Influencer Marketing
Brands that connect and establish relationships with their audience’s key influencers are the ones to learn from.
FILTER BY:
PROGRAM
2013 SILVER
Mezamashii Run Project
Mizuno had just 7% brand favorability, a running shoe that felt hard and stiff on the sales floor and 1% of the industy's ad spend to work with. But they knew that runners logging more than 20 miles a week would prefer Mizuno shoes if they could just TRY them instead of merely TRY THEM ON. When a word-of-mouth campaign called The Mezamashii Run Project put shoes on running feet, both favorability and store sales increased. And a sustainable community of fans who are now wear-testing Mizuno products was born.
Brand:
Mizuno
Client:
Mizuno
Agency:
McKinney
Language:
English
2012 GOLD
Your Mom Hates Dead Space 2
Dead Space 2, a video game in the survival-horror genre, is the sequel to one of the most grotesque video games ever. But this genre is a little too gruesome for mainstream gamers tastes, limiting our ability to break into the more lucrative action games market. With a unique, universal insight that moms hate what gamers love we created a campaign that broke through to the mainstream, reaching a new, broader audience, and significantly exceeded launch expectations.
Brand:
Dead Space 2
Client:
Electronic Arts, Inc.
Agency:
Draftfcb San Francisco
Language:
English
2012 BRONZE
Singin' In The Rain
To launch its Nourishing Oil Hair Care line, Dove needed to earn credibility among hair-involved women, steal share from market leader Pantene and spend less than 1MM. To make the brand worth talking about, our campaign leveraged an observation into competitive behavior: going online while everyone else spent heavily in TV; and built on Dove's brand values by using real woman in a frizzy-hair torture test. The women tweeted and blogged on set as they sang in the rain. Consumers responded, and Dove achieved +67% over projected revenue.
Brand:
Dove Canada
Client:
Unilever
Agency:
Ogilvy & Mather
Language:
English
FINALISTS
KFC
KFC Degustation
Tourism New Zealand
A 'Booster' of Happiness
Oreo
How Oreo influenced a Billion cricket fans
