Engaged Community

This category is about managing effective, engaged communities.  Entrants will be brands that are creating content, experiences, and platforms that get their communities to grow, act or amplify messaging in a way that directly relates to the brand's goal.

2015 BRONZE

I Am the New Creative

When Adobe launched its subscription-based Creative Cloud platform, it delighted some creatives, antagonized many more and experienced real turbulence in moving to a new creative-services model. To reengage the community and reignite interest, we changed the conversation. Instead of focusing on cloud technology, we relaunched and celebrated the creative audience itself. I Am the New Creative put the names, faces and portfolios of creatives front and center and used social media to share their work globally. The result: a reversal of sentiment and subscriptions that was ahead of Adobes goal.

Brand: Adobe
Client: Adobe
Agency: Goodby Silverstein & Partners
Language: English

2014 GOLD

Generation Know

U by Kotex led the fem care category in being the cool, edgy brand, but competitors were attacking us as style over substance. We needed to build meaning around U by Kotex, making it a force of genuine, positive change for girls. Taboos around vaginas damage young women, so we created Generation Know to bring about the first generation of girls who were empowered and informed about their vaginas. Hundreds of thousands of girls helped us spread knowledge, change societys views on feminine health, and increase sales 18%.

Brand: U by Kotex
Client: Kimberly-Clark
Agency: Ogilvy & Mather
Language: English

2014 SILVER

The Walking Dead Chop Shop

Hyundai had a partnership with The Walking Dead TV show as a way to build relevance with Gen Y. However, among a highly passionate fan community, vehicle integration wasnt enough to get them engaged with Hyundai. So rather than interrupting these fans, we involved them with our Walking Dead Chop Shop to build the ultimate zombie survival vehicle. In doing so, we saw over 46k Hyundai Chop Shop vehicles built, a 71% lift in social sharing, and 60% return visits to the brand. We knew we had something relevant that connected with this community.

Brand: Hyundai
Client: Hyundai
Agency: INNOCEAN USA
Language: English

FINALISTS

McDonald's Unbranded Menu

HSBC Premier HSBC Premier Elevate Campaign

Sedal Disciplina con Sedal