1. IDEA STARTERS:
CREATIVE DIGITAL
COMMUNICATIONS
11.2012

2. BRANDS:
AS PUBLISHERS

3. COCA-COLA
Position Coca-Cola as a place where thoughtful people
STRATEGY: indulge their curiosity about the world around them,
engage in a civil discussion, and hopefully learn a little
more about one of the world's best-known companies.
Re-present the corporate website as an online magazine
IDEA: called Coca-Cola Journey, after a magazine named Journey
that was published for the company’s employees from
1987 to 1997.
EXECUTION: Visual design kicked off in January, and development began
in March. Worked with The Wonderfactory and Perfect
Sense Digital.
Coca-Cola Journey consists of 674 article pages and 772
asset pages. For launch, our team of original contributors
created more than 80 original pieces. We uploaded 715
images to pair with content, and there are an additional
523 downloadable hi-res images for media use. Finally, we
posted and categorized 5,354 YouTube videos.
Source & Source & Source

4. COCA-COLA
“We're doing this because we're optimistic about our world, and we
think we have something to contribute to the global dialogue. While
we'll touch on many subjects over the years to come, we'll pay special
focus to the areas where we believe Coca-Cola is leading: great brands
and marketing, innovation, sustainability, entrepreneurship and trade.
We've chosen these themes not out of blind optimism, but because they
are the cornerstones of trends and dynamics that are real and tangible
and have long-term positive implications.”
Source & Source

5. COCA-COLA

6. COCA-COLA

7. INSTAGRAM:
PROMOTIONS GALORE

8. DUNKIN’ DONUTS
Encourage interaction with a signature element of the
STRATEGY: brand--the cup--and drive traffic to the store location to
get the cup for participation in a seasonal promotion.
How would you dress up your Dunkin’ Donuts cup for
IDEA: Halloween?
Users were encouraged to decorate the cup with a
costume & then share a picture on Instagram using the
EXECUTION: hashtag #DresseDD for the chance to win a $100 mobile
gift card.
Dunkin’ Donuts shared their first photo on March 5.
RESULTS: (roughly 8 months ago) and accumulated 95 images of
food/drinks during that time. During their Halloween
contest, 45 photos, almost all relevant to their brand,
were shared. In just a couple of weeks, fans generated half
as much quality content as the brand did during the past
8 months.
Source & Source

9. DUNKIN’ DONUTS

10. DUNKIN’ DONUTS

11. DUNKIN’ DONUTS

12. DUNKIN’ DONUTS
What could they have done better?
The photos are nowhere to be found on their website or Facebook page.
They retweeted the 5 winning photos with a smart comment added, but the
shelf life of a tweet is by definition very short, a couple of hours at best.
What if they had added a Facebook tab with all the entries so that Fans
could see for themselves, and even voice their opinions on who they thought
should win? Doing this would have improved the engagement during and
after the contest, which is one of the main targets of any campaign on social
media.
Source

13. HITCHCOCK MOVIE
Build anticipation for the new movie Hitchcock and
STRATEGY: engage a younger audience in the history of Hitchcock.
IDEA: Get inspired by Hitchcock.
Users are invited to shot, tag and submit their photos
inspired to the master of mystery using the tag
#Hitchshots. Fox Searchlight will then select 10 people
EXECUTION: who will win autographed posters of the cast, which
includes, wait-for-it, Scarlett Johansson, Jessica Biel, Toni
Collette and Danny Huston.
RESULTS: 238 entries in the first week of the contest.
Source & Source

14. HITCHCOCK MOVIE

15. HITCHCOCK MOVIE

16. ALDO
Introduce the Aldo brand to Israel in a way that gets
STRATEGY: women excited about the shoes available from the
retailer.
IDEA: The first ever Instagram street banner.
A sign with a bell was placed on the routinely busy
Rothschild Street with a prompt to: 1) Stand here on our
EXECUTION: welcome mat, 2) Take a picture of your shoes on
Instgram, 3) Tag your pic #Aldo, 4) Click on the space bar
and write your shoe size, and 5) Ring my bell. After two
minutes, a mobile shoebox came rolling down the street,
delivering each Instagrammer a free pair of shoes in her
size.
The bell was rung 457 times. Over 500 pictures were
RESULTS: uploaded to Instagram. Photos were interacted with
almost 80,000 times.
Source

17. ALDO
Source

18. ALDO
What could they have done better?
Asked people to share their experience/photos of the new shoes in some
way. The photos shared were of their old shoes. Only a small percentage of
participants shared the after photos.
Source

19. COMODO
STRATEGY: Leverage the crowd and food photo sharing trends to
create an enticing menu for restaurant guests.
IDEA: Embrace all the Instagram users who snap pictures of
their food after it's delivered to the table.
Diners are encouraged to add to the Instagram collection
EXECUTION: using the hashtag #comodomenu and share comments
about the food. Few restaurants put photos on their
menus, so this is a clever way to share the visuals without
cluttering up the menu itself.
Currently, 55 user-submitted photos pop up showing the
dishes in various lighting conditions. Seeing the photos
may help sway dining decision one way or another.
Comodo is expecting customers to make their menu
RESULTS: decisions based on dish recommendations from their
Instagram friends or from the visual power of the food.
Source

20. VIDEO:
CLEVERNESS

21. COKE ZERO & 007
STRATEGY: Leverage the new Skyfall 007 movie partnership.
Give people the opportunity to be James Bond, if only for
IDEA: a few minutes.
Unsuspecting travelers at Antwerp Central station in
Belgium, thirsty for some Coke, step up to a vending
EXECUTION: machine and are prompted with the following question:
"Want the chance to win exclusive tickets to Skyfall?" If
their answer is yes, they're given a challenge -- they have
70 seconds to race to platform six. And it is all recorded.
RESULTS: Posted 10.18.12 and already has over 8 million video
views.

22. BODYFORM
Show the Bodyform personality and make a splash in the
STRATEGY: social media world.
Respond to a social media complaint in an equally cheeky
IDEA: way with video.
The one-minute, 45 second-long film, "The Truth,
Richard," features pretend Bodyform CEO Caroline
EXECUTION: Williams sitting at a desk in her office beside a jug and
glass containing blue liquid. As the film unfolds, Williams, in
a tone that’s no-nonsense-verging-on-paid-assassin, thanks
Richard for his input and apologizes for lying for its
"flagrant use of visualization" and the illusion it
perpetuated for the good of man.
The YouTube video earned over 170,000 views in the first
RESULTS: 24 hours. There were 35,027 tweets (generating,
according to the brand, 130M impressions in that time).
Source

23. BODYFORM
This comment posted on the Bodyform Facebook page and the comment
went viral--88,000 likes, 200,000 views.

24. BODYFORM
How did they execute it?
The idea for the tongue in cheek film arose after Bodyform Brand Controller noticed
the post. "I found it funny, and by lunchtime it was clear social interest in it was
building so I suggested to our marketing director we should do something, as the
tone of his posting felt in tune for our strategy for the brand," she explains.
"The opportunity we had came from the fact that because of the song, Bodyform is
seen as a less serious brand which is a powerful lever to tell it like it is in a different
way without being patronizing," she says. "By lunchtime on the first day, we put a call
out to our agencies for suggestions about what we could do and from this came the
idea of making a YouTube film."
The biggest challenge was striking the right tonal balance. "We wanted to be
lighthearted and honest, but we did not want to make him look like an idiot for what
he’d said," Kretova adds. Then, of course, there was whether they could respond fast
enough to capitalize on the Facebook momentum already brewing.
Production of the video was coordinated by Bodyform’s media agency, Carat, which
also managed social amplification and lined up London-based boutique agency Rubber
Republic to write and produce the script, which was greenlit on Wednesday morning.
The film was then shot on Saturday in an executive suite in Carat’s offices close to
Regents Park.
Additional promotion for the film, which was posted online on Tuesday morning, was
done by SCA’s U.K. PR agency Myriad and quickly secured national media coverage. Source

25. FROM STORE FRONT:
TO SOCIAL

26. NARS
Support the holiday make-up collection (Andy Warhol)
STRATEGY: and engage the NARS online community.
Energized the robust online community by taking their
IDEA: tribute to the pop art icon a step further by creating a
NARS profile makeover app where users can ‘Warholize’
their Facebook profile for a visual makeover.
Users can pull images from their Facebook photos,
EXECUTION: desktop images, or take a new picture from their
webcam. They can then assemble images and templates
that combine Warhol’s artistic touch and NARS’ branding.
Source

27. NARS

28. KEY LEARNINGS/
TAKEAWAYS

29. KEY LEARNINGS
• Digital content is important for driving engagement
and brands are getting serious about becoming
publishers.
• Instagram has hit its tipping point.
• Integrating across channels can drive the
enagement further.
• Timing is important; we need act quickly in digital
channels.

30. DISCUSSION/
QUESTIONS

31. THANK YOU.
Emily Reeves
ereeves@stoneward.com
@reeves501
@stoneward
www.waitingfortheelevator.com