Influencer Marketing

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

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

2012 BRONZE

Small Business Saturday

Big-box stores have Black Friday. Online mega-sites have Cyber Monday. American Express OPEN thought small, independent business owners should have their own day, too. So, they created one. On November 27, 2010, Small Business Saturday (SBS) launched with a rallying cry of Shop Small. Mayors and governors across America officially adopted the day. And, consumers embraced it in a big way, too, pouring millions of dollars into small businesses over the most important shopping weekend of the year. American Express shop owners scored double-digit sales increases. Suddenly, small business was anything but small.

Brand: American Express OPEN
Client: American Express Company
Agency: CP+B
Language: English

2011 SILVER

Kimberly-Clark "Break the Cycle"

Did you know 7 out of 10 girls are more comfortable saying penis than vagina? The U by Kotex* campaign set out to change this kind of awkwardness that girls face about their bodies and periods. We broke through to teenage girls with honesty and humor sparking a healthier conversation with them on our social channels - a category first. All 2.3 million YouTube views, 2 million+ site visits and 110 million social channel impressions helped change the discussion around periods and vaginal care, while exceeding our expectations by 100%.

Brand: U by Kotex
Client: Kimberly-Clark Corporation
Agency: Organic, Inc.
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