Best Overall Brand Presence on Facebook

Archived from the 5th Annual Shorty Industry Awards

Winners

Maybelline New York Digital Strategy 2012

Produced by: FoxyMoron Media Solutions Pvt. Ltd.

Maybelline New York is a well renowned brand well loved by women all over the world. Despite a rise in the competition in the cosmetics market in India, Maybelline New York dominated the digital space in 2012 with spirited campaigns across Facebook. We worked towards an idea that was clutter-breaking in the cosmetics category to get women on our social media properties to sit and take notice, get educated and eventually have them use the unique products on offer by Maybelline New York in India. Engaging the large fan base in conversation and fun discussions was the biggest aim of our break-through campaigns. These fans always responded with quirky, crazy and comical insights that helped us build positive relationships with them. From asking Indian men to vent their frustrations against women, to women responding with ‘nude suggestions’ and also, throwing ‘nail it parties’– every interaction was intriguing and exciting! The year began with driving a campaign for Maybelline’s Bright Benefit (BB) cream: We got innovative. Never before was a product targeted at women marketed through men in the online space. We took a risky route and the real challenge was that the BB Cream was launched only via the Digital platform. Firstly, we provided a platform for men to express their grievances against women and eventually reveal the agitation those men had against women with the amount of time they take to get ready. Within 15 days the FB page reached 38,000 Indian men. We creatively maximized the constant battle between the sexes and created a fan page targeting men who believe in: ‘WTF- Women Take Forever!’ We introduced these responses to women on the MNY FB page and revealed a solution from Maybelline in a quirky way, to go ‘NUDE’ - a statement as well as the tone of the cream in question. This battle continued till the girls were ready to go nude with the all-new 8 in 1 BB Cream. 2,000 girls virtually revealed the BB Cream by unlocking the image, one pixel at a time, on the pixel application we created. The best feedback received came from sales: In Month1 the brand sold 75,000 units - equal to the sales of the Maybelline Colossal Kajal, its highest selling product in the Indian market. Then, we launched a traditional make-up product used by Indians, Kajal (an Indian term for kohl/eye-liner) that accentuates the beauty of a woman’s eyes. In the absence of a brand ambassador, we had every woman discover the ‘hero’ in her by introducing the Colossal Kajal as a bold & smudge-free product that personifies every Maybelline Girl. The campaign generated interest among fans with content pegs - ‘Who AM EYE?’ With the reveal – ‘EYE AM bold’ there were 98% positive reviews shared online. Fans also shared pictures of their eye artistry and 600+ pictures were uploaded with 50,000+ interactions on Facebook. Further, every Maybelline Girl was invited to host her own ‘LET’S NAIL IT’ party on Friendship Day! Fans signed up, tagged their friends and described their friendship. Friends got together, painted each other’s nails with Maybelline products as they celebrated their friendship. To welcome the flirty, fun & perfect lip balm product ‘Baby Lips,' more than 2,000+ Maybelline Girls changed their profile pictures on Facebook to their baby pictures. With these successful campaigns and growing fan base, Maybelline NY is undoubtedly one of the most popular women centric Facebook pages in India.

Finalists

Grammarly

Produced by: Grammarly

Grammarly’s goal is to improve communication among the world’s 2+ billion native and non-native English writers. In addition to providing more than 3 million registered users with our automated proofreader -- which corrects contextual spelling mistakes, checks for more than 250 common grammar errors, enhances vocabulary usage, and provides citation suggestions -- we launched the Grammarly Facebook page as a celebration of the English language for grammar enthusiasts. The Grammarly Facebook community provides more than 550,000 fans with fun grammar tips and discussions.Since launching our Facebook fan page in mid-2010, Grammarly has experienced tremendous growth -- increasing fans by a factor of around 50 in the last year. But what truly differentiates Grammarly’s Facebook page from that of other Internet startups, and even consumer brands, is the level of engagement we receive. With between 300,000 and 1,000,000 people talking about us at any time, our community is more engaged than fans of Pepsi (107,783 people talking about us), Jeep (46,912 people talking about us), and other household names. We received recognition for our engagement levels, which were third highest on all of Facebook, during the first week in January 2013. As context: For most of the top consumer brands, engagement levels are somewhere between 0.5 percent and two percent of their total number of fans. At Grammarly, our engagement levels hover between 50 and 200 percent of our total number of fans. This is because we have a full-time team of three people focused on Facebook, who help to explain the importance of good grammar using humor and grace. Spreading awareness about the importance of quality writing, as well as teaching spelling and grammar skills, is very important. In the United States alone, low literacy (the ability to read and write) costs the economy $225 billion a year in lost productivity; and, writers who are not yet in the workforce are already foreshadowing negative outcomes. For example, student writing scores on the SAT have declined five points since 2011 and consistently represent the lowest student outcomes of any section of the test. Many English writers simply do not learn proper spelling and grammar skills, especially in the U.S. Grammarly’s Facebook page is one of the largest channels spreading awareness about this epidemic. Often, our posts serve as a tool to educate writers on proper grammar. Grammarly also runs a variety of contests and campaigns on its page -- most recently a $1,000 scholarship contest to encourage our fans to share their thoughts on writing today, and a t-shirt slogan contest meant to highlight users' favorite aspects of proper grammar.

WGN America "How I Met Your Mother" Facebook Campaign

Chicago-based TV station WGN America was looking to boost ratings with a younger audience. Although it refreshed its content with shows such as “South Park” and ‘Entourage,” its ratings were lagging. Story’s challenge was to drive offline behavior—namely, tune-in—by developing engaged online communities. Story approached WGN America with a focused plan to use the power of social media to drive viewership to a single show: “How I Met Your Mother.” Story proposed a three-stage campaign to grow ratings and amass awareness with an efficient and flexible use of hypertargeted media and engaging content focused on empowering the show’s “SuperFans,” which would help the content spread to the traditional and casual fans. Facebook played a crucial role in this strategy. "Meet at MacLaren's"—WGN America’s branded “How I Met Your Mother” Facebook Page—acts as a thriving hub of content and conversations for "How I Met Your Mother" SuperFans - http://www.fb.me/MeetAtMacLarens The “Meet at MacLaren’s” Facebook Page, conceived and managed by Story Worldwide on behalf of WGN America, curates and manages content and supervises conversations about the show with the goal of motivating fans to share and engage more often by distinguishing the diehard fan contributors among them. Some highlights from 2012: For International Suit Up Day—a fan-created holiday centered on one of “How I Met Your Mother’s” biggest inside jokes—Story championed a social celebration by asking fans to submit photos of themselves in a suit. See it here: http://j.mp/VLh7CQ. For a Thanksgiving-themed “How I Met Your Mother” marathon on WGN America, considerable buzz and user content was generated on Facebook during the days leading up to the on-air event. A Best Slapsgiving Memes photo-album feature (Slapsgiving being a long-running inside joke dear to fans of the show) used a popular type of content on the page (show-related meme photos) for an album continually updated with new fan-created images. See it here: http://j.mp/124aYam. The community even helped one young SuperFan, Tyler Madden, get a mention by none other than Neil Patrick Harris himself when Harris joined Kelly Ripa on her morning show after he had been featured as one of the community’s biggest SuperFans. The Story-launched “Meet at MacLaren’s” Facebook Page is a bona fide success story. As of January 2013, more than 1.9 million of the show’s most loyal fans have called it home. The audience-management efforts have earned total engagement rates of 10 percent to 20 percent on any given day—unheralded compared with many well-known brands that earn less than 1 percent. RESULTS More than 1,947,000 Likes and 100,000 followers in less than 24 months. Facebook ads drove more than 2.04 billion total impressions, 3,185,205 clicks and 1,321,735 new fans at a cost-per-like of $0.41 and cost-per-click of $0.17. More than 280 photos were received and utilized in compelling on-air television spots and posted in a comprehensive Facebook album. The Best Slapsgiving Memes photo album netted a total combined engagement of 33,000+ Likes, 400+ comments and 7,000 shares. The Thanksgiving Day “Happy Slapsgiving” post received 61,734 Likes, 382 comments and 13,088 shares—by far the page’s most successful post ever. The daily-updated Facebook cover photo promoting Slapsgiving garnered 12,228 Likes, 90 comments and 698 shares.

Dr Pepper Facebook 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.

Cartoon Network Brand Presence on Facebook

Produced by: Cartoon Network

2012 was an exciting, transitional year for Cartoon Network’s Facebook page. After reaching the 10 Million Like milestone in mid-2012 and experiencing growth averaging a million Likes per month, focus shifted from fan growth to having fun with the passionate and enthusiastic community members. Providing engaging content in a distinct brand voice paid off: Engagement was up 40% over 2011, and Like growth continued unabated, seeing the page finish the year with over 15 Million Likes as the second-most liked television network on Facebook overall and in first place among kids’ television networks. Fans know it’s THE place to come and celebrate the brand they love in social media and the hub of a network of over 17 Cartoon Network-related pages that, as of the end of 2012, encompassed more than 39 million total likes.Since entering the social space in 2009, the primary goal for the Cartoon Network Facebook page was Like growth. In reaching the 10 Million Like milestone in mid-2012 and experiencing growth averaging a million Likes per month, we shifted focus from recruiting fandom to nurturing it, and the results were staggering. Not only did the meteoric growth continue, with Cartoon Network finishing the year as the second-most-liked television network on Facebook and the fourth-most-liked media brand page, after Facebook, YouTube, and MTV, but engagement rates showed double digit increases over the previous year. We attribute this growth to an increase in brand voice posts that celebrate the brand without any direct marketing message alongside more traditionally directional marketing messaging. As a result, we were able to celebrate the things our fans love about our brand, while at the same time encouraging them to sample new offerings. Key executions that stood out in a banner year for Cartoon Network social media include: - 10 Million Fan Count-Up, an image-based count-up stretching from 9.6 million fans to 10 lasting 2.5 weeks, also including a progressive cover image reveal, culminating in a celebratory 10 Million Fan post and song from fan-favorite CN character, Brak - Cartoon Network 20th Birthday, a celebration of Cartoon Network’s 20 years bringing quality and hilarious shows into homes. We shared a custom 20th Birthday Video and populated the Cartoon Network Timeline with key moments from the network’s 20-year history, allowing fans to relive their favorite moments, which drove 125% more engagement over the previous month.

Game of Thrones Facebook Page

The Game of Thrones Facebook page is an extremely popular fan destination, which engages the community with its unique voice. Going into Season 2, the page launched with special features and an engagement strategy designed to sustain accelerated growth in season and beyond. Beginning 3 months in advance of the Season 2 premiere, HBO launched a social media campaign in 3 phases: Long Lead, Pre-Premiere and Continuity. Phase 1 focused on encouraging fans to catch up with the series with creative messaging and engaging incentives. • Details on all airings of season 1 on HBO, HBO On Demand, and HBO GO, including marathons. • The launch of a customized Facebook tab featuring multiple ways to watch season 1. • Promotion around the season 1 DVD release, including Facebook promoted posts and the interactive application, “Dethroned.” • Released long-lead trailers, photos and more content from season 2 to help fans get excited and spread the word. Phase 2 launched approximately two weeks prior to premiere featuring engaging campaigns and tactics designed to rally fans ahead of the premiere. • The Pledge Your Allegiance Facebook application asked fans to ally with one of the five warring families and provided them with tools to help them evangelize potential new viewers. The application also included a sweepstakes where fans could enter to win signed memorabilia and other merchandise. • Jumping on a virtual-to-physical world connection at Wondercon 2012, HBO gave fans the opportunity to mimic a Season 2 campaign poster and have their “head on a spike picture taken.” These pictures were featured on the Facebook page in real time. Phase 3 began the day of premiere in tandem with an all-day marathon of the first season on HBO. The campaign continues to run during the season, engaging existing fans and continuing to convert new ones. • Game of Thrones Day: HBO dedicated the entire Sunday, April 1 to the preparation for the season premiere episode, with the HBO social profiles joining in to engage live with eager fans. Custom shareable Facebook cover images, profile avatars, and character posters helped fans show their dedication and HBO Connect Live Chats and Commentaries with cast and crew members provided a behind-the-scenes experience during the day-long marathon on HBO2. • As the season progressed, fans engaged on Facebook to get updates, recaps, and previews, and were presented with graphic quote postcards they could share with friends. Results: • The Game of Thrones season 2 premiere accumulated a gross audience of 8.3MM viewers and was renewed almost immediately. • GoT was the most buzzed about cable show on 4/1 via Trendrr, (4th most social TV event overall).

Purina: The Petcentric Moment Studio

Produced by: Deep Focus

Petcentric by Purina is driven by the notion that life is better with pets, and they needed to share this message. To get into peoples’ social feeds, they needed a completely new and clever strategy. Petcentric engaged the Deep Focus Moment Studio, the agency’s creative newsroom for hire. Its real-time social creative production team generates engagement-optimized visual and video content that appeals to the interests and sensibilities of brands’ target audiences. We shot, produced and published a steady cadence of owned content that illustrated the joy of bringing pets into your life. Through the real-time efforts of the Moment Studio, we created a publishing program that rivals sites such as Buzzfeed. To achieve a step-change in reach, we monitored each content item and when one hit threshold virality organically, we boosted it via paid media and pushed it into more news feeds, pushing even more engagement and even leading to an improvement in the brand’s Facebook edgerank score.The results were stunning. In the first six weeks engaging with the Deep Focus Moment Studio, Petcentric has achieved a 28-day reach of more than 38 MM unique users on Facebook alone and, as a bonus, acquired nearly 350,000 additional likers. Individual posts achieved incredible engagement: one post received nearly 200,000 likes and nearly 20,000 shares. This same post received Viral reach of over 1.7MM and an overall reach of nearly 15MM. The program has also created unprecedented earned success. One unpaid post received combined organic and viral reach topping 150,000, a virality rate of nearly 14% and a PTAT over 13,000. Because this asset was created with Deep Focus’s Moment Studio, the cost per engagement was fractions of a cent and the asset is wholly owned with rights in perpetuity, costing Purina a fraction of traditional creative. We have seen the following since Petcentric and the Moment Studio at Deep Focus embarked on this program: • A 49% increase in fans (likers), without paid acquisition ads. • A 312% in PTAT (People Talking About This, Facebook’s measure of interaction with content). • A 395% increase in monthly reach, going from just under 8MM to just over 38MM. • A 120% increase in mobile penetration. Most importantly, we have spread the joy of pet ownership to millions, and furthered the Petcentric brand mission.

WWE's Facebook Page Network

Produced by: WWE

The NFL, the NHL, ESPN, Marvel and Yahoo: What do each of these brands have in common? None of them has more followers on Facebook than WWE. Three hundred and sixty-five days a year and 24 hours a day, WWE provides up to the minute content for more than 11 million Facebook fans. WWE’s Facebook page gives fans a place to be interactive and to stay informed. WWE’s fans have an outlet for breaking news, content and services they can’t get anywhere else. As the No. 3 most-followed sports brand on Facebook, WWE deserves to win Best Overall Brand presence on Facebook because we continually provide our fans with exclusive news, updates and interactions they can’t get elsewhere. The WWE Facebook page is not only a service to our fans, but also serves as a hub to a network of more than 121 pages with a combined following of more than 97 million fans. WWE sets the tone as far as interacting with sports fans by engaging our fan base with contests, polls, questionnaires and fun facts about our WWE Superstars. In 2013 alone, our fans have shown their support in a big way as we seen more than 4 million new followers for a 4.5 percent monthly gain. In addition to the gain in January: • WWE’s Facebook Page network added 42.5 million fans in the past 12 months, for 83.86 percent YOY gain. • WWE’s main Facebook Page (fb.me/WWE) has 11,237,468 fans, adding 3.69 million fans in the past 12 months, for 48.90% YOY gain. (FanPageList.com, Feb. 6, 2013) As of last month, WWE’s Facebook Page sits as one of the Top 10 “Most Talked About” brand pages on Facebook (Based on user engagement, Feb. 6, 2013). WWE's Facebook Page network has more fans than the NFL and its 32 teams combined. Or Major League Baseball and its 30 teams combined. Not only do we break news and content to our fans, but we also assist our Superstars in getting their WWE related content out to WWE Universe. Seventeen WWE Superstars rank in the Top 100 most followed athletes on Facebook, and 15 rank in Klout.com's Top 100 most influential athletes. Currently, John Cena is the No. 7 most followed athlete in the world on Facebook, and the No. 3 most followed American athlete behind Michael Jordan and Kobe Bryant. He alone has more followers than any athlete from the NHL, MLB, NFL, NASCAR, PGA or UFC.

Current Entries

Dr Pepper Facebook 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.

CAPRICHO on Facebook

Produced by: Capricho

In 2012, CAPRICHO’s Facebook page ceased to be an automatic news feed and began to offer exclusive content increasing the interaction with the reader. It went from 500 thousand to 2 million fans: it is the largest fansite of Editora Abril and the largest teen magazine community in the world. CAPRICHO’s Facebook page represents the hard work that the brand put forth in social networks in 2012. At the beginning of the year CAPRICHO restructured and redefined its specific goals for each social network, while coherently integrating them all under the CAPRICHO brand. This video made earlier this year tells a bit about this story: abr.io/CAPRICHOfollowme CAPRICHO’s pledge is to make a girl’s adolescent years the most extraordinary time of their lives and to be present in their most important moments. With that in mind, for the last ten years, CAPRICHO, which began as a magazine for the adolescent girl, has been broadening its presence within the teen spectrum. Today the brand carries an important line of licensed products, as well as an annual event that brings together more than10 thousand girls. CAPRICHO also has an important online presence. With 72 million monthly page views and 5.5 million monthly unique visitors, www.capricho.com.br is the largest teen magazine website in the world. It became synonymous with fashion, beauty, lifestyle trends, and entertainment information for adolescent Brazilian girls. CAPRICHO’s commitment is also reflected in social networks: the brand has almost 1.6 million followers on Twitter and 133 thousand on Instagram. But Facebook is its most relevant platform with 2 million fans, 1.7 million ‘people reached’ and 87 thousand users ‘talking about’ CAPRICHO daily. Facebook.com/capricho curates content for Brazilian girls ages 13 to 17. Besides nurturing their dreams (http://www.facebook.com/media/set/?set=a.10152055988190252.902575.49941245251&type=3 ), and sharing the joys and sorrows so typical of adolescence (http://www.facebook.com/media/set/?set=a.10151144443095252.794326.49941245251&type=3 ), CAPRICHO’s Facebook page produces and selects the best news and services (http://www.facebook.com/media/set/?set=a.10151664319540252.856894.49941245251&type=3; http://www.facebook.com/media/set/?set=a.10152393603515252.953077.49941245251&type=3; http://www.facebook.com/photo.php?fbid=10152362982755252&set=a.10152362982450252.948875.49941245251&type=1&theater; http://www.facebook.com/photo.php?fbid=10152529958270252&set=a.10150177125150252.432375.49941245251&type=1&theater ). A popular article can reach more than ten thousand likes and hundreds of comments. Such involvement has made CAPRICHO’s Facebook page a powerful platform for interaction with the reader. Brazilian teenage girls are on Facebook. And they all follow CAPRICHO.

Hot Pockets

Produced by: Threshold Interactive

In early 2012, Hot Pockets was a brand with high awareness and low relevance. Having a young male demographic as our target, we wanted to create a place where content would always be rich and engagement would always be high. In just one year, we launched 4 very different yet successful and engaging campaigns with robust content that have kept our fan growth steady, active and happy. We set out to make 2012 a record-breaking year for the Hot Pockets brand on Facebook. Our first campaign, 'Baked not Fried' launched to promote the Hot Pockets Snackers line, grabbing the attention of young college males with video content such as video game training and exploration of the 5-layers of Nacho-librium. These videos set the stage for the successful Infomercial campaign that came along in May. This campaign launched the Limited Edition Hot Pockets. And it was widely successful from the start, scoring millions of views, carving out a spot on the Ad Age Viral Video chart for 3 weeks and actively engaging the growing fan base with a real 1-800 number, support videos and a Limited Edition store that sold hilarious items. Next was 'Pocket Like it's Hot,' a food parody music video in October with Snoop Dogg that garnered over 3 million views in the first 72 hours. The video had our fans commenting, posting and sharing the video all over the web. And to close the year out, in our quest for 1million fans, we launched a photo campaign with our trusty mascot Herbie Hot Pocket. We engaged fans by frequently posting photos of him celebrating in various ways on the road to 1 million fans using photos made for easy commenting and sharing on both computers and mobile devices. Overall, 2012 was a record breaking success for the Hot Pockets brand on Facebook, growing a whopping 185% with over 630K new fans.

Mormon.org

2012 was called the “Mormon Moment” because of high-profile Mormons and Mormon themes appearing in politics, sports, pop culture, and, yes, even religion. Being at the forefront of public consciousness drew great interest to the beliefs and members of the Mormon Church. Rather than allow others to define us, we set out with this campaign to ensure that public messaging about Mormons accurately represented our beliefs and practices.The Church of Jesus Christ of Latter-day Saints (more commonly referred to as the Mormon Church or LDS Church) is a Christian religion that believes, first and foremost, that Jesus Christ is the Savior of the world and the Son of God. Members of the LDS Church are united by a commitment to Jesus Christ and to live His teachings. Our site, Mormon.org, explains our beliefs by telling the stories of the lives of our members (Mormons) and how our faith affects them through a campaign called “I’m a Mormon.” The ultimate purpose of The Church of Jesus Christ of Latter-day Saints is to bring others to a knowledge of Christ and better understand His love and plan for everyone. We follow Christ’s Biblical directive: “Go ye into all the world, and preach the gospel to every creature” (St. Mark 16:15). The Mormon.org/“I’m a Mormon” campaign was created to dispel misconceptions about Mormons, increase awareness of the Church, and improve public perception of the Church and its members. Throughout this campaign, we have featured individuals rather than the institution. Mormon.org presents unscripted, personal profiles and answers to questions from everyday Mormons. This campaign is about people and a message. Since Facebook is similarly focused around people, we took our “I’m a Mormon” campaign to the world’s largest social network, allowing the organization of the Church and individual members to personally interact with people not of our faith. Mormons and Facebook users of many other faiths have communicated in a public yet one-on-one setting—sharing thoughts, building beliefs, and responding to individual questions. The content on our Facebook page, our Mormon.org homepage and other social sites promotes discussion between individuals. We want to help people understand what we stand for and believe, and have provided resources for Mormons to share information about their faith with their friends. Weekly, our page reaches tens of millions of Facebook users all over the world. Our content consists of status updates teaching about our beliefs, videos introducing Mormons from around the world, links to our external pages, thoughtful questions, graphics (created exclusively for our Facebook page) with quotes from Church leaders on Mormon beliefs, and more. Religion is generally considered a taboo topic for discussion, but by using Facebook, we have broken down that taboo in the social space, generating and hosting conversation in the midst of the “Mormon Moment."

SodaStream Facebook page

Produced by: Likeable Media

In 2012, SodaStream made a strategic decision to increase its Facebook brand presence in order to fuel advocacy in the United States market. The SodaStream Facebook page has been the hub of all the brand’s social activity— from fan-only offers with record-breaking redemption rates to viral videos which gained over 5 million views. SodaStream provides a wealth of exclusive experiences through its Facebook page and tabs. We’ve created fun Facebook games/apps, several large scale giveaways, and fan-only deals. While our campaign oriented initiatives have been highly successful, the greatest success of our SodaStream page has been our evergreen content strategy, which solely serves the interest of our fan-base. We regularly post fizzy recipes, fun puzzles and generally engaging bits of content with hope of putting a smile on a fan’s face. Leading the charge in a whole new product category, SodaStream has earned a win for Best Overall Presence on Facebook, because of the innovative ways we have engaged our fans. SodaStream uses Facebook to educate customers about new product releases & product line updates, & to engage in meaningful conversations with fans around common interests, from sustainability to party planning. Throughout the year, SodaStream engaged fans in ongoing conversations on its Facebook wall by sharing content like new recipes, word searches, & words-of-the-week. Every day SodaStream posts something that fans enjoy engaging with. SodaStream also constantly monitors its Facebook community & responds to every post. The SodaStream Facebook page has become a place for a customer, or prospect, to be heard no matter the issue. 2012 Highlights: • 2 Fun Facebook Games: Create Your Own Bottles & Memory Test. • Store locator tab: Since so many Facebook fans asked “where can I buy?” we created a simple tab that allows fans to see the closest nearby retail locations that sell SodaStream products. • SodaStream Source Giveaway: To coincide with the launch of a new product line, we hosted a giveaway to spread awareness. We received 8,000 submissions & gained 15K new fans with under $1,000 in Facebook advertising. • House Party campaigns: Fans could apply though a Facebook tab to host a SodaStream party & receive free machines and SodaStream goodies. We chose 1,000 applicants out of more than 20,000 applications each time. • Cyber Monday Offer: On cyber Monday 2012, we used the Facebook Offer tool & a fan-gated tab to offer an exclusive sale only accessible through the SodaStream Facebook page. Orders from this sale increased over 1000% from the year prior. We received over 25,000 new fans from this promotion. SodaStream surprises & delights fans with product giveaways & fan-exclusive offers, while also educating about new products and ingredients, & supporting important, relevant issues – all in a fun, fizzy way that gives SodaStream its unique voice in the social space. SodaStream has created a fan base that is fiercely loyal and will often answer questions before a community manager can. This deep, trusting relationship with its fan base is what sets SodaStream's Facebook brand presence apart.

Jersey Mike's Subs

Jersey Mike's Subs promotes online without coupons, giveaways or freebies. They don't speak to their customers, they talk with their community. This year at GLOW, we worked with Jersey Mike's to take the page from less than 1,000 people "talking about this" with very little strategy, to an increase of nearly 1,000%, a lasting strategy, and an increase in their base level of engagement. Prior to 2012, they had never built an app to provide their community with extra content. In 2012, four effective apps were built, all of which focus on their core value of giving to charity and back to their community. They are on track to raise $1,000,000+ for charity before the 2013 spring is over thanks to their new, efficiently engaged audience. At GLOW, we pride ourselves on being game changers and sandwich eaters. In Jersey Mike's Subs we found our muse - a hand made, home grown, delicious place with full Jersey goodness, but the Jersey shore subs we loved were a too-well kept secret, so they challenged us to spread the love (and grab a ton of new fans). We believe the best way to grow a set of fans is to fully engage the ones we already have. Through smart content strategy we ignited the current fans to react to our posts, thereby reaching their friends in the News Feed as we rose through Edgerank. As we increased their "people talking about this" by 1,000% during our charity fundraising campaign in June, we were training their internal marketing teams to more effectively engage their audience. They pledged to donate $1 to charity for every new "like" added to the page, on top of their base donation and in-store donations from customers, which the Facebook campaign also aided by driving foot traffic. This campaign helped reach a record donation amount for their annual gift to Wreaths Across America: over $218,000. Jersey Mike's fans were now an active community, connected by strong content and shared interests. So, when hurricane Sandy hit months later, the community called upon them for help. The page became a hub of info about the rebuilding of towns around the Jersey Shore, which is Jersey Mike's HQ. A community member reached out about feeding volunteers at the Shore, and subs were sent ASAP to 500 volunteers. This one Facebook message benefitted greatly from Jersey Mike's commitment to creating a first-class social experience. We are now able to say that we revolutionized the digital marketing side of Jersey Mike's, establishing new methods for success for both their internal team as well as customers, which resulted in: - Facebook "likes" up 30% - Weekly average "people talking about this" up 388% - Average weekly reach up 423% - 60,000+ "stories" during the three months of the summer (twice those generated in the six months prior) Through our thinking, work, and collaboration, GLOW was able to build a digital brand asset that will be leveraged forever, creating internal marketing efficiencies to communicate with their growing digital audience. Thanks to this, Jersey Mike's is on track to donate a record amount for their annual "Month of Giving" in March 2013: over $1,000,000.

Kingsford Charcoal Fires Up Facebook

Barbecuing over an open flame is the oldest cooking method known to man. At Kingsford, we’re all about savoring the entire experience – the smoke, the sizzle, the family and friends…and the endless debate over the particulars. Since 2010, we’ve been regaling our Kingsford Facebook fans – from the rookies to the pitmasters – with topical memes, genuine conversations, best-in-class BBQ, pro techniques, and drool-worthy recipes that fill their bellies and keep them coming back for more. We may be over 100 years old, but don’t count us out! We’ve definitely got this Facebook thing down. You know that guy who barbecues in the snow and spends hours at a party lovingly manning the grill? That’s us. In real life and on Facebook. Grilling is truly a social experience, which is why Facebook is the perfect platform for our brand. We only have one rule in the Kingsford Fan Club: grub tastes better when it’s cooked over charcoal. Everything else is fair game, and our fans are certainly not shy when it comes to expressing their opinions. From tricked-out grills to homemade bacon, Kingsford fans love to share their epic grilling feats with us and with one another. Grilling up fun, fresh posts every day resulted in a 121% increase in our fan base (mostly organic) and a 365% increase in total interactions over the last year. In addition to our meaty content and in-the-know community manager, it’s our diehard fans that make Kingsford’s Facebook page the go-to place for getting the best advice about charcoal grilling. We challenge you to find another grilling or barbecue-related page that comes close. In June of 2012, the Kingsford team kicked off the grilling season with a bang. On the longest day of the year, we grilled for 887 consecutive minutes and invited our fans to join in on the fun in real time with suggestions for what we should grill next. In addition fans were able to submit their own photos using the #solsticekingsford hashtag on instagram, which was updated in real time over a Facebook tab. Over 200 lbs of charcoal, 10K new Facebook fans, and 223K impressions later, the Kingsford Summer Solstice campaign solidified its place in our yearly marketing plans. To combat a lull in grilling between the Fourth of July and Labor Day we launched the Long Live Summer Campaign, which included interactive content, weekly prizes and prize levels that unlocked via fan participation in a daily check in program. The more people checked in, more points were rewarded and more chances to in. Tapping into our fans passion for summer and grilling drove massive fan interaction and strong growth. During this period we gained over 95 million impressions and over 35k new fans, bringing us over the 100,000 fan mark for the first time. The barbecue lifestyle is about savoring the smells and flavors of slow cooked food while enjoying good times, good people and good drinks. We know we have created created a strong Facebook community that brings lifestyle to Facebook and digitally capture the grilling traditions that the brand and loyal fans celebrate.

Shell Corporate Facebook Page

Produced by: Shell

The way companies like Shell communicate, influence and manage brand and reputation has fundamentally changed over the past five years due to progress in social media and mobile technology. Customers, stakeholders, and citizens now have very high expectations for companies to communicate with and engage them in more open and transparent ways. From a communications perspective, we needed a strategy that is proactive and engages our key audiences around the world in ways that help them better understand our services, and in turn allows us to understand their concerns, issues and challenges as we deliver on our business objectives. On February 15 2012, the Shell Facebook site (www.facebook.com/shell) was officially launched. Shell’s presence on Facebook provides an excellent basis to further leverage our messages, educate and inform communities, attract the best and brightest talent, and expand our brand influence/reach. Energy is a complex industry that affects every person on the planet. There are many socioeconomic, environmental and geopolitical issues surrounding the energy industry that require a great deal of education and exchange with people of all ages, cultures and in all countries in order to progress. Shell's senior management endorsed the company's progressive entry into social media (starting with Facebook) driven by a need to engage with people in a way that reflects the realities of the world that we operate in today. To ensure a relevant presence on the main social media platforms (Facebook, LinkedIn, Twitter, YouTube), The Shell Social Media Center of Excellence (CoE) was created in 2011 as part of the larger design of its communication strategy to help the company and its many divisions adapt to and navigate within these important changes in a strategic and focused way. The main objectives in creating a brand presence on these social media platforms are to: • Give Shell a "human voice” - be more approachable; • Get closer to our customers - building relationships beyond investors, industry experts and media; • Interact and engage credibly with our target audiences while maintaining alignment with business strategy. The team recommended putting a focus on increasing engagement on Facebook and ensuring Shell content was generating “likes”, “comments” and “shares”. Putting more emphasis on engagement and advocacy allowed us to promote conversations not just on the “easy” topics, but on topics that concern communities within which we operate. Since launch we have experienced over 2.1 million “likes,” comments and “shares,” and in many cases turned outspoken opponents into supporters. Although Shell was not the first energy company to embrace social media, we've been the fastest growing, and are now leading all others by measure of followers. Within 10 weeks of our Facebook effort, we surpassed 900,000 followers and reached 1 million fans on May 18th, 2012. Our 2 millionth fan "liked" us on November 15th, and on February 2nd 2013, we surpassed 3 million fans. If momentum continues, we hope to reach 4 million fans by June! We view our implementing Facebook and other key platforms into the communications mix as a success in raising awareness of Shell’s approach to responsible operations and sustainability. We are learning daily as to "why" people are following and engaging with us and look forward to building upon this knowledge going forward.

Jeep Facebook Presence

We’ve always known Jeep fans to be passionate about their vehicles, but we’ve been able to see this passion in action throughout 2012 on the Jeep Facebook page. We understand that connecting with and engaging the audience on a day-to-day basis is equally as important as the larger promotions. These day-to-day activities that fans come to expect, like Muddy Mondays where Jeep fans post photos of their dirty vehicles, have helped the page grow by more than a million in 2012.Jeep kicked off 2012 with the Yeti Dig campaign, a cross-platform program that included a sweepstakes on the Facebook page and culminated in a live event at the Winter X Games. This campaign rang in the new year, with entries totaling close to 90,000 and the page gaining 120,000 new fans throughout the program. Even after the campaign ended, we saw an average of 10,000 fans to the page each day for the first couple months, more than double the “normal” fan increase of 3,000 per day. We attribute this fan growth to how Jeep interacts with its fans on a daily basis – the fans being the central focus of the page’s content. For example, Fan Top Five is a week series where we ask fans to submit photos on the Facebook wall for the chance to have them reposted by the Jeep page for everyone to see. This long-running promotion has generated 19,000 comments, more than 28,000 shares, and two million photo views since May. This year alone, the Jeep page received more than four hundred million impressions thanks to the high level of fan engagement. From post series like “Show your Jeep ink!”, where fans post photos of their Jeep branded tattoos, to Mod Monday where fans upload their images of their modified Jeep vehicles, there is always a unique way for fans to share their love for the brand. One promotion that received a lot of fan engagement was “Name My Ride”, which gave users the opportunity to name a new 2012 Grand Cherokee model and generated 110,000 entries. Later in the year, the Jeep brand launched a promotion with USA Basketball called “6th Man,” which asked users to nominate people who, based on their service to their community, deserved to be the USA Basketball Team’s honorary 6th Man. The posts for the “6th Man” garnered more than 15,000 Likes and were shared more than 900 times. What it boils down to, is that we understand the Jeep Facebook audience. We know they aren’t afraid to get dirty, they like to stay in the know on the latest Jeep vehicles, and they love to share their personal Jeep experiences. So, we created a community on Facebook where they can do all of that and more.

Sheetz Convenience Stores

Produced by: Tattoo Projects

Sheetz is a kicked-up convenience store with over 435 locations across a six-state footprint throughout the East Coast and Midwest. Known for its Made-to-Order food and drinks, Sheetz offers a huge variety of sandwiches, subs, wings, salads, appetizers and more available 24/7 along with their convenience items and high quality gasoline. Sheetz has a large contingency of diehard fans and advocates (known as Sheetz Freakz), but many were not actively engaging in the Facebook conversation. Others were unaware altogether that Sheetz was on Facebook. In 2012, we made it a focal point of the social media strategy to provide Sheetz Freakz with a brand voice and meaningful content that would allow them to Feel The Love on Facebook. Although small in size compared to national brands, we aimed to grow the Sheetz Facebook presence in order to make them a main player in the social media convenience store world. Sheetz approached 2012 with goals of establishing Facebook as the hub of their social media efforts in order to leverage their diehard fans and develop additional brand advocates. Our strategy began with actively listening to what fans were currently talking about, what they wanted from a brand in social media, and discovering how Sheetz fit in to their lifestyle. We learned that our fans were highly vocal about sharing their opinions on Sheetz business endeavors and were in tune with pop culture. We crafted a strategy that focused our messaging on five key pillars: brand culture, trending topics, fan generated content, promos, and news. We started conversations that leveraged trending memes and crowd sourced the opinions of our fans on business decisions (giving them the opportunity to choose what billboards we would run). Contests, such as the “Ultimate M•T•O Creation”, rewarded fans with free food for sharing their crazy customized meal recommendations. Our social media team worked to keep these conversations going through 24/7 monitoring and management within the brand voice. Scheduled cover photo redesigns as well as specific Facebook videos and artwork kept the page fresh and fans coming back. Our Shout Out Facebook app received hundreds of video submissions from Sheetz Freakz eager to share their love of the brand with others. Throughout 2012, Sheetz Freakz were liking, sharing, commenting, and submitting content of their own like never before. The Results The “28 Days People Talking About This” measure of engagement skyrocketed by 1,043% in 2012. Facebook fans increased from 183,568 on January 1, 2012 to 742,419 on December 31, 2012 (an increase of 304%). More than 325 videos from fans were submitted declaring their love for Sheetz as part of our Sheetz Shout Out Facebook campaign. Our Facebook ad campaign amassed more than 474 million impressions and 464,600 clicks. Our wildly successful Facebook ad campaign caught the eye of Facebook who in turn asked to publish a case study highlighting our work. Sheetz was recognized by Convenience Store Decisions Magazine as a leader in social media among convenience stores and was named for “Best encouraging conversation instead of broadcasting”.

Adobe Photoshop Fans Make Creativity Count

Produced by: Edelman Digital

When a Photoshop customer boots up the software for the first time, she or he is presented with a blank slate and the potential for limitless creativity. The ever-evolving nature of the software creates a demand for an outlet where customers can be educated and inspired on a platform that encourages participation and product feedback. The Photoshop Facebook page is made up of 4.9 million passionate Fans who use the platform to exchange ideas, gain inspiration and learn about what they can create with the premier image editing software. The community has grown without the use of paid media since its inception in 2009, and has been a primary source of creative collaboration for Photoshop users. The passion of the Photoshop community is illustrated by the hundreds of creative photo manipulations, designs and photographs that are submitted to Photoshop’s Facebook Timeline each month. Across the platform, the Facebook page provides millions of Photoshop users a way to engage with the product in a supportive and collaborative environment. Recently recognized as a brand page with the Top 10 Most Loyal Facebook Fans by LoudDoor, the channel offers customers a needed opportunity to see each other’s work, provide feedback, as well as a place to share tips, techniques and stories. To educate and inspire, the page regularly shares Photoshop tutorial content both created by third parties and the Adobe Photoshop team, and programs are developed to encourage community participation. For example, The Next Photoshop Evangelist Contest, hosted as a Facebook application, called on users to share their favorite “hidden gem” in Photoshop CS5 with a video tutorial. The grand-prize winner was sent to Photoshop World to meet the product team, and her story was shared with the Facebook community. Just prior to Halloween, the page asked Fans to give Adobe’s Senior Creative Director, Russell Brown, a “new costume” using Photoshop. Fans submitted 46 images via Facebook private message, and the submissions were shared in a photo album, which garnered more than 4,000 Likes. Individual photos received as many as many as 346 Likes. Another example of encouraging participation is the “Faking It” contest, which challenged fans to submit their own photo manipulations, based on a weekly theme, inspired by an exhibit at the Metropolitan Museum of Art in New York. Through these programs, Facebook Fans are inspired to create every day. One example is the use of artist stories, original tutorials and tips, and fan spotlights that celebrate creativity. One Photoshop Fan in particular, Megan Orsi, immortalized her passion for Photoshop with a toolbar tattoo. The team shared her story on the Photoshop social media channels, and her story garnered 42,396 Likes, 12,761 Shares, 2,912 Comments and reached one fourth of the fan base without the use of paid media. Lastly, the Photoshop Facebook page drives business value by functioning as a vehicle for collecting product feedback, building momentum for product releases, and raising awareness for newly released features and product versions. Customer evangelists are on hand daily to answer fans’ questions that are posted on the page.

Green Mountain Coffee

Produced by: VaynerMedia

The Green Mountain Coffee® Facebook community is rapidly growing with over half a million new fans last year, and that doesn’t include the personal engagements we see on a daily basis. Green Mountain Coffee® fans are eager to discuss their favorite variety, the people in their brew crew, and where they love to enjoy a cup. These fans are a spirited, savvy group who are up to date on cultural events and ready to match our wit with clever retorts of their own. By joining their conversations and creating micro-content that speaks to their interests, we’ve built extremely positive relationships with many of our fans. Throughout 2012, we learned a lot about the members of our community: who they are, what they enjoy, and how to relate to them. We’ve also found that some fans are so committed to their love of the brand that they’ll visit us every day to have a quick chat over a cup of coffee. By creating timely content that resonates with these fans, we can connect with them on a personal level. Likewise, we’ve developed the ability to tap into each fan’s personality by providing personalized responses that encourage them to remain active within the community. We have also leveraged the Facebook page to educate fans about current Green Mountain Coffee® goals and initiatives. Campaigns and Promotions Throughout 2012 Keurig® Vue® Brewer Giveaway: With the launch of the new Keurig® Vue® brewer, we wanted to build excitement within our Green Mountain Coffee® community. We gave 5 brewers to highly engaged superfans to increase enthusiasm for the brewer launch on our Facebook page. Fans then had the opportunity to enter a sweepstakes to win 1 of 5 other Keurig® Vue® brewers. 34,238 fans entered, and content surrounding the promotion received over 3 million impressions. Hazelnut Iced Coffee Launch: To celebrate the introduction of a new iced coffee variety, we held a 50,000-sample giveaway. Fans responded enthusiastically and were eager to taste the new brew. Wellness Brewed™ Collection Launch: Due to popular demand, Green Mountain Coffee® launched the Wellness Brewed™ Collection last September. Through a Facebook tab, we encouraged fans to learn about Focus Blend™ and Antioxidant Blend coffees and offered a coupon for trial. We also gained over 46,000 new fans through a small ad spend. Fair Trade Month: In celebration of Fair Trade month, we had a multi-channel activation that lived primarily on the Facebook page. This included videos of celebrity brand ambassadors, Fair Trade focused gifts and a ton of educational pieces. We saw over 223,000 new Facebook fans and 206,000 video views. The most exciting result of the Fair Trade campaign was the fact that fans began to recognize our content, learned about Fair Trade and shared our messaging with their friends! Between micro-content and larger campaigns, we grew an extremely engaged community on the Green Mountain Coffee® Facebook page. Fans aren’t just a metric for Green Mountain Coffee®. They’re the fabric of the brand, contributing thoughts and ideas as valued members of our online community.

BP America: Transforming a Brand Through Community Engagement

Produced by: Social@Ogilvy

We’ve harnessed the power of Facebook, Twitter and YouTube to demonstrate BP’s ongoing commitment to the Gulf of Mexico, while establishing a fresh narrative regarding the company’s investment in America and how it provides safe, reliable energy in the US. As a result, we’re setting the standard for community management by advancing a proactive strategy that centers on working and collaborating with our audience to serve them and the business better. BP’s social media presences served as a form of crisis communications during the Gulf of Mexico oil spill in 2010. In January of 2012, BP America’s Facebook community was still dominated by vocal detractors. Its moderation involved managing them and publishing third-party content. Today, our achievements in social media speak to how we are helping the company navigate through a difficult time. BP America leads all of its competitors in engagement on its social channels. The BP America page currently boasts a fan base of over 390,000, growing by more than 31,000 Likes in over just two months from October to December of 2012. From November 2012 to January 2013, posts received on average 368 Likes, nearly 10-times the number of Likes posts typically accrued over the summer. Only a month after the successful conversion to the Timeline format—whose milestones highlighted BP’s long U.S. history—there was a 39% increase in engagement and a 48% increase in impressions. How did we get these results? Moving beyond detractors to engage a broader base, we aligned a team around engagement instead of moderation. Empowered with new titles and responsibilities, “Community Specialists” work closer with management, take more calculated risks, and are integral to content creation and publishing. The community management team ensures accountability, context and authenticity in fan responses. They also facilitate co-narration, as the audience is empowered to engage with the brand on a deeper level. Two-way conversations now play an integral part in content direction and creation from Timeline photos to story topics. The growing bond between the company and the audience was strengthened by ceasing unproductive engagement with detractors. It not only spurred engagement from the general population, but also increased positive sentiment. The commenting policy was modified for the first time since 2010. Specifically, we empowered our team to remove or hide comments, which allowed for an overwhelming increase in engagement. Personalized responses to fans created brand equity. This equity surfaced when several BP America fans chose to defend the company after a settlement announcement in November. By listening, we combine excellence in content and community management to make fans a part of BP’s ongoing story.

Just Another Day

Dia% is a low cost mid-market with an aggressive in neighborhood store strategy focusing in São Paulo state, fighting with Brazilian and international brands that are present all over Brazil. Due to this positioning the brand needs to have lots of small stores to be present in as much as possible neighborhoods. To keep low costs the in store experience is not great, specially in comparison with other brands that focus its efforts in customer service, what makes their prices higher, but the buying experience greater. The competitors, with better brand image, also have much more online investment, with great initiatives, online services and media buy.Dia% challenge to be present on Facebook was to fight against Golias brands with only one great asset: Low Cost. The strategy led to an insight that the Facebook presence must deliver a greater brand experience (that the stores do not deliver), so we propose the brand to start exploring new territories to sell what they are most great at: Saving Money. We add two main territories: Household tips (how to save money by better products usage ideas, recycling materials, low cost recipes) and Humor, where we started creating several new ways of selling from toilet paper to fruits. The response was great. No one expected the brand to help one's life become easier, money and product usage savings and most important: funny. Dia% Facebook page is almost equal fan numbers than its competitors and is number 1 in engaged fans in its category, fighting with TOP brands, with greater online investment, national presence and better in store experience. In 2012 we had an average engagement rate of 14%, Also, we helped the brand by developing an army of brand lovers by delivering great, useful and funny content, changing completely the brand perception and the user in store experience. Our 2013 challenge is to add the social strategy to the in store experience.

Peanuts Worldwide (Snoopy): Facebook

Produced by: Peanuts Worldwide: Snoopy

Snoopy, the iconic character created by Charles Schulz joined Facebook to create a community for life long Peanuts fans to engage with The Peanuts Gang, and to introduce the brand to a new audience. By creating custom share-able images, coloring classic strips, and promoting new Peanuts products, Peanuts Worldwide is successfully using Facebook to increase brand awareness and to inform Peanuts fans, both old and new, what's happening with the Peanuts gang. Peanuts has over 1.6 Million Facebook fans, with over nearly 500,000 engagements per week. Posts on the Snoopy Facebook page average over 20,000 "Likes" per post, and over 10,000 "shares" per post. Additionally, content from the Peanuts page are often picked up and included in blogs and websites, as providing commentary on current events.

TED Conferences LLC

TED is a nonprofit devoted to Ideas Worth Spreading. It began in 1984 as a conference bringing together people from three worlds: Technology, Entertainment, Design. Over the years TED has grown in scope and reach – offering two annual conferences, an award-winning TED Talks video site, the Open Translation Project and TED Conversations, the inspiring TED Fellows and TEDx programs and the annual TED prize – and, has successfully transformed into a global enterprise dedicated to transferring ideas across boarders and mediums. TED believes passionately in the power of ideas to change attitudes, lives and ultimately, the world. So we're building a network that offers free knowledge and inspiration from the world's most remarkable thinkers, as well as a community of curious souls to engage with ideas and each other. Ideas Worth Spreading are disseminated worldwide on TED.com, Facebook, Twitter and YouTube, Netflix, iTunes, Roku and hulu through TED Talks, short videos from TED, TEDGlobal, TEDx and partner organizations that address global issues, introduce creative approaches to finding solutions and encourage viewers to experience the world in a new light. TED boasts a massive global reach – over 600,000 YouTube Channel subscribers, 1.3 million Twitter followers, 2.5 million Facebook fans and over a billion views on TED.com – and an engaged audience that includes everyone from Bill Gates to high school students in Nairobi. And TED's Open Translation Project, which allows volunteers worldwide to translate TEDTalks into their own languages, has been buoyed up by 8,000+ translators, who have produced 25,000 translations in 85+ languages. In 2012 alone, over 300 new videos were released and shared socially, with topics spanning from Susan Cain’s look into the power of an introvert to Malcolm Gladwell’s tale of the Norden bombsight to Bunker Roy’s learnings from a barefoot movement to Pamela Meyer’s tips on spotting a liar to Vijay Kumar’s astounding display of flying quadrotors to Brené Brown’s studies of vulnerability, courage, authenticity and shame. With a new talk being shared every weekday, followers are introduced to some of the world's most fascinating minds – education radicals, tech geniuses, medical mavericks, business gurus and music legends – and invited to view short videos that address global issues, present creative solutions and encourage viewers to experience the world in a new light. These highly shareable, fully packaged TED Talks are designed to promote conversation and encourage the exchange of ideas.

Game of Thrones Facebook Page

The Game of Thrones Facebook page is an extremely popular fan destination, which engages the community with its unique voice. Going into Season 2, the page launched with special features and an engagement strategy designed to sustain accelerated growth in season and beyond. Beginning 3 months in advance of the Season 2 premiere, HBO launched a social media campaign in 3 phases: Long Lead, Pre-Premiere and Continuity. Phase 1 focused on encouraging fans to catch up with the series with creative messaging and engaging incentives. • Details on all airings of season 1 on HBO, HBO On Demand, and HBO GO, including marathons. • The launch of a customized Facebook tab featuring multiple ways to watch season 1. • Promotion around the season 1 DVD release, including Facebook promoted posts and the interactive application, “Dethroned.” • Released long-lead trailers, photos and more content from season 2 to help fans get excited and spread the word. Phase 2 launched approximately two weeks prior to premiere featuring engaging campaigns and tactics designed to rally fans ahead of the premiere. • The Pledge Your Allegiance Facebook application asked fans to ally with one of the five warring families and provided them with tools to help them evangelize potential new viewers. The application also included a sweepstakes where fans could enter to win signed memorabilia and other merchandise. • Jumping on a virtual-to-physical world connection at Wondercon 2012, HBO gave fans the opportunity to mimic a Season 2 campaign poster and have their “head on a spike picture taken.” These pictures were featured on the Facebook page in real time. Phase 3 began the day of premiere in tandem with an all-day marathon of the first season on HBO. The campaign continues to run during the season, engaging existing fans and continuing to convert new ones. • Game of Thrones Day: HBO dedicated the entire Sunday, April 1 to the preparation for the season premiere episode, with the HBO social profiles joining in to engage live with eager fans. Custom shareable Facebook cover images, profile avatars, and character posters helped fans show their dedication and HBO Connect Live Chats and Commentaries with cast and crew members provided a behind-the-scenes experience during the day-long marathon on HBO2. • As the season progressed, fans engaged on Facebook to get updates, recaps, and previews, and were presented with graphic quote postcards they could share with friends. Results: • The Game of Thrones season 2 premiere accumulated a gross audience of 8.3MM viewers and was renewed almost immediately. • GoT was the most buzzed about cable show on 4/1 via Trendrr, (4th most social TV event overall).

Chicken of the Sea - Mermaid

After rebranding the Chicken of the Sea Mermaid and immersing her in the social landscape, 2012 was a year of continued brand presence and growth. We aimed to increase our fan base while focusing on engagement throughout the year to ensure maximum reach when announcing Chicken of the Sea’s newest product in the fall.Throughout 2012, the Facebook fan base increased by 27.2%. We focused our content strategy on creating shareable art that would help to successfully increase both our reach and page engagement. Our engaged users increased by 62% due to these new tactics. To highlight the Mermaid's fun personality, profile images were changed throughout the seasons and holidays along with her wardrobe. The Mermaid also took an active role on the page engaging in daily banter with fans to help foster and build relationships on the Facebook page. Because recipes help to drive purchase consideration and sales of Chicken of the Sea products, recipes were highlighted each week on the wall to help increase traffic to chickenofthesea.com and improve product awareness. The Mermaid introduced her latest product, No Drain Tuna, exclusively to fans first in the social space with a fully integrated content plan including video, shareable art, and posts with a coupon offer for fans to try the new product. In addition to the social launch of No Drain Tuna, multiple coupon promotions were held throughout the year to improve brand awareness and get products into the hands of our fans. Fan feedback was extremely positive with many sharing recipes on the page that incorporated Chicken of the Sea products as well as their reviews. The redemption rate on these fan coupons averaged 20%. In addition to taking an active role in engaging with fans, we created full social integration on chickenofthesea.com to help improve quality traffic to our key social platforms.

Purina: The Petcentric Moment Studio

Produced by: Deep Focus

Petcentric by Purina is driven by the notion that life is better with pets, and they needed to share this message. To get into peoples’ social feeds, they needed a completely new and clever strategy. Petcentric engaged the Deep Focus Moment Studio, the agency’s creative newsroom for hire. Its real-time social creative production team generates engagement-optimized visual and video content that appeals to the interests and sensibilities of brands’ target audiences. We shot, produced and published a steady cadence of owned content that illustrated the joy of bringing pets into your life. Through the real-time efforts of the Moment Studio, we created a publishing program that rivals sites such as Buzzfeed. To achieve a step-change in reach, we monitored each content item and when one hit threshold virality organically, we boosted it via paid media and pushed it into more news feeds, pushing even more engagement and even leading to an improvement in the brand’s Facebook edgerank score.The results were stunning. In the first six weeks engaging with the Deep Focus Moment Studio, Petcentric has achieved a 28-day reach of more than 38 MM unique users on Facebook alone and, as a bonus, acquired nearly 350,000 additional likers. Individual posts achieved incredible engagement: one post received nearly 200,000 likes and nearly 20,000 shares. This same post received Viral reach of over 1.7MM and an overall reach of nearly 15MM. The program has also created unprecedented earned success. One unpaid post received combined organic and viral reach topping 150,000, a virality rate of nearly 14% and a PTAT over 13,000. Because this asset was created with Deep Focus’s Moment Studio, the cost per engagement was fractions of a cent and the asset is wholly owned with rights in perpetuity, costing Purina a fraction of traditional creative. We have seen the following since Petcentric and the Moment Studio at Deep Focus embarked on this program: • A 49% increase in fans (likers), without paid acquisition ads. • A 312% in PTAT (People Talking About This, Facebook’s measure of interaction with content). • A 395% increase in monthly reach, going from just under 8MM to just over 38MM. • A 120% increase in mobile penetration. Most importantly, we have spread the joy of pet ownership to millions, and furthered the Petcentric brand mission.

Maybelline New York Digital Strategy 2012

Produced by: FoxyMoron Media Solutions Pvt. Ltd.

Maybelline New York is a well renowned brand well loved by women all over the world. Despite a rise in the competition in the cosmetics market in India, Maybelline New York dominated the digital space in 2012 with spirited campaigns across Facebook. We worked towards an idea that was clutter-breaking in the cosmetics category to get women on our social media properties to sit and take notice, get educated and eventually have them use the unique products on offer by Maybelline New York in India. Engaging the large fan base in conversation and fun discussions was the biggest aim of our break-through campaigns. These fans always responded with quirky, crazy and comical insights that helped us build positive relationships with them. From asking Indian men to vent their frustrations against women, to women responding with ‘nude suggestions’ and also, throwing ‘nail it parties’– every interaction was intriguing and exciting! The year began with driving a campaign for Maybelline’s Bright Benefit (BB) cream: We got innovative. Never before was a product targeted at women marketed through men in the online space. We took a risky route and the real challenge was that the BB Cream was launched only via the Digital platform. Firstly, we provided a platform for men to express their grievances against women and eventually reveal the agitation those men had against women with the amount of time they take to get ready. Within 15 days the FB page reached 38,000 Indian men. We creatively maximized the constant battle between the sexes and created a fan page targeting men who believe in: ‘WTF- Women Take Forever!’ We introduced these responses to women on the MNY FB page and revealed a solution from Maybelline in a quirky way, to go ‘NUDE’ - a statement as well as the tone of the cream in question. This battle continued till the girls were ready to go nude with the all-new 8 in 1 BB Cream. 2,000 girls virtually revealed the BB Cream by unlocking the image, one pixel at a time, on the pixel application we created. The best feedback received came from sales: In Month1 the brand sold 75,000 units - equal to the sales of the Maybelline Colossal Kajal, its highest selling product in the Indian market. Then, we launched a traditional make-up product used by Indians, Kajal (an Indian term for kohl/eye-liner) that accentuates the beauty of a woman’s eyes. In the absence of a brand ambassador, we had every woman discover the ‘hero’ in her by introducing the Colossal Kajal as a bold & smudge-free product that personifies every Maybelline Girl. The campaign generated interest among fans with content pegs - ‘Who AM EYE?’ With the reveal – ‘EYE AM bold’ there were 98% positive reviews shared online. Fans also shared pictures of their eye artistry and 600+ pictures were uploaded with 50,000+ interactions on Facebook. Further, every Maybelline Girl was invited to host her own ‘LET’S NAIL IT’ party on Friendship Day! Fans signed up, tagged their friends and described their friendship. Friends got together, painted each other’s nails with Maybelline products as they celebrated their friendship. To welcome the flirty, fun & perfect lip balm product ‘Baby Lips,' more than 2,000+ Maybelline Girls changed their profile pictures on Facebook to their baby pictures. With these successful campaigns and growing fan base, Maybelline NY is undoubtedly one of the most popular women centric Facebook pages in India.

BP Team USA: Using Social to Win Gold

Produced by: Social@Ogilvy

At the Vancouver 2010 Winter Olympics, BP announced its long-term sponsorship with the USOC and Team USA, which would extend through the 2016 Summer Games. As BP continued to work diligently in the Gulf of Mexico, it remained committed to its sponsorship with Team USA and its athletes. For the London 2012 Summer Games, BP sponsored nine Olympic and Paralympic hopefuls. BP and Ogilvy created an integrated paid, owned and earned program centered on Facebook which provided fans unprecedented access to each athlete’s personal stories – from how they started in the sport to what drives them to greatness. Fueled by regularly updated social data, fans were given the opportunity to interact with their favorite athletes and communicate with other fans, creating an eco-system of content that spurred positive engagement. All aspects of Facebook were utilized to foster an emotional connection between fans and BP’s athlete ambassadors. Facebook tabs, the timeline, videos, infographics and other content created an engaging environment for fans to learn more about BP’s five Olympic and four Paralympic athlete ambassadors. BP featured content from various events, ranging from internal employee functions to the U.S. Olympic Trials. At the U.S Track & Field Trials, BP provided live updates of race results and showcased powerful, on-the-ground images. Additionally, a relationship was formed with Time and Sports Illustrated. A Time app gave fans the opportunity to send athletes “good luck” messages prior to the Olympics and Sports Illustrated provided fans with the chance to put their own pictures on its famed cover. During the London 2012 Olympic and Paralympic Games, fans were once again given access to exclusive, behind-the-scenes content. The athlete’s families kept and shared video diary entries to capture every emotional reaction while supporting their loved ones. Also, two-time Olympic medalist, Bryan Clay, who did not qualify for the 2012 Olympics, served as BP’s London correspondent. Throughout the campaign, one of the primary goals was to raise visibility of BP’s relationship with the USOC. By the end of the Games, BP had surpassed the initial awareness goal of 15%, with awareness of BP’s sponsorship reaching 23% among the campaign’s target audience. This surpassed other major USOC sponsors, including Citibank (14%), BMW (7%) and Dow Chemical (5%). Also, BP had the second largest increase of brand perception among all Olympic sponsors going from -5.9 to +2.6. On Facebook specifically, BP’s following grew to over 300,000 fans and as of July 2012 (during the Olympics), Facebook post comments were 74% positive in support of BP’s commitment to U.S. athletes. Also, according to a third-party source (AlchemySocial), BP was one of the most popular brands engaging on Facebook during the Olympics, receiving the most “likes” and “comments” of any single Olympic-related Facebook post with 93,000+ Likes, 2,000+ comments and 1,300+ shares. As BP has made a commitment to support Team USA through at least two more Olympic Games, the engaged and active fan base that was established for London will continue to grow and serve as a vehicle for others to learn more about BP’s commitment to America.

Cartoon Network Brand Presence on Facebook

Produced by: Cartoon Network

2012 was an exciting, transitional year for Cartoon Network’s Facebook page. After reaching the 10 Million Like milestone in mid-2012 and experiencing growth averaging a million Likes per month, focus shifted from fan growth to having fun with the passionate and enthusiastic community members. Providing engaging content in a distinct brand voice paid off: Engagement was up 40% over 2011, and Like growth continued unabated, seeing the page finish the year with over 15 Million Likes as the second-most liked television network on Facebook overall and in first place among kids’ television networks. Fans know it’s THE place to come and celebrate the brand they love in social media and the hub of a network of over 17 Cartoon Network-related pages that, as of the end of 2012, encompassed more than 39 million total likes.Since entering the social space in 2009, the primary goal for the Cartoon Network Facebook page was Like growth. In reaching the 10 Million Like milestone in mid-2012 and experiencing growth averaging a million Likes per month, we shifted focus from recruiting fandom to nurturing it, and the results were staggering. Not only did the meteoric growth continue, with Cartoon Network finishing the year as the second-most-liked television network on Facebook and the fourth-most-liked media brand page, after Facebook, YouTube, and MTV, but engagement rates showed double digit increases over the previous year. We attribute this growth to an increase in brand voice posts that celebrate the brand without any direct marketing message alongside more traditionally directional marketing messaging. As a result, we were able to celebrate the things our fans love about our brand, while at the same time encouraging them to sample new offerings. Key executions that stood out in a banner year for Cartoon Network social media include: - 10 Million Fan Count-Up, an image-based count-up stretching from 9.6 million fans to 10 lasting 2.5 weeks, also including a progressive cover image reveal, culminating in a celebratory 10 Million Fan post and song from fan-favorite CN character, Brak - Cartoon Network 20th Birthday, a celebration of Cartoon Network’s 20 years bringing quality and hilarious shows into homes. We shared a custom 20th Birthday Video and populated the Cartoon Network Timeline with key moments from the network’s 20-year history, allowing fans to relive their favorite moments, which drove 125% more engagement over the previous month.

Grammarly

Produced by: Grammarly

Grammarly’s goal is to improve communication among the world’s 2+ billion native and non-native English writers. In addition to providing more than 3 million registered users with our automated proofreader -- which corrects contextual spelling mistakes, checks for more than 250 common grammar errors, enhances vocabulary usage, and provides citation suggestions -- we launched the Grammarly Facebook page as a celebration of the English language for grammar enthusiasts. The Grammarly Facebook community provides more than 550,000 fans with fun grammar tips and discussions.Since launching our Facebook fan page in mid-2010, Grammarly has experienced tremendous growth -- increasing fans by a factor of around 50 in the last year. But what truly differentiates Grammarly’s Facebook page from that of other Internet startups, and even consumer brands, is the level of engagement we receive. With between 300,000 and 1,000,000 people talking about us at any time, our community is more engaged than fans of Pepsi (107,783 people talking about us), Jeep (46,912 people talking about us), and other household names. We received recognition for our engagement levels, which were third highest on all of Facebook, during the first week in January 2013. As context: For most of the top consumer brands, engagement levels are somewhere between 0.5 percent and two percent of their total number of fans. At Grammarly, our engagement levels hover between 50 and 200 percent of our total number of fans. This is because we have a full-time team of three people focused on Facebook, who help to explain the importance of good grammar using humor and grace. Spreading awareness about the importance of quality writing, as well as teaching spelling and grammar skills, is very important. In the United States alone, low literacy (the ability to read and write) costs the economy $225 billion a year in lost productivity; and, writers who are not yet in the workforce are already foreshadowing negative outcomes. For example, student writing scores on the SAT have declined five points since 2011 and consistently represent the lowest student outcomes of any section of the test. Many English writers simply do not learn proper spelling and grammar skills, especially in the U.S. Grammarly’s Facebook page is one of the largest channels spreading awareness about this epidemic. Often, our posts serve as a tool to educate writers on proper grammar. Grammarly also runs a variety of contests and campaigns on its page -- most recently a $1,000 scholarship contest to encourage our fans to share their thoughts on writing today, and a t-shirt slogan contest meant to highlight users' favorite aspects of proper grammar.

WGN America "How I Met Your Mother" Facebook Campaign

Chicago-based TV station WGN America was looking to boost ratings with a younger audience. Although it refreshed its content with shows such as “South Park” and ‘Entourage,” its ratings were lagging. Story’s challenge was to drive offline behavior—namely, tune-in—by developing engaged online communities. Story approached WGN America with a focused plan to use the power of social media to drive viewership to a single show: “How I Met Your Mother.” Story proposed a three-stage campaign to grow ratings and amass awareness with an efficient and flexible use of hypertargeted media and engaging content focused on empowering the show’s “SuperFans,” which would help the content spread to the traditional and casual fans. Facebook played a crucial role in this strategy. "Meet at MacLaren's"—WGN America’s branded “How I Met Your Mother” Facebook Page—acts as a thriving hub of content and conversations for "How I Met Your Mother" SuperFans - http://www.fb.me/MeetAtMacLarens The “Meet at MacLaren’s” Facebook Page, conceived and managed by Story Worldwide on behalf of WGN America, curates and manages content and supervises conversations about the show with the goal of motivating fans to share and engage more often by distinguishing the diehard fan contributors among them. Some highlights from 2012: For International Suit Up Day—a fan-created holiday centered on one of “How I Met Your Mother’s” biggest inside jokes—Story championed a social celebration by asking fans to submit photos of themselves in a suit. See it here: http://j.mp/VLh7CQ. For a Thanksgiving-themed “How I Met Your Mother” marathon on WGN America, considerable buzz and user content was generated on Facebook during the days leading up to the on-air event. A Best Slapsgiving Memes photo-album feature (Slapsgiving being a long-running inside joke dear to fans of the show) used a popular type of content on the page (show-related meme photos) for an album continually updated with new fan-created images. See it here: http://j.mp/124aYam. The community even helped one young SuperFan, Tyler Madden, get a mention by none other than Neil Patrick Harris himself when Harris joined Kelly Ripa on her morning show after he had been featured as one of the community’s biggest SuperFans. The Story-launched “Meet at MacLaren’s” Facebook Page is a bona fide success story. As of January 2013, more than 1.9 million of the show’s most loyal fans have called it home. The audience-management efforts have earned total engagement rates of 10 percent to 20 percent on any given day—unheralded compared with many well-known brands that earn less than 1 percent. RESULTS More than 1,947,000 Likes and 100,000 followers in less than 24 months. Facebook ads drove more than 2.04 billion total impressions, 3,185,205 clicks and 1,321,735 new fans at a cost-per-like of $0.41 and cost-per-click of $0.17. More than 280 photos were received and utilized in compelling on-air television spots and posted in a comprehensive Facebook album. The Best Slapsgiving Memes photo album netted a total combined engagement of 33,000+ Likes, 400+ comments and 7,000 shares. The Thanksgiving Day “Happy Slapsgiving” post received 61,734 Likes, 382 comments and 13,088 shares—by far the page’s most successful post ever. The daily-updated Facebook cover photo promoting Slapsgiving garnered 12,228 Likes, 90 comments and 698 shares.

Cigna Go You on Facebook

Produced by: Hill Holliday

Cigna was an unknown brand in the low-interest category of health insurance. We set out to change that by shifting its message away from healthcare clichés to something different: encouraging people to be true to themselves, because nothing is healthier than that. With all media driving to our GO YOU Facebook hub, we prioritized lightweight, engaging content, which ignited a movement of individuals eager to express what makes them one-of-a-kind through our Facebook applications.In the bland, even sick-looking category of health insurance, we launched GO YOU, a bright and powerful campaign intended to inspire people to be true to themselves. GO YOU is more than a tagline; it’s a rallying cry. We developed an integrated campaign meant to provoke individuality and empower people to stand out in a world that wants them to fit in. TV, print, and online advertising drove to our GO YOU hub on Facebook. We turned the typical goal of a Facebook page on its head; rather than bringing fans together to share what they had in common, we created a page where they could talk about what makes them different. Premium Facebook Ads stimulated engagement and helped Cigna build relationships rooted in individuality. At the heart of the campaign was a commitment to social content. From lightweight yet striking “postcards” in fans’ newsfeeds to immersive experiences via Facebook apps, Cigna GO YOU leads the category in content creation, curation, distribution, and engagement. Content highlights include the “FLAWNT” app, which lets users flaunt their flaws with their friends and the “GO YOU” app, which sends inspirational messages from fans to give their friends some encouragement. Plenty of health insurance companies create apps meant to inspire healthy behavior, but Cigna decided to do things differently, creating apps that boost self-esteem and stimulate individuality, human traits that pave the way to overall health. Cigna knew they were outspent the category, so we designed a campaign that would outsmart the competition. With an average engagement rate on Facebook over 6 percent – three times the industry average – many of our more than 600 million total impressions for the brand are earned. Our Facebook content reaches an average of 2 million users per week, peaking at over 9 million. Brand favorability is up 45 percent, brand consideration is up 27 percent, and customer retention and enrollment are up 17 and 33 percent, respectively. Cigna is a great example of how a single, unifying idea can make a brand stand apart, by making it stand for something. In a society that pressures individuals to conform – to one vision of success, to one standard of beauty, to one behavioral norm – people love being recognized as one-of-a-kind. They want to celebrate their individuality, talk about their true selves and get support to stay that way. Cigna gave them a place to do just that: a place where they could be true to themselves. What’s healthier than that?

WWE's Facebook Page Network

Produced by: WWE

The NFL, the NHL, ESPN, Marvel and Yahoo: What do each of these brands have in common? None of them has more followers on Facebook than WWE. Three hundred and sixty-five days a year and 24 hours a day, WWE provides up to the minute content for more than 11 million Facebook fans. WWE’s Facebook page gives fans a place to be interactive and to stay informed. WWE’s fans have an outlet for breaking news, content and services they can’t get anywhere else. As the No. 3 most-followed sports brand on Facebook, WWE deserves to win Best Overall Brand presence on Facebook because we continually provide our fans with exclusive news, updates and interactions they can’t get elsewhere. The WWE Facebook page is not only a service to our fans, but also serves as a hub to a network of more than 121 pages with a combined following of more than 97 million fans. WWE sets the tone as far as interacting with sports fans by engaging our fan base with contests, polls, questionnaires and fun facts about our WWE Superstars. In 2013 alone, our fans have shown their support in a big way as we seen more than 4 million new followers for a 4.5 percent monthly gain. In addition to the gain in January: • WWE’s Facebook Page network added 42.5 million fans in the past 12 months, for 83.86 percent YOY gain. • WWE’s main Facebook Page (fb.me/WWE) has 11,237,468 fans, adding 3.69 million fans in the past 12 months, for 48.90% YOY gain. (FanPageList.com, Feb. 6, 2013) As of last month, WWE’s Facebook Page sits as one of the Top 10 “Most Talked About” brand pages on Facebook (Based on user engagement, Feb. 6, 2013). WWE's Facebook Page network has more fans than the NFL and its 32 teams combined. Or Major League Baseball and its 30 teams combined. Not only do we break news and content to our fans, but we also assist our Superstars in getting their WWE related content out to WWE Universe. Seventeen WWE Superstars rank in the Top 100 most followed athletes on Facebook, and 15 rank in Klout.com's Top 100 most influential athletes. Currently, John Cena is the No. 7 most followed athlete in the world on Facebook, and the No. 3 most followed American athlete behind Michael Jordan and Kobe Bryant. He alone has more followers than any athlete from the NHL, MLB, NFL, NASCAR, PGA or UFC.

Fresh Step Litter

Produced by: Fresh Step Litter

At Fresh Step, we’re all about celebrating what’s real about cats –and engaging our consumers in a way that’s fun, playful and real. The magic behind Fresh Step’s success on Facebook is our ability to create content that fans want to see and feel compelled to engage with. Over the past year, we have managed to increased overall page engagement by 142% (not even kitten you) and have seen an 80% increase in fan growth. We have produced some of the most compelling and engaging Facebook material in the history of cat litter. We did this by fashioning our content to match the conversations we were hearing on the page. For example, we noticed that cat mommies and daddies were calling their kitties “furbabies” so we went along with it, and it worked purrfectly. 2012 Highlights • Cat Dance – In October 2012, we decided it was time cat cinema got the recognition it desperately deserved, which is why we created Catdance. Over the course of the campaign, we created over 15 original scripted videos with a combined 2.6 million views on YouTube. • Colonel Meow – For the uninitiated, Colonel Meow is an angry Himalayan kitty with plans for utter and complete world domination. The Colonel has managed to accumulate an army 145k strong on Facebook and is probably the best thing to happen to the internet since Maru Cat. We decided it was high time to form an allegiance so Fresh Step litter posted to his wall a special edition of our product called Colonel Meow’s World Domination Litter. This offering pleased the Colonel so much, he made this his profile picture and it is still one of his most liked profile pictures ever. • Fan Photos – Paws for a second and imagine your kitty becoming an overnight celebrity. For a lot of fans, that dream became a reality. Without us even asking, fans will come to our page regularly to share photos of their kitties on our wall. We decided it was only fair to share them back to the community in the form of themed albums. For example, this December we asked our community to share photos of their cats getting into the holiday spirit. When the litter dust settled, we received over 400 submissions of cats in hiding in Christmas trees or wearing yarmulkes. • Handy Cat Naming Guide – Paging Doctor Snuggly Von Litter. The idea was simple: we created a sharable cat-naming guide so people could generate their own purrfect cat name. Our single photo was shared over 10k times and has since passed the 40k comment threshold.