Best Facebook Campaign

Archived from the 6th Annual Shorty Industry Awards

Winners

Turning the Internet Red

Produced by: Human Rights Campaign

Late last year, the United States Supreme Court announced that it would hear two landmark marriage equality cases in 2013, stoking interest and anticipation around the country. Over the six month period leading up to the Court’s rulings in those cases, the Human Rights Campaign (HRC)—the country’s largest organization dedicated to lesbian, gay, bisexual and transgender equality—conceived and led a multi-faceted campaign aimed at winning over even more hearts and minds to the side of equality. The campaign built a national drumbeat that came to a successful conclusion when the Court issued two historic pro-equality rulings, striking down the Defense of Marriage Act and California’s Proposition 8. But long before those rulings were released, even before oral arguments were heard, HRC’s public affairs campaign was being waged on all fronts—through television advertisements, earned media around the country, polling and research, grassroots activism—but perhaps most memorable of all was the effort’s digital component. As oral arguments approached, HRC engaged its supporters in a digital campaign of solidarity, asking them to change their social media profile photos to a red-tinted version of HRC’s ubiquitous “equality” logo. The results were tremendous. Over the course of just a few hours, the red marriage equality logo transformed from a single post on HRC’s Facebook page to the most viral campaign in the history of Facebook. Within 24 hours, HRC’s initial post on Facebook had received 189,177 shares, 95,725 likes, appeared over 18 million times in Newsfeeds, created millions impressions worldwide, and inspired countless memes. Facebook recorded a 120 percent increase in profile photo updates, and the effort was deemed the most successful campaign in its history. Because of the campaign, HRC’s website smashed its previous single day traffic record by a factor of four—and HRC’s Facebook follower count jumped by 200,000 in just two days. Eighty-six percent of the visitors to our website were brand new, and many took action through the resources they found there. The huge results weren’t only on Facebook-our promoted Twitter outreach saw a 19.8 % engagement rate and reached more than a half million users. The viral campaign captivated the imagination of much of the world, generated hundreds of news stories, and drove new attention to HRC’s work. The red logo provided a straightforward way—in a field of complex legal issues—for fair-minded people to show their support for marriage equality. The result was nothing less than an iconic visual brand that will forever associate HRC with that historic moment. The true impact of the HRC red logo campaign lies in the personal stories. We received many firsthand accounts from supporters moved by seeing friends and family on Facebook adopting the logo after previously only expressing opposition to LGBT equality. One gay solider from Arkansas, who had not spoken to his mother since he came out, reconnected with her after she changed her profile picture with the following caption: "As Justin's mom I may not like his lifestyle choice, but he knows he has my support in whatever he does. We may not agree on his choices, but he is still my baby and you don't mess with one of my cubs. Love you so much Justin and I am proud of who you are." While statistics are important, the LGBT equality movement has always been advanced most by stories just like these. Our progress over these days was statistically impressive but in truth, immeasurable. In the months between oral arguments and decision day, HRC continued to execute a high profile digital campaign that spanned Facebook, Twitter, Instagram, Tumblr, mobile apps, and HRC.org. HRC’s engagement tools were housed in a Supreme Court Action Center, a one-stop shop to amplify the support for loving, committed same-sex couples. HRC tapped into its vast network of social media followers to amplify our online outreach. Each of the campaign’s deliverables mimicked the red design, included the hashtag #time4marriage and directed users to HRC.org. We routinely rolled out new tools on the Supreme Court Action Center, where our followers could subscribe to our mobile action network in order to receive breaking news updates, upload their favorite profile picture to converge it with the HRC red equality logo and join our Millions for Marriage campaign. Facebook and Twitter were integral parts positioning HRC as the go-to resource for SCOTUS news. Promoted tweets positioned HRC at the top of the newsfeeds for anyone searching for the trending hashtags, #marriageequality and #SCOTUS. HRC’s Facebook page helped to amplify the analysis provided on our blog, as well to beat the drum in the months leading up to decision day. Our Instagram campaign celebrated the many different ways that LGBT individuals and our allies were picturing equality as we awaited the Supreme Court’s decision. Because of an innovative use of APIs, once users uploaded a photo with the hashtag #Time4Marriage, it became a part of a web-based mosaic. And to make it even easier for supporters to personalize a profile picture, HRC launched a red logo mobile app for iPhone and Android operating systems. The app allowed users to overlay HRC’s red logo on an existing image or an image captured with the app and immediate update their social media platforms. Lastly, HRC redirected its website to a unique profile on Tumblr on decision day and oral arguments. In doing so, HRC was able to post in real-time to ensure our members and supporters were among the first to receive the news. On June 26th, on the last day of the term, the Supreme Court delivered its two decisions on the marriage equality cases: marriage equality was returned to California and the federal Defense of Marriage Act was ruled unconstitutional. And at that historic moment, the celebrations of millions of Americans around the country were amplified because of the six months of work done by the Human Rights Campaign.

Finalists

Alex and Ani increase Facebook ad ROI 80% with eBay Enterprise and Kenshoo Social

Produced by: eBay Enterprise, Kenshoo Social

Facebook has grown to become a vital part of the digital marketing mix for brands and proven itself a powerful direct response channel for marketers, driving significant sales revenue and ROI. For eco-friendly jewelry retailer Alex and Ani, Facebook has contributed greatly to its growth over the past several years. The company is in “hyper-growth” mode – exploding from fewer than 30 employees in 2010 to nearly 1,000 by the end of 2013, growing 3,569% YoY with sales exceeding $200 million/year. In 2013, Alex and Ani began to focus on and refine its Facebook advertising efforts. Although marketers have embraced social media as a way to grow brand awareness and engagement, many have struggled to monetize the channel. Vice President of Digital Strategy at Alex and Ani Ryan Bonifacino and his team turned to eBay Enterprise to ultimately help them drive sales and achieve higher ROI through Facebook ads. The eBay Enterprise team offered strategic guidance on how to best maximize Alex and Ani’s paid social efforts on Facebook. eBay Enterprise recommended that Alex and Ani run a test through Kenshoo Social, an advanced technology platform to automate the creation, management and optimization of highly-targeted social marketing campaigns. After seeing the results of testing scenarios through Kenshoo Social, the team at Alex and Ani discovered that Facebook could be a scalable, revenue generating channel. Alex and Ani worked with eBay Enterprise and embraced the most cutting-edge technology to transform their digital marketing through Kenshoo Social to begin optimizing and measuring Facebook ads, driving sales to an unprecedented 4388% boost. Sophisticated Targeting to Engage New and Existing Customers For Alex and Ani, it was important to not only engage existing customers via Facebook ads, but also to tap into new audiences. To achieve this, Tara Siegel, Supervisor of Paid Search and Delivery Operations at eBay Enterprise, knew it was crucial to take advantage of the more sophisticated Facebook targeting features offered through Kenshoo Social. By leveraging Custom Audiences, the team could find the brand’s offline audiences among people who are on Facebook. To amplify this further, the team layered on Lookalike Audiences – thus combing the information on Alex and Ani’s existing customers with Facebook data on demographics, location and interests to reach a completely new audience who shared much in common with the retailer’s existing customers. In addition to these more granular targeting tactics, Siegel and team also utilized Unpublished Page Post Ads to create customized messaging for specific target audiences. The advantage of this ad type is that these posts are solely used for advertising purposes and are not published on the brand’s official Facebook page, thus allowing Alex and Ani to maintain a streamlined voice on its page. Alex and Ani utilized some of the most advanced Facebook advertising functionality available today by leveraging Kenshoo Social’s Demand-Driven Campaigns (DDC), one of the winning technologies in a recent Facebook Innovation Competition. Through Kenshoo Social’s DDC, the eBay Enterprise team could automatically create and manage product-specific advertising on Facebook based on Alex and Ani’s product feed. This dynamic ad creation enabled product-specific ads to launch quickly, while prioritizing top-performing products based on demand and performance signals – both improving performance and better optimizing spend. Peak Holiday Shopping Season Drives Unprecedented Gains for Facebook Campaigns Shortly after coming on the Kenshoo platform in late June 2013, Alex and Ani began to see positive performance from its Facebook ads, and this performance would continue to skyrocket into the peak end-of-year shopping season. From the period between Thanksgiving through Cyber Monday 2013, Facebook ads drove a staggering $1.6 million dollars in revenue. On Thanksgiving alone, Facebook ads generated more revenue than the retailer’s paid search campaigns through Google with an impressive 73.14% higher Return on Ad Spend (ROAS) on Facebook – all while spending less on the channel. On one peak day in 2013, Alex and Ani drove more revenue through Facebook than they did during 2012 entirely! During this time, the biggest challenge for the Alex and Ani team was keeping up with the pace of the high demand. For the eBay Enterprise team, Kenshoo’s platform ensures optimal results for clients. “Because we specialize in search for commerce driven brands like Alex and Ani, we utilize cross-channel teams that enable us to rapidly move funds between media like Google and Facebook,” said Jorie Waterman, Head of Performance Channel Delivery. “This approach lets us get the most effective ROI and efficiency out of our clients’ media dollars. With Kenshoo’s tightly linked, highly advanced paid search and paid social advertising platforms, our team can always drive the best possible results.” When comparing performance of Facebook ads for the six months before launching on Kenshoo Social to the six months after, Alex and Ani and the eBay Enterprise team noted significant performance gains. Over this time period, ROI increased 80% while revenue saw an unprecedented 4388% boost. Additionally, average order value (AOV) rose from approximately $14 to more than $75 – an increase of 434%. These gains are attributed to the adoption of more sophisticated and relevant targeting recommended by the eBay Enterprise team and as well as the ability to efficiently scale afforded by the Kenshoo Social platform. “The strategies and best practices championed by the eBay Enterprise team helped drive insights that refined our Facebook advertising program, making it a driving force for our direct response goals,” said Bonifacino. “The Kenshoo Social platform, coupled with our team at eBay Enterprise, gave us the horsepower that allowed Alex and Ani to come out of the gate strong during the second half of 2013, and we plan to continue to scale our investment in Facebook advertising as a result of the performance we have seen.”

The Pepsi Like machine

Produced by: TBWA Belgium

For over 50 years promo girls have been handing out samples at intersections, shopping malls and other high traffic areas, hoping consumers would buy their products. Time for a change, so Pepsi and TBWA Belgium teamed up and created The Like Machine: a vending machine that doesn’t accept money, only Facebook likes. This innovative idea is simple. Just use your smartphone, go to likepepsi.com, like the Pepsi Facebook page and get a free Pepsi. By using the smartphone location settings, Pepsi was sure only people near the vending machine got offered a sample. People without a smartphone could tap the 46” built-in touchscreen to log in on Facebook and get a free drink as well. Now it is possible, with a Facebook like, in real time, to get a can of Pepsi. It’s a new way of sampling, which provides brand with information, so they can immediately start communicating with their target audience. Furthermore it is entertaining and engaging for people who interact with the machine. Pepsi Belgium introduced the Like Machine at the Beyoncé concerts in Antwerp. Case video: Creative approach: Pepsi and Coca Cola still sample at intersections. However today, this is not the best way to build a brand’s relationship. There's no engagement by the consumers. By creating the Pepsi Like Machine, a machine that only accepts Facebook likes instead of money, you create much more. It makes it possible to build a relationship on Pepsi’s FB page with anybody who received a sample from the social vending machine. Innovation: The idea is simple, you use your smartphone to connect to Facebook and like Pepsi’s FB page. In return a sample drops out of the vending machine. Ideal for Pepsi’s target audience of 16-25, who almost all own a smartphone. However creating the machine was more complex. Node.js (serverside tech) was used to enable seamless realtime communication between the vending machines, our webserver and the user's Mobile phones. After prototyping this unique concept intensively, we made it possible to drop a sample within a second by a command on your smartphone. Engagement results: On average brands spend 65 cents to hand out a sample by a promo girl and 3 dollars to recruit a Facebook fan. A cost you eliminate with the Pepsi Like Machine. The machine was first introduced at the Beyoncé concert in Antwerp. On average 3 samples were distributed each minute. The magical moment when you chose your Pepsi and it automatically drops, made it entertaining and engaging. This world premiere got coverage on Mashable, The Huffington Post, TNW and over 300 other national and international blogs.

Adobe "Make It With Creative Cloud"

Produced by: MRY

Borrowed, paid for, or pirated, Adobe software is the tool of choice for creative students. But for students to buy into the new Adobe Creative Cloud subscription model they had to see value beyond the software.So we designed a platform that mirrored the ambition students had for themselves. Whether it was the next masterpiece or the next career path, Adobe would help you make it. Make it with Creative Cloud. We turned students into stars and their work into our advertising. Their stories of creation became our content.Their successes became our successes. And each student project became and Adobe product story. Global partnerships put student work in front of industry leaders and put students on stage with creative legends. Culminating in content for hundreds of on-campus workshops and across every part of the web.The student stories (with an above avg completion rate of 82%) directly resulted in greatest trial, with almost 4K monthly downloads from the site and an additional 1K downloads per each student feature email. The campaign generated more than six million earned impressions in the first six weeks alone, in addition to over four million impressions from media partners. Social results have continued to exceed expectations. In November, global SMU grew 12% across Facebook, Twitter, YouTube and Instagram with 7,112 new global fans and followers. The #AdobeOfficeHour series, drove over 200K earned impressions around the world with an additional 200K earned impressions from student reps. The largest growing channel, Instagram, had a 115% fan growth as students from around the world engaged with #AdobeOfficeHours mentors’ visuals. The global student rep program increased the campaign’s reach by generating over 350K earned impressions per month, with tutorial workshops and campus promotions drove close to 9K deep interactions with other students around the world and over 400 trial downloads.

Smashbox Love Me Digital Billboard Experience

Produced by: Smashbox Love Me Digital Billboard Experience

In spring 2013 Smashbox Cosmetics teamed up with world-famous street artist Curtis Kulig For one of the most talked-about makeup collections of the year. The mission was to create a digital experience to launch the new ‘Love Me’ collection and give Smashbox fans a way to experience the makeup, Curtis’ art, and be the star of the show. Fans were able to build their own personalized billboard showing what ‘Love Me’ means to them directly on Facebook in 3 simple steps: 1. Fans designed their billboards on Facebook by choosing from a set of templates. 2. They uploaded pictures and added text to personalize their billboard. 3. They could then share their billboard socially and enter the sweepstakes to win coveted items from the limited-edition Love Me collection. These personalized billboards were projected live on a digital billboard over Hollywood Boulevard the week of the Oscars, across the street from the Oscar venue. More than 15,000 billboards were created in less than 3 weeks. These fans received an email letting them know the exact time and date their personal billboard would appear live on Hollywood Blvd with a link to a live-stream to watch their billboard over Hollywood Blvd. the week of the Oscars. This entire experience originated in the digital world on Facebook, existed in the real world on Hollywood Blvd and came full circle with the live-stream of the billboard experience on Facebook. BEST FACEBOOK CAMPAIGN: This entry deserves to win in this category because of the unique nature of the campaign. The entire experience originated and ended in the Facebook environment and took fans into the real world by projecting the billboards made on Facebook onto a digital billboard over Hollywood Boulevard the week of the Oscars. Smashbox gained 67,339 Facebook fans (over 10%) and the app had 136,303 total page views in just 3 weeks. Fans were able to design their billboards on Facebook by choosing from a set of templates. They uploaded pictures and added text to personalize their billboard. They could then share their billboard socially and enter the sweepstakes to win coveted items from the limited-edition Love Me collection. BEST USE OF SOCIAL MEDIA IN REAL LIFE: The Smashbox Love Me Digital Billboard Experience literally took the billboards fans created within the Facebook environment and placed them into the real world by projecting the billboards made on Facebook onto a digital billboard over Hollywood Boulevard the week of the Oscars. These fans received an email letting them know the exact time and date their personal billboard would appear live on Hollywood Blvd with a link to a live-stream to watch their billboard in action over Hollywood Blvd. the week of the Oscars. This entire experience originated in the digital world on Facebook, existed in the real world on Hollywood Blvd and came full circle with the live-stream of the billboard experience on Facebook. One of the most profound entries received was from a young woman whose husband is stationed in Afghanistan. She created a "Love Me" billboard for him of a picture of her and her husband with the message "Love Me means I will always be there to welcome you back home" and sent the live-stream link to her husband who was stationed overseas.

Mentos Engages Arab Youth through Hilarious Memes

Produced by: Memac Ogilvy & Mather Dubai

Mentos wanted to adapt their ‘fresh thinking’ global platform to produce their first-ever campaign for the Middle East. Mentos also needed to increase brand engagement with Arab youth in a more relevant way. With this in mind, we discovered something that fit the brand proposition perfectly. As Arabs, we often find ourselves doing things that don’t make sense, yet we do them anyway as part of culture. Call them idiosyncratic or plain bizarre; we’ve all partaken in these behaviors. This unique insight inspired our campaign, where it is during these moments that Mentos is the ‘fresh thinking’ needed when behaviors around us don’t make sense. With social media as a massive channel of expression in the region among teens, and Memes trending among Arab youth as a language of its own, it was the perfect way for a refreshing brand like Mentos to tap into this youthful audience. Inspired by this cultural insight, we created a highly entertaining platform for Arab youth on social media, generating hilarious Facebook Memes and Tweets in Arabic and English, stirred by everyday situations in our culture that could really use some fresh thinking. From melodramatic moms, to our obsession with plastic wrap, we encouraged people to #GiveThemAMentos when others don’t make sense. We launched our campaign with a TV ad, drawing viewers to visit our campaign hashtag to view our refreshing content in Arabic and English, but also to tag situations in their everyday lives that need fresh thinking. With the help of Twitter – we even sent out packs of Mentos to those in serious need of fresh thinking, not only giving people a Mentos digitally, but in reality too. In the first days of our launch, #GiveThemAMentos was proving to be a success with our Memes and Tweets circulating the blogosphere and social media. In the first 2 weeks alone, Facebook Post Likes on Mentos Arabia increased by 344%. Facebook Post Shares also jumped by a refreshing 938%. A significant growth in engagement levels compared to previous content. And by the end of our campaign, over 3.7 million unique people were reached with over 4.7 million social media impressions. With thousands of New Facebook fans joining Mentos Arabia, it was clear that our audience found our content refreshing too. Best Social Integration with a TV Commercial The unique insight inspired our campaign TV commercial, where it is during these peculiar moments that Mentos is needed to freshen our thinking with clarity. In this film, we witness our quirky character having an escalating meltdown, as he desperately tries to switch the channel that’s stuck on a classic Mexican soap (his worst nightmare, his grandma’s fantasy). Instinctively, like many of us, he beats the remote control on any hard surface he can find, but to no solution. In the end, it takes a simple Mentos candy from his friend to give him some ‘fresh thinking’ to solve the dilemma – a simple battery change. Our TVC encouraged viewers via social media to GIVE THEM A MENTOS! If ever faced with people around them that need some fresh thinking too. Best Use of Humor What better way to connect with our target audience, Arab youth then with humor? As Arabs, we often find ourselves doing things that don’t make sense – whether it is our obsession with keeping on all plastic wrapping or dealing with our melodramic mothers. Inspired by this cultural insight, we created a highly entertaining platform generating hilarious Facebook Memes and Tweets in Arabic and English, stirred by everyday situations in our culture that could really use some fresh thinking. We successfully captured thousands of likes, comments, shares and most importantly, LOLs. Best Use of Social Media for Food & Beverage Social media is one of the most important channels of expression in the Middle East among teens, and Memes serve as a language for Arab youth on its own. Considering this insight, we connected the Mentos “fresh thinking” with a unique social hashtag, #GiveThemAMentos to use in situations that just don’t make sense. Within the first few days of the launch, the hashtag proved to be a huge success among our fans with an increase of 938% of Post Shares on Facebook. Best Facebook Campaign Inspired by the cultural insight that people in the Middle East often participate in idiosyncratic behaviors, we created a highly entertaining platform for Arab youth on social media. Over the course of 8 weeks we generated hilarious Facebook Memes and Tweets in Arabic and English, stirred by everyday situations in our culture that could really use some fresh thinking. We executed a content driven strategy, complemented by Facebook social advertising that generated 11,818 new Facebook fans, 20,927 post Likes, 644 post comments, 2,206 post shares and a total of 43,010 page shares in 8 weeks.

Join the Realm

Produced by: HBO

Leading into its third season, Game of Thrones was poised to make the leap from popular television show to global sensation. To fuel this, HBO and Definition 6 created the Join the Realm sigil creator, a global Facebook application designed to drive awareness for the premiere all over the world using highly personalized, spreadable media. Join the Realm quickly became a phenomenon, receiving over 1.2MM visits and flooding social channels with over 750k sigils. The global application allows users to create their own coat of arms like those featured in the show. The site supports 24 languages and is optimized for smartphones, tablets and the latest browsers. Customization options are extensive; from direwolves to pizza, there are icons and design flourishes representative of everyone. Sigils can be easily shared and exported as Facebook cover images, Twitter headers and Instagram photos. Facebook Tabs translated in local languages were distributed to HBO international partners for their regional Facebook pages to teach their fans how to create a sigil within the app. International Game of Thrones Facebook pages raised their banners high and reskinned their pages with cover images and profile photos with house words translated in local languages. The application proved to be a powerful marketing tool across international HBO properties, running promotions such as sigil design contests from family crests designed within the app. The promotion culminated at San Diego Comic-con, where attendees were invited to Join The Realm with a variety of activities including creating personalized “House” t-shirts, a shareable photo op on the iron throne, and social giveaways of premium items. Pictures from the event were then featured on the Facebook page in real-time, resulting in several galleries of Game of Thrones talent and fans participating in “Join the Realm” activities throughout the weekend. Much of the app’s success can be attributed to its appeal to both die-hard fans and the mainstream. It proved to be highly relevant and adaptable, as the online community created sigils for NHL teams, Marvel superheroes and other fictional characters. Other brands jumped on the trend, including ESPN who created sigils for “Around the Horn.” HBO was also able to engage highly influential fans by creating custom sigils for Seth Rogen, Pau Gasol and Mindy Kaling among others. Join the Realm entered the zeitgeist by inspiring creativity and providing access to the world of the show. It spiked word of mouth awareness, helping the premiere to set a record for highest viewership ever seen by the series and generating more social volume than any premium cable show. Furthermore, it gave viewers all over the world a way to publicly declare their passion, cementing Game of Thrones’ position as a cultural phenomenon.

Banana Republic's #BRLove4All

Produced by: Banana Republic

As a San Francisco based-brand, we were one of the first companies to celebrate the Supreme Court’s ruling moving California forward on the road to marriage equality. Within moments of the ruling, Banana Republic launched the #BRLove4All campaign - internally within Gap Inc. associates as well as externally through all of its social media platforms. Because we support LOVE for all, we invited everyone to join us in celebrating this historic decision, participating in our #BRLove4All contest. Couples—same and opposite sex—were invited to share their photos for the chance to be outfitted by Banana Republic for their nuptials (or other special occasion). The campaign was hosted on Facebook and entries were pulled from Twitter, Instagram & Facebook leveraging the #BRLove4All hashtag. Banana Republic also supported the campaign by updating its cover photo/profile image and sharing a statement across all platforms with a unique version of the marriage equality symbol, comprised of folder t-shirts. Banana Republic proudly displayed all of the images & stories received on its Facebook page through a special photo gallery page/app. The gallery showcased a remarkable collage of affection, displaying couples from ALL walks of life, all united to celebrate LOVE. From the more than 1,100 entries, twenty lucky winners were selected at random and given a Banana Republic gift card to dress the couples for the upcoming nuptials or other special occasion. The brand is proud to have had the opportunity to be involved and show its support towards marriage equality.This campaign allowed Banana Republic to put a stake on the ground and, courageously, show the world what it's values are and what it stands for. Banana Republic was able to act instantaneously on a real world event, and show its support in real-time, while celebrating the brand’s diverse community. BR has always spoken to those on a journey—from going on safari to getting a promotion to living out one’s dreams—BR has and always will continue to outfit our customers on their journey of achievement. The progressive , pioneering spirit of our birthplace--San Francisco—and what it represents from technological innovation to human rights issues to environmental awareness is the lifeblood of BR and what it has proudly celebrated with this campaign. This pioneering spirit connects BR to its customers, followers, fans and visitors, who are living an open plan that blends life and work together, discovering fulfillment along the way. The response of our followers was overwhelming: - Produced over 14,400 engagements on Facebook - Received 1,100 total photo entries - Generated significant conversation among followers, courageously articulating what we stand for and respecting dissenting points of view: https://www.facebook.com/photo.php?fbid=10151665256129076&set=a.395234539075.171329.15524934075&type=1 The response from key influencers, news and PR outlets was equally exciting delivering 60,237,987 media impressions. Some examples: - https://twitter.com/mashable/status/349949198822674432 - http://mashable.com/2013/06/26/brands-gay-marriage/#gallery/brands-celebrate-doma-ruling/5212962f5198406611001a95 - http://www.huffingtonpost.com/2013/06/26/companies-support-gay-marriage_n_3503981.html - http://www.justaddglam.com/love-for-all-with-banana-republic/ - http://www.fenuxe.com/2013/06/27/banana-republic-makes-us-go-aaaawwww/ - http://nycprowler.com/2013/06/26/celebrities-tweet-good-ridance-to-doma-with-major-corporations-joining-the-gay-chorus/

University of Phoenix’s The Student Center

Produced by: Arnold Worldwide

In 2013, University of Phoenix students faced some pretty unique challenges. They were chasing kids, work deadlines and a degree without any of the traditional campus culture or peer networks to get them through. Definitely no easy feat. So our team leveraged Facebook to lighten the load. We designed a student center for every Phoenix to find support and encouragement. Each week showcased a fresh collection of career topics to debate and original motivational quotes to share, as well as a little office humor to keep things fun. In 12 months, we transformed a glorified RSS feed that spewed out third-party links, into a bright, optimistic hub that showcased the Phoenix pride. Our students blew us away with their school spirit. Phoenixes flocked to the new hub, more than tripling our following from a solid 486,000 to just over 1.7 million. We generated over 57 million earned organic impressions, which equates to roughly $1.1 million dollars in media spend. And we recorded an almost 31.5 million earned organic reach. It’s more than we could have imagined. But the most impressive results can’t be quantified. Over 12 months, we watched our screens as students on different continents exchanged great career tips. We cheered when total strangers inspired each other not to give up. And we lost count of how many times people commented, “UNIVERSITY OF PHOENIX GRAD SO SOON!!!!! SO PROUD!!!!!” We’re so proud that our students finally have a place to share all of those exclamation points.

Nissan - Passion Genome

Produced by: TBWA\Chiat\Day

For the launch of the redesigned Nissan Versa Note, the overarching "Your Door to More" campaign encouraged people to do more of what they love. But it made us wonder, how do you find more people who love the same things you do? So we created The Passion Genome, an immersive, interactive, web experience built using Facebook Connect, which invites people to discover how they’re connected to their friends by the things they like. In a first of its kind partnership with Facebook, we used a person's Facebook Likes to find all their friends who love the same things. Color-coded by interest, these intersecting connection lines create a personalized, interactive visualization of the user called a Passion Portrait. A representation of what makes you, you. Users could dive deeper and explore each like as well as their most popular six categories, giving insight to connections they never knew existed. Every portrait also fed into the massive Passion Genome, where you could explore how you're connected to people all over the world by the things you both like. This was truly global idea harnessing the world's biggest social site. By tapping into the depth and breadth of peoples’ social DNA, The Passion Genome helps you not only visualize and discover the connections you have, but to create new ones as well.The Passion Genome Campaign deserves to win the Best Facebook Campaign category because it was the first of its kind partnership with Facebook. This campaign used a person’s Facebook Likes to find all their friends who had the same passions. The Passion Genome then took this information and created a Passion Portrait to represent what makes you, you. This global idea harnessed the world’s biggest social media site, Facebook, and the garnered over 76k in site visits and 17.6k portraits were created. By connecting people using Facebook, we were able to create an interactive universe of passions and people from around the world.

Current Entries

Adobe "Make It With Creative Cloud"

Produced by: MRY

Borrowed, paid for, or pirated, Adobe software is the tool of choice for creative students. But for students to buy into the new Adobe Creative Cloud subscription model they had to see value beyond the software.So we designed a platform that mirrored the ambition students had for themselves. Whether it was the next masterpiece or the next career path, Adobe would help you make it. Make it with Creative Cloud. We turned students into stars and their work into our advertising. Their stories of creation became our content.Their successes became our successes. And each student project became and Adobe product story. Global partnerships put student work in front of industry leaders and put students on stage with creative legends. Culminating in content for hundreds of on-campus workshops and across every part of the web.The student stories (with an above avg completion rate of 82%) directly resulted in greatest trial, with almost 4K monthly downloads from the site and an additional 1K downloads per each student feature email. The campaign generated more than six million earned impressions in the first six weeks alone, in addition to over four million impressions from media partners. Social results have continued to exceed expectations. In November, global SMU grew 12% across Facebook, Twitter, YouTube and Instagram with 7,112 new global fans and followers. The #AdobeOfficeHour series, drove over 200K earned impressions around the world with an additional 200K earned impressions from student reps. The largest growing channel, Instagram, had a 115% fan growth as students from around the world engaged with #AdobeOfficeHours mentors’ visuals. The global student rep program increased the campaign’s reach by generating over 350K earned impressions per month, with tutorial workshops and campus promotions drove close to 9K deep interactions with other students around the world and over 400 trial downloads.

How The White Queen Reigned Over Facebook

Produced by: STARZ Entertainment

As a premium cable network, STARZ wanted to increase awareness and tune-in for The White Queen, a show based on British history about three powerful women battling for the throne. In a Facebook target block media buy, we specifically targeted women aged 25-54; a new, previously untapped audience for our original series.Our marketing strategy for The White Queen was to optimize a combination of earned and paid media. The Facebook target block allowed us to reach our target demographic of females aged 25-54 in an incredibly efficient way. When combining our social strategy with Facebook’s paid products, we were able to achieve outstanding results. We had 700,000 video views in just three days, and our engagement skyrocketed. Our biggest payoff, of course, was the lift we saw in tune-in. In order to cut through the clutter of newsfeeds, we chose powerful images of The White Queen key art; this featured Elizabeth clutching a sword, blood trickling through her fingers, and a very clear call to action asking people to watch the trailer and tune-in to the series. The Nielsen Online Brand Effect and Online Campaign Ratings research concluded that our Facebook campaign was incredibly successful at reaching our target audience, and driving awareness and tune-in. In this study, Nielsen found that STARZ had a 9-point increase in tune-in among adults age 34-44, and a 25-point increase in awareness of those exposed to the show. We were able to reach 25 million women, age 25-54, which was our target demographic. All in all, our ad placements with the Facebook target block delivered a focused message to our key demographic, increasing our engagement and boosting tune in for The White Queen.

Discover Gift&Get App

Produced by: FCB Chicago

During the holiday season, Discover needed to spread the word about ShopDiscover, their shopping site, where Cardmembers could rack up extra Cashback Bonus® just by shopping online. But, at a time when shoppers are inundated with options and offers, consumers needed a guide to help them start. Discover approached DraftFCB with a challenge: ensure Cardmembers were aware of the benefits of ShopDiscover and make sure Discover card was top-of-mind with Cardmembers deciding where to shop for the holidays. And, with Discover’s approach to social media, we had to generate tangible results that directly affected their bottom line. The solution was the Discover Gift&Get; Facebook application—a one-of-a-kind app that would not only drive traffic to ShopDiscover and result in increased sales, but also let Cardmembers use their friend’s Facebook Likes to help them choose the best places to shop for their friends and family while earning extra Cashback Bonus. The integration with Facebook’s Open Graph allowed the app to make the best recommendations based on information available in Facebook user public profiles. Collectively, the app addressed two common pain points of holiday shopping: trying to save money and finding the right gifts for friends and family. Cardmembers were able to find out how much money they could earn at select merchants through the app’s ShopDiscover Cashback Bonus® Calculator. And, by allowing Facebook to access their profile information, Cardmembers could select a Facebook friend to shop for and see custom merchant suggestions based on that friend’s Facebook Likes. The app’s seamless integration with the ShopDiscover platform let Cardmembers easily complete their purchase and get great value while shopping online. By using Facebook-promoted posts with Custom Audiences, we successfully reached and engaged with Cardmembers, ultimately driving app usage and ShopDiscover trial, all leading to an incremental lift in sales.Together with Discover, we see proof that leveraging Facebook for The Discover Gift&Get; App was a huge success. We were able to articulate the benefits of ShopDiscover to Cardmembers, demonstrate value to merchants and, most notably—convert ShopDiscover never-users to users. Campaign Performance • 4.5 million Cardmember impressions • 5x more users tried ShopDiscover for the first time through the app than through traditional communications • 1-in-5 visits to the app resulted in a click-through to a ShopDiscover merchant site • Nearly 10% of previous non-users ended up making a purchase after engaging with the app • Visitors from the app spent 2x longer on ShopDiscover.com • 77% of users who launched the app, then executed a search • 45% of users granted Discover access to their Facebook data • 90% of searches were matched to relevant merchants

Tennis for the Modern World

Produced by: Esurance

At Esurance, we believe in the power of technology to make car insurance smarter and easier. From our super handy mobile app to Fuelcaster™, a gas price predictor and industry first, we leverage innovative tools to evolve the car insurance experience. And in 2013, we teamed up with Bob and Mike Bryan to evolve how tennis fans experience the US Open. Through our Opening Night with the Bryans Sweepstakes on Facebook, we sent one lucky winner and a guest to the US Open in true New York style.As the official car insurance sponsor of the 2013 US Open, Esurance launched an integrated marketing campaign featuring the Bryan Brothers, the world's number one men's doubles tennis team. The campaign showpiece was a 30-second television commercial produced for us by Leo Burnett Chicago, "Tennis for the Modern World," which illustrated how technology has changed the game of tennis and also how Esurance has used technology to revolutionize the way consumers shop for and buy car insurance. The commercial shows the Bryan Brothers wearing iconic tennis fashions from the last century and highlights the game's advancements throughout each period. We drew attention to the campaign on social media with the Opening Night with the Bryans Sweepstakes on Facebook. One lucky winner (and their guest) would attend opening night at the US Open as special guests of the Bryan Brothers. Facebook users could visit the Esurance Facebook page, "Like" it, and complete a short entry form for their chance to catch the most-watched tennis event in the world with the winningest men’s doubles team in the world. The prize package included: • 2 tickets to attend opening night at the US Open with the Bryan Brothers • A 2-night hotel stay in New York City • $2,000 in travel expenses • A high-tech tennis gift pack Visitors to the Esurance Facebook page could also watch and share exclusive behind-the-scenes vignettes from the making of "Tennis for the Modern World.". The vignettes included footage of the Bryan Brothers "time travelling" through the unforgettable eras of tennis. Visitors to our Facebook page were also able to download infographics featuring the Bryan Brothers and highlighting advancements in racquet technology, tennis fashion, and doubles tennis. We drove traffic to our sweepstakes with promoted Facebook posts and Tweets, mentions in The Esurance Blog, and press releases. Entrants could share their submissions with their friends as well as opt in to receive our newsletter and more information from Esurance. By its conclusion, our Tennis for the Modern World Sweepstakes, had garnered some great numbers: • Nearly 20,000 entries • 46% entry rate • 81% of unique entries were shared • 60% of unique entries opted in • Over 180,000 video views via Facebook • Nearly 100,000 video views on our YouTube page • 68% of the views of our Bryan Brothers/US Open video content occurred on Facebook Timeline posts • Most successful promoted Facebook post earned nearly 20k likes, 960 shares, and 247 comments

Alex and Ani increase Facebook ad ROI 80% with eBay Enterprise and Kenshoo Social

Produced by: eBay Enterprise, Kenshoo Social

Facebook has grown to become a vital part of the digital marketing mix for brands and proven itself a powerful direct response channel for marketers, driving significant sales revenue and ROI. For eco-friendly jewelry retailer Alex and Ani, Facebook has contributed greatly to its growth over the past several years. The company is in “hyper-growth” mode – exploding from fewer than 30 employees in 2010 to nearly 1,000 by the end of 2013, growing 3,569% YoY with sales exceeding $200 million/year. In 2013, Alex and Ani began to focus on and refine its Facebook advertising efforts. Although marketers have embraced social media as a way to grow brand awareness and engagement, many have struggled to monetize the channel. Vice President of Digital Strategy at Alex and Ani Ryan Bonifacino and his team turned to eBay Enterprise to ultimately help them drive sales and achieve higher ROI through Facebook ads. The eBay Enterprise team offered strategic guidance on how to best maximize Alex and Ani’s paid social efforts on Facebook. eBay Enterprise recommended that Alex and Ani run a test through Kenshoo Social, an advanced technology platform to automate the creation, management and optimization of highly-targeted social marketing campaigns. After seeing the results of testing scenarios through Kenshoo Social, the team at Alex and Ani discovered that Facebook could be a scalable, revenue generating channel. Alex and Ani worked with eBay Enterprise and embraced the most cutting-edge technology to transform their digital marketing through Kenshoo Social to begin optimizing and measuring Facebook ads, driving sales to an unprecedented 4388% boost. Sophisticated Targeting to Engage New and Existing Customers For Alex and Ani, it was important to not only engage existing customers via Facebook ads, but also to tap into new audiences. To achieve this, Tara Siegel, Supervisor of Paid Search and Delivery Operations at eBay Enterprise, knew it was crucial to take advantage of the more sophisticated Facebook targeting features offered through Kenshoo Social. By leveraging Custom Audiences, the team could find the brand’s offline audiences among people who are on Facebook. To amplify this further, the team layered on Lookalike Audiences – thus combing the information on Alex and Ani’s existing customers with Facebook data on demographics, location and interests to reach a completely new audience who shared much in common with the retailer’s existing customers. In addition to these more granular targeting tactics, Siegel and team also utilized Unpublished Page Post Ads to create customized messaging for specific target audiences. The advantage of this ad type is that these posts are solely used for advertising purposes and are not published on the brand’s official Facebook page, thus allowing Alex and Ani to maintain a streamlined voice on its page. Alex and Ani utilized some of the most advanced Facebook advertising functionality available today by leveraging Kenshoo Social’s Demand-Driven Campaigns (DDC), one of the winning technologies in a recent Facebook Innovation Competition. Through Kenshoo Social’s DDC, the eBay Enterprise team could automatically create and manage product-specific advertising on Facebook based on Alex and Ani’s product feed. This dynamic ad creation enabled product-specific ads to launch quickly, while prioritizing top-performing products based on demand and performance signals – both improving performance and better optimizing spend. Peak Holiday Shopping Season Drives Unprecedented Gains for Facebook Campaigns Shortly after coming on the Kenshoo platform in late June 2013, Alex and Ani began to see positive performance from its Facebook ads, and this performance would continue to skyrocket into the peak end-of-year shopping season. From the period between Thanksgiving through Cyber Monday 2013, Facebook ads drove a staggering $1.6 million dollars in revenue. On Thanksgiving alone, Facebook ads generated more revenue than the retailer’s paid search campaigns through Google with an impressive 73.14% higher Return on Ad Spend (ROAS) on Facebook – all while spending less on the channel. On one peak day in 2013, Alex and Ani drove more revenue through Facebook than they did during 2012 entirely! During this time, the biggest challenge for the Alex and Ani team was keeping up with the pace of the high demand. For the eBay Enterprise team, Kenshoo’s platform ensures optimal results for clients. “Because we specialize in search for commerce driven brands like Alex and Ani, we utilize cross-channel teams that enable us to rapidly move funds between media like Google and Facebook,” said Jorie Waterman, Head of Performance Channel Delivery. “This approach lets us get the most effective ROI and efficiency out of our clients’ media dollars. With Kenshoo’s tightly linked, highly advanced paid search and paid social advertising platforms, our team can always drive the best possible results.” When comparing performance of Facebook ads for the six months before launching on Kenshoo Social to the six months after, Alex and Ani and the eBay Enterprise team noted significant performance gains. Over this time period, ROI increased 80% while revenue saw an unprecedented 4388% boost. Additionally, average order value (AOV) rose from approximately $14 to more than $75 – an increase of 434%. These gains are attributed to the adoption of more sophisticated and relevant targeting recommended by the eBay Enterprise team and as well as the ability to efficiently scale afforded by the Kenshoo Social platform. “The strategies and best practices championed by the eBay Enterprise team helped drive insights that refined our Facebook advertising program, making it a driving force for our direct response goals,” said Bonifacino. “The Kenshoo Social platform, coupled with our team at eBay Enterprise, gave us the horsepower that allowed Alex and Ani to come out of the gate strong during the second half of 2013, and we plan to continue to scale our investment in Facebook advertising as a result of the performance we have seen.”

Purex 31 Days of Fun

Produced by: Zooka Creative

THE CHALLENGE 1) Increase engagement with current consumers and 2) Identify and engage with new audiences. THE STRATEGY Create a sweepstakes with lots of different prizes – a different one every day – and then market each of those individual prizes to specific groups. For each of the mini-campaigns, we used Facebook’s targeting tools to create hyper focused ad campaigns and promote the prize with narrow, but enthusiastic audiences. THE RESULTS Reach on Facebook: 21 million people Shares: 37,421 Likes: 90,228 Comments: 35,341 New Fans: 132,725 Sweepstakes entries: 405,728 Reach for all media: 58.2 million The “31 Days of Fun Campaign” did an excellent job engaging Purex’s current customer base, as evidenced by the likes and shares. More importantly, the campaign was a great example of how market segmentation, combined with micro-targeting, can produce spectacular results and drive brand awareness into multiple new audiences. For example, we ran Facebook ads targeting Moms that Like "sewing" and got them excited about a chance to win a new sewing machine on the specific day that prize would be awarded. In essence, we used something our target customer really likes to generate awareness for something we really like: Purex Laundry Detergent. These mini-campaigns, set within the larger campaign, were highly effective in attracting new visitors and driving exposure for the brand. GREAT VISUALS The constantly changing prizes and associated images decreased the “fatigue” that can occur when frequently posting about the same topic. We were able to create completely new and different art for each prize, allowing us to post every day and still remain an exciting part of the audience’s feed.

Smashbox Love Me Digital Billboard Experience

Produced by: Smashbox Love Me Digital Billboard Experience

In spring 2013 Smashbox Cosmetics teamed up with world-famous street artist Curtis Kulig For one of the most talked-about makeup collections of the year. The mission was to create a digital experience to launch the new ‘Love Me’ collection and give Smashbox fans a way to experience the makeup, Curtis’ art, and be the star of the show. Fans were able to build their own personalized billboard showing what ‘Love Me’ means to them directly on Facebook in 3 simple steps: 1. Fans designed their billboards on Facebook by choosing from a set of templates. 2. They uploaded pictures and added text to personalize their billboard. 3. They could then share their billboard socially and enter the sweepstakes to win coveted items from the limited-edition Love Me collection. These personalized billboards were projected live on a digital billboard over Hollywood Boulevard the week of the Oscars, across the street from the Oscar venue. More than 15,000 billboards were created in less than 3 weeks. These fans received an email letting them know the exact time and date their personal billboard would appear live on Hollywood Blvd with a link to a live-stream to watch their billboard over Hollywood Blvd. the week of the Oscars. This entire experience originated in the digital world on Facebook, existed in the real world on Hollywood Blvd and came full circle with the live-stream of the billboard experience on Facebook. BEST FACEBOOK CAMPAIGN: This entry deserves to win in this category because of the unique nature of the campaign. The entire experience originated and ended in the Facebook environment and took fans into the real world by projecting the billboards made on Facebook onto a digital billboard over Hollywood Boulevard the week of the Oscars. Smashbox gained 67,339 Facebook fans (over 10%) and the app had 136,303 total page views in just 3 weeks. Fans were able to design their billboards on Facebook by choosing from a set of templates. They uploaded pictures and added text to personalize their billboard. They could then share their billboard socially and enter the sweepstakes to win coveted items from the limited-edition Love Me collection. BEST USE OF SOCIAL MEDIA IN REAL LIFE: The Smashbox Love Me Digital Billboard Experience literally took the billboards fans created within the Facebook environment and placed them into the real world by projecting the billboards made on Facebook onto a digital billboard over Hollywood Boulevard the week of the Oscars. These fans received an email letting them know the exact time and date their personal billboard would appear live on Hollywood Blvd with a link to a live-stream to watch their billboard in action over Hollywood Blvd. the week of the Oscars. This entire experience originated in the digital world on Facebook, existed in the real world on Hollywood Blvd and came full circle with the live-stream of the billboard experience on Facebook. One of the most profound entries received was from a young woman whose husband is stationed in Afghanistan. She created a "Love Me" billboard for him of a picture of her and her husband with the message "Love Me means I will always be there to welcome you back home" and sent the live-stream link to her husband who was stationed overseas.

Univision Deportes Summer Soccer Series

Produced by: Univision Deportes

In the summer of 2013, Univision Deportes sought to create a unique experience in soccer utilizing Facebook and a fully interactive environment, positioning Univision Deportes as the ultimate summer soccer destination. The FIFA Confederations Cup and the CONCACAF Gold Cup were the leading soccer tournaments which served to anchor the series. Facebook integrations included pre- and post-game updates, calls to action asking fans to submit photos showing their passion for their favorite national teams and a unique match predictor Facebook app, called ‘La Quiniela.’ During the Conferations Cup, The Deportes Facebook account grew its fan base by +25% during the three weeks of the tournament alone. The page generated 21.6M content impressions during the month of the tournament, representing +212% growth. User Engagements (Likes, Comments, & Shares) grew +408% over the same period. During the Gold Cup, The Deportes Facebook account grew its fan base by +12% during the four weeks of the tournament. The Facebook page generated 22.6M content Impressions during the month of the tournament and over 835K user Engagements (Likes, Comments, & Shares). Leading Univision’s innovation around this series was the Deportes’s La Quiniela (The Predictor) Facebook program, which was an application that allowed users to predict the outcome of the FIFA Confederations Cup. Univision Deportes launched “La Quiniela” app to provide fans with unprecedented access to participate in the road to the Confederation Cup by placing them front and center and allowing them to gauge the results of all matches in the tournament. Users collected points for participation and also for correctly predicting the results of matches. They were able to choose their favorite country, within those participating in the tournament, and receive special rewards the app had prepared for them. Fans competed against their friends and boasted about who was the most knowledgeable football fan. The app was free to users and allowed them to share their predictions for tournament matches. The U.S. Hispanic population is largely underserved on Facebook, yet this group is exceedingly engaged in social media across all platforms. This imbalanced element of media is not only inequitable, it also represents an untapped market for advertisers and media in general. “La Quiniela” app targeted a highly specific group of U.S. Hispanics who are Spanish-language dominant, interested in Soccer and are of Central & South American decent. Most effective in “La Quiniela” app, was the highly targeted match-specific promoted dark posts, which drove engagement rates many times beyond the Facebook average, a key factor in program performance. Also, different ad types served different needs – photo posts drove engagement, link posts drove url clicks and like ads drove page fanning. Integration of other promotional platforms (broadcast, web, etc), coupled with focused fan drive and user activation activities also enabled organic fan engagement well above the Univision Deportes norm. The “La Quiniela” program on Facebook yielded an impressively high return rate of user participation, given the spending for the program was much lower than average. In fact, by the end of August 2013, 630K total engagement had been reported. 14k of those users pledged allegiance using the app, going on to generate 37.5k+ match predictions and 28k social share actions. Twenty-five percent of users returned to the app to make multiple predictions, contributing significantly to overall application performance. The app generated a total of 657k social impressions, driving 3.9k friends-of-users back to the application and creating 25,293 newsfeed stories. 6 percent CTR from hyper-targeted dark posts outperformed the Facebook benchmark by 6X.

Cabo Diablo

Produced by: Cabo Diablo, Campari America

Cabo Diablo is the newest addition to Campari America’s line of Cabo Wabo Tequilas. The liquid features a coffee punch coupled with an unmistakable, smooth tequila kick. Enjoyed best in chilled shots, Cabo Diablo is a devilish mix of enticing, unpredictable and rebellious. The Cabo Diablo brand is the ultimate expression of free spirit - unadulterated good times, your way. When launching the product, there was need to create excitement and spread awareness among consumers in 5 select northeastern markets where the brand was being launched. The brand DNA led to the creation of the #DiabloMadeMeDoIt campaign, promising consumers that whatever happens that night, Diablo has their back. The campaign assures consumers with a wink and a nod that we encourage them to let loose and go where the night takes them, even if that means encountering a little mischief. Diablo is a get-out-of-jail free card, of sorts. The only rules: no regrets, and drink responsibly, or there’ll be hell to pay. To make an impression with the target market, the Diablo persona came to life. Diablo became an authentic, challenging daredevil speaking directly to consumers with a unique personality. To heighten anticipation, a social media teaser campaign began a month prior to product release, followed by the product reveal and announcement in early September. On-premise shot sampling with Diablo’s temptresses created content that was shared through social media and engaged fans to look out for the ladies in their area. Over the month of October, several Halloween on-premise sampling activations took place, encouraging patrons to take a photo with a Diablo character and his temptresses on Diablo’s throne. Photos were then shared via Twitter and Facebook, further engaging consumers beyond the activation and into the social community. Diablo Has Made a Big Impression The #DiabloMadeMeDoIt campaign aimed to create unique and engaging social media interactions raising awareness of the brand while generating loyal fans and brand ambassadors. Within a month of the teaser campaign and product launch, Diablo was rated the fourth top fastest growing Facebook page globally. From launch in August, 2013 to the end of December, the following metrics were achieved: • 13,730 Facebook Fans • 7.8 Million Impressions • 5%-7% Engagement Rate on Facebook and Twitter • 2.7% Daily Fan Growth Rate on Facebook • 3.9% Daily Follower Growth Rate on Twitter • 5% Average Engagement rate on Twitter • 51% of Tweets about CABO Diablo used hashtags Diablo has picked up several very loyal followers along the way who interact with almost every post on both Twitter and Facebook. Even though Cabo Diablo is currently available in only 5 states, the page has received over two dozen product requests in markets the product hasn’t yet reached. Loyalists are even driving to different states to pick up a bottle. This campaign is more than just about loving the product; it’s about loving the persona behind that product, which came alive through strong social media content, monitoring and consistent, quick responses. Diablo represents everything these fans need: a chance to blow off some steam, get into a little harmless mischief and have one hell of a night. After all, #DiabloMadeMeDoIt.

Pretty Little Liars Finale Party Sponsored by It Can Wait

Produced by: ABC Family

AT&T partnered with ABC Family to utilize the power of Pretty Little Liars' passionate Facebook audience and star, Lucy Hale, to encourage fans to take the “It Can Wait” pledge to never text and drive. To communicate this important message, ABC Family created the ultimate fan experience with a Finale Party Facebook application centered around the Pretty Little Liars summer finale. Excitement was built with promotion across all platforms including on-air, abcfamily.com, Facebook, Twitter and Instagram. A custom talent spot featuring Lucy Hale encouraged fans to visit the Finale Party Facebook application where they could take the “It Can Wait” pledge to never text and drive and engage with exclusive Pretty Little Liars content. The application content had to be “unlocked” by fans and was released at intervals throughout the campaign to drive engagement. Content included a Pretty Little Liars Party Pack, a page from the finale episode script, a live chat with Lucy Hale during the summer finale and an exclusive video of Lucy’s reaction to the episode’s epic reveal. To maximize reach among Pretty Little Liars' millennial audience, the app was designed for use across desktop, tablet and mobile devices. ABC Family and AT&T’s campaign raised awareness of the risks of texting while driving and encouraged viewers to stop this dangerous behavior. By harnessing the power of ABC Family’s social fan base and communicating the message through Lucy Hale, the message got through loud and clear. The Pretty Little Liars finale was the most-tweeted series episode ever, which led to huge engagement for the It Can Wait-sponsored Facebook application. The application aggregated all of the social activity and allowed fans to chat live with Lucy and take the "It Can Wait" pledge to never text and drive. Campaign highlights include: - 788,322 total Facebook application views - 297,060 total video views with “It Can Wait” pre-roll - 8:54 time spent per user on day of finale episode - 50,360 fan questions during 1-hour live chat with Lucy Hale - 1,833 "It Can Wait" pledges taken - Pledges and positive fan reactions on Twitter to Lucy Hale’s “It Can Wait” pledge - “that @lucyhale commercial about texting and driving just convinced me for life. #itcanwait” - @katey_marie16 - “just saw @lucyhale’s pledge to never text & drive. You got me convinced! I’ll never do it #itcanwait.” - @lucys_haler

University of Phoenix’s The Student Center

Produced by: Arnold Worldwide

In 2013, University of Phoenix students faced some pretty unique challenges. They were chasing kids, work deadlines and a degree without any of the traditional campus culture or peer networks to get them through. Definitely no easy feat. So our team leveraged Facebook to lighten the load. We designed a student center for every Phoenix to find support and encouragement. Each week showcased a fresh collection of career topics to debate and original motivational quotes to share, as well as a little office humor to keep things fun. In 12 months, we transformed a glorified RSS feed that spewed out third-party links, into a bright, optimistic hub that showcased the Phoenix pride. Our students blew us away with their school spirit. Phoenixes flocked to the new hub, more than tripling our following from a solid 486,000 to just over 1.7 million. We generated over 57 million earned organic impressions, which equates to roughly $1.1 million dollars in media spend. And we recorded an almost 31.5 million earned organic reach. It’s more than we could have imagined. But the most impressive results can’t be quantified. Over 12 months, we watched our screens as students on different continents exchanged great career tips. We cheered when total strangers inspired each other not to give up. And we lost count of how many times people commented, “UNIVERSITY OF PHOENIX GRAD SO SOON!!!!! SO PROUD!!!!!” We’re so proud that our students finally have a place to share all of those exclamation points.

The Pepsi Like machine

Produced by: TBWA Belgium

For over 50 years promo girls have been handing out samples at intersections, shopping malls and other high traffic areas, hoping consumers would buy their products. Time for a change, so Pepsi and TBWA Belgium teamed up and created The Like Machine: a vending machine that doesn’t accept money, only Facebook likes. This innovative idea is simple. Just use your smartphone, go to likepepsi.com, like the Pepsi Facebook page and get a free Pepsi. By using the smartphone location settings, Pepsi was sure only people near the vending machine got offered a sample. People without a smartphone could tap the 46” built-in touchscreen to log in on Facebook and get a free drink as well. Now it is possible, with a Facebook like, in real time, to get a can of Pepsi. It’s a new way of sampling, which provides brand with information, so they can immediately start communicating with their target audience. Furthermore it is entertaining and engaging for people who interact with the machine. Pepsi Belgium introduced the Like Machine at the Beyoncé concerts in Antwerp. Case video: Creative approach: Pepsi and Coca Cola still sample at intersections. However today, this is not the best way to build a brand’s relationship. There's no engagement by the consumers. By creating the Pepsi Like Machine, a machine that only accepts Facebook likes instead of money, you create much more. It makes it possible to build a relationship on Pepsi’s FB page with anybody who received a sample from the social vending machine. Innovation: The idea is simple, you use your smartphone to connect to Facebook and like Pepsi’s FB page. In return a sample drops out of the vending machine. Ideal for Pepsi’s target audience of 16-25, who almost all own a smartphone. However creating the machine was more complex. Node.js (serverside tech) was used to enable seamless realtime communication between the vending machines, our webserver and the user's Mobile phones. After prototyping this unique concept intensively, we made it possible to drop a sample within a second by a command on your smartphone. Engagement results: On average brands spend 65 cents to hand out a sample by a promo girl and 3 dollars to recruit a Facebook fan. A cost you eliminate with the Pepsi Like Machine. The machine was first introduced at the Beyoncé concert in Antwerp. On average 3 samples were distributed each minute. The magical moment when you chose your Pepsi and it automatically drops, made it entertaining and engaging. This world premiere got coverage on Mashable, The Huffington Post, TNW and over 300 other national and international blogs.

"The Power Inside"

Produced by: Pereira & O'Dell

"The Power Inside", presented by Intel + Toshiba, is a social film that tells the story of the invasion of an alien species called Uricks that are disguised as moustaches (or unibrows). They look like facial hair and attach to your upper lip or eyebrows to control your mind. The film's protagonist, Neil, must look inside himself to defeat the invaders and save the world from destruction. The film is directed by Will Speck and Josh Gordon (“Blades of Glory” and “The Switch”), starring Harvey Keitel (“Reservoir Dogs”), Craig Roberts (“Submarine”), Analeigh Tipton (“Crazy, Stupid, Love”), Reid Ewing (“Modern Family”) Zack Pearlman (“The Inbetweeners”), and the audience. During the invasion, the audience is given a choice to join the fight and take a side – Guardians or Uricks– who will save the earth, or destroy it. To join the team and potentially be featured in the film, people are invited to upload a photo from their computer webcam to the film's Facebook page. The facial recognition software will add a moustache or unibrow. Viewers can also upload videos of themselves removing a moustache to join the Guardian team, with the videos having the potential to be incorporated into the social film episodes. Fans could also choose to interact with the films main characters on Facebook (https://www.facebook.com/insidefilms) or follow on Twitter (@insidefilms) "The Power Inside" from Intel + Toshiba brings blockbuster-quality entertainment to social media where viewers can join the fight against a plague of killer moustaches and be featured in the film, or submit to the extra-terrestrial facefuzz and abandon humanity's last line of defense.

Nissan - Passion Genome

Produced by: TBWA\Chiat\Day

For the launch of the redesigned Nissan Versa Note, the overarching "Your Door to More" campaign encouraged people to do more of what they love. But it made us wonder, how do you find more people who love the same things you do? So we created The Passion Genome, an immersive, interactive, web experience built using Facebook Connect, which invites people to discover how they’re connected to their friends by the things they like. In a first of its kind partnership with Facebook, we used a person's Facebook Likes to find all their friends who love the same things. Color-coded by interest, these intersecting connection lines create a personalized, interactive visualization of the user called a Passion Portrait. A representation of what makes you, you. Users could dive deeper and explore each like as well as their most popular six categories, giving insight to connections they never knew existed. Every portrait also fed into the massive Passion Genome, where you could explore how you're connected to people all over the world by the things you both like. This was truly global idea harnessing the world's biggest social site. By tapping into the depth and breadth of peoples’ social DNA, The Passion Genome helps you not only visualize and discover the connections you have, but to create new ones as well.The Passion Genome Campaign deserves to win the Best Facebook Campaign category because it was the first of its kind partnership with Facebook. This campaign used a person’s Facebook Likes to find all their friends who had the same passions. The Passion Genome then took this information and created a Passion Portrait to represent what makes you, you. This global idea harnessed the world’s biggest social media site, Facebook, and the garnered over 76k in site visits and 17.6k portraits were created. By connecting people using Facebook, we were able to create an interactive universe of passions and people from around the world.

Drunk History

Produced by: Comedy Central

Drunk History has always been an exercise in reinterpreting our collective past, using a ton of booze and as little research as possible. Because let's be honest: except for that one guy who kept all of his notes from high school, history is pretty blurry for most people anyway. So when it came time to promote the show's first season, we took to Facebook and started a campaign the only way we knew how: by recounting stuff about presidents and treaties and s**t the best we could under the circumstances and encouraging our fans to play along.When we were thinking of tools we could use to get people excited about Drunk History's premiere season, two aspects of the Facebook interface came to mind. The first was that people are always posting pictures of themselves wasted on the Internet (like, "luv my guuurls <3"-style). With that in mind, we gave fans the opportunity to be loud and proud about getting their drank on by encouraging them to replace their profile pictures with a promotional image of their favorite drink. The second was Facebook's Timeline feature, which struck us an obvious choice. After all, history and timelines go together like beer, Bacardi 151, and amaretto (seriously -- tastes just like Dr. Pepper). We set to work Googling some dates of important s**t (when so-and-so signed or declared whatever, etc.), doctoring some images to go along with them, and situating each on a timeline in the year it actually happened. (You know, like real historicalists.) Our record ultimately stretched back to 1492. We also intermittently posted graphics commemorating national milestones called "This Day in #DrunkHistory" to keep fans involved between episodes. We weren't just entertainers anymore. We were, like, edumacators. The idea was to create a variety of content that both got folks excited about the show and provided an experience fans couldn't get from the show itself. With all of this content distributed throughout the page, visitors were more likely to read deeply as they scrolled down to explore all of this s**t, uncovering clips and drunk texts and maybe even learning a thing or two about freedom and forefathers and American awesomeness along the way. It was meant to be an immersive experience, not just in a TV show, but in the general gist of the history of this great nation. Thank you, and sleepytime now.

Mentos Engages Arab Youth through Hilarious Memes

Produced by: Memac Ogilvy & Mather Dubai

Mentos wanted to adapt their ‘fresh thinking’ global platform to produce their first-ever campaign for the Middle East. Mentos also needed to increase brand engagement with Arab youth in a more relevant way. With this in mind, we discovered something that fit the brand proposition perfectly. As Arabs, we often find ourselves doing things that don’t make sense, yet we do them anyway as part of culture. Call them idiosyncratic or plain bizarre; we’ve all partaken in these behaviors. This unique insight inspired our campaign, where it is during these moments that Mentos is the ‘fresh thinking’ needed when behaviors around us don’t make sense. With social media as a massive channel of expression in the region among teens, and Memes trending among Arab youth as a language of its own, it was the perfect way for a refreshing brand like Mentos to tap into this youthful audience. Inspired by this cultural insight, we created a highly entertaining platform for Arab youth on social media, generating hilarious Facebook Memes and Tweets in Arabic and English, stirred by everyday situations in our culture that could really use some fresh thinking. From melodramatic moms, to our obsession with plastic wrap, we encouraged people to #GiveThemAMentos when others don’t make sense. We launched our campaign with a TV ad, drawing viewers to visit our campaign hashtag to view our refreshing content in Arabic and English, but also to tag situations in their everyday lives that need fresh thinking. With the help of Twitter – we even sent out packs of Mentos to those in serious need of fresh thinking, not only giving people a Mentos digitally, but in reality too. In the first days of our launch, #GiveThemAMentos was proving to be a success with our Memes and Tweets circulating the blogosphere and social media. In the first 2 weeks alone, Facebook Post Likes on Mentos Arabia increased by 344%. Facebook Post Shares also jumped by a refreshing 938%. A significant growth in engagement levels compared to previous content. And by the end of our campaign, over 3.7 million unique people were reached with over 4.7 million social media impressions. With thousands of New Facebook fans joining Mentos Arabia, it was clear that our audience found our content refreshing too. Best Social Integration with a TV Commercial The unique insight inspired our campaign TV commercial, where it is during these peculiar moments that Mentos is needed to freshen our thinking with clarity. In this film, we witness our quirky character having an escalating meltdown, as he desperately tries to switch the channel that’s stuck on a classic Mexican soap (his worst nightmare, his grandma’s fantasy). Instinctively, like many of us, he beats the remote control on any hard surface he can find, but to no solution. In the end, it takes a simple Mentos candy from his friend to give him some ‘fresh thinking’ to solve the dilemma – a simple battery change. Our TVC encouraged viewers via social media to GIVE THEM A MENTOS! If ever faced with people around them that need some fresh thinking too. Best Use of Humor What better way to connect with our target audience, Arab youth then with humor? As Arabs, we often find ourselves doing things that don’t make sense – whether it is our obsession with keeping on all plastic wrapping or dealing with our melodramic mothers. Inspired by this cultural insight, we created a highly entertaining platform generating hilarious Facebook Memes and Tweets in Arabic and English, stirred by everyday situations in our culture that could really use some fresh thinking. We successfully captured thousands of likes, comments, shares and most importantly, LOLs. Best Use of Social Media for Food & Beverage Social media is one of the most important channels of expression in the Middle East among teens, and Memes serve as a language for Arab youth on its own. Considering this insight, we connected the Mentos “fresh thinking” with a unique social hashtag, #GiveThemAMentos to use in situations that just don’t make sense. Within the first few days of the launch, the hashtag proved to be a huge success among our fans with an increase of 938% of Post Shares on Facebook. Best Facebook Campaign Inspired by the cultural insight that people in the Middle East often participate in idiosyncratic behaviors, we created a highly entertaining platform for Arab youth on social media. Over the course of 8 weeks we generated hilarious Facebook Memes and Tweets in Arabic and English, stirred by everyday situations in our culture that could really use some fresh thinking. We executed a content driven strategy, complemented by Facebook social advertising that generated 11,818 new Facebook fans, 20,927 post Likes, 644 post comments, 2,206 post shares and a total of 43,010 page shares in 8 weeks.

Join the Realm

Produced by: HBO

Leading into its third season, Game of Thrones was poised to make the leap from popular television show to global sensation. To fuel this, HBO and Definition 6 created the Join the Realm sigil creator, a global Facebook application designed to drive awareness for the premiere all over the world using highly personalized, spreadable media. Join the Realm quickly became a phenomenon, receiving over 1.2MM visits and flooding social channels with over 750k sigils. The global application allows users to create their own coat of arms like those featured in the show. The site supports 24 languages and is optimized for smartphones, tablets and the latest browsers. Customization options are extensive; from direwolves to pizza, there are icons and design flourishes representative of everyone. Sigils can be easily shared and exported as Facebook cover images, Twitter headers and Instagram photos. Facebook Tabs translated in local languages were distributed to HBO international partners for their regional Facebook pages to teach their fans how to create a sigil within the app. International Game of Thrones Facebook pages raised their banners high and reskinned their pages with cover images and profile photos with house words translated in local languages. The application proved to be a powerful marketing tool across international HBO properties, running promotions such as sigil design contests from family crests designed within the app. The promotion culminated at San Diego Comic-con, where attendees were invited to Join The Realm with a variety of activities including creating personalized “House” t-shirts, a shareable photo op on the iron throne, and social giveaways of premium items. Pictures from the event were then featured on the Facebook page in real-time, resulting in several galleries of Game of Thrones talent and fans participating in “Join the Realm” activities throughout the weekend. Much of the app’s success can be attributed to its appeal to both die-hard fans and the mainstream. It proved to be highly relevant and adaptable, as the online community created sigils for NHL teams, Marvel superheroes and other fictional characters. Other brands jumped on the trend, including ESPN who created sigils for “Around the Horn.” HBO was also able to engage highly influential fans by creating custom sigils for Seth Rogen, Pau Gasol and Mindy Kaling among others. Join the Realm entered the zeitgeist by inspiring creativity and providing access to the world of the show. It spiked word of mouth awareness, helping the premiere to set a record for highest viewership ever seen by the series and generating more social volume than any premium cable show. Furthermore, it gave viewers all over the world a way to publicly declare their passion, cementing Game of Thrones’ position as a cultural phenomenon.

Banana Republic's #BRLove4All

Produced by: Banana Republic

As a San Francisco based-brand, we were one of the first companies to celebrate the Supreme Court’s ruling moving California forward on the road to marriage equality. Within moments of the ruling, Banana Republic launched the #BRLove4All campaign - internally within Gap Inc. associates as well as externally through all of its social media platforms. Because we support LOVE for all, we invited everyone to join us in celebrating this historic decision, participating in our #BRLove4All contest. Couples—same and opposite sex—were invited to share their photos for the chance to be outfitted by Banana Republic for their nuptials (or other special occasion). The campaign was hosted on Facebook and entries were pulled from Twitter, Instagram & Facebook leveraging the #BRLove4All hashtag. Banana Republic also supported the campaign by updating its cover photo/profile image and sharing a statement across all platforms with a unique version of the marriage equality symbol, comprised of folder t-shirts. Banana Republic proudly displayed all of the images & stories received on its Facebook page through a special photo gallery page/app. The gallery showcased a remarkable collage of affection, displaying couples from ALL walks of life, all united to celebrate LOVE. From the more than 1,100 entries, twenty lucky winners were selected at random and given a Banana Republic gift card to dress the couples for the upcoming nuptials or other special occasion. The brand is proud to have had the opportunity to be involved and show its support towards marriage equality.This campaign allowed Banana Republic to put a stake on the ground and, courageously, show the world what it's values are and what it stands for. Banana Republic was able to act instantaneously on a real world event, and show its support in real-time, while celebrating the brand’s diverse community. BR has always spoken to those on a journey—from going on safari to getting a promotion to living out one’s dreams—BR has and always will continue to outfit our customers on their journey of achievement. The progressive , pioneering spirit of our birthplace--San Francisco—and what it represents from technological innovation to human rights issues to environmental awareness is the lifeblood of BR and what it has proudly celebrated with this campaign. This pioneering spirit connects BR to its customers, followers, fans and visitors, who are living an open plan that blends life and work together, discovering fulfillment along the way. The response of our followers was overwhelming: - Produced over 14,400 engagements on Facebook - Received 1,100 total photo entries - Generated significant conversation among followers, courageously articulating what we stand for and respecting dissenting points of view: https://www.facebook.com/photo.php?fbid=10151665256129076&set=a.395234539075.171329.15524934075&type=1 The response from key influencers, news and PR outlets was equally exciting delivering 60,237,987 media impressions. Some examples: - https://twitter.com/mashable/status/349949198822674432 - http://mashable.com/2013/06/26/brands-gay-marriage/#gallery/brands-celebrate-doma-ruling/5212962f5198406611001a95 - http://www.huffingtonpost.com/2013/06/26/companies-support-gay-marriage_n_3503981.html - http://www.justaddglam.com/love-for-all-with-banana-republic/ - http://www.fenuxe.com/2013/06/27/banana-republic-makes-us-go-aaaawwww/ - http://nycprowler.com/2013/06/26/celebrities-tweet-good-ridance-to-doma-with-major-corporations-joining-the-gay-chorus/

DoubleTree by Hilton – Tropicana Las Vegas Facebook Marketing Campaign

Produced by: DoubleTree by Hilton Hotels

DoubleTree by Hilton is a rapidly growing international collection of upscale hotels that span a variety of metropolitan areas and vacation destinations across more than 360 locations, 31 countries and six continents. At DoubleTree by Hilton, we believe the little things mean everything when it comes to a great travel experience. In order to help create awareness and generate buzz around the partnership and merger of DoubleTree by Hilton and Tropicana Las Vegas, we kicked off the announcement in a big way with a Vegas VIP weekend giveaway. This campaign was designed to expand DoubleTree’s social media footprint to a new audience at Tropicana Las Vegas, reach a new audience of potential guests and continue to build relationships with existing guests. Our Marketing Objectives included: 1. Generate awareness and excitement around the partnership and merger of DoubleTree by Hilton and Tropicana Las Vegas 2. Grow engagement and “community” for DoubleTree by Hilton and Tropicana Las Vegas among the general consumer base 3. Reach new potential guests and build relationships with existing guests 4. Increase DoubleTree by Hilton Facebook likes and Tropicana Las Vegas Facebook likes To accomplish this campaign, we used DoubleTree and Tropicana’s social media footprint to reach a new audience of potential guests as well as continued to build relationships with existing guests to create awareness and introduce Tropicana’s audience to the DoubleTree brand – where the little things mean everything when it comes to great travel experiences. We launched a contest to bring a VIP Vegas experience to our fans to celebrate the partnership in a big way with a prize package that fans would be excited about. The platforms and communication channels used for this campaign included a Facebook sweepstakes app with fan-gating, share capability within the app after entry, posts to create awareness and drive traffic for entries through Facebook, Twitter, Google+, Instagram and Pinterest. The app lived on both Facebook pages for additional reach and awareness. The campaign was also supported through DoubleTree’s email newsletters during the promotional period as well as PR media outreach. The key performance indicators for this promotion was to bring engaging programs to our fans/followers, increase our pool of potential customers to market back to, encourage high engagement with the DoubleTree by Hilton and Tropicana Las Vegas brands, and celebrate the partnership of DoubleTree and Tropicana Las Vegas. Our successes included: More than 5,000 sweepstake entries More than 600 mentions on Twitter More than 10,000 app views on the DoubleTree brand Facebook page More than 4,200 new likes on Facebook More than 50 new followers on Twitter Engagement with the posts: Facebook posts reached over 37K people and 3,500+ people were talking about us on average per day. We tapped into consumers’ behavior of how they interact with social media and travel planning. Knowing that Vegas is a key vacation destination and people really like to talk it up and go big, we wanted to get our audience excited about the possibility of winning this VIP experience and share with us and our followers what Vegas adventures they were dreaming of.

Scope Bacon

Produced by: Publicis Kaplan Thaler

Our integrated team came up with Scope Bacon, a fake product that tastes like bacon while rinsing and leaves you with minty fresh breath. Given America’s current obsession with bacon related topics, we expected to gain earned impressions from consumers sharing our digital content and to see them engaging with a variety of responses: excitement, disgust, and questions about it being an April Fools’ joke. We strategically planned our launch timing to tease the media just early enough to maximize coverage and earned impressions over a number of days. With Scope Bacon, we not only invited people to laugh with us. We invited them to laugh at us. It was a tremendous display of our brand living up to what it stands for – Social Courage. A lot of brands get in on the April Fool’s holiday. But we weren’t content with a joke that was just a little wink and a nod. Instead, we launched the largest product hoax ever. It took courage. In short, we didn’t just talk about what we stand for. We proved it. And everyone ate it up.

BarkBox vs. Citrus Lane The Epic Battle of Cute

Produced by: Bark & Co.

Puppies and babies have long battled each other over the crown of online cuteness. BarkBox and Citrus Lane decided to end this debate once and for all by putting it to a vote and letting their Facebook communities battle it out. So began The Epic Battle of Cute! Puppies vs. Babies. 30 puppies and 30 babies went head to head in a wild week of Facebook voting. It was a pitched battle with the babies taking the early lead. In the end the pups rallied and proved once and for all who is top dog when it comes to cuteness. Cuz dogs ...

Rock the Lunchbox

Produced by: HONEST Tea

Parents are faced with the daily daunting task of making lunches that are healthier and their kids will enjoy. Honest Tea and 3 other mission-driven companies: Annie’s Homegrown, Stonyfield, and Organic Valley teamed up in a campaign for back to school to make lunch fun again, called: Rock the Lunchbox. We researched thousands of families across the country and asked both parents and kids alike to grade their lunchboxes. 54% of Kids gave their lunch A graded "C" or lower and 70% of parents said they struggle most to find a variety of items to pack. So we launched a collaborative campaign where parents can find inspiration for what to pack for school lunches, featuring our own ideas and leveraging the sharing functionality of social media for users to also contribute theirs. The campaign launched with a custom Facebook App that included a video clip from a real mom employee at each brand sharing their personal lunchbox tips, and how to join in the campaign. Throughout the month of August each brand on Facebook shared a series of taste bud-tantalizing lunchbox photos with corresponding shareable tips. After learning on Facebook, the user was invited to click through to the microsite to download digital (printable) coupons from the 4 brands, and share a lunchbox idea with a friend. The more lunchbox tips and creations the user shared, the more coupons they were rewarded. Facebook App: Honest Tea: https://www.facebook.com/HonestTea/app_139022139638308 Annies Homegrown: https://www.facebook.com/annieshomegrown/app_161324167389331The results are outstanding. 8.9 Million people saw or interacted with the Rock The Lunchbox campaign on Facebook, sharing a lunchbox tip on their page, or joining the discussion on one of the partner's pages. 68,000 coupons were downloaded and shared via social media from rockthelunchbox.com. -Our campaign caught the eyes of USA Today, Boston Globe, Boston.com, and Huffington Post, all sharing the campaign and how to get involved, securing 27 Million Media Impressions. -1.02 Million earned media impressions from bloggers. -#rockthelunchbox was the 3rd most popular national trending hashtag on Twitter overnight, securing an additional 13.3 Million earned media impressions. While these results are impressive, most importantly parents were inspired with healthier, fresh ideas they could offer their kids for the back to school season. As school-provided lunches continue to lack substantial nutritional value, parents everywhere continue to use rock the lunchbox as a resource for ideas to keep their child's lunch a success. Leveraging the sharing functionality offered through social media, families can easily and visually share their favorite lunchbox ideas and tips, and in doing so help promote healthier, happier diets for kids across the country.

Coca Cola Arctic Home

Produced by: Essencius

In the first quarter of 2013 Coca-Cola launched the campaign ‘Arctic Home’ in 16 European countries. The purpose was to raise awareness of the endangered living conditions of the polar bears in the Arctic and contribute to the World Wildlife Foundations work in the area. To make the issue top of mind in Denmark, we adopted drastic measures. We placed a two ton ice sculpture depicting a polar bear family in front of the Planetarium in Copenhagen, and through a Facebook application we let the Danes decide if the polar bears should stay cool or melt away. In choosing Facebook, we were able to not only raise awareness and engagement, but also take a simple idea and turn an otherwise very CSR-driven message into an interactive, fun and engaging activity. The Danes were up to the challenge! During the 60 hours that the experiment lasted, more than 35.000 people interacted with the Facebook campaign tab, and the story spread quickly on social media. The Facebook activity was also supported through a social ad campaign as well as through other online and offline channels. It was integrated with a PR campaign, which involved proactive press activities towards online media and bloggers, stakeholder partnerships, and an exclusive press event for journalists and key stakeholders, where the IMAX film “To the Arctic” was screened. The campaign was further supported through paid media with display ads. The polar bears were followed in several large Danish media and were transmitted to millions of viewers all over the world through the international news channel TRT. Idea generation and execution was conducted by Essencius and Unfold by Essencius. IUM was media agency and Wunderman was the digital agency. We believe that this campaign deserves to win because we utilized Facebook and made a campaign that was creative and interactive. We were able to engage the audience and give them a chance to influence, and make a difference to, something that was happening in the real world. The overall campaign message evoked different emotions in the target group (Danes ages 15 to 30). The activation leveraged real-world consequences, showing that if nothing is done to help improve the Arctic, then the polar bears will slowly disappear. We were able to achieve great results: - 35, 266 people interacted with the Arctic Home Facebook tab over the 60-hour campaign period - 10, 337 people liked and shared the message - extensive coverage in other online and offline media - it was broadcast by international news to millions throughout Europe - it was shared and talked about by Coca-Cola fans - increase of donations made to the WWF in Denmark In the end we were able to use Facebook to raise awareness and mobilize the target group to take action. The result of the social experiment was that the polar bear family was kept cool and was saved.

Graceland

Produced by: GLOW

The USA series Graceland is a new kind of drama, so it demands a new kind of Facebook page. For Graceland’s premiere season, GLOW produced eight content themes totaling over 90 delivered sharable content pieces on Facebook. GLOW’s beautifully designed custom content introduced Graceland’s characters, setting, and tone to new fans of the show and existing fans of cast members like Daniel Sunjata and Aaron Tveit. Content themes included: - Character Intros – Basic introductions include character name, color photo, and character’s agency/department - Two Truths One Lie – Cards include character name, B&W; photo, two facts about the character, and one fabrication; this forces users to actively consider which is the lie as opposed to passively absorbing information - Character Fact Cards – Include character name, B&W; photo, agency/department, and three facts about the character - Quote Cards – Include character name, color photo, agency/department, and a telling, funny, and/or poignant quote from the character - Language of Graceland – Introduces fans to the jargon used on the show (terms like “in deep,” “heat run,” and “alias”) - Photo Hunt – Customized photo hunt game featuring a Graceland snapshot; like the “Two Truths. One Lie.” series, photo hunt encourages interaction, not idle scrolling - Graceland Handbook – Tongue-in-cheek campaign juxtaposes standard FBI behavior (“Act high at a drug deal if needed”) against Graceland antics (“Act sober at FBI HQ when high if needed”) - Big Moments – Screenshots and quotes from dramatic high points on the show. Through the above themes, GLOW informed and interacted with Facebook users and elevated the social presence of the show.GLOW’s 90 content pieces (posted between 5/8 and 9/26) on Facebook achieved remarkable numbers considering that Graceland was a cable series in its first season: - 15,034,958 Reach (unique impressions) from GLOW content (38% of total Reach during this period) - 187,602 People Talking About for GLOW content (48% of total People Talking About during this period) - 180,170 LIKES from GLOW content (49%)  - 7,592 COMMENTS from GLOW content (45%)  - 7,962 SHARES from GLOW content (44%) Graceland Facebook posts with GLOW content achieved a 50% higher engagement rate versus posts without.

Etihad Airways - Vietnam Eats Facebook competition

Produced by: Etihad Airways

In October 2010, Etihad Airways launched a Facebook competition to celebrate its new daily Ho Chi Minh City flights and its partnership with celebrity chef, Luke Nguyen. Etihad Airways ran a ‘Vietnam Eats’ competition in which fans were asked to upload photos of their favorite Vietnamese food for the chance to win a pair of Coral Economy Class flight tickets to Ho Chi Minh City from any point on the airline’s network. Whether it was a home-cooked meal, a dish from their favorite restaurant or fresh produce, fans were encouraged to get snapping and uploaded their best Vietnamese cuisine-inspired image. Fan could upload and vote for their favorite foodie photos via a ‘Vietnam Eats’ Facebook application throughout October 2013. At the end of the month, a panel of judges chose the winner from the top 10 most popular photos as voted by Etihad Airways’ Facebook fans. The foodie-focused competition celebrated the new Vietnamese-themed menu on Ho Chi Minh City flights which has been designed in partnership with Luke Nguyen, the celebrity chef who is a host on the TV series, Masterchef Vietnam. The Etihad Airways ‘Vietnam Eats’ Facebook competition was an overwhelming success and over the course of four weeks created Etihad Airways’ largest collection of user generated content from the audience. The competition was promoted through a multiple media channel distribution strategy. For the awareness phase, traditional delivery vehicle of print media, direct emails and social media channels were used. For the engagement phase, a social content re-heat strategy, company website, Facebook promoted posts and influencer outreach were used. The competition resulted in: • Over 15,000 page views • Over 3,400 page invitations sent by other users • Over 1,100 entries • Over 20,000 interactions • Over 800 shares • Most entries came from the UAE, Australia and United Kingdom

Airlines for America: Don't Ground America Campaign

Produced by: Don't Ground America

On Tuesday, April 16, the Federal Aviation Administration (FAA) advised Airlines for America (A4A) and carriers that furloughs of air traffic controllers would begin that following Sunday. Carriers were told to plan for imminent, widespread delays on a scale the industry had never seen. The “Don’t Ground America” campaign sought to achieve one sole objective, to stop unnecessary flight delays resulting from air traffic controller furloughs. Within 10 days of the FAA’s briefing, the airline industry secured congressional passage of bipartisan legislation that took the unprecedented step of eliminating the impact of the FY'2013 sequester on a specific industry. Strategy A4A responded immediately to approach the problem from all angles, alerting Capitol Hill and the media to the coming crisis via social media and traditional means, garnering a coalition of unified support from the following major associations: Air Line Pilots Association, Regional Airline Association, Consumer Travel Alliance, International Association of Machinists & Aerospace Workers and Professional Airline Flight Control Association – United States. A4A Communications held a National Press Club press conference (see embedded video above), promoting the conference via A4A and member social media channels, as well as offering the conference on our YouTube page. A4A issued statements to multiple media outlets resulting in extensive coverage and social media mentions. As part of the grassroots media effort, A4A launched the “Don’t Ground America” campaign website and worked with carriers to drive customers and interested parties to engage via social media channels. During this time, A4A developed strategies for social media promotion (encouraging followers to reach out to their senators and congressional representatives and targeting our A4A members) and encouraging the flying public to sign the Don't Ground America petition. In addition, A4A created and placed several digital advertisements to coincide with the social media grassroots efforts. Tactics In addition to harming passengers, shippers, jobs and the economy, A4A made a compelling case that the pending furloughs were unnecessary, ill-conceived and potentially crippling to the air traffic control (ATC) system. Carrier outreach to employees and customers directly corresponded to website traffic spikes, and generated meaningful contacts to the Administration, the FAA and Congress. Congress responded quickly due to the unified, high-profile pressure and consistent social media attention reporting on potential or actual consumer outrage and impact. As part of its social media promotion, A4A shared statistics daily on the growing number of delays to Congress and the Administration. Execution In less than 10 days, A4A built grassroots support and social media awareness that urged the FAA to end furloughs of air traffic controllers as a result of sequestration. On Friday, April 19, A4A held a press conference made available on YouTube with ALPA and RAA and issued a social media release on the launch of the “Don’t Ground America” campaign and our lawsuit. In addition, the press conference was live-tweeted for those who were unable to watch the press conference on YouTube. Digital ads promoting the campaign ran on Politico.com beginning April 23, and social media conversations surrounding the furloughs remained intense. At that point, nearly 9,000 letters had been sent to the White House, DOT, FAA and Members of Congress from concerned members of the flying public via A4A's microsite: www.DontGroundAmerica.com. To continue interest via social media, A4A promoted news stories that garnered attention on the subject via its social media channels. On April 24, A4A SVP Communications Jean Medina appeared on NBC Nightly News to continue messaging against the furloughs on behalf of airline customers. The Wall Street Journal ran an editorial entitled, “The FAA Strikes Again, the FAA Brags,” the Chicago Tribune ran the editorial, “Hostages on the tarmac!” and USA Today editorialized that “Aviation cuts are a disgrace.” Southwest Airlines CEO Gary Kelly appeared on CNBC, mentioning the “Don’t Ground America” campaign on April 25 and Medina was interviewed for the Today Show. The following day, April 26, Medina appeared on Fox Business, and that evening, the U.S. House of Representatives passed a bill allowing the FAA to reallocate funds and end furloughs for air traffic controllers. During this time, A4A tweeted a recap of events from the television interviews and distributed articles with social media followers, encouraging people to comment within these news stories to share their story, as well as including their senator's Twitter handle/Facebook page when voicing their opinion. In addition, A4A relies heavily on its success via its relationships with its members, whom combined, have millions of followers. Throughout the course of the campaign, A4A submitted strategic messaging to member airlines for consideration to use on their personal social media channels. As a result, A4A members contributed in the following ways: linked to the campaign website from internal and external websites, directed employees to encourage customers to visit the campaign website, linked to the campaign website in news releases and used their social media platforms and traditional media contacts to promote the campaign. Evalution of Success/Results/ROI Ultimately success was defined by completing the target objective – to stop unnecessary flight delays resulting from air traffic controller furloughs – in just a matter of days. The number one priority was to mitigate and prevent negative impacts to airline customers. Through group effort, A4A and its member airlines were able to claim success in this endeavor on behalf of the customer and the U.S. economy. The campaign resulted in nearly 21,000 people writing letters which resulting in 124,728 letters sent to the White House, Department of Transportation, FAA and Congress via DontGroundAmerica.com. As a result of A4A's promotion, there were more than 400 online articles regarding the furloughs, resulting in 107 million online impressions. Online advertising garnered nearly 2 million impressions with nearly 10,000 click-throughs from online advertising. Social media efforts resulted in nearly one million Twitter impressions from @airlinesdotorg and a Facebook reach of nearly 250,000 from A4A's National Airline Policy Facebook page, with more than 1,000 shares, nearly 3,000 likes and nearly 1,000 comments.

The San Francisco International Airport Brings Holiday Cheer

Produced by: San Francisco International Airport

The San Francisco International Airport (SFO) has a solid presence across multiple social media platforms. In an effort to capitalize on the busy Holiday travel season and engage all of the airport’s social communities, SFO launched a five-week long photo campaign. Playing off the cardboard cut out concept, SFO invited fans to either upload a picture taken at one of SFO’s free standing face cut out boards or create their own virtual cut out using the online tool on the contest Facebook tab. Entries were accepted through Facebook, Twitter, Instagram and Email. Even if fans were not physically on airport premises, they were able to engage online through the platform (or platforms) that worked best for them and share their photos using any of the following hashtags: #sfocheer, #sfogreetings, #sfojoy, and #sfo2014. The objective was to encourage fans to keep SFO top of mind when traveling, especially around the holiday season.Leveraging their social media accounts helps expand SFO’s digital audience and build awareness of the airport even among travelers who do not use the airport facilities and amenities on a regular basis. Many people travel frequently around the holiday season to visit family and friends, which further validated SFO’s initiative to host a campaign centered on this season. Through this campaign, SFO acknowledged the photo-sharing trend among social networks and further established its social presence showing how it can integrate the elements of creativity, timeliness and overall engagement for online fans and airport travelers alike. A customized Facebook application integrated with a customized admin dashboard built to consolidate all photo entries, allowed SFO to receive more than 760 entries with the most entries coming through Instagram and Facebook. As entries were being submitted, the full gallery of images were dynamically available on the Facebook application as well as the SFO website flysfo.com, where fans could easily browse through all the various entries. Geo-targeted Facebook posts further enhanced online reach for the campaign, achieving an optimal click-through rate of 0.44% with more than 7.2 million impressions and nearly 32,000 clicks. Sweepstakes-related content generated more than 1,200 likes while the page itself increased by 3,299 likes total. There were 275,000 impressions on Twitter with 79 new followers over the course of the campaign. Additionally, the campaign was promoted through a press release as well as face boards and identification screen graphics displayed in every terminal with hashtags and details on how to enter. Furthermore, Airlines, CNN’s Airport Network and influential Bay Area Twitter accounts shared and favorited the campaign content elevating exposure and engagement of the airport’s initiative.

Turning the Internet Red

Produced by: Human Rights Campaign

Late last year, the United States Supreme Court announced that it would hear two landmark marriage equality cases in 2013, stoking interest and anticipation around the country. Over the six month period leading up to the Court’s rulings in those cases, the Human Rights Campaign (HRC)—the country’s largest organization dedicated to lesbian, gay, bisexual and transgender equality—conceived and led a multi-faceted campaign aimed at winning over even more hearts and minds to the side of equality. The campaign built a national drumbeat that came to a successful conclusion when the Court issued two historic pro-equality rulings, striking down the Defense of Marriage Act and California’s Proposition 8. But long before those rulings were released, even before oral arguments were heard, HRC’s public affairs campaign was being waged on all fronts—through television advertisements, earned media around the country, polling and research, grassroots activism—but perhaps most memorable of all was the effort’s digital component. As oral arguments approached, HRC engaged its supporters in a digital campaign of solidarity, asking them to change their social media profile photos to a red-tinted version of HRC’s ubiquitous “equality” logo. The results were tremendous. Over the course of just a few hours, the red marriage equality logo transformed from a single post on HRC’s Facebook page to the most viral campaign in the history of Facebook. Within 24 hours, HRC’s initial post on Facebook had received 189,177 shares, 95,725 likes, appeared over 18 million times in Newsfeeds, created millions impressions worldwide, and inspired countless memes. Facebook recorded a 120 percent increase in profile photo updates, and the effort was deemed the most successful campaign in its history. Because of the campaign, HRC’s website smashed its previous single day traffic record by a factor of four—and HRC’s Facebook follower count jumped by 200,000 in just two days. Eighty-six percent of the visitors to our website were brand new, and many took action through the resources they found there. The huge results weren’t only on Facebook-our promoted Twitter outreach saw a 19.8 % engagement rate and reached more than a half million users. The viral campaign captivated the imagination of much of the world, generated hundreds of news stories, and drove new attention to HRC’s work. The red logo provided a straightforward way—in a field of complex legal issues—for fair-minded people to show their support for marriage equality. The result was nothing less than an iconic visual brand that will forever associate HRC with that historic moment. The true impact of the HRC red logo campaign lies in the personal stories. We received many firsthand accounts from supporters moved by seeing friends and family on Facebook adopting the logo after previously only expressing opposition to LGBT equality. One gay solider from Arkansas, who had not spoken to his mother since he came out, reconnected with her after she changed her profile picture with the following caption: "As Justin's mom I may not like his lifestyle choice, but he knows he has my support in whatever he does. We may not agree on his choices, but he is still my baby and you don't mess with one of my cubs. Love you so much Justin and I am proud of who you are." While statistics are important, the LGBT equality movement has always been advanced most by stories just like these. Our progress over these days was statistically impressive but in truth, immeasurable. In the months between oral arguments and decision day, HRC continued to execute a high profile digital campaign that spanned Facebook, Twitter, Instagram, Tumblr, mobile apps, and HRC.org. HRC’s engagement tools were housed in a Supreme Court Action Center, a one-stop shop to amplify the support for loving, committed same-sex couples. HRC tapped into its vast network of social media followers to amplify our online outreach. Each of the campaign’s deliverables mimicked the red design, included the hashtag #time4marriage and directed users to HRC.org. We routinely rolled out new tools on the Supreme Court Action Center, where our followers could subscribe to our mobile action network in order to receive breaking news updates, upload their favorite profile picture to converge it with the HRC red equality logo and join our Millions for Marriage campaign. Facebook and Twitter were integral parts positioning HRC as the go-to resource for SCOTUS news. Promoted tweets positioned HRC at the top of the newsfeeds for anyone searching for the trending hashtags, #marriageequality and #SCOTUS. HRC’s Facebook page helped to amplify the analysis provided on our blog, as well to beat the drum in the months leading up to decision day. Our Instagram campaign celebrated the many different ways that LGBT individuals and our allies were picturing equality as we awaited the Supreme Court’s decision. Because of an innovative use of APIs, once users uploaded a photo with the hashtag #Time4Marriage, it became a part of a web-based mosaic. And to make it even easier for supporters to personalize a profile picture, HRC launched a red logo mobile app for iPhone and Android operating systems. The app allowed users to overlay HRC’s red logo on an existing image or an image captured with the app and immediate update their social media platforms. Lastly, HRC redirected its website to a unique profile on Tumblr on decision day and oral arguments. In doing so, HRC was able to post in real-time to ensure our members and supporters were among the first to receive the news. On June 26th, on the last day of the term, the Supreme Court delivered its two decisions on the marriage equality cases: marriage equality was returned to California and the federal Defense of Marriage Act was ruled unconstitutional. And at that historic moment, the celebrations of millions of Americans around the country were amplified because of the six months of work done by the Human Rights Campaign.