OBJECTIVE: Evolve our position beyond technical media expertise to communications and thought leadership

INSIGHT: Investigated the global impact of social media on today’s youth and its potential for brands

ACTIVATION: The youth of today are the “Paparazzi Generation” – they are distinguished from other generations by their “self-snap” photography behaviors. They view social networks as a way to entertain others and take pictures of themselves to post online for instant sharing with their friends.

RESULTS: Brands such as P&G became category experts in the “self-snap” movement, the CoverGirl 50th Anniversary. Campaign “Make-Up Mirror” online photo submission gallery generating a 54% return rate to the site.

OBJECTIVE: Inspire new passion for Triscuit brand by uniting a fragmented group of like-minded people, home farmers around the country, into a community

INSIGHT: As families and communities were staying closer to home, the incidence of people growing their own food and participating in community gardens was increasing.

ACTIVATION: Unveiled 4 million Triscuit boxes embedded with seeds and created a website where consumers could “map” their farm and talk to other home farmers. Additional partnerships with Urban Farming, who sponsored 50 community farms, The Ellen DeGeneres Show, with presence including 16 shows and social media, and Real Simple integrations with gardening guides further raised awareness.

RESULTS: A re-invigorated Triscuit brand, igniting a community of +55K home farms. 638K + consumers visited the site, & significantly impacted sales – base sales, velocity, and share were up for a 13 month consecutive period, and the campaign garnered  335 million + unpaid impressions.