Winner 2016

myclever™ Agency with Bench | #LoveMyHood

myclever™ Agency with Bench | #LoveMyHood myclever™ Agency with Bench | #LoveMyHood

The judges said

The simple mechanism - pictures shared using social media and curated on a microsite - was very effective in showcasing the relationship between the brand and their customers with an impressive variety of pics. That the client extended the campaign is an extra feather in the agencies' collective hats.

Entrant's description

Bench wanted to drive brand awareness in 24-28-year-old professionals using their core garment, the technical hoodie, to inspire engagement.

#LoveMyHood used social content that leveraged influencers from areas key to the target demographic: music, travel, fashion and technology.

We pushed the target audience to our #LoveMyHood microsite, which was populated by user-generated content. Our team worked with Twitter and Instagram’s APIs to pull entries from both platforms while growing Bench’s following.

Expert granular targeting generated over 36 million impressions across Facebook, Instagram, Twitter and Vine.

#LoveMyHood spawned 48,163 campaign engagements across platforms – from ‘Likes’ to RTs, ‘hearts’ and Vines.

Shortlist 2016

  • Liquid Agency with Liverpool ONE #MagicalMoments Social Media Campaign
  • Mosquito & Turtle Wax with Life Get's Mucky Digital Campaign
  • Mosquito & Zoflora with GrapeFruit Machine Fragrance Launch
  • myclever™ Agency with Bench | #LoveMyHood

Criteria

Entrants in this category should demonstrate how the use of social media has improved the ability of a business or other organisation to achieve its objectives.

 


2015 Award

Winner 2015

Engage Interactive with Mr Men and Little Miss for Beefeater Grill

Engage Interactive Engage Interactive

The judges said

The cornerstone of this campaign was a partnership that truly served its core objectives. The work resonated with customers who totally engaged with the creative idea, shared it extensively and drove impressive sales figures.

Entrant's description

"We were tasked with raising awareness of Beefeater Grill’s 40th birthday celebrations and the renewal of a historic partnership with the Mr Men and Little Miss characters, the first time the two brands have worked together since the 1980s. There was also a need to drive kids covers in the restaurants. We created a bespoke web application to create shareable family portraits using the Mr Men and Little Miss characters to represent members of your family, workplace, friendship group, etc. To date over 453,000 portraits have been created. "

Shortlist

  • Engage with Mr Men and Little Miss for Beefeater Grill
  • iProspect Manchester with #MyPetMoments: People Purr Over Pawesome Pets
  • KMP Digitata with Trek Live - Shaping the world of travel
  • Mosquito & Zoflora with Hidden World of Bacteria

Criteria

Entrants in this category should demonstrate how the use of social media has improved the ability of a business or other organisation to achieve its objectives.

 


 

2014 and before

Click here to see the full history of the award.