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.

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

2014 BRONZE

Macy's Presents: "Yes, Virginia the Musical"

Macy's created "Yes, Virginia the Musical, a school play available to thousands of schools across the country in the most crowded and noisy retail period of the year. Our objective was to make our brand more relevant to local communities, in line with our business localization strategy, My Macy's. We created a branded toolkit that gave schools everything they needed to put on a successful play and awarded a $1000 production grant to 100 schools. Hundreds of schools participated, forging a closer tie between Macy's and more than 193 local store communities, driving 231 million earned media impressions, and a 28% increase in family store traffic as measured by Make-A-Wish letters to Santa.

Brand: Macy's
Client: Macy's
Agency: JWT New York
Language: English

FINALISTS

Ožujsko beer Kumovi

Tarjeta Premia-BHD Premiadores

Salami Súper Especial Induveca La Expectativa Que Nadie Se Esperaba