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 GOLD

Always #LikeAGirl

Girls experience the biggest drop in confidence during puberty, around the same time as their first period. As a society, we contribute to that drop, often without even recognizing it. Always wanted to change this, so they created a rallying cry to reverse the meaning of a common playground insult to champion girls confidence through the #LikeAGirl campaign. #LikeAGirl gave life to our brand purpose and inspired our target. It created a global movement with 76MM views and spread beyond our wildest expectations!

Brand: Always
Client: Procter & Gamble
Agency: Leo Burnett Chicago
Language: English

2015 SILVER

This is Wholesome

Honey Maid is a classic, all-American brand thats been part of families lives since 1925. But by 2013 it was seen as old-fashioned. Our challenge was to reposition Honey Maid as a modern snacking brand for todays families. We drew a parallel between the brand and modern day families, recognizing that despite a lot of change over the years, what defined each of them as wholesome hadnt changed. This is Wholesome moved a nation with its message of love, earned 361M media impressions and delivered an advertising contribution of 13%.

Brand: Honey Maid
Client: Mondelez International
Agency: Droga5
Language: English

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

FINALISTS

Ožujsko beer Kumovi

Tarjeta Premia-BHD Premiadores

Salami Súper Especial Induveca La Expectativa Que Nadie Se Esperaba