Best Fortune 500 Brand on Social Media

Archived from the 5th Annual Shorty Awards

Winners

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

Finalists

Sprint Backboard Cam

Produced by: Digitas

THE CHALLENGE With a limited budget and hundreds of brands competing for attention during the 2012 NBA Finals, how could Sprint break through to promote the launch of its new EVO smartphone? THE SOLUTION NBA BACKBOARDCAM PRESENTED BY EVO 4G LTE FROM SPRINT Using the NBA BackboardCam, we replicated the EVO’s revolutionary new camera, which fires-off four pics per second, and then flooded Twitter with the Finals’ biggest plays.By combining the functionality of the NBA BackboardCam with the social reach of Twitter, we were able to demo the new EVO in a truly unique way, dishing out exclusive content all throughout the NBA Finals. RESULTS • MORE THAN 81 MILLION IMPRESSIONS • MORE THAN 950 TWEETS & RETWEETS • MORE THAN 23% NEW FOLLOWERS

Whole Foods Market - Big Brand, Organic Content

Produced by: Whole Foods Market

Lauded as one of the big brands to first do Facebook and then Twitter right back in 2008, Whole Foods Market has expanded its social media presence to engage with its shoppers and fans on their passion points in all of the top social channels existing to date. As of December 2012, the grocer is engaging with more than 4.5 million people through Facebook, Twitter, Pinterest, Tumblr and Instagram through its national channels, managed by a team of only three people. Twitter – 3.2 million followers Managed by a two-person team, content includes products, trends, recipes, engagement with followers and customer service. #WFMDish #WFMWine and #WFMBeer chats generate a tremendous amount of conversations, with over 25 million impressions in 2012 alone! We also work with other personalities and brands like @TheBeerWench, @MicheleNischan and @Food52. On-the-ground people mange 245 localized accounts for hyper-local content, focusing on store-specific sales, events and community happenings. Facebook – 1.1 million “likes” The opportunity for in-depth engagement (read: more than 140 characters) allows us to communicate with our fans on subjects that matter to them. We’ve led fun campaigns that not only achieve business objectives but are also fun for fans. The “give your friends the bird” Facebook contest empowered fans to learn about our holiday poultry offerings and our animal welfare standards, all while finding out which holiday game bird fit their personality and then they could share with friends. The contest had 9,831 participants giving their friends the bird 47,443 times. Pinterest – 105,000 followers We led the charge of brands on Pinterest back in July 2011. Noticeably missing are product photos – we chose not to use Pinterest as a form of advertisement. Instead, through more than 45 boards, it’s a way to engage with fans on topics beyond food – such as cool kitchens, recycling and gardening. Campaigns such as the virtual cookie swap, encouraging people to pin cookie recipes from our site along with other cookie recipes they find online, encouraged visits to our website without being overly promotional. That board has more than 69,000 followers. Pinterest is the second traffic driver to wholefoodsmarket.com. Tumblr Within a few weeks, the Dark Rye Tumblr reached almost 3,000 subscribers. Along with recipes, imagery, and video stories brought in from magazine site, the Tumblr features original interviews, inspiration, and DIY prompts that spin off the theme the month. Instagram – 85,000 followers We share photos of what’s happening in our stores, on our plates and in our lives. We’re host contests like our #EarthMonth promotion in April 2012, which asked for picture submissions around reusing/recycling, organic food and green transportation, showing that our focus goes well beyond the four walls of the store. With 1,604 photos shared and 17,000 new followers, the initiative resonated deeply with our audience.

Current Entries

The '+' Project in Asia Pacific by Philips

Produced by: One-Voice (Fleishman-Hillard)

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

Sprint Backboard Cam

Produced by: Digitas

THE CHALLENGE With a limited budget and hundreds of brands competing for attention during the 2012 NBA Finals, how could Sprint break through to promote the launch of its new EVO smartphone? THE SOLUTION NBA BACKBOARDCAM PRESENTED BY EVO 4G LTE FROM SPRINT Using the NBA BackboardCam, we replicated the EVO’s revolutionary new camera, which fires-off four pics per second, and then flooded Twitter with the Finals’ biggest plays.By combining the functionality of the NBA BackboardCam with the social reach of Twitter, we were able to demo the new EVO in a truly unique way, dishing out exclusive content all throughout the NBA Finals. RESULTS • MORE THAN 81 MILLION IMPRESSIONS • MORE THAN 950 TWEETS & RETWEETS • MORE THAN 23% NEW FOLLOWERS

Whole Foods Market - Big Brand, Organic Content

Produced by: Whole Foods Market

Lauded as one of the big brands to first do Facebook and then Twitter right back in 2008, Whole Foods Market has expanded its social media presence to engage with its shoppers and fans on their passion points in all of the top social channels existing to date. As of December 2012, the grocer is engaging with more than 4.5 million people through Facebook, Twitter, Pinterest, Tumblr and Instagram through its national channels, managed by a team of only three people. Twitter – 3.2 million followers Managed by a two-person team, content includes products, trends, recipes, engagement with followers and customer service. #WFMDish #WFMWine and #WFMBeer chats generate a tremendous amount of conversations, with over 25 million impressions in 2012 alone! We also work with other personalities and brands like @TheBeerWench, @MicheleNischan and @Food52. On-the-ground people mange 245 localized accounts for hyper-local content, focusing on store-specific sales, events and community happenings. Facebook – 1.1 million “likes” The opportunity for in-depth engagement (read: more than 140 characters) allows us to communicate with our fans on subjects that matter to them. We’ve led fun campaigns that not only achieve business objectives but are also fun for fans. The “give your friends the bird” Facebook contest empowered fans to learn about our holiday poultry offerings and our animal welfare standards, all while finding out which holiday game bird fit their personality and then they could share with friends. The contest had 9,831 participants giving their friends the bird 47,443 times. Pinterest – 105,000 followers We led the charge of brands on Pinterest back in July 2011. Noticeably missing are product photos – we chose not to use Pinterest as a form of advertisement. Instead, through more than 45 boards, it’s a way to engage with fans on topics beyond food – such as cool kitchens, recycling and gardening. Campaigns such as the virtual cookie swap, encouraging people to pin cookie recipes from our site along with other cookie recipes they find online, encouraged visits to our website without being overly promotional. That board has more than 69,000 followers. Pinterest is the second traffic driver to wholefoodsmarket.com. Tumblr Within a few weeks, the Dark Rye Tumblr reached almost 3,000 subscribers. Along with recipes, imagery, and video stories brought in from magazine site, the Tumblr features original interviews, inspiration, and DIY prompts that spin off the theme the month. Instagram – 85,000 followers We share photos of what’s happening in our stores, on our plates and in our lives. We’re host contests like our #EarthMonth promotion in April 2012, which asked for picture submissions around reusing/recycling, organic food and green transportation, showing that our focus goes well beyond the four walls of the store. With 1,604 photos shared and 17,000 new followers, the initiative resonated deeply with our audience.

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