Best Use of Facebook in a Campaign

Archived from the 5th Annual Shorty Industry Awards

Winners

PandaQuest: Be the Next Chengdu Pambassador

When you think of visiting China, you might consider the history of Beijing, the sophistication of Shanghai, or the ancient terracotta warriors of Xi’an. But is the Western city of Chengdu on the itinerary for YOUR next trip to China? With its recent rapid development, Chengdu was ready to welcome the world. But we weren’t quite on the map for travelers. We needed to give people a reason to go. That was our challenge. Our solution was to establish the city via its famous and lovable icon, the Giant Panda. We launched the Facebook page to recruit ambassadors for Chengdu Pandas around the world and named them Hopefuls began their PandaQuest on a Facebook App, where they registered to become the next Pambassador and completed simple activities to create personal, shareable content like panda-fying their cover photo. It was important that we could identify credible, influential candidates that were truly passionate about panda conservation, so we put their friends at the center of the experience. To really stand a chance, hopefuls needed to collect friend testimonials and supportive “panda hugs” to prove themselves worthy of becoming a Pambassador. To fuel conversation around the world, we created original, localized and easy to share content for 9 different countries in 7 languages to give our single brand Page a truly global feel. Singapore posted hand-drawn panda comics, the UK jumped on the Gangnam style meme with “panda style” and the US tracked the birth of the San Diego Zoo’s panda cub. We optimized our local content from page insights to publish more of the stories our audience loved. Finally, we used Page Post Ads and Sponsored Stories to share Chengdu pandas beyond our fans, to engage with their friends, and ignite the graph to reach millions of people around the world. In three months, Chengdu Pambassador touched over a tenth of the Facebook universe. Our Facebook page results went beyond expectation: - Reached over 110M people - Grew the community to 411,000 fans from zero - 45,000 PandaQuest entries worldwide, and 405,000 supportive actions from friends - 29% People Talking About This - 6.8M Facebook Actions taken by users - Majority of posts received over 2,000 interactions. - 10+ posts received over 30,000 comments likes, comments and shares. - Facebook Ad CTR of 1.14% - Even Mark Zuckerberg Liked a post early in the campaign, helping Chengdu Pambassador propel to a remarkable level of global engagement. Quickly, pandas dominated conversation both online and offline: - 1.6 billion media impressions - Facebook media: 369 million impressions, 37% of which earned their way into the NewsFeed. - Traditional Media: 900 media outlets across 30 countries in 13 languages, including coverage on Wall Street Journal, ABC, CBS, British BBC, Global Al Jazeera, Japan’s Kyoto News and CCTV China.

Finalists

Hard Rock Rising: Global Battle of the Bands

In 2012 Hard Rock International partnered with ReverbNation—the leading online marketing services company for musicians—to help boost the Facebook fan base for each of it’s Café’s respective Facebook pages. The plan: • Capitalize on bands’ local fans to grow the venues’ Facebook Pages. • Leverage Facebook’s social reach on a global scale to generate excitement and powerful fan engagement in an epic battle of the bands contest. • Engage the independent music community with a high-stakes competition. To reach those goals, Hard Rock and ReverbNation joined powers to create the world’s largest Battle of the Bands: Hard Rock Rising. The contest would ultimately send one band to Hyde Park, London for the ultimate rock star treatment—including a spot on the bill at the Hard Rock Calling 2012 music festival to open for headliner Bruce Springsteen! ReverbNation was able to integrate the Hard Rock Rising competition into Facebook like never before, tapping into their 2 million + community of musicians to promote the contest and simplify the submission process. The results? • The competition pulled off the largest, global battle of the bands, engaging fan communities of 12,000 independent artists worldwide. • It added 950,000 new fans across participating Hard Rock Cafes’ Facebook pages, a 24% increase. • By partnering with ReverbNation, Hard Rock Rising band submissions increased by a striking 1400% and consumer votes by 600% from the previous year’s contest. • The competition generated over 240,000 shares of the Facebook application, proving the power and reach of a passionate social media community looking to discover new music and interact with artists. Bands flooded the gates to participate, signing up through ReverbNation and using Facebook to maximize their exposure. ReverbNation developed the leaderboard-style contest application, hosted on the 86 participating Hard Rock Café’s Facebook pages, allowing fans to see photos and stream songs from participating artists. First-round winners were determined by fan downloads: one download equaled one vote. Participants were also required to like the Page, thus growing the online fan bases for each local Hard Rock Cafe. Then it moved to the live stage. Over 850 semi-finalists trucked in to Hard Rock locations around the world to perform and face judging from their peers to earn a spot in the Top 10. Finalists would then battle it out online in a global voting phase to gain the most votes and earn their ticket to London. Hard Rock and ReverbNation capitalized on the reach of Facebook to catapult the contest into the global sphere. Share Buttons let fans spread the word on their timelines. Each global artist received banners that were directly built into their ReverbNation widgets, artist profile, band profile app, and fan email template; the banners redirected fans to the Facebook app and automatically put their song at the top. The Top 10 were then judged by a celebrity panel, although judging was influenced by fan votes and sharing activity. ReverbNation and Hard Rock Rising gave musicians worldwide a platform to share their music with communities they may never have reached before. Through the power of Facebook, the competition provided artists with the toolsets to continue sharing, growing, and striving for greatness. Rock on.

Red Bull Artograph

Whether enjoying another powder day, heading to the next competition or filming their latest movie, Red Bull athletes are always on the go. To create a deeper relationship between the the sponsored athletes of one of the world's leading media houses and their fans, Carrot Creative imagined and produced Red Bull Artograph. This innovative platform translates the excitement of getting your favorite Red Bull Athlete's autograph from the physical world to the digital. Red Bull Artograph enables Red Bull Athletes to maintain meaningful, authentic one-to-one relationships with their fans. Fans who visit the site can authenticate with Facebook and request Artographs from the exclusive set of athletes available at that time. Fans have the ability to choose from a set of photos provided for each athlete, upload their own, or choose from one of their personal Facebook photos. Once a user selects the photo of their choice, they have the ability to add a quick note to the athlete before they submit their Artograph. The Red Bull athlete then receives a message in the Artograph admin panel, which they can access via mobile. They then personalize his/her signature, add a custom note and send it back to the fan. The fan receives the message as a post on his/her Facebook timeline. Fans have been exceedingly responsive, sharing personal and heartfelt stories with athletes, friends and the world. In the first 10 days, four of Red Bull’s athletes received and signed over 1,300 Artographs. The website has since gone on to add 12 athletes resulting in over 2,887 personalized Artographs. Red Bull Artograph is now a platform that Red Bull athletes request participation in after seeing the immense opportunity to connect with their fans in an exclusive way that works within their on-the-go lifestyle. See more about the campaign here.

Green Mountain Coffee Fair Trade 2012

Produced by: VaynerMedia

Fair Trade helps ensure that farmers around the world get a fair price for their coffee beans. So while they enjoy a better quality of life, you enjoy a great cup of coffee. To bring this to life, Green Mountain Coffee® took acclaimed musicians Grace Potter to Colombia and Michael Franti to Sumatra to experience Fair Trade firsthand and pass the good vibes on to their fans.Green Mountain Coffee Roasters, Inc. (GMCR) is the largest purchaser of Fair Trade Certified™ coffee in the world, but according to Fair Trade USA, consumer awareness of Fair Trade was only 34%. The brand needed an engaging way to teach their fans what Fair Trade really means. In celebration of Fair Trade month, Green Mountain Coffee® launched a cross-channel campaign in October of 2012. A Facebook tab was the hub of the campaign, and featured: • Shareable postcards with info about Green Mountain Coffee® Fair Trade varieties and coupons to save • Four exclusive videos documenting Grace Potter’s and Michael Franti’s travels to Fair Trade source countries • A Fair Trade concert series with shows Livestreamed to a national audience through the Facebook page • Sweepstakes to win a trip to Costa Rica, a Fair Trade source country • A ‘Pin the Good Vibes’ Pinterest contest for a chance to win a Vue® Brewer and Green Mountain Coffee® Fair Trade coffee RESULTS • In just one month the Green Mountain Coffee® Facebook page received more than 119,000,000 impressions and gained 223,000 new fans (a 30% increase) • Videos received 206,000 views, and nearly 9,000 fans entered the sweepstakes • 2,700 people tuned in for the live concert series • 239 fans entered the ‘Pin the Good Vibes’ Pinterest contest • 175,000 K-Cup® pack and ground coffee samples were delivered to fans in just 5 days, along with 500 surprise Fair Trade boxes in partnership with Blissmobox • The Facebook tab was the hub for the 2012 Fair Trade campaign which reached more than 150 million people and contributed to a significant increase in sales Most importantly, fans demonstrated a clear understanding of the benefits of Fair Trade throughout the campaign—whether sharing the videos and postcards, or uploading photos and beautiful word poetry on Pinterest to express what Fair Trade means to them. The campaign has had a lasting effect, with fans to this day still posting on the Facebook page about how Fair Trade has affected them and their coffee habits.

Craft The Next Blue Moon 2012

In 2011, we realized we had something incredible to leverage: a lunar blue moon on August 31, 2012 that coincided with the launch of a new beer, only available in our Fall Brewmaster’s Sampler Pack. From this idea was born 'Craft the Next Blue Moon', an effort to engage our drinkers online and offline to help craft our new fall beer. We built a year-long program aimed at keeping our fans engaged throughout the process of creating a new beer. The digital channel allowed us to communicate flexibly, solicit feedback on the beers, and gather input from a wide variety of fans. Events allowed us to create a customized local presence and gather local feedback throughout the country. Phase 1: Ingredient Voting Phase 2: Label Voting Phase 3: Beer Voting and Events Phase 4: August 31 Blue Moon Event We saw tremendous success with all of our campaign goals. We drove awareness and trial of portfolio offerings outside BMBW and during the final four weeks, which constituted the largest push of our campaign: • Seasonal sales were up 20% vs a year ago • Variety Pack sales were up 134% vs a year ago • Blue Moon Belgian White was up 13% vs a year ago In some markets with 8/31/12 events and support, we saw significant increases in sales volume and display execution, two key metrics for the field. We created a stronger connection by collaborating with consumers. Nationally, we had: • over 2,600 votes for beers on Facebook • 392% increase in People Talking About This on Facebook following the lunar blue moon on 8/31/12 • an estimated 24,000 consumers sampled during spring sampling events • an estimated 100,000 consumers attended 8/31 events • over 13,000 votes on ingredients, labels, and beer • 13 PR media hits for the 8/31 event A local event tap takeover for 8/31 had 18 Blue Moon Brewing Company tap handles and sold through beer at over twice the rate of a normal tap takeover. We also elevated BMBC’s craft credentials by showing our brewery, brewmasters, and Denver heritage. Multiple national breweries have taken on similar programs, and we will implement a second stage of this program for 2013.

Febreze Thanks a Million

When Febreze/Ambi Pur reached the “1-million-fans-on-Facebook” milestone, we wanted to show our appreciation in a way that only Febreze/Ambi Pur could pull off. So we simply said “thank you.” Literally. 1 million times. Everyone from brand managers to global home care presidents to P&G interns. One million spoken “thank-yous.” Broadcast live on Facebook and lasting nearly 31 hours, the Thanks a Million interactive smell experiment kept our fans’ attention with appearances by dead fish, smelly cheese, and kitty litter, not to mention cameos by Global Home Care President David Taylor, marketing and brand managers, and countless members of the P&G Febreze support team. Because this event was also an interactive smell experiment, we brought in fan-driven odor cues to and engaged in fan-driven conversation; we also gave fan shout-outs and published polls about real-time happenings. We were hungry for wide-ranging engagement and clear demonstration of the brand benefit. Whatever smelled, happened, or was posted—come smell or high water—Thanks a Million thrived because of Febreze/Ambi Pur freshness, our love for our fans, and the love we felt from our fans. It was broadcast live on Facebook accounts/landing pages for eight different countries: Australia, Canada, France, Germany, Mexico, Spain, the UK, and the U.S. All fans could comment, “like,” share, and interact in real time with this uniquely live global interface. We delivered staggering results for an initiative that had absolutely no media support and gained attention only through our Facebook newsfeed. We earned 500 million impressions, and our fans watched for a total of 292,463 minutes. Other groundbreaking highlights include: Increased Fan Base • Gained 32,632 new fans—a 769% increase over the previous three days Ignited Conversation Across the Globe • Reached more than 920,000 people Achieved High Engagement Levels • Increased fan engagement 60% And despite nose-crinkling odors from 10 pounds of stinky fish, 5 pounds of dirty laundry, 15 pounds of kitty litter, two huge blocks of cheese, and 12 pieces of used sports equipment, our team breathed happy for 31 straight hours of “thank-yous.”

Pepsi: Live For Now

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

TABASCO® Brand Chipotle Pepper Sauce: Testers Wanted

Produced by: Heye Digital Lab (Heye & Partner GmbH)

The fanpage TABASCO® Deutschland functions as a platform for it’s fans to openly discuss their favourite brand of sauce and to interact with the brand. Strategically, communication on the fanpage focuses on the variety of products and impulses for usage. In order to communicate one of the lesser known TABASCO® flavours, the TABASCO® Brand Chipotle Pepper Sauce, a multiple-choice raffle („Produkttest-Aktion“ /„Testers Wanted“) invited fans to apply as one of 444 product testers. Users could apply, share their status as applicant and/or invite friends to participate in the raffle also. Among all participants entering the correct answer, 444 winners were drawn, each receiving a test-package of five products to test and share with friends. Testers answering a tester-questionaire could win further attractive prizes. The promotion was supported with a flight of Facebook CPC Ads. The „Produkttest-Aktion“ („Testers Wanted“) was extraordinarily successful with regard to the number of participants: All in all, a total of almost 16.000 users applied to test the TABASCO® Brand Chipotle Pepper Sauce during the application period of four weeks – a number that by far exceeded the expectations. Supported by a flight of targeted CPC Ads and sponsored stories as well as editorials posts, the total fancount rose by more than 13.000 fans during the period of the promotion. Shares, likes, comments and visits resulted in a relevant viral buzz and reach and thus created awareness not only for the campaign and the fanpage but also for the product. The product testers’ feedback (more than 75 % of the testers returned their feedback on the product via a questionnaire) gave relevant insights for market research. Sales in the onlineshop rose significantly*. *Figures cannot be publicly announced.

Raise Your Burt's: Part Social Contest, Part Love Fest

Produced by: Burt's Bees

http://www.youtube.com/watch?v=HRvAja1lW4o&feature=youtu.be Burt’s Bees may not be the biggest personal care brand in the world but it may be one of the most beloved. In order to showcase the brand’s authenticity and their commitment to quality natural products, Burt’s Bees decided to deliver its message through the best media channel they know: their fans. This idea launched Raise Your Burt’s – part social contest, part love fest – an interactive Facebook campaign to search for The Natural Champion, or the #1 Fan. Burt’s Bees asked real fans to submit the real reasons why they love the Beeswax Lip Balm. The prize? A lifetime supply of Burt’s Bees famous lip balm, the chance to be the “spokes-lips” for Burt’s Bees in nationally circulated magazines and the opportunity to have the company renamed in your honor for a week. Fans swarmed Burt’s Bees Facebook page and submitted their own imaginative stories through user-generated posts, photography and video content. Once all the content was submitted and the votes had been casted, Burt’s Bees officially announced the winner, Zia, as Burt’s Bees Natural Champion. She received a surprise ceremony at Burt’s Bees headquarters, with exclusive access to products and a front row seat to the unveiling of her new company, Zia’s Bees. We figured it was the least we could do, considering that the Raise Your Burt’s campaign set a new precedent for underlining authenticity in the natural personal care category: • The campaign generated 176,209 new Facebook fans – a 563% lift over Burt’s Bees average new fan rate. • Campaign content set brand record numbers for “likes” and “shares” with over 180% fan engagement than average. • 1.35% of all visitors to the Burt’s Bees page entered the contest – 9 times higher than the industry average for Facebook contests. • And over 90% of unique visitors to the page casted their vote in Natural Champion contest.

Rudi’s Organic Bakery: “Let’s Doodle Lunch” Integrated Campaign Drives Engagement and Sales

About this entry Rudi’s Organic Bakery believes that healthy families are happy families, and what better way to please mom than to celebrate her kids. On a shoestring budget, the Rudi’s team developed “Let’s Doodle Lunch,” a Facebook campaign inviting moms to upload their child’s artwork and receive a product coupon for its new Flatz and a free customized sandwich box with the art on the lid. The case for why this entry should win a Shorty Without the use of any paid advertising, Rudi’s was able to create a genuine connection with fans. With an initial Facebook Like count of less than 20,000, this program generated 17,000 entries into the campaign. Plus, all other campaign metrics were achieved, including: • The Facebook fan base double • Nearly 90 stories were secured mentioning the program • The brand meet its $10 million quarterly sales goal Situation Analysis Rudi’s Organic Bakery was founded more than 35 years ago in Boulder, Colo., with a holistic and optimistic approach to life. Baking bread with quality ingredients free of preservatives, the brand is now one of the nation’s leading brands of USDA certified organic breads and baked goods. Sales plateaued in 2011 and the Rudi’s team needed to generate substantial sales and awareness of their new Flatz product with a limited budget. The Solution Through research Rudi’s found its customers are 25-54-year-old naturally inclined to purchase organic FRAN (family focused, regularly active, always optimistic and nothing but the best for her family) moms. An iconic moment of pride for FRAN moms is putting her child’s artwork on the fridge for all to admire. The Rudi’s team brought this touching idea to life through “Let’s Doodle Lunch” – a Facebook app inviting mom to upload her child’s artwork to receive a free customized sandwich box with the art on the lid. Objectives • Build brand awareness with Facebook Likes (+11,500) • Demonstrate engagement through participation (7,500 completions of Facebook app) • Increase customer interaction by increasing CRM database (+4,300 subscribers) • Meet quarterly sales goals ($10+ million) Program Features & Attributes • Built a customized app from a Wildfire template called “Let’s Doodle Lunch,” with look and feel of Rudi’s that mom could “like,” upload her child’s artwork to the Rudipolitan Museum of Art and receive a free sandwich box in the mail • Created a partnership with The Lunch Box that transitions school lunchrooms to made-from-scratch meals, connecting Rudi’s to a meaningful organization. Fans voted on their favorite design, triggering a donation to the charity • Forged partnership with KIWI’s Moms Meet, reaching 20,000 like-minded moms • Reached out to mom bloggers with giveaway • Created social media content with blog posts, Tweets and Facebook posts to highlight the campaign, Flatz and healthy lunch tips • Distributed social media release, generating 23,353 impressions and click throughs to Facebook, Rudi’s website for e-newsletter sign-ups and the Flatz product page Why Rudi’s Let’s Doodle Lunch Should Win Rudi’s was able to make a genuine connection to customers, most notably moms and their children, by creating a heart-warming campaign designed to encourage creativity, healthy eating, celebration of mom’s pride for her children and awareness of Rudi’s as a family-friendly necessity

Around the World with Lightroom Travel Contest

Produced by: Edelman Digital

The Adobe Lightroom team wanted to celebrate the release of Lightroom 4 with a campaign celebrating travel photography and capitalizing on the new Lightroom 4 features geared towards travel photographers. The team launched “Around the World with Lightroom” – a travel photography contest offering a grand prize photo expedition to Chiang Mai, Thailand with world-renowned photographer and photojournalist Steve McCurry. Primary objectives included inspiring and celebrating community members, driving engagement and awareness around release features and increasing positive association and brand favorability. This campaign stands out because it leveraged a Facebook application to create global excitement around a new product, provided tangible applications of the features and strengthened the relationship between the Lightroom team and their customers. Creativity: The Lightroom Travel Contest’s success was due in part to leveraging the community’s universal passion for travel photography, which includes many different destinations and styles. The community was incentivized to submit to the contest them with a trip to an exotic destination, Chiang Mai, Thailand, with one of the world’s most respected portrait photographers, Steve McCurry. Launched in July 2012, the campaign undertook a robust content strategy across owned social properties, to stimulate engagement with Lightroom 4 among the travel photography community. The team developed a custom application hosted on the Lightroom’s Facebook page, which served as the program hub to inform Lightroom fans about the contest and prizing, capture submissions, and display a gallery of submitted images. Innovation: During a 6-week campaign, the Lightroom team offered photographers a unique, tangible way to engage with the product. Central to the campaign was a series of travel-themed videos and innovative demonstrations of features like the Map module, which allows users to collectively chart their photographs on a single map. Video descriptions encouraged viewers to submit their travel photographs to the contest. A series of spotlight blog posts from the Lightroom team highlighted their respective travel stories and photographs, offering a more personal connection between the Lightroom team and their customers. Effectiveness: Overall, “Around the World with Lightroom” drove engagement and positive association with the Lightroom brand. In addition, the Facebook application directly drove business value by linking to Adobe.com with a “Try Now” directive guiding the contest participants to try this latest version of Lightroom 4 for free for 30 days. As an added benefit, the winner of the contest chronicled her trip to Chiang Mai, sharing her experiences with the Lightroom community in a blog post upon her return. The Facebook application garnered 3,749 photo submissions, with 147,968 photo views of the submission gallery, with an average visit duration of 1:58 minutes. The Lightroom Travel video series resulted in 54,490 views on YouTube, and the Lightroom Travel Team Spotlight Blog Series achieved 11,240 page views. The custom content that was published via Facebook drove a tremendous amount of engagement, reaching 2,714,413 people, garnering 11,381 post Likes, 1,817 comments, and 3,498 shares.

Entertain Like a Leading Lady

Produced by: Starcom MediaVest Group | LiquidThread

Skinnygirl® Cocktails stole the spotlight this awards season. Capitalizing on the “night in” viewing component of award shows, we wanted to serve up all the glitz ‘n’ glam from the red carpet to the glass to our passionate fan base. We rolled out the red carpet for our VIPs, eager to get in on all the A-list action, with an all-encompassing, easily accessible digital experience. And just like that, a star was born: our “Entertain Like a Leading Lady” Facebook tab!Skinnygirl® Cocktails gave our loyal ladies the red carpet treatment. Positioning Skinnygirl Cocktails as the perfect accessory for awards season, we ensured our ladies would have everything they needed to throw an award-worthy bash, including: celeb-inspired sips, entertaining and style tips, and a branded DIY party toolkit, which featured printable red carpet photo backdrops, luxe bottle labels, and more. Post-soiree, we kept the good times rolling with sharable Award Badges, so guests could hand out top honors for everything from Hottest Heels to Best-Dressed to their friends on Facebook. We teamed up with Celebrity Fantasy Draft to launch an unprecedented Skinnygirl® Cocktails Celebrity Fantasy League, allowing our ladies to draft their dream team of stars during awards season. And to bolster our A-list status even further, we cast the perfect co-star, E!, who sponsored our Award-Worthy Getaway sweepstakes during Oscars® weekend where one lucky winner got to join us at the E! After Party. Each individual component lived on the “Entertain Like a Leading Lady” Facebook tab, creating a truly diversified campaign that broadened the Skinnygirl Cocktails experience to the red carpet and beyond. Our Facebook tab and the accompanying campaign was an overwhelming success. [] Our E! partnership proved to be equally beneficial to both parties, as our sponsored sweepstakes quickly became one of the most entered sweeps E! has ever hosted. [] The “Entertain Like a Leading Lady” tab was a top performer this awards season with 400% more views than other Facebook tabs. Also garnering Skinnygirl over 50,000 engagements (likes, comments and shares) in less than four weeks, ensuring that the Skinnygirl brand was leveraged appropriately, efficiently, and successfully. [] Other media outlets picked up our innovative approach to awards season. The likes of CNBC.com wrote articles celebrated our Celebrity Fantasy League program, positioning us nicely as a lifestyle brand that plays where our consumer plays.

Current Entries

PNC Neighborhood Wishlist

Produced by: Deutsch NY

Attitudes towards banks are at an all time low. Why would anyone “like” one on Facebook? To give people a reason, we created PNC Neighborhood Wishlist, a social funding program that provides small grants to community projects. We invited people to submit, share and vote for these projects and each vote triggered a $1 donation from PNC, up to a max of $500. The initiative gave people a reason to like PNC - not only on Facebook, but also in real life. Results: 500 projects submitted, 43 projects funded, over 94K new “likes” for PNC (a 550% growth in Fans).Neighborhood Wishlist did great things for both PNC and the communities it calls home. The effort tapped into the passion people have for giving back. The approachability of the campaign and the ease of submission and voting helped make the program a success. And the voting mechanics motivated our audience to spread the word and activate their social networks. In other words, we made it both fun and easy for people to do good. The campaign significantly exceeded our goals for engagement, fan acquisition, and pass-along. We funded 43 community projects and attracted 94,087 new Facebook fans‹growing the fan base by 550%. We laid the groundwork for deeper community engagement and the program was so successful that the bank plans to grow and evolve Wishlist, making it an ongoing piece of the bank's overall social strategy. Additional highlights: € 500 project submitted in two days € 32,211 votes cast € moved PNC from the 13th to 6th most popular Page in the industry € over 40 million viral impressions € 179 million total media impressions

Clorox 2 Stain Monster

Produced by: Critical Mass

Clorox 2® Stain Fighter & Color Booster is the perfect addition to your laundry cycle, brightening colors and removing stains, but first you need to convince consumers that a laundry additive is necessary. The laundry space has become increasingly cluttered with specialized detergents. Clorox 2 needed something memorable in the market that would be a constant reminder that detergent alone is simply not enough to battle tough stains, and do so in a fun, engaging way that was relevant to our young parent target. Looking for that perfect story to connect with our audience and create relevancy for Clorox 2 in their routines, Clorox listened and continually heard heard kids blame little problems, such as stains, on anything but themselves, be it an invisible friend or maybe even that monster in their closet. Enter the perfect scapegoat— The Stain Monster. If kids believed the stain monster was real, then our job was simple. Clorox 2 had to convince mom that the Stain Monster was real and no matter his form, juice, mud and of course , grass, he was going to stain her family when she least expected it.. There was no better way to bring this idea to life than through a Facebook app that created a way for mom, with the help of Clorox 2, to find and remove the Stain Monster while winning prizes and being educated about the benefits of using Clorox 2 and reinforcing that detergent alone isn’t enough to battle tough stains. Facebook App To participate in catching stain monsters users registered through a simple Facebook app. The app also served as the official scoreboard tracking all the successful Stain Monster captures, but catching the Stain Monster wasn’t going to be easy. Consumers had to search high and low for the Stain Monster who could be found hiding across a variety of online platforms including: the Clorox website, Facebook reach block ads and within Clorox banners on external websites. To keep participants engaged and continuously finding and sharing the Stain Monster with friends we integrated two ways to win cool prizes and cash. 1) Every time a user found a Stain Monster they had the opportunity to win an instant prize. 2) Highly active users that found the Stain Monster in all his hiding places were also entered into a drawing for a chance to win $15,000. Results The program ran from March to May and experienced incredible social reach and success. Throughout the duration of the campaign, the Facebook app garnered 90,000 participants and more than 275,000 visits. Best of all we were able to convert participants into Clorox loyalists, with 95% of those who hit the registration page following through and opting in to be a part of the Clorox database for continued brand communications and engagement.

Score A Scorpion

The Chrysler Group FIAT brand needed to generate awareness and consideration for their new FIAT 500 Abarth. To leverage residual traffic from a TV spot that ran during the Super Bowl, we created a social campaign designed to engage new visitors over a four week period. Given what we knew about our audience, we engaged them with an online scavenger hunt.Our strategy was to create a social campaign that resonated with the target audience, who are known to be intelligent, particularly in understanding the inner workings of cars, edgy risk-takers who love the thrill of discovery. Taking an integrated digital and social approach, we engaged this audience with an interactive scavenger hunt across the web to find scorpions hidden on owned properties and in paid placements on partner sites like National Geographic’s scorpion page. The scavenger hunt’s home base was a fan-gated tab on the FIAT USA Facebook page where participants collected their scorpions and could opt-in to the FIAT CRM database for future contact. Only FIAT fans were given hints to find the hidden scorpions and could collect up to eight throughout the promotion. The more they found, the better the prizes they might win. The first four scorpions a user collected counted as entries to win one of ten Abarth merchandise prize packs, while the next four scorpions counted as entries to win a new FIAT 500 Abarth before it was even available for purchase. The program was promoted through the FIAT USA website, social shares, and media buys on digital and social media properties. We exceeded our entries goal for the program by 150%, netting more than 25,000 participants who spent 9,000 hours playing the game. The program also generated more than 250,000 referrals to the FIAT Abarth website. In four short weeks, we doubled the number of users opted in to the FIAT CRM database, showing consideration to purchase. What’s more, 60% of entrants participated in all eight rounds of the program, and while it was a secondary metric, we were able to add more than 70,000 new fans by the end of the program.

Green Mountain Coffee Fair Trade 2012

Produced by: VaynerMedia

Fair Trade helps ensure that farmers around the world get a fair price for their coffee beans. So while they enjoy a better quality of life, you enjoy a great cup of coffee. To bring this to life, Green Mountain Coffee® took acclaimed musicians Grace Potter to Colombia and Michael Franti to Sumatra to experience Fair Trade firsthand and pass the good vibes on to their fans.Green Mountain Coffee Roasters, Inc. (GMCR) is the largest purchaser of Fair Trade Certified™ coffee in the world, but according to Fair Trade USA, consumer awareness of Fair Trade was only 34%. The brand needed an engaging way to teach their fans what Fair Trade really means. In celebration of Fair Trade month, Green Mountain Coffee® launched a cross-channel campaign in October of 2012. A Facebook tab was the hub of the campaign, and featured: • Shareable postcards with info about Green Mountain Coffee® Fair Trade varieties and coupons to save • Four exclusive videos documenting Grace Potter’s and Michael Franti’s travels to Fair Trade source countries • A Fair Trade concert series with shows Livestreamed to a national audience through the Facebook page • Sweepstakes to win a trip to Costa Rica, a Fair Trade source country • A ‘Pin the Good Vibes’ Pinterest contest for a chance to win a Vue® Brewer and Green Mountain Coffee® Fair Trade coffee RESULTS • In just one month the Green Mountain Coffee® Facebook page received more than 119,000,000 impressions and gained 223,000 new fans (a 30% increase) • Videos received 206,000 views, and nearly 9,000 fans entered the sweepstakes • 2,700 people tuned in for the live concert series • 239 fans entered the ‘Pin the Good Vibes’ Pinterest contest • 175,000 K-Cup® pack and ground coffee samples were delivered to fans in just 5 days, along with 500 surprise Fair Trade boxes in partnership with Blissmobox • The Facebook tab was the hub for the 2012 Fair Trade campaign which reached more than 150 million people and contributed to a significant increase in sales Most importantly, fans demonstrated a clear understanding of the benefits of Fair Trade throughout the campaign—whether sharing the videos and postcards, or uploading photos and beautiful word poetry on Pinterest to express what Fair Trade means to them. The campaign has had a lasting effect, with fans to this day still posting on the Facebook page about how Fair Trade has affected them and their coffee habits.

Around the World with Lightroom Travel Contest

Produced by: Edelman Digital

The Adobe Lightroom team wanted to celebrate the release of Lightroom 4 with a campaign celebrating travel photography and capitalizing on the new Lightroom 4 features geared towards travel photographers. The team launched “Around the World with Lightroom” – a travel photography contest offering a grand prize photo expedition to Chiang Mai, Thailand with world-renowned photographer and photojournalist Steve McCurry. Primary objectives included inspiring and celebrating community members, driving engagement and awareness around release features and increasing positive association and brand favorability. This campaign stands out because it leveraged a Facebook application to create global excitement around a new product, provided tangible applications of the features and strengthened the relationship between the Lightroom team and their customers. Creativity: The Lightroom Travel Contest’s success was due in part to leveraging the community’s universal passion for travel photography, which includes many different destinations and styles. The community was incentivized to submit to the contest them with a trip to an exotic destination, Chiang Mai, Thailand, with one of the world’s most respected portrait photographers, Steve McCurry. Launched in July 2012, the campaign undertook a robust content strategy across owned social properties, to stimulate engagement with Lightroom 4 among the travel photography community. The team developed a custom application hosted on the Lightroom’s Facebook page, which served as the program hub to inform Lightroom fans about the contest and prizing, capture submissions, and display a gallery of submitted images. Innovation: During a 6-week campaign, the Lightroom team offered photographers a unique, tangible way to engage with the product. Central to the campaign was a series of travel-themed videos and innovative demonstrations of features like the Map module, which allows users to collectively chart their photographs on a single map. Video descriptions encouraged viewers to submit their travel photographs to the contest. A series of spotlight blog posts from the Lightroom team highlighted their respective travel stories and photographs, offering a more personal connection between the Lightroom team and their customers. Effectiveness: Overall, “Around the World with Lightroom” drove engagement and positive association with the Lightroom brand. In addition, the Facebook application directly drove business value by linking to Adobe.com with a “Try Now” directive guiding the contest participants to try this latest version of Lightroom 4 for free for 30 days. As an added benefit, the winner of the contest chronicled her trip to Chiang Mai, sharing her experiences with the Lightroom community in a blog post upon her return. The Facebook application garnered 3,749 photo submissions, with 147,968 photo views of the submission gallery, with an average visit duration of 1:58 minutes. The Lightroom Travel video series resulted in 54,490 views on YouTube, and the Lightroom Travel Team Spotlight Blog Series achieved 11,240 page views. The custom content that was published via Facebook drove a tremendous amount of engagement, reaching 2,714,413 people, garnering 11,381 post Likes, 1,817 comments, and 3,498 shares.

PandaQuest: Be the Next Chengdu Pambassador

When you think of visiting China, you might consider the history of Beijing, the sophistication of Shanghai, or the ancient terracotta warriors of Xi’an. But is the Western city of Chengdu on the itinerary for YOUR next trip to China? With its recent rapid development, Chengdu was ready to welcome the world. But we weren’t quite on the map for travelers. We needed to give people a reason to go. That was our challenge. Our solution was to establish the city via its famous and lovable icon, the Giant Panda. We launched the Facebook page to recruit ambassadors for Chengdu Pandas around the world and named them Hopefuls began their PandaQuest on a Facebook App, where they registered to become the next Pambassador and completed simple activities to create personal, shareable content like panda-fying their cover photo. It was important that we could identify credible, influential candidates that were truly passionate about panda conservation, so we put their friends at the center of the experience. To really stand a chance, hopefuls needed to collect friend testimonials and supportive “panda hugs” to prove themselves worthy of becoming a Pambassador. To fuel conversation around the world, we created original, localized and easy to share content for 9 different countries in 7 languages to give our single brand Page a truly global feel. Singapore posted hand-drawn panda comics, the UK jumped on the Gangnam style meme with “panda style” and the US tracked the birth of the San Diego Zoo’s panda cub. We optimized our local content from page insights to publish more of the stories our audience loved. Finally, we used Page Post Ads and Sponsored Stories to share Chengdu pandas beyond our fans, to engage with their friends, and ignite the graph to reach millions of people around the world. In three months, Chengdu Pambassador touched over a tenth of the Facebook universe. Our Facebook page results went beyond expectation: - Reached over 110M people - Grew the community to 411,000 fans from zero - 45,000 PandaQuest entries worldwide, and 405,000 supportive actions from friends - 29% People Talking About This - 6.8M Facebook Actions taken by users - Majority of posts received over 2,000 interactions. - 10+ posts received over 30,000 comments likes, comments and shares. - Facebook Ad CTR of 1.14% - Even Mark Zuckerberg Liked a post early in the campaign, helping Chengdu Pambassador propel to a remarkable level of global engagement. Quickly, pandas dominated conversation both online and offline: - 1.6 billion media impressions - Facebook media: 369 million impressions, 37% of which earned their way into the NewsFeed. - Traditional Media: 900 media outlets across 30 countries in 13 languages, including coverage on Wall Street Journal, ABC, CBS, British BBC, Global Al Jazeera, Japan’s Kyoto News and CCTV China.

My Big Redneck Recliner

Leading up to the third season of "My Big Redneck Vacation," Country Music Television approached Carrot Creative looking for a way to drive viewers to watch the season premiere. To amass interest, Carrot wanted to offer the ultimate viewing experience for the show's fans. Our idea: My Big Redneck Recliner. We imagined and created a chair that fans of the show would want to watch the whole season in - complete with redneck characteristics such as mudflaps, antlers, a cooler, a blaring truck horn, a 6mph top speed and more. We then created a Facebook-based contest that invited fans to name this one of a kind chair and, in turn, made our custom branded content our prize. The My Big Redneck Recliner Facebook application lived on the show’s fan page where people could explore the chair's features and name the throne. By inviting fans to name the chair, we allowed them to become a part of "Redneck" history in a tangible, experiential way while promoting CMT’s series. The naming contest attracted contenders such as Freedom Farter, Chair Force One, Sunday, Sunday, Sunday, The Papa Bear Lazy Chair, Cruisin' for a Brew Son and Louisiana Lounger. After a short 11 days, we collected over 9000 name submissions from over 5000 unique users. CMT and Carrot then decided on the top five submissions and invited Facebook users to vote on their favorite. To drive participants and fans to tune into the premiere, the winner of My Big Redneck Recliner’s naming contest was announced on air during the show’s first episode on Saturday, January 26th at 9PM CT. After over 2000 votes were cast, the winning name for the recliner, and our custom content, officially became: "The R.A.T. (Redneck All Terrain) Vehicle." The campaign was a success; it drove pre-show engagement, attracted viewing numbers for the premiere that exceeded the station’s goal, and provided a vehicle for the brand to utilize when promoting the show on Facebook, TV and across the web. See more about the campaign here.

Entertain Like a Leading Lady

Produced by: Starcom MediaVest Group | LiquidThread

Skinnygirl® Cocktails stole the spotlight this awards season. Capitalizing on the “night in” viewing component of award shows, we wanted to serve up all the glitz ‘n’ glam from the red carpet to the glass to our passionate fan base. We rolled out the red carpet for our VIPs, eager to get in on all the A-list action, with an all-encompassing, easily accessible digital experience. And just like that, a star was born: our “Entertain Like a Leading Lady” Facebook tab!Skinnygirl® Cocktails gave our loyal ladies the red carpet treatment. Positioning Skinnygirl Cocktails as the perfect accessory for awards season, we ensured our ladies would have everything they needed to throw an award-worthy bash, including: celeb-inspired sips, entertaining and style tips, and a branded DIY party toolkit, which featured printable red carpet photo backdrops, luxe bottle labels, and more. Post-soiree, we kept the good times rolling with sharable Award Badges, so guests could hand out top honors for everything from Hottest Heels to Best-Dressed to their friends on Facebook. We teamed up with Celebrity Fantasy Draft to launch an unprecedented Skinnygirl® Cocktails Celebrity Fantasy League, allowing our ladies to draft their dream team of stars during awards season. And to bolster our A-list status even further, we cast the perfect co-star, E!, who sponsored our Award-Worthy Getaway sweepstakes during Oscars® weekend where one lucky winner got to join us at the E! After Party. Each individual component lived on the “Entertain Like a Leading Lady” Facebook tab, creating a truly diversified campaign that broadened the Skinnygirl Cocktails experience to the red carpet and beyond. Our Facebook tab and the accompanying campaign was an overwhelming success. [] Our E! partnership proved to be equally beneficial to both parties, as our sponsored sweepstakes quickly became one of the most entered sweeps E! has ever hosted. [] The “Entertain Like a Leading Lady” tab was a top performer this awards season with 400% more views than other Facebook tabs. Also garnering Skinnygirl over 50,000 engagements (likes, comments and shares) in less than four weeks, ensuring that the Skinnygirl brand was leveraged appropriately, efficiently, and successfully. [] Other media outlets picked up our innovative approach to awards season. The likes of CNBC.com wrote articles celebrated our Celebrity Fantasy League program, positioning us nicely as a lifestyle brand that plays where our consumer plays.

Febreze Thanks a Million

When Febreze/Ambi Pur reached the “1-million-fans-on-Facebook” milestone, we wanted to show our appreciation in a way that only Febreze/Ambi Pur could pull off. So we simply said “thank you.” Literally. 1 million times. Everyone from brand managers to global home care presidents to P&G interns. One million spoken “thank-yous.” Broadcast live on Facebook and lasting nearly 31 hours, the Thanks a Million interactive smell experiment kept our fans’ attention with appearances by dead fish, smelly cheese, and kitty litter, not to mention cameos by Global Home Care President David Taylor, marketing and brand managers, and countless members of the P&G Febreze support team. Because this event was also an interactive smell experiment, we brought in fan-driven odor cues to and engaged in fan-driven conversation; we also gave fan shout-outs and published polls about real-time happenings. We were hungry for wide-ranging engagement and clear demonstration of the brand benefit. Whatever smelled, happened, or was posted—come smell or high water—Thanks a Million thrived because of Febreze/Ambi Pur freshness, our love for our fans, and the love we felt from our fans. It was broadcast live on Facebook accounts/landing pages for eight different countries: Australia, Canada, France, Germany, Mexico, Spain, the UK, and the U.S. All fans could comment, “like,” share, and interact in real time with this uniquely live global interface. We delivered staggering results for an initiative that had absolutely no media support and gained attention only through our Facebook newsfeed. We earned 500 million impressions, and our fans watched for a total of 292,463 minutes. Other groundbreaking highlights include: Increased Fan Base • Gained 32,632 new fans—a 769% increase over the previous three days Ignited Conversation Across the Globe • Reached more than 920,000 people Achieved High Engagement Levels • Increased fan engagement 60% And despite nose-crinkling odors from 10 pounds of stinky fish, 5 pounds of dirty laundry, 15 pounds of kitty litter, two huge blocks of cheese, and 12 pieces of used sports equipment, our team breathed happy for 31 straight hours of “thank-yous.”

Ring Pop "Next Flavor" Campaign

In an effort to launch the next flavor of Bazooka Candy Brands’ classic Ring Pop and raise awareness of the brand, DKC Connect created an original Facebook contest to target and engage current and potential Facebook fans, asking them to help determine the new Ring Pop flavor. DKC Connect developed and launched a Facebook crowdsourcing initiative featuring teen celebrities Megan & Liz, Kicking Daisies and Mindless Behavior. An interactive Facebook voting application allowed fans to pick the next Ring Pop flavor from three choices -- one backed by each band -- and was supplemented with the bands’ own Facebook posts, tweets and YouTube videos urging fans to vote for their flavor. The campaign garnered 11,500 new Ring Pop Facebook fans in the first 24 hours and received over 90,000 new fans over a four-week period, in addition to reaching 1.7 million Facebook users. The campaign was also featured in broadcast, blog and online magazine coverage in top outlets such as ABC News, Yahoo! News, Just Jared Jr. and J14, among others. The Ring Pop Facebook crowdsourcing initiative reignited overall brand awareness as well as invigorated the brand’s social media presence by placing the decision-making power in the hands of the fans, allowing them to determine the next Ring Pop flavor and newest Bazooka Candy Brands product. The brightly colored, interactive voting application made it easy and fun for fans to engage with the brand and cast their vote. Users of all ages participated in the contest, but tapping into teen celebrities with large social media followings to support each flavor allowed Ring Pop to engage with its teen target market on an entirely new level to reach current and potential consumers through Facebook. The fun, eye-popping design and seamless interactivity of the Facebook application, combined with the support of teen celebrities encouraging their social media communities to vote for their flavor through the Facebook app, led to a viral campaign that transcended the boundaries of social media to include traditional media conversations as well. The successful Facebook campaign caught the attention of the media, and quickly spread through online, print, and even broadcast outlets, demonstrating that with the perfect ingredients, a great Facebook campaign is made.

Jiffy Lube Anxiety Crusher Facebook Game

Looking to drive consumer engagement and interaction with the Jiffy Lube brand, we created a fun and engaging first-of-its-kind Facebook game called 'Anxiety Crusher'. This rip-roaring monster truck game allows people to crush their greatest vehicle maintenance anxieties, like evil tow trucks, engine lights, and expensive repair bills. We chose Facebook as our partner, as we wanted to launch Jiffy Lube's presence in the social space. We also wanted to do something that had never been done before, so we created a technology that integrated Bing directly into the game. By using an industry-first Bing Image Search integration feature, players are able to search and destroy images of additional anxieties in a Jiffy Lube-branded monster truck arena. As an extension of the 'Leave Worry Behind' strategy, the Anxiety Crusher helps Jiffy Lube not only put customers "at ease", but also more deeply engage with them in a tangible way. The game succeeded all expectations by igniting Jiffy Lube's social presence and giving it a significant amount of brand exposure and interaction with its customers. As of January 2013, the total number of games played was 23,638. On launch day, over 2,000 people played the game. Gamers have crushed over 18,000 worries and the game has attracted people from all over the world. Roughly 25% of the players came from outside the US, giving the brand exposure to countries around the globe. Players spent significant periods of time with the game and over 26% of visitors spent up to 10 minutes playing the game. These numbers far surpassed the goals set and have created lasting chatter about Jiffy Lube in the social world.

TABASCO® Brand Chipotle Pepper Sauce: Testers Wanted

Produced by: Heye Digital Lab (Heye & Partner GmbH)

The fanpage TABASCO® Deutschland functions as a platform for it’s fans to openly discuss their favourite brand of sauce and to interact with the brand. Strategically, communication on the fanpage focuses on the variety of products and impulses for usage. In order to communicate one of the lesser known TABASCO® flavours, the TABASCO® Brand Chipotle Pepper Sauce, a multiple-choice raffle („Produkttest-Aktion“ /„Testers Wanted“) invited fans to apply as one of 444 product testers. Users could apply, share their status as applicant and/or invite friends to participate in the raffle also. Among all participants entering the correct answer, 444 winners were drawn, each receiving a test-package of five products to test and share with friends. Testers answering a tester-questionaire could win further attractive prizes. The promotion was supported with a flight of Facebook CPC Ads. The „Produkttest-Aktion“ („Testers Wanted“) was extraordinarily successful with regard to the number of participants: All in all, a total of almost 16.000 users applied to test the TABASCO® Brand Chipotle Pepper Sauce during the application period of four weeks – a number that by far exceeded the expectations. Supported by a flight of targeted CPC Ads and sponsored stories as well as editorials posts, the total fancount rose by more than 13.000 fans during the period of the promotion. Shares, likes, comments and visits resulted in a relevant viral buzz and reach and thus created awareness not only for the campaign and the fanpage but also for the product. The product testers’ feedback (more than 75 % of the testers returned their feedback on the product via a questionnaire) gave relevant insights for market research. Sales in the onlineshop rose significantly*. *Figures cannot be publicly announced.

Clorox Asks Moms, What Would You Do If Mom Had Three Minutes?

Produced by: Ketchum

In 2012, The Clorox Company was tasked with boosting Clorox® Disinfecting Wipes (CDW) sales among new moms. Knowing moms are time-starved and looking for health and wellness advice on social networks, like Facebook, the perfect way to curate time-saving tips and share them with moms in a way that was itself time-saving quickly became evident: an e-book. The resulting program, If Mom Had Three Minutes, encouraged moms to share over 3,000 tips on the Clorox Facebook page in just one month. Then Karen Kaufman Orloff, author of If Mom Had Three Arms, curated the tips for a humorous e-book. Available for download on the Clorox Facebook page, the free e-book was published in time for Mothers’ Day, with pass along sparked by a coupon offered rewarding those who shared the advice to their Facebook friends. Over 46,000 copies of the e-book were downloaded, with ongoing buzz driven by WPIX, Newsday and other coverage. By week three post-launch, sales of CDW had increased.There’s nothing new about first-time moms seeking advice from moms who’ve “been there, done that.” But today they go to social networks, like Facebook, where moms share health and wellness advice – even brand recommendations. So when Clorox needed a program to boost Clorox® Disinfecting Wipes (CDW) sales among new moms, the brand looked for a social way to tap moms’ time-saving advice. CDW is all about saving time – they’re the quick and easy way to clean and disinfect surfaces – and new research revealed moms are truly time-starved. The perfect way to curate time-saving tips and share them with moms in a way that was itself time-saving quickly became evident: an e-book with content sourced and shared by moms on Facebook. If Mom Had Three Minutes launched with a tab on the Clorox Facebook page where moms could share their favorite multi-tasking tips, browse advice from other moms and receive a coupon. In just one month, over 3,000 tips were submitted on Facebook. Karen Kaufman Orloff, author of If Mom Had Three Arms, brought the submitted tips to life with a humorous “children’s book for adults” style narrative that told the story of what mom would do throughout the day with just three minutes. Available for moms to read and download on the Facebook tab, the free e-book was published in time for Mothers’ Day, with pass along sparked by a coupon rewarding those who shared the advice with Facebook friends. To drive engagement, Clorox identified a group of influential mom bloggers, including Vera Sweeney of Lady and the Blog, who encouraged their networks to download the e-book. The Bump and Mom Finds, popular online communities and advice hubs for new moms, were engaged for social media posts and email blasts promoting the e-book. Moms came together to talk about the e-book, share their time-saving tips and ask questions in a Facebook Dish Session and Twitter Party, resulting in more than 1.6 million impressions. Media outreach to mom blogs and parenting outlets supported both the call for content and downloads of the final e-book, with Orloff and Sweeney teaming up for several interviews. If Mom Had Three Minutes engaged new moms and helped spread the message about the importance of disinfecting, highlighting CDW as a multi-tasking product that they can use to clean and disinfect. Over 46,000 copies of the e-book were downloaded, with ongoing buzz driven by WPIX, Newsday and other coverage. By week three post-launch, sales of CDW had increased.

DoubleTree by Hilton Little Things Project Campaign

Produced by: DoubleTree by Hilton

DoubleTree by Hilton set off on a mission to ask travelers what “little things” would make their travel more enjoyable. Based on 5,000 responses through social media, the brand created a year-round, pop-up event tour to surprise and delight travelers with those “little things” they said they wanted - from exclusive deals in the cities they are visiting, free Wi-Fi, charging stations, and free chocolate chip cookies. The team created “Swarm Cars” in select cities to deliver real-time “little things” requests that the brand received on Twitter. The Little Things Project became an invaluable Listening Tour, with thousands of consumers providing DoubleTree with ideas for what would make their travel experience better via iPad, Twitter and magnets. In addition to aggressive traditional and online media outreach, DoubleTree and its agencies supported the tour with social media engagement, online sweepstakes and contests, targeted email communications and in-market street teams.The DoubleTree by Hilton Little Things Project campaign set the following goals when they launched the nationwide tour and were able to achieve the following results: Goal 1: Drive social media impressions 10K new Facebook fans, 2K new Twitter followers, 10K sweepstakes entries RESULT: Achieved 41M Twitter Impressions, Facebook page is reaching more than 47M people during promotional period and over 650,000 sweepstakes entries. We have gained over 7,000 new Twitter followers, 20% increase. 4,900 mentions, 1,949 Retweets, 2,685 tweets sent. Over 24,500 new fans (16% growth) on Facebook and the Little Things Project Facebook app had over 28,000 tab views. Goal 2: Reinforce alignment with Hilton HHonors and drive enrollments 3K Hilton HHonors sign-ups RESULT: By requiring the sweepstakes entrants to be Hilton HHonors members it encouraged enrollments to the loyalty program and we received almost 9,000 new Hilton HHonors memberships. Goal 3: Generate Traditional Media Impressions 100M impressions; 1 national print; 1 national morning show RESULT: 3.2media impressions, via 700 placements in print, broadcast, radio and online outlets. On launch day, the team successfully ambushed NBC Today Show on launch day with three appearances at Rockefeller plaza and gave away “little things” to hosts Matt Lauer and Anne Curry. Additionally, DoubleTree by Hilton executives held a media tour on launch day with the Associated Press, New York Post, Travel + Leisure, TheStreet.com, Wall Street Journal. Also, DoubleTree by Hilton executives appeared on FOX News to promote the Little Things Project in two separate interviews. Additional coverage included Good Morning America Photo of the Day (Swarm Car), Fortune, PR Week, local NY media and numerous local print and broadcast outlets such as Boston Globe, Boston Herald, LA Times, Washington Examiner, San Francisco Chronicle and Atlanta Journal-Constitution. Goal 4: Drive Foot Traffic to Little Things Project 2,500 average visitors to the Tell-Me-Tree in top 20 markets RESULT: Met or exceeded goals in all markets, with an average of 3,000 “little things” being distributed per market. Goal 5: Collect Listening Tour Responses 250 consumer responses per market explaining what would make travel brighter RESULT: Received more than 40,000 responses via magnets and iPads at the events as well as Twitter and Facebook — over 800 responses per event.

Best Use of Facebook in a Campaign: CLEAR SCALP & HAIR BEAUTY THERAPY

Produced by: Weber Shandwick

Unilever partnered with Weber Shandwick to launch a revolutionary line of shampoos and conditioners - CLEAR SCALP & HAIR BEAUTY THERAPY™. Introduced to the US in 2012, the line is a breakthrough approach that starts with scalp nourishment to create the right foundation for strong, beautiful hair. We created a multi-channel campaign to launch the brand’s social media presence and lead online conversations surrounding scalp and hair care. Leveraging various assets, such as celebrity spokespeople and stylists, media partners and product samples, we initiated a bustling Facebook community that let the burgeoning brand cut through the cluttered hair care social landscape. The page distinguished itself amongst its competitors by developing a communications platform that for the first time defined a hair care brand within the nightlife space. The page yielded more than 100,000 Facebook fans within six days of the launch and now has more than 500,000 fans to date, garnered in less than a yCLEAR"Ly" winners The brand’s opportunity was in targeting 18-35 year old's. Based on their media consumption habits, social media was deemed the best driver for marketing communications and consumer engagement. We established equity in the platform, ”Best Night Ever”, to build relevance among the target’s lifestyle mindset, creating a clear tie between hair care and nightlife that would set the tone for content developed and shared on Facebook. The women’s Facebook community served as the main content hub and consumer destination for the marketing launch campaign, featuring both branded and non-branded content from paid and earned channels that helped the target understand that your #BestNightEver starts with the confidence from having strong, beautiful hair. Tactics/Successes The tactics employed were designed to drive awareness of the brand. These included: employing the messaging filter, #BestNightEver, to all content to establish relevant dialogue surrounding hair and nightlife; creating a Facebook hub for bloggers and key influencers to provide an “insider” sneak peek before the page fully launched to the public; capitalizing on the social following of celebrity spokesperson, Heidi Klum, and celebrity stylist partner, Jen Atkin; sustaining constant interaction with fans through daily content posts to build a strong fan base; and conducting extensive consumer sampling to provide incentive for liking the page. For our efforts, we successfully accomplished the following: • Secured more than 100,000 Facebook fans in six days after launch with a community of more than 500,000 fans to date • Exceeded our goal of engaged users by 19% to 441,051 engaged users (goal: 372,124) • Induced trial of over 135,000 products via Facebook in the first month of launch • CLEAR SCALP & HAIR THERAPY™ posts reached a total of 55,290,431 and 73,112 ‘people talking about this’ on Facebook • Secured more than 950 million social media impressions since the May 2012 launch

smart USA: Tag Your Own Adventure

Produced by: Razorfish

In the world of Facebook, a small brand can face some big challenges. A “like” quickly gets buried, and prime real estate can be costly. So how do you make a splash when you’re the smallest car in America without a big car budget? You think like a hacker. We realized two things about Facebook. By loading a video, frame-by-frame, into a photo album, we could create a “flipbook” story that brings the static interface to life. And by getting our fans to tag themselves in these albums, we could organically reach the News Feed without a media buy. So we created “Tag Your Own Adventure,” a visually-arresting, interactive experience based on the classic choose your own adventure format. Using these insights into albums and tagging, we gave smart an unprecedented level of exposure to the Facebook world. From the content release strategy to the voting mechanism itself, the entire campaign used familiar Facebook interactions in unique new ways. When “Tag Your Own Adventure” was launched, brands had been experiencing a decrease in Facebook tab views as fans were choosing to interact with content instead. smart capitalized on this change in user activity by untapping the potential within native Facebook photo albums, rather than building a separate ¬– and more likely to be ignored – customized tab. Once the content was live, we turned the power over to the fans. Their tags (aka “votes”) decided each twist and turn of the adventure, giving them ownership of the brand experience and a reason to keep coming back for more. And with each tag, they vaulted us organically beyond the costly borders of Facebook and into the prime real estate. Over the course of the four-week campaign, Tag Your Own Adventure generated over 36 million impressions. Our photo views increased 441%, and our rate of fan acquisition spiked 977%. Best of all, we opened up a channel of exposure to a world of fans who would have never seen us before.

Allstate Mayhem Facebook

Mayhem is everywhere. For nearly three years, Allstate's irreverent Mayhem character has been personifying the uncertainties that can occur in every day life, especially if you don't have the right insurance coverage. The campaign is designed to teach people about the dangers they face but may not be covered for, like getting sued if you hit a $90,0000 car, or being stuck with the bill if you're a victim of a hit and run or falling tree branch. These are the unexpected moments when Mayhem pays us a visit. As the advertising quickly gained traction through traditional media tactics, consumer demand for Mayhem skyrocketed overnight. Allstate was prepared with the Mayhem Facebook page. This platform gave consumers a place to develop a relationship with the unconventional Mayhem character and share their own personal stories or ideas of “mayhem.” This platform reinforced that mayhem is everywhere and everyone is vulnerable. Mayhem’s presence on Facebook has not only engaged people with the campaign, but it has also made insurance protection, and specifically Allstate, more culturally relevant in consumers’ daily lives. The Mayhem Facebook page relied on three pillars to be a catalyst for this consumer engagement: 1. Timeline Using a combination of visuals, historical posts and check-ins, Timeline became a compelling way for Mayhem to tell his story, his way. For the first time, fans could uncover Mayhem’s origin and questionable past, which begins in 1000 A.D. Timeline helped to reinforce that Mayhem is everywhere, always has been and always will be. 2. Exclusive Content Facebook became Mayhem’s launch platform. Fans who craved more Mayhem were rewarded with exclusive content, including first-access to Mayhem’s new TV commercials as well as unique Facebook only content like the annual Valentine’s Day cards. 3. Two-Way Conversation Fans not only liked, shared and commented – they created their own Mayhem content on Mayhem’s wall, posting original photos, videos and ideas (including more than 400 photos during Halloween)! By responding, Mayhem furthered the engagement by contributing to the conversation. Engagement is through the roof! The page averages nearly double the “talking about this” metric when compared to the rest of the insurance category. In fact, a single status update earned a record 130,895 “talking about.” and 27.2% of the people that saw the post, engaged with it! Fans keep coming. Since the launch of Timeline, Mayhem’s fan base has grown by 23.49%. The page has earned more than 1.5 million fans, and it continues to grow every day. Allows “real time” conversations. Allstate is now part of the conversation, leveraging real-life events/happenings like the Super Bowl. Traditional advertising works harder. Advertising that debuts first on the Mayhem Facebook page has proven to garner incremental momentum, helping Allstate’s paid media work even harder. People think differently about insurance. Mayhem’s Facebook page has made Allstate – and insurance protection – part of everyday conversations. Facebook was instrumental to the campaign’s goals of making coverage and protection more important to consumers, and tracking studies indicate significant increases in the following brand attributes: • “Cares enough to make sure you have the coverage you need” • “Helps protect you from life’s uncertainties” • “Makes you feel differently about insurance”

Pepsi: Live For Now

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

Rudi’s Organic Bakery: “Let’s Doodle Lunch” Integrated Campaign Drives Engagement and Sales

About this entry Rudi’s Organic Bakery believes that healthy families are happy families, and what better way to please mom than to celebrate her kids. On a shoestring budget, the Rudi’s team developed “Let’s Doodle Lunch,” a Facebook campaign inviting moms to upload their child’s artwork and receive a product coupon for its new Flatz and a free customized sandwich box with the art on the lid. The case for why this entry should win a Shorty Without the use of any paid advertising, Rudi’s was able to create a genuine connection with fans. With an initial Facebook Like count of less than 20,000, this program generated 17,000 entries into the campaign. Plus, all other campaign metrics were achieved, including: • The Facebook fan base double • Nearly 90 stories were secured mentioning the program • The brand meet its $10 million quarterly sales goal Situation Analysis Rudi’s Organic Bakery was founded more than 35 years ago in Boulder, Colo., with a holistic and optimistic approach to life. Baking bread with quality ingredients free of preservatives, the brand is now one of the nation’s leading brands of USDA certified organic breads and baked goods. Sales plateaued in 2011 and the Rudi’s team needed to generate substantial sales and awareness of their new Flatz product with a limited budget. The Solution Through research Rudi’s found its customers are 25-54-year-old naturally inclined to purchase organic FRAN (family focused, regularly active, always optimistic and nothing but the best for her family) moms. An iconic moment of pride for FRAN moms is putting her child’s artwork on the fridge for all to admire. The Rudi’s team brought this touching idea to life through “Let’s Doodle Lunch” – a Facebook app inviting mom to upload her child’s artwork to receive a free customized sandwich box with the art on the lid. Objectives • Build brand awareness with Facebook Likes (+11,500) • Demonstrate engagement through participation (7,500 completions of Facebook app) • Increase customer interaction by increasing CRM database (+4,300 subscribers) • Meet quarterly sales goals ($10+ million) Program Features & Attributes • Built a customized app from a Wildfire template called “Let’s Doodle Lunch,” with look and feel of Rudi’s that mom could “like,” upload her child’s artwork to the Rudipolitan Museum of Art and receive a free sandwich box in the mail • Created a partnership with The Lunch Box that transitions school lunchrooms to made-from-scratch meals, connecting Rudi’s to a meaningful organization. Fans voted on their favorite design, triggering a donation to the charity • Forged partnership with KIWI’s Moms Meet, reaching 20,000 like-minded moms • Reached out to mom bloggers with giveaway • Created social media content with blog posts, Tweets and Facebook posts to highlight the campaign, Flatz and healthy lunch tips • Distributed social media release, generating 23,353 impressions and click throughs to Facebook, Rudi’s website for e-newsletter sign-ups and the Flatz product page Why Rudi’s Let’s Doodle Lunch Should Win Rudi’s was able to make a genuine connection to customers, most notably moms and their children, by creating a heart-warming campaign designed to encourage creativity, healthy eating, celebration of mom’s pride for her children and awareness of Rudi’s as a family-friendly necessity

Lord Somersby's Friendly Challenge

Produced by: Patchwork

Carlsberg’s premium cider brand, Somersby set out on a mission to create an engaging, share-worthy, branded social gaming experience that invites consumers to interact and play with the brand and share with their friends. The "Lord Somersby" brand property is a fictional character, who defies time and geography, made popular through traditional advertising. Being the open-minded "challenger of traditional thinking" we wanted him to challenge people's habits on Facebook. To make the campaign unique and genuinely on-brand for Somersby, we based it around an important key insight: People are getting more and more friends on Facebook and are starting to lose touch! So, in true Lord Somersby style, we created a Facebook gaming experience to challenge them on just that!With an average of eight minutes spent per player, "Lord Somersby's Friendly Challenge" was a truly engaging Facebook brand experience. Check out the case video for more: "Lord Somersby's Friendly Challenge" was a social gaming experience that challenged Somersby fans to see if they could actually recognize their friends - just from looking at Facebook profile pictures. It taps into the basic insight that a Facebook profile pic is not just a picture - it's an expression of personality, lifestyle and interests. It often features children, car, house, partner, best friend or a favourite place. That's why recognising a Facebook friend just from looking at the profile picture requires people to actually KNOW the person. So the game asked a question that's on everyone's mind: "Are your Facebook friends REALLY your friends or are you just mindlessly collecting to impress!?" …but we did it in a fun and friendly way that was truly engaging and in line with the brand idea. In Friendly Challenge, fans got to "play with their own friends" whilst we opened their minds and encouraged them to re-connect with long-lost or forgotten friends. Somersby fans got a Social Score every time they completed a game - based on how well they knew their friends. They could then compare their Social Score results against other friends on a social leader board, creating a fun, social challenge based on the core brand idea. Even with very limited media support for 2012, the campaign was played and shared vigorously. It gained a solid following of users who returned to play the game over and over again to improve their Social Scores and beat their friends. The gamification and social mechanics helped make this Facebook brand experience genuinely shareworthy and helped spark true virality - to drive more players and boost the Somersby fan base. Based on the success of the campaign it is now being re-launched globally with new features and paid media support for 2013.

Hot Pockets - Limited Edition Infomercial

Produced by: Threshold Interactive

We needed to showcase two new Hot Pockets flavors from the Limited Edition line, the goal being to attract new customers and drive purchase from current buyers. And when it comes to offers too good to last, nothing beats a good old-fashioned infomercial. We hired a YouTube sensation, Toby Turner, to get his Billy Mays on, and created the most outrageous, delicious, eat-now-before-it’s-too-late video known to direct-response marketing.The campaign drove huge awareness for the Limited Edition flavors on Facebook. The video quickly went viral, garnering 5 million video views and maintained a spot on the weekly Ad Age Viral Video Chart for 3 weeks. The campaign encouraged many levels of consumer engagement and entertainment on Facebook. Our hot 1-800 number received thousands of voicemails from Limited Edition fans eager to leave a testimonial, the Limited Edition store had people salivating to get the goods and users followed in the footsteps of the Hot Pockets assistant Wanda by uploading their own videos of how they cool down their Hot Pockets. Besides driving huge awareness, sales growth during the campaign outperformed projections by a huge margin. The result was a Facebook campaign that still has people liking, sharing, talking and tweeting.

Craft The Next Blue Moon 2012

In 2011, we realized we had something incredible to leverage: a lunar blue moon on August 31, 2012 that coincided with the launch of a new beer, only available in our Fall Brewmaster’s Sampler Pack. From this idea was born 'Craft the Next Blue Moon', an effort to engage our drinkers online and offline to help craft our new fall beer. We built a year-long program aimed at keeping our fans engaged throughout the process of creating a new beer. The digital channel allowed us to communicate flexibly, solicit feedback on the beers, and gather input from a wide variety of fans. Events allowed us to create a customized local presence and gather local feedback throughout the country. Phase 1: Ingredient Voting Phase 2: Label Voting Phase 3: Beer Voting and Events Phase 4: August 31 Blue Moon Event We saw tremendous success with all of our campaign goals. We drove awareness and trial of portfolio offerings outside BMBW and during the final four weeks, which constituted the largest push of our campaign: • Seasonal sales were up 20% vs a year ago • Variety Pack sales were up 134% vs a year ago • Blue Moon Belgian White was up 13% vs a year ago In some markets with 8/31/12 events and support, we saw significant increases in sales volume and display execution, two key metrics for the field. We created a stronger connection by collaborating with consumers. Nationally, we had: • over 2,600 votes for beers on Facebook • 392% increase in People Talking About This on Facebook following the lunar blue moon on 8/31/12 • an estimated 24,000 consumers sampled during spring sampling events • an estimated 100,000 consumers attended 8/31 events • over 13,000 votes on ingredients, labels, and beer • 13 PR media hits for the 8/31 event A local event tap takeover for 8/31 had 18 Blue Moon Brewing Company tap handles and sold through beer at over twice the rate of a normal tap takeover. We also elevated BMBC’s craft credentials by showing our brewery, brewmasters, and Denver heritage. Multiple national breweries have taken on similar programs, and we will implement a second stage of this program for 2013.

Red Bull Artograph

Whether enjoying another powder day, heading to the next competition or filming their latest movie, Red Bull athletes are always on the go. To create a deeper relationship between the the sponsored athletes of one of the world's leading media houses and their fans, Carrot Creative imagined and produced Red Bull Artograph. This innovative platform translates the excitement of getting your favorite Red Bull Athlete's autograph from the physical world to the digital. Red Bull Artograph enables Red Bull Athletes to maintain meaningful, authentic one-to-one relationships with their fans. Fans who visit the site can authenticate with Facebook and request Artographs from the exclusive set of athletes available at that time. Fans have the ability to choose from a set of photos provided for each athlete, upload their own, or choose from one of their personal Facebook photos. Once a user selects the photo of their choice, they have the ability to add a quick note to the athlete before they submit their Artograph. The Red Bull athlete then receives a message in the Artograph admin panel, which they can access via mobile. They then personalize his/her signature, add a custom note and send it back to the fan. The fan receives the message as a post on his/her Facebook timeline. Fans have been exceedingly responsive, sharing personal and heartfelt stories with athletes, friends and the world. In the first 10 days, four of Red Bull’s athletes received and signed over 1,300 Artographs. The website has since gone on to add 12 athletes resulting in over 2,887 personalized Artographs. Red Bull Artograph is now a platform that Red Bull athletes request participation in after seeing the immense opportunity to connect with their fans in an exclusive way that works within their on-the-go lifestyle. See more about the campaign here.

Bravo’s Silicon Valley Status

Produced by: Bravo

Silicon Valley is centered on technology, but more than ever, it is fueled by outsized personalities, from Steve Jobs to Mark Zuckerberg. It’s not just about your ideas; it’s about how you are perceived: the way you look, the influence you command and the popularity you attain. To create awareness and buzz for the launch of its new series centered around a group of Silicon Valley hopefuls, “Start-Ups: Silicon Valley,” Bravo created a social marketing-focused campaign to tap into this idea of social image & influence: The Silicon Valley Status Score (a.k.a.“SVS”). The goal?: Entice tech-savvy, social and plugged-in consumers to Bravo’s new series, “Start Ups: Silicon Valley” through a seemingly complex, but mainly tongue-in-cheek, FUN, algorithm that generates their personal “SVS” score.Bravo created a website, www.SiliconValleyStatus.com, to calculate a user’s social influence and “Start-Up” potential, known as their “Silicon Valley Score.” (SVS) The site had a custom-built algorithm that pulled in top social networks Facebook, Twitter and Instagram to calculate a user’s SVS score. It was a playful way for social media-savvy fans to test their influence, compete, and earn rewards for being big on social. The backbone of the site’s algorithm was Facebook: users were required to sign up for the site by synching their Facebook profile. When a consumer synched their Facebook account, the site scrubbed and measured how many friends, likes, comments and social interactions they had to give them an “SVS” number that summarized their popularity on Facebook. There were several other components to the site. It encouraged participants to increase one’s SVS with exclusive “Insider Tip” videos from the cast of Start-Ups: Silicon Valley. The videos also served a secondary initiative of introducing the cast as “Valley Insiders” themselves. The site also let other users boost one’s score with certain functionalities like voting on a user’s Instagram photo “hot or not” style, and “thumbs up”/”thumbs down”-ing their Twitter profiles. The perks of a high SVS allowed participants to see where they fell on the spectrum from “social newbie” to “social guru” via the site’s leaderboard and even how they ranked against their friends and favorite “Bravolebrities”. And for 1 week only, timed to the premiere of the show, select participants with high SVS scores were given their “15 minutes of fame” as a part of Bravo’s OOH ad campaign. Bravo purchased targeted digital billboards on the US-101 and displayed featured SVS-scorers on the boards throughout the week. The boards were strategically-placed in the Silicon Valley area to capture the attention of key insiders/influencers. The “Silicon Valley Status Score” website earned the following metrics in just week 1 of promotion: o Total visits = 10,051 o Total Page Views = 39,977 o Avg. Pages / Visit = 3.98 o Avg. Visit Duration = 03:40 The campaign also scored us high-profile press hits on industry/tech sites including Forbes and Mashable. All of this occurred as Hurricane Sandy hit the Northeast, proving that Bravo was able to cut through the clutter and still deliver on buzz.

My Four Words

Produced by: Cooney/Waters Group

Participants at epilepsy awareness walks were invited to write their personal epilepsy stories in just four words to inspire those affected to think differently about the condition. Photos of the walkers holding up their four-word signs were posted on the Epilepsy Advocate Facebook page, accompanied by text asking fans of the page to share their own four-word epilepsy stories. In eight months, “My Four Words” Facebook content reached 942,878 people and generated 23,591 likes, 3,656 shares and 1,736 comments. Additionally, 76,437 users engaged with the content and 52,402 people “talked about it” on Facebook. Engagement was increased by a media alert, press release containing a quote from Epilepsy Foundation acting president Tony Coehlo and Flickr album highlighting program content. Epilepsy Advocate is sponsored by a pharmaceutical company, UCB, Inc, and as such, all communications are highly regulated by FDA making the level of activity surrounding the campaign an impressive win.Epilepsy affects 65 million people worldwide, with 200,000 new cases diagnosed each year in the U.S. alone. Despite the dozens of antiepileptic drugs (AEDs) available, approximately 30 percent of people with epilepsy continue to have seizures that can severely limit their lives. Additionally, epilepsy continues to be shrouded in myths, as detailed in a 2011 New York Times piece: “Stigma Is Toughest Foe in an Epilepsy Fight.” Jeneba Kabba explained how she was taken to a healer in Sierra Leone, who boiled herbs and made her inhale the fumes for hours. “The treatment was supposed to drive out the demons thought to cause epilepsy; she nearly fainted and could have been burned…But worse was yet to come: She was forced to drink a two-liter bottle of kerosene. ‘Mi ches don cook,’ she says in the Krio language, her voice faltering even now: ‘My chest started to boil.’ Only a panicked trip to the hospital saved her life.” In order to raise awareness of this often misunderstood condition and inspire those affected to think differently about it, we invited participants at the Epilepsy Foundation's National Walk for Epilepsy and the Epilepsy Foundation of Georgia's Magnolia Run to write about their personal stories with epilepsy – in just four words. Photos of attendees holding empowering four-word signs were posted on the Epilepsy Advocate Facebook page, accompanied by text calling for others to share their own four-word epilepsy stories digitally. The results painted a vivid picture of life with epilepsy, capturing the trials and triumphs these everyday heroes face and revealing a community united in the effort to live full lives in spite of the condition. One woman thanked her doctor with, “you saved my life;” a man proclaimed, “epilepsy won’t define me.” Highlights of this compelling, crowd-sourced content were captured in a “30 days of epilepsy awareness” Facebook album commemorating Epilepsy Awareness Month and the four-word movement swelled, and by December 2012 "My Four Words" Facebook content had reached 942,878 people and generated 23,591 likes, 3,656 shares and 1,736 comments. Additionally, 76,437 users directly engaged with the content and 52,402 “talked about” the campaign on Facebook. Facebook engagement was further driven by the posting of media alert, press release and Flickr album on both the Epilepsy Advocate and Epilepsy Foundation Facebook pages, highlighting the "My Four Words" program and content. Have you shared your four words yet?

Raise Your Burt's: Part Social Contest, Part Love Fest

Produced by: Burt's Bees

http://www.youtube.com/watch?v=HRvAja1lW4o&feature=youtu.be Burt’s Bees may not be the biggest personal care brand in the world but it may be one of the most beloved. In order to showcase the brand’s authenticity and their commitment to quality natural products, Burt’s Bees decided to deliver its message through the best media channel they know: their fans. This idea launched Raise Your Burt’s – part social contest, part love fest – an interactive Facebook campaign to search for The Natural Champion, or the #1 Fan. Burt’s Bees asked real fans to submit the real reasons why they love the Beeswax Lip Balm. The prize? A lifetime supply of Burt’s Bees famous lip balm, the chance to be the “spokes-lips” for Burt’s Bees in nationally circulated magazines and the opportunity to have the company renamed in your honor for a week. Fans swarmed Burt’s Bees Facebook page and submitted their own imaginative stories through user-generated posts, photography and video content. Once all the content was submitted and the votes had been casted, Burt’s Bees officially announced the winner, Zia, as Burt’s Bees Natural Champion. She received a surprise ceremony at Burt’s Bees headquarters, with exclusive access to products and a front row seat to the unveiling of her new company, Zia’s Bees. We figured it was the least we could do, considering that the Raise Your Burt’s campaign set a new precedent for underlining authenticity in the natural personal care category: • The campaign generated 176,209 new Facebook fans – a 563% lift over Burt’s Bees average new fan rate. • Campaign content set brand record numbers for “likes” and “shares” with over 180% fan engagement than average. • 1.35% of all visitors to the Burt’s Bees page entered the contest – 9 times higher than the industry average for Facebook contests. • And over 90% of unique visitors to the page casted their vote in Natural Champion contest.

Hard Rock Rising: Global Battle of the Bands

In 2012 Hard Rock International partnered with ReverbNation—the leading online marketing services company for musicians—to help boost the Facebook fan base for each of it’s Café’s respective Facebook pages. The plan: • Capitalize on bands’ local fans to grow the venues’ Facebook Pages. • Leverage Facebook’s social reach on a global scale to generate excitement and powerful fan engagement in an epic battle of the bands contest. • Engage the independent music community with a high-stakes competition. To reach those goals, Hard Rock and ReverbNation joined powers to create the world’s largest Battle of the Bands: Hard Rock Rising. The contest would ultimately send one band to Hyde Park, London for the ultimate rock star treatment—including a spot on the bill at the Hard Rock Calling 2012 music festival to open for headliner Bruce Springsteen! ReverbNation was able to integrate the Hard Rock Rising competition into Facebook like never before, tapping into their 2 million + community of musicians to promote the contest and simplify the submission process. The results? • The competition pulled off the largest, global battle of the bands, engaging fan communities of 12,000 independent artists worldwide. • It added 950,000 new fans across participating Hard Rock Cafes’ Facebook pages, a 24% increase. • By partnering with ReverbNation, Hard Rock Rising band submissions increased by a striking 1400% and consumer votes by 600% from the previous year’s contest. • The competition generated over 240,000 shares of the Facebook application, proving the power and reach of a passionate social media community looking to discover new music and interact with artists. Bands flooded the gates to participate, signing up through ReverbNation and using Facebook to maximize their exposure. ReverbNation developed the leaderboard-style contest application, hosted on the 86 participating Hard Rock Café’s Facebook pages, allowing fans to see photos and stream songs from participating artists. First-round winners were determined by fan downloads: one download equaled one vote. Participants were also required to like the Page, thus growing the online fan bases for each local Hard Rock Cafe. Then it moved to the live stage. Over 850 semi-finalists trucked in to Hard Rock locations around the world to perform and face judging from their peers to earn a spot in the Top 10. Finalists would then battle it out online in a global voting phase to gain the most votes and earn their ticket to London. Hard Rock and ReverbNation capitalized on the reach of Facebook to catapult the contest into the global sphere. Share Buttons let fans spread the word on their timelines. Each global artist received banners that were directly built into their ReverbNation widgets, artist profile, band profile app, and fan email template; the banners redirected fans to the Facebook app and automatically put their song at the top. The Top 10 were then judged by a celebrity panel, although judging was influenced by fan votes and sharing activity. ReverbNation and Hard Rock Rising gave musicians worldwide a platform to share their music with communities they may never have reached before. Through the power of Facebook, the competition provided artists with the toolsets to continue sharing, growing, and striving for greatness. Rock on.