC programming. Our Google + events included a broadcast of the The Ed Shultz Radio Show, chat with The Rachel Maddow Show EP Bill Wolff and MaddowBlog Editor Steve Benen, and behind-the-scenes control room chats with PoliticsNation EP Matt Saal and Hardball EP John Reiss. Measuring Success: In just 3 days... -5000+ photo booth photos were taken and shared via FB (Facebook) -5000+ buttons were made at the DNC and shared via FB; over 1000 were made via the FB application and 2500 (submitted via FB and on-site) comprised the physical installation -An average of 150 people physically attended the Google + Hangout w/thousands of views on YouTube -FB fans increased 15% & MSNBC broke 50k fans (significant as page launched less than 2 months prior) -FB page views week of DNC increased by 472% from previous month -FB "talking about" percentage week of DNC increased by 391% from previous month -Charlotte, NC ranked #4 in cities "talking about" MSNBC during DNC, did not rank top 20 month prior

Food Lion's Operation Grocery Drop

When you’re launching a new store brand, how do you use social media to make a splash where trust in private labels is low? Food Lion had an idea: Bring the groceries right to consumers’ doorsteps and use social media to spread the word. To launch its new value-focused private brand, my essentials, Food Lion infiltrated neighborhoods in multiple cities with entire shopping carts full of groceries. Using social media as the main driver of contests and conversations, Food Lion was able to give its customers a voice — letting them choose the location of each “Grocery Drop.” Operation Grocery Drop, a local, social/guerrilla campaign, successfully launched a new product line thanks to a strategic use of social media. Food Lion needed to make a splash with its new private-label brand, my essentials, in three key competitive markets without alienating its customers in other locations. The solution? Leverage Facebook for its ability to geo-target messaging & use Twitter as a mass communication channel to spread messaging to the brand’s entire footprint. Facebook: Engaging on a Local Level Facebook was used to connect with customers in Raleigh, Richmond & Charlotte. Local shoppers were encouraged to enter a contest telling Food Lion what made their neighborhood special. A compelling story earned them a chance to win their very own Grocery Drop. Capitalizing on Facebook’s local features, Food Lion geo-targeted content to customers in its three key markets and engaged with them on a more intimate, relevant level. With no paid support, Grocery Drop content was spread organically as fans shared photos & videos of previous drops in anticipation of winning their own experience. Twitter: Reaching the Full Footprint Twitter, on the other hand, was used to spread messaging about Operation Grocery Drop to Food Lion’s entire customer base. Following each Drop, Food Lion hosted challenges and scavenger hunts using the hashtag #GroceryDrop. Food Lion customers across the brand’s footprint were invited to participate in the #GroceryDrop conversation for a chance to win a $100 gift card. Connecting Online & Offline Experiences The online Grocery Drop experience went offline as Food Lion employees poured through the streets of the winning neighborhoods with shopping carts full of my essentials — encouraging product trial, instilling consumer confidence & making a difference in communities. Food Lion then successfully brought the offline experience back to the social space sharing the photos, videos & testimonials from the Drops. Program Goals: 1. Generate buzz & awareness around my essentials 2. Encourage trial of my essentials 3. Digitally seed engaging content to drive interest in additional markets Operation Grocery Drop met its goals in spades by: 1. Securing 8.2+ million media impressions & a social reach of 1.4+ million 2. Delivering 6,000 my essentials items to about 300 homes across its three key cities 3. Earning 10,000+ unique visits to the Grocery Drop microsite housing all of the videos & photos, & receiving hundreds of posit

Entertainment Weekly

Produced by: Entertainment Weekly

Our mission: In 2012, EW kicked off a continuing campaign to leverage the magazine's unparalled access and our robust social media presence -- specifically, the Fans Only tab on our Facebook page -- to boost traffic to EW.com and digital subscriptions to our weekly magazine. Our four-pronged approached was designed to: -Reward existing Fans with exclusive content -Acquire new Fans by tapping into topics with mass reach -Drive Fans to EW.com to engage further -Convert Fans into readers by increasing awareness of individual issues Our methodology: We looked at our editorial calendar and identified upcoming cover story subjects (including Big Bang Theory, The Hobbit, True Blood, Sons of Anarchy, and Magic Mike) that we knew would resonate with our readers, as well as potential readers who occasionally visit EW.com, but haven't subscribed to the magazine. We also gave priority to franchises with a large and active social media following. During the reporting of each cover story, our editors identified several tantalizing pieces of exclusive content -- photos, video recorded during a cover photoshoot, a Q&A; with a star -- and, over the course of the week leading up to the publication of the issue, slowly posted them on our Facebook Fans Only tab. Each "reveal" was teased on EW.com with a link to our Facebook page, where readers were required to "Like" Entertainment Weekly to get access. Once they gained access to the Fans Only tab, users were hit with an offer to buy individual copies of the upcoming issue (some issues featured multiple "collect-them-all" covers) and discounted subscription offers, and offered a link to "more coverage" on EW.com. Our various campaigns quickly went viral, as fans shared the link to our Fans Only tab. Also, the various celebrities and shows we covered posted a link to our exclusives on their Facebook pages and on their Twitter accounts, driving tons more traffic to our Fans Only tab, and ultimately to our site. The results: -We completed 12 campaigns in eight months -Combined, all campaigns generated 141,000 new Facebook Fans (that's 60 percent of our total new fans for the year) -Our campaigns generated 3.5 million referrals to EW.com, contributing more than 15 million pageviews -We experienced a 1,400 percent life in digital sales of subscriptions

#friskissthlm

In January all gyms and health clubs advertise to catch everyone who made the classic New Year’s resolution – start excercising. Friskis&Svettis; is no exception. Our mission was to create a campaign on behalf of 16 branches of Friskis&Svettis; in Stockholm, to get more people to discover the various forms of exercise at Friskis&Svettis.; Friskis&Svettis; is a non-profit association, owned by the members. They know their gym better than anyone. So why not let the members be the campaign and inspire others to join the community? We created the hashtag #friskissthlm on Instagram and called on the members to work out, photograph and tag their pics and by doing so; become a part of the campaign around Stockholm. Friskis&Svettis; is owned by its members, and everyone involved in the gym/health club - from instructors and personal trainers to the people at the help desk and reception - are members who are passionate about their club. So by giving them the tools, we helped them to create a cross platform campaign for Friskis&Svettis; in Stockholm that showed the public the different facilities, the various forms of exercise, all the different people working out at the gyms and, last but not least, the members passion for Friskis&Svettis.; All with their own photos. The results? During the campaign, more than 2.000 tagged pictures generated over 55.000 of likes and over 4.000 comments (still, more pictures, likes and comments are added every day). And based on the average Instagram user who participated in the campaign, the pictures were displayed över 8.3 million times. The tag #friskissthlm went from zero being the third most popular Friskis&Svettis-thread; in only a month. And many of the pictures made it to the list of Instagram’s most popular. Members also took pictures of the billboards and ads, featuring themselves or someone they knew, which added to further exposure. With that and the sharing from the campaign site and Instagram to Facebook and Twitter, this campaign travelled way beyond the borders of Stockholm. (When we write this on February 20th, there are more than 2400 pics, 66000 likes, 5100 comments and the pics has been displayed more than 10 million times)

The Clorox Lounge

Produced by: Current

Studies say 75 percent of people use smart devices while on the toilet, indicating they want entertainment in the loo. If you've already got them sitting at attention, why not get them to interact with the Clorox Family of Toilet Products? Enter The Clorox Lounge: a fully-integrated, 100 percent social campaign and first-of-its-kind program for The Clorox Company, dedicated to turning the bathroom into the laugh room with clean potty humor, comedy contests, games, user generated bathroom stories and more.Research shows that 75 percent of people are using smartphones while on the toilet. As the team further flushed out the idea that people were using this time to access Facebook and entertainment, we knew we had the foundation for a campaign that could be blown out into a fully integrated program. This compelling information about how the consumer was doing their business inspired The Clorox Lounge: a 100 percent social media campaign that was fully integrated and housed on a new social media hub, TheCloroxLounge.com, and dedicated to turning the bathroom into the laugh room. Therefore the team outlined three main strategies: 1. Leverage external experts to develop refreshing, humorous content. 2. Give consumers many reasons and opportunities to interact with the brand through social media. 3. Integrate branding in the site design, not in the content. Executional highlights include: • Partnering with content providers that could keep pushing out great humor: The team identified EQAL, a Gold Effie Award to create content and Sherri Shepherd to serve as host of the Lounge. • Flowing all consumer engagement through Facebook: To keep Ode to the Commode and The Clorox Lounge top of mind for consumers, the preliminary call-to-action was to ‘Like’ the Facebook page. • Working together to turn the bathroom into the laugh room: All marketing disciplines were solely focused on creating content for and driving to the program. • Keeping the roll going: Incentivized return visits by offering continually updated content and entries into a consumer sweepstakes. Program metrics and successes include: Engagement • Increased our Facebook community by 139 percent with highly engaged users • Experienced impressive engagement with a 13 percent “people talking about this” number during the month of February • During the Last Comic Sitting program (Feb - May), the Lounge saw 153,022 visits – 53.7 percent of which were return visitors • 407,173 unique visitors, spending (on average) 2:38 minutes on the site and 202 comments per post • 746,046 total mobile visits to the site • A total of 35,390 users registered on TheCloroxLounge.com Integration • Generated 1.4 billion overall program impressions, far exceeding our overall goal for the year-long Clorox Lounge campaign of 552.9 million Branding • Name and design communicated branding in a way that consumers engaged with specific Facebook posts and fans’ love of Clorox, which increased 100 percent

Your Set by Calphalon

Produced by: Engauge

Calphalon is cultivating its own brand of cook — one born of creativity, experimentation and, above all else, a genuine love of food. Pair this adventurous spirit with a digital market that’s embracing people’s affection for customization, and you create the perfect recipe for innovation. You also invent an industry first: Your Set by Calphalon. Allowing customers to build a cookware collection tailored to their culinary needs, Your Set is revolutionizing its category. To leverage Calphalon’s ahead-of-trend position, we took a digital-only approach to launch. Our main ingredient? Social marketing. Backed by a website designed to support the commerce end of the product line, we served up a savory selection of Pinterest challenges, Twitter chats, VYou Q&As and Viggle collaborations. The result? Social mentions of Your Set rose by 75 percent, with impressions up over 100 percent. Even better, Your Set outsold the average order size of its Calphalon e-commerce peers by more than six times.Calphalon’s digital-only approach mixed traditional social media tactics with a more sophisticated palate of cross-platform collaborations. In addition to elevating sales, the campaign sought to achieve a more monumental goal: shift consumer brand perception from a functional to a more personal perspective — one aligned with people, ingredients and lifestyle. We started the Your Set by Calphalon launch with social media staples Facebook and Twitter — announcing contests, promoting partnerships and engaging users. We also hosted Twitter chats via the extremely popular hashtag #foodiechats, with conversations about cooking tips, kitchen must-haves, eclectic ingredients and more. For Pinterest, we created a Your Set board populated with product pins, menu ideas and favorite recipes. And, with the arrival of December and its much-coveted seasonal shoppers, Calphalon unveiled the Your Set Challenge, which gave users the chance to win a custom cookware set by creating — and then pinning and repinning with the hashtag #yourset — their own “Your Set Holiday Challenge.” Through VYou, a site that blends video with Q&A for live and recorded sessions, the brand dished up advice from celebrity chef Michael Symon via Calphalon's VYou channel. Calphalon also collaborated with Viggle, a loyalty rewards and second-screen program for TV, which provided a companion sweepstakes for viewers who checked into The Ellen Show during her famous 12 Days of Giveaways. This campaign also featured an à la carte, month-long Viggle sweepstakes promotion. By the campaign’s end, the mix of these digital ingredients truly delivered. In addition to increasing sales — Your Set comprised 20 percent of Calphalon’s Best Set sales in Q4 — brand perception shifted favorably. During pre-launch, consumer word associations most commonly included functional terms such as “durable,” “cookware” and “reliable.” Post-campaign, those words changed to “love,” “family,” “passion” and “cooking.” Some more savory outcomes: the digital media conversation rate was five times the national average. Sentiment and passion intensity increased by 18 percent and 15 percent respectively — levels that held steady for the duration of the seven-week campaign. Post promotion, a Google search for “Your Set” revealed over 20,000 results for Your Set by Calphalon. And, year over year, Calphalon’s social media presence is up to 92 percent, a direct result of the Your Set campaign.

Launching a Social-Minded Brand, CLEAR SCALP & HAIR THERAPY

Produced by: Weber Shandwick

Unilever partnered with Weber Shandwick in 2012 to launch a revolutionary line of shampoos and conditioners, CLEAR SCALP & HAIR THERAPY™, with an aim to turn the conventional hair care discussion on its head. With a target market of 18-35 year olds, we knew social media was the perfect driver for marketing communications and consumer engagement. Weber Shandwick created a multi-channel campaign to launch the brand’s social media presence and lead online conversations surrounding scalp and hair care, including a dedicated Facebook page for each target segment, a Twitter handle and Pinterest page with unique content strategies to build a strong following from the ground up. We developed a social communication platform, #BestNightEver, to establish relevance for the brand amongst the target’s broader lifestyle mindset. We created bustling social communities and helped Unilever break through the cluttered hair care social landscape for the launch of CLEAR SCALP & HAIR THERAPY™. OVERALL EFFECTIVENESS & USE OF THE PLATFORM We’ve secured nearly over 1.8 BILLION impressions. We skyrocketed to over 100,000+ Facebook fans in ONLY six days of the full launch, which has now grown to over 850,000 combined fans. Our sampling proved successful as it induced trial of over 135,000 free products via Facebook in the first month of launch. On Twitter, @clearhair gained more than 3,000 Twitter followers in first three months of launch, which has now grown to be a community of more than 30,000 followers. And finally, Pinterest board continues to grow as its contributor board with Lauren Conrad has more than 310,000 followers in just over a month and has seen more than 11,000 repins. FACEBOOK We created Facebook pages for each product line (women, African American women, and men) and each was given unique and brand-identifiable look-and-feel with cohesive visual and copy elements in daily content posts. We developed engaging and original content using our arsenal of resources, including utilizing high-profile spokespeople, including Heidi Klum. Additionally, we offered extensive sampling opportunities to fans to grow our army of influencers. TWITTER We engaged beauty, entertainment and lifestyle influencers and developed ongoing relationships to further develop an on-going list of brand influencers. In utilizing “Promoted Trends”, we inserted the brand and key messaging into the #BestNightEver conversation and took ownership nightlife and hair discussion. In sustaining a steady cadence of unique content for Twitter follower engagement and community growth, we leveraged buys with third-party media properties that included ESPYs, E! and Stylecaster. PINTEREST To further broaden our social presence, we created a Pinterest page, focusing on the nightlife/admiration space. We brought the brand voice/personality to life by cultivating a CLEAR SCALP & HAIR THERAPY™ lifestyle within a brand Pinterest page. In continuation of building an army of influencer, we successfully partnered with style and pop culture icon, Lauren Conrad, to create a customized “Best Night Ever” pin board, pinning CLEAR-owned content and nightlife and beauty content. Her content proved to be relevant to our target consumers, in turn, creating engagement among consumers and furthering our fan base.

Nokia Music and AT&T Present Green Day's Numero Uno Fan Contest

Produced by: MAC Presents

Green Day’s “Numero Uno Fan” contest generated more than 165,000,000 social impressions and 179,000 social actions by rewarding fans for engagement, using technology from PunchTab. Fans were encouraged to complete various social actions. Each action earned fans points to move up a leader board and toward the grand prize: tickets to the Green Day concert at Irving Plaza in NYC presented by Nokia Music and AT&T. Nokia was launching its free streaming service Nokia Music in the United States during the same time period Green Day was scheduled to release Uno, the first of a trio of new albums. MAC Presents saw an opportunity to bring the two together, along with AT&T, to introduce Nokia Music in a unique and buzz-worthy way. As part of the program, Nokia Music and AT&T launched a co-branded Facebook tab on Green Day's 25 million-strong Facebook page. The tab featured the "Numero Uno Fan" contest, powered by social media engagement platform PunchTab, which was designed to introduce fans to Nokia Music while rewarding them for spreading the word about Nokia Music. As part of the contest, fans were encouraged to complete social actions including: checking into an AT&T store through FourSquare; watching the Nokia Music commercial; tweeting a message about Green Day using #NokiaMusicATTGreenDay; following the newly-created @NokiaMusic account on Twitter; liking Nokia Music on Facebook; and watching Green Day's "Oh Love" music video. For each social action fans completed, they earned points to move up the leaderboard. Top fans were awarded tickets to the Green Day concert at Irving Plaza in NYC presented by Nokia Music and AT&T. This was just a start. At the concert, Nokia brand ambassadors distributed RFID wristbands and helped fans register their wristband with their personal Facebook account. Once inside, fans could use their RFID wristband to enter prize giveaways and post pictures from on-site activation directly to their Facebook profile and timeline. One of the activation elements included a green screen photo booth where consumers' faces were integrated onto Green Day's album cover for Uno. Five lucky concert attendees were also given Nokia Lumia 900 smartphones to document Green Day's concert through their own perspective with photograph and video footage. Content was downloaded from the phones and given to AT&T for use in their social media platforms. Green Day also created three exclusive playlists available only on Nokia Music, with videos of the band creating the playlists posted on the co-branded Facebook tab. To keep consumers coming back to the page, Green Day live streamed three songs from the Irving Plaza concert and posted edited portions of the concert to the page after the event. The social media campaign was a tremendous success, with users completing over 179,000 social actions and generating over 165,000,000 social impressions.

smart USA: Poop Tweet

Produced by: Razorfish

People were talking a lot of sh*t about smart on Twitter. The car’s size, safety and style were all 140-character punch lines. So we had a choice. We could ignore the haters. Or we could use our unique voice to change their minds. As part of a larger program geared to humor our haters, we struck back at a tweet that said, "Saw a bird had crapped on a Smart Car. Totaled it.” We used elaborate math and even called farmers to see just how much bird crap it'd take to dent smart’s high-strength safety cell. The stats became an infographic, and we sent our reply. Three days later, we’d turned the sh*t -talking into respect. A simple interaction between a brand and its critic became a worldwide phenomenon. @adtothebone, once a critic of smart’s safety, retweeted our response to his thousands of followers, and followed up with a glowing blog post detailing how smart had earned his respect. His followers immediately began sharing and celebrating it on their own. From there, the content spread organically – without smart having spent a single media dollar – across global news sources, Twitter feeds, and blogs. It hit the #1 spot on Reddit twice in 24 hours, winning the admiration of its notoriously hard-to-impress users. BuzzFeed called it “brilliant.” Forbes applauded our willingness to have some “attitude.” And Mashable said, “This may be the best response from a brand yet.” Soon enough, it was making global headlines in newspapers from London, Australia and Ghana. And it was featured on CNN’s morning news program, with its hosts barely able to contain their amusement at the brand’s use of “funny yet impeccable math.” Yet beyond the humor, the Poop Tweet accomplished a major goal for the brand. After years of being a punch line for a perceived lack of safety, as the Daily Mail pointed out, a single tweet helped “millions [become] aware of smart’s tridion safety cell.” In fact, organic searches for “tridion safety” cell spiked 333%. In just three days, the Poop Tweet generated over 22 million impressions. The brand’s Twitter page saw a 1,755% increase in follower growth. The infographic received over 15,400 clicks, which amounted to 82 times the brand’s average Twitter reach. It also helped change online brand sentiment, with smart’s positive sentiment increasing by 27% and its negative sentiment dropping by 13%. Now, smart’s unique voice is changing the minds of more and more critics, as we continue to humor our haters the way only smart can.

got milk? The Breakfast Project

In 2012, the Milk Processor Education Program (MilkPEP, the organization behind the got milk? campaign), set out to ramp up sales of milk with a focus on the number one occasion for milk consumption: breakfast. The brand found that social media was buzzing about breakfast - with approximately 18 million conversations annually*– including real-time reports on what they’re eating and real angst when they’re out of milk. To capitalize on this untapped opportunity, the brand launched The Breakfast Project, a campaign that set out to listen, engage and influence via social conversations, boosting the mainstay classic to the cutting edge of digital marketing. The digital and social media efforts are part of a larger, multi-channel campaign designed to spotlight milk’s essential role in the breakfast-at-home routine and help encourage increased milk consumption through compelling, cross-platform content and strategically elevated engagement. OBJECTIVES - Specific digital/social media objectives are to positively impact: • AWARENESS: Increase the size of milk’s social network communities and the resulting online reach • ENGAGEMENT: Drive consumer and influencer engagement with The Breakfast Project messaging and content • ADVOCACY: Spur consumers to share messages and content with their online communities STRATEGY – Develop a real-time engagement and social listening approach designed to: • Make milk a larger part of the online breakfast conversation by listening and engaging with influencers and consumers, prompting them to share milk messaging out to their communities • Tell the breakfast-at-home-with-milk story through compelling content and syndicate it via multiple online channels • Use a combination of paid, earned and owned tactics to grow existing social communities and extend the reach of milk’s breakfast content EXECUTION Social Listening and Engagement: Considering the large volume of real-time conversation on Twitter (http://twitter.com/milkmustache), we placed the majority of our engagement strategy and focus on that platform. Every weekday morning, community managers identified and intersected online breakfast conversations via a state-of-the-art Milk Command Center, using customized tools to efficiently and effectively identify conversations with the greatest potential to spread the milk-at-breakfast story. Surprise and Delights (Influencer Engagement): Takes the conversation offline with surprise milk deliveries to key influencers who post about being out of milk, which in turn drives further online engagement. Deliveries include Brooke Burke and Huffington Post Content Hub: http://thebreakfastproject.com serves as the home base for content, with tips, articles, videos and recipes that offer hundreds of ways and reasons to consume milk at breakfast. RESULTS – After nearly one year, the amped up engagement and content production stemming from The Breakfast Project campaign has achieved success against all of our objectives, increasing engagement by 195% (primary objective). Other key metrics: Awareness • 204% increase in Facebook “likes” (from 142K to 433K) • 95% organic increase in Twitter followers (from 4.9K to 9.5K) Engagement • 195% overall increase in weekly engagements with milk content across online properties (from 6K/week before to 18K/week during) Advocacy • Increase in milk content shares by twelve times (from 25/week to 345/week)

Dr Pepper Social Program

Produced by: Code and Theory

2010 and 2011 were historic years for Dr Pepper, but the beginning of 2012 was another story. Growth had slowed. Peppers weren’t engaging like they used to. Facebook had changed and we needed to change, too. So we hit the reset button. Knowing that Pepper fans were increasingly interacting with us on their phones and that imagery was key to Timeline, we decided to make all of our content easily viewable and shareable on mobile. We stopped thinking in terms of content buckets and started thinking in terms of visual memes. We looked to Peppers for inspiration and put our spin on what they were already sharing: puppy pics, infographs, food pics, eCards, midnight snack ideas posted at midnight, you name it. We even got Peppers involved in the creation process and took photos of their photos of our photos of their photos of our image. Supported by Fan Acquisition media and Sponsored Stories, our revamped content strategy grew the following by 3.4 million Likes, increased engagement by 85%, and resulted in nearly 3 billion impressions. But that’s not all: our fan engagement directly impacted in-store sales with a 34.5% increase in trip frequency. We did more than increase “Likes.” We reinvented Dr Pepper social and reignited fan passion all together, making Dr Pepper one of one of the most valuable programs in all of social media today.

Clorox’s Bleach It Away Program Encourages Parents to Talk about Pee, Poop and Puke

Produced by: Ketchum

After nearly 100 years, bleach sales were fading as its traditional consumers aged. To reverse decreased sales bleach had to be relevant to a new, younger audience – today’s parents. Ketchum helped Clorox do this through Bleach It Away, a frank and funny program highlighting life’s bleachable moments – you know, those OMG EWW moments every parent has but only bleach can help erase – was born. We knew parents were sharing messy moments online, but most of the time did not mention how they conquered them. The hero was missing. This was Clorox’s chance to rescript #OMG fails into funny success stories, with bleach as the solution. We tapped a range of digital influencers and social platforms to show new parents how bleach could add a happy ending to their messy moment stories. Soon thousands of these online stories had bleach incorporated as a solution. More importantly bleach sales grew, showing that bleach was again becoming a real-life hero. Our goal was to drive bleach sales, and this program contributed to the best period of volume growth for Clorox liquid-bleach in more than two years. After recognizing that traditional bleach users were aging, we focused on today’s parents who were not using bleach as much. We got to know this audience well, and learned that most of them are between 25 and 35 and Gen X/Y. They often turn to social media to commiserate, get advice and share stories – including the messy ones, but don’t often discuss solutions. Based on this we saw an opportunity to transform funny online fail stories into success stories, positioning bleach as the hero. We started big by searching social platforms where parents talked about messes to identify the most influential pee, poop and puke story tellers online. The lucky 11 were dubbed the Bleach It Away Bandits, made-up of parenting, fashion/DIY, pet and food bloggers. We also engaged new mom and author Bethenny Frankel to talk about messy moments in an online video series where conversations about breast milk mishaps and bathtub poop were not off-limits! Late-night host Jimmy Kimmel brought a consumer-submitted, bleach-friendly mess to life on live TV and online, helping us reach Gen X/Y parents in a hilarious way. The program successfully shifted the conversation. Social media activities led to a 38% increase in volume of Clorox Bleach online conversation, a 131% increase in Clorox Bleach/mess online correlations and nearly 13 million social media impressions. During the 13-week program Clorox saw a significant sales increase among new users including Gen X/Y users.

Nikon 1” Small Moments are Huge” Online Facebook Gallery

Produced by: MWW

MWW sought to raise consumer awareness of its Nikon 1 system line of compact interchangeable lens cameras by arming select influencers (called “Guest Stars”) with Nikon 1 J1 cameras to capture the everyday small moments that have a huge impact on their lives. MWW/Nikon created the Nikon 1 “Small Moments are Huge” Gallery, an online photo gallery on Facebook designed to leverage the participation of Guest Stars such as Ashton Kutcher, Derek Hough, Hilary Duff, among others, to increase online engagement and generate excitement and buzz around the Nikon 1 product line. Guest Stars posted their “small moments” taken with Nikon 1 J1 cameras, and encouraged consumers to upload their own special moments to the page. In a celebration of the often overlooked moments that people all treasure, Nikon pledged to donate $1 to the Ronald McDonald House for every photo uploaded to the Facebook gallery.Nikon armed select influencers with Nikon 1 cameras to capture every day, small moments that have huge impacts on their lives. Through the posting of their own content, “Guest Stars” encouraged consumers to post their own photos to the online gallery through social networks and increased consumer awareness of the Nikon 1 product. MWW partnered with Olapic Inc. to create a dynamic online Facebook tab/photo gallery where consumers and “Guest Stars” could share their own special moments. The tab was designed to allow users to easily view and share photos as well as upload their own. At launch, actor Ashton Kutcher, former MTV reality stars The Buried Life and tech influencer Brit Morin posted photo galleries and encouraged their followers on Twitter and Facebook to post. Over the course of the program, galleries were also posted from actress Hilary Duff, Derek Hough of “Dancing with the Stars” and entertainment personality Giuliana Rancic. MWW leveraged the participation of these influencers to secure media coverage across a variety of outlets. To further encourage participation and sharing, Nikon also partnered with the Ronald McDonald House of Long Island and pledged to donate $1 for every photo uploaded to the gallery. The “Small Moments Are Huge” photo gallery received more than 4,600 photo uploads to the community gallery. Traffic to the tab was consistent and had more than 588,800 total page views. Nikon was able to directly connect with target consumers while simultaneously promoting the advanced capabilities of the Nikon 1 camera system. MWW successfully engaged relevant consumer targets and raised awareness of the product. MWW secured media coverage with a variety of technology, photo trade, consumer lifestyle and entertainment outlets including featured segments on E! News and Entertainment Tonight, and stories in InTouch Magazine, as well as popular entertainment blogs Pop Sugar and Babble, among others. Additionally, technology-based websites such as GadgeTell, Technorati, TWICE Magazine and Photo Industry Reporter posted articles on the program. In total, the program generated more than 11 million media impressions to date. On December 4, 2012 Nikon posted a special “Thank You Mosaic” featuring all of the photos uploaded to the Nikon 1 “Small Moments are Huge” community gallery. Users can browse all of the community images in a fun and interactive way, search for their own pictures and continue to share some great moments with their friends.

A story platform on wheels | How Pepsi becomes LikeFriends

In the Netherlands Pepsi’s social media isn’t a campaign, its a program defined by fans. Pepsi shows courage and builds on their brand promise by not rewarding fans with prizes or freebeez to stimulate engagement, but to enable people to experience things in the moment. All experiences are documented on social media and when combined, they underline that the brand lives for now! To enable people to live for now we created a story platform, one that comes and goes, that people can follow, influence, and that stands for our mentality. This is an old Dodge A100 of 1966, named: the Pepsi Rider. Everything around and about the Pepsi Rider is done and decided in real-life with the fans; from construction, to test drives and even breakdowns. Everyone can tap into the story and influence the process, but there are no prizes to be won in order to stimulate engagement. With this completely co-created program Pepsi changes the social-playground from their own perspective: Join, and Live For Now!Case video In 2012 the challenge for Pepsi was to make the Netherlands a more surprising and enjoyable place by sparking the fun rebel in everyone and empowering people to Live For Now. Pepsi shows courage and builds on their brand promise by not rewarding fans with prizes or freebeez to stimulate engagement, but to enable people to experience things in the moment. All experiences are documented on social media and when combined, they underline that the brand does Live For Now! Pepsi's social strategy is channel independent. It isn't about Facebook, Twitter, YouTube or even Google+, its about communication between the people and the brand. The channels wherefrom we communicate are irrelevant to some extend, the communication itself is leading. In the Netherlands Pepsi defines a new standard in social interaction by making the Pepsi Rider their brands representation in the real world, and letting people on social media decide how this representation looks and acts. The program resulted in great quantitative results, we saw a 600% fan growth over 6 months time and our Interaction Ratio, which indicates the appreciation of the content, resulted in 179% higher than the top pages in the market. All this without the use of any other media than Facebook sponsored stories, which shows that our content is strong enough to build an healthy and (inter)active fan base. When we look at the unmeasurable qualitative results we see an active and involved group of brand fans. We saw people step into their cars and drive across the country just to be the first to unpack and see the Pepsi Rider, we had people driving on a circuit test driving the Pepsi Rider. Several fans designed their own ideas on the exterior of the Pepsi Rider and one fan even spray painted his own design on the Pepsi Rider. We believe that with this completely co-created program Pepsi changes the social-playground from their own perspective: Join, and Live For Now.

JetBlue Getaways Presents, "Get Away With It!"

Produced by: Suite Spot/Ustream/Mullen/Unit9

People know JetBlue as an airline, but they don’t know that JetBlue offers flights, hotels, wheels and more via their JetBlue Getaways product. Our task: take a limited media budget and increase awareness of JetBlue Getaways in a crowded vacation package category. Our approach: break through the clutter and encourage participation with Getaways in a way that is uniquely JetBlue and unique to any category – the first-ever online game show using Skype. JetBlue Getaways presents Get Away With It, the first-ever live online game show hosted by Mark Hammerberg. The result was 13,000 applicants and hundreds of contestants participating via Skype for a chance to win fabulous grand prize vacation packages to destinations like Turks & Caicos and Las Vegas. http://www.youtube.com/watch?v=B91v5Ezd3ms Get Away With It was an instant hit with viewers through its use of comedy and trivia to create instant awareness for JetBlue Getaways. The key to the success of Get Away With It was the interactive and high quality broadcast made possible by the unique collaboration between Ustream, the pioneer in live social video streaming; Mullen, the creative agency and Suite Spot, producers of the complex show. This partnership resulted in an innovative five-day event that was seen live by 1.3 million cyberspace viewers and echoed across popular social media outlets. Built in HTML5 to be accessible from desktop, mobile, and tablet, the show aired five times a day daily from June 18 through June 22 2012. Audiences joined in the Get Away With It game show through Skype participation. It logged over twelve thousand online viewer hours with an average viewing time of 10 minutes. More than 13,000 total contestants signed up increasing Jet Blue Airways' awareness by 117%. There also was an abundance of coverage from traditional and online media outlets: The New York Times, Games.com, Yahoo!, Finance, Mashable, AdRants, Marketing Daily, MediaPost, PR Newswire, and Market Watch all covered the event across the five day live airing.

TopChicret - Announcing Charlotte Free as New Face of #1 Cosmetic Brand in the World

Produced by: ICED MEDIA

Did You Hear? In order to announce model Charlotte Free as the new face of Maybelline New York, ICED Media created an original asset entitled #TopChicret. Our viral video campaign starring P’trique of “Sh*t Fashion Girls Say” and nearly 20 influencer cameos launched in April 2012 to worldwide acclaim. The buzzworthy asset earned coverage on an array of the most respected fashion outlets globally, including Vogue, Style.com, Elle, New York Magazine, Fashionista, Grazia, and more. In addition, our strategic use of influencer cameos ranging from editors, TV personalities, and musicians enabled us a broader reach, resulting in #TopChicret trending on Twitter within minutes of it's release. By capitalizing on the popularity of this trending meme amongst fashion insiders, Maybelline New York emerged as an innovator by becoming the first ever brand to partner with “Sh*t Fashion Girls Say”. As a result, the brand increased its relevance amongst the discerning fashion industry and the asset itself is still referenced today as a best-in-class example of branded content. Overall Reach: • More than 30 features totaling over 54 million monthly unique visitors • 535 Tweets Using #TopChicret resulting in over 3M organic impressions • Organic trending topic on Twitter

Skinnygirl Cocktails #WinningTheOscars

Produced by: Starcom MediaVest Group | LiquidThread

#Winning at the Oscars® Awards About this Entry: Skinnygirl® Cocktails stole the spotlight at the biggest award show in Hollywood – the Oscars® Awards. Leveraging the excitement surrounding the “Super Bowl of cinema” of their passionate female fan base, Skinnygirl Cocktails, through creative real-time social activation, was able to capitalize on the awards show by thinking outside the award show itself to integrate the brand into pre-and-post-show action in a strategic partnership with E! and popular women’s charity Dress for Success®. #LadiesInRed: Skinnygirl Cocktails added substance to one of America’s most stereotypically superficial events. Extending our partnership with popular women’s organization Dress for Success®, Skinnygirl Cocktails pledged to donate $2,500 to the cause for every celebrity to wear red on Oscars night. Leveraging the hashtag #LadiesInRed, we encouraged fans to Tweet @Skinnygirl whenever they saw a red dress. What kicked off with a couple Tweets turned into a full-blown Twitter party as fans engaged with the brand and each other to keep tabs on celebs in red. With help from our fans, Skinnygirl Cocktails donated a total of $45,000 to the charity and made the campaign into a conversation across social media. The #LadiesInRed hashtag garnered over 5 million impressions and ~1,000 mentions in less than three hours. From the #ERedCarpet to the #AfterParty: The debut of our TV during the E! Red Carpet coverage kicked of our social efforts. Synchronized Tweets, #ERedCarpet and thanking @eonline started the conversation, ending at the After Party. To truly wrap up the event “like a lady,” Skinnygirl Cocktails sponsored the E! Oscar’s After Party and sent one lucky winner and her guest to attend. With a team on-site to host the winner’s experience, we were able to live-tweet and post exclusive behind-the-scenes videos and photos backstage at the event. The sponsorship also included a custom-built Skinnygirl Cocktails bar, complete with our own mixologist. Our featured cocktail, the Skinnygirl™ Starlet, made its appearance in a 20-second call-out where our mixologist made one for E! host, Ross Matthews. The live-tweet team posted the recipe, encouraging fans to “sip like the stars” at their own Oscar’s viewing parties. #VirtualParties: To generate excitement and scale, we activated our strategic relationships with a core group of bloggers with interests and audiences similar to the brand and gave them true VIP access. They were flown in from around the country and given an in-person meeting including an overview of the brand and experience the cocktails first-hand with our mixologist. Equipped with all of the information on the brand as well as the awards season execution. Skinnygirl further got their message out through a strategic partnership with Cosmopolitan as the “virtual cocktail” of their Oscar Twitter party.

Pepsi: Live For Now

2012 was the year for Pepsi to Live For Now and Deep Focus wanted to get the word out. Along with Pepsi and our partners, we transformed the brand’s social agenda to one that exuded Live For Now in every image, copy and conversation. We programmed Facebook, twitter and other social platforms with exclusive sponsored content. Pepsi livestreamed concerts from some of the world’s biggest recording artists and made them accessible exclusively through its social channels. We began a collaboration with OMD, Facebook and the Pepsi brand team to create a strategy to (re)define key performance indicators, double down on the creation of brand-building engaging content, and build a revolutionary process for implementing real-time native media buying. We had already out-engaged Pepsi’s number one competitor despite being significantly outspent (and "out-fanned"). Our new aim was to leverage and boost that out-engagement to bolster our reach and gain loyal fans to strengthen brand health. In a 30-day sprint, Deep Focus developed a rapid cadence of the kind of image-based branded content that had already made the brand an engagement leader on Facebook and twitter (our iconic "Harry Potter Can" appeared on twitter and subsequently USA Today in summer 2011). Our content was relevant and tapped into the cultural interests of our fans. We threw out polished images and traded them in for social quality photos. We optimized. We learned and listened to our community and geotargeted appropriately. Our agile content creation was supported in real-time with media support from OMD. All posts that reached a high, threshold virality rate were promoted using Facebook ads & stories, allowing Pepsi to reach even more of its fans with the best content. During the 30 days, Pepsi’s average post engagement skyrocketed 114%, while boosting our PTAT by 179% and reporting an increase in viral reach by 1133%—making Pepsi’s fans 40% more active on the page. Of the 46mm unique users, 31mm were tapped into through viral reach. That’s like, friends of friends of friends. To top it off, Pepsi gained 250,000 fans without any direct fan acquisition campaigns. That’s a whole lot of people who Live For Now. Shiv Singh, Global Head of Digital for Pepsi once said of the Moment Studio, Deep Focus’s social content production operation, "Moment Studio has helped Pepsi accomplish its goal of reaching 20 million Facebook users per week," demonstrating the effectiveness of this type of real-time, agile content marketing. By shifting to using a "creative newsroom" mindset in a completely new agency model, we got incredible results. After optimizing and testing different types of content we found: • The highest engaging posts resulted from interesting product shots, and posts that attached themselves to relevant pop culture events • Genuine, social-quality images outperform over-produced and staged images. • Engaging photos also need equally engaging copy to match, and get the highest engagement The success of the new process is in the numbers. At the end of the 30-day test, Pepsi’s Facebook page had garnered: • 6x the engagement rates of our competitor • A 114% jump in average post engagement • 179% boost in "People Talking About" on Pepsi’s Facebook page • A 1133% jump in Viral Reach • 250,000 new fans without a dedicated acquisition campaign • 46 million unique users reached • Increased fan recall of the Pepsi Live for Now campaign

Brush Buddies Worldwide Music Search

Produced by: Brush Buddies

Brush Buddies is an emerging consumer brand with a growing social media audience of people who like their music and love their teeth. Less than 2 years ago, Brush Buddies created an Oral Care category of Singing Toothbrushes that play today's hit songs while brushing with Justin Bieber, Lady Gaga, One Direction, LMFAO and Psy. Our Social Media Promotion Brush Buddies Worldwide Music Search gave an artist (or band), anywhere in the world, the opportunity to win a product licensing & promotion package alongside Brush Buddies superstar artists. Contestants entered by simply linking one of their music video's from YouTube. Artists and fans were encouraged to cast votes daily for their favorite video entry - the one with the most votes at the end of the contest period wins. Creative Brush Buddies tapped into fans passions for their favorite music, by giving them the power to choose our next artist while engaging with our brand on a daily basis. Integrated Promotional Platform SocialAppsHQ + Facebook.com + YouTube + BrushBuddies.com Brush Buddies integrated a wide variety of previously unrelated social media platforms as a fully branded contest page embedded within our website; providing full access to desktop & mobile users, while YouTube hosted video entries by contestants & SocialAppsHQ securely managed voting, bridging & "Like Gating" our followers on Facebook. Twitter-CRM Embedle + Twitter + BrushBuddies.com Working closely with Embedle, we assisted in the development & implementation of new brand engagement techniques that allowed for conversations between Twitter, our website and our TopFans. Twitter Parties TweetChat Brush Buddies hosted Twitter Parties that brought fans closer to their favorite artist; one event creating enough traffic to trend nationwide on Twitter in Canada Social Broadcast YouNow Nearing the end of the promotion, leading contestants participated in a live on-air broadcast that allowed the artists to be seen, heard & interact directly with the fans that had been promoting them in the contest. Ratings were 10 times the channel average. Meaningful • 23 Million brand impressions • 65,300 total votes cast • 29,200 votes for winning artist • 101 days of voting • 34 Twitter Trends from around the world (TrendsMap) • 30 contestants each provided a professionally created music video • 8 countries represented • @BrushBuddies ranked in Top 1% of Social Media Influencers Worldwide (Kred, January 2013)