Influencer Marketing

Brands that connect and establish relationships with their audience’s key influencers are the ones to learn from.

2014 BRONZE

Johnsonville Brattender Campaign

In 2013, Johnsonville cut media spending behind their famous bratwurst, but sales expectations didn't decrease with the budget. With less money to buy impressions, we needed to earn them. Insights gleaned from our social analytics led us to enlist our biggest fans to help. We mobilized them by creating a character called The Brattender. He offered shareable bits of wisdom and inspired our fans to create their own shareable content. In a year we hoped to keep brat volume flat, we managed to sell even more brats.

Brand: Johnsonville Sausage
Client: Johnsonville Sausage
Agency: Cramer-Krasselt
Language: English

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

FINALISTS

Por un Perú sin Cáncer El Día más importante

Inca Kola ¿Cómo que la marca de mis papás ahora es mi marca?

BCP – Banco de Crédito del Perú BCP - El regalatón del Cuy Mágico con Phillip Chu Joy