This document proposes a two-phase social media campaign called "Armor Up Series" to promote the Body Armor brand. Phase 1 would involve an online casting call to select 10 brand ambassadors from across the US. Phase 2 would launch the campaign by featuring the ambassadors' daily lifestyle photos on a map-based Facebook tab over 3 months to engage fans and increase brand awareness nationwide.

1. © 2012 Social House, Inc.
CLIENT: BODY ARMOR
SOCIAL BRAND AMBASSADORS
DATE: 5/22/12

2. SUMMARY
A QUICK LOOK INTO THE PRESENTATION
TRENDS
+ OPPORTUNITIES
ARMOR UP
THE CONCEPT
HOW WILL IT WORK?
BODYARMOR PHASES & FUNCTIONS
THE ARMOR UP SERIES HOW WILL IT LOOK?
VISUALS
TIMING
PROPOSED OVERVIEW
© 2012 Social House, Inc.

3. ArmorUpSeries.
ONLINE TRENDS // + PHOTO SHARING APPS
HEALTHY LIFESTYLE BLOGS THE OPPORTUNITY
Whether you are a personal trainer to the stars or an everyday person with
a passion for health and vitality, blogs are the essential platform to share • Brands can tap into this highly engaged audience of photo sharing
and showcase the latest tips and motivation for living life to the max and healthy lifestyle blogs, and use this medium to communicate
with their potential customers in a creative and authentic way.
Blogs like GOOP, Marks Daily Apple and FitSugar offer an inspiring
glimpse into the healthy lifestyles of celebrities, health & fitness • Utilizing brand ambassadors on these platforms can help build
professionals and everyday people around the world. brand awareness in new and existing markets.
PHOTO SHARING “A picture is worth a thousand words” • Convincing brand integration through “real people” on the streets,
Taking online sharing to a new level, applications like Instagram are a new sharing their health and fitness inspiration.
means of visually communicating the way we live our lives and our daily
inspirations. • Builds engagement & encourages positive conversations.
Instagram has over 30 Million users to date - an online creative community • Low cost and relatively easy to sustain.
with a loyal and highly engaged following.
© 2012 Social House, Inc.
GOOP.COM INSTAGRAM

4. ArmorUpSeries.
THE SERIES // CONCEPT + OBJECTIVES
HOW DO YOU ARMOR UP…?
OBJECTIVES
• Grow brand awareness in ALL territories across the US
• Develop a highly-engaged fan base
• Increase sense of brand community
• Increase brand adoption in ALL markets across the US, not
just East & West coasts
• Secure Body Armor’s position as …?
CONCEPT
Develop an exciting Facebook competition to find the next
Armor Up Street Series Ambassadors from across the US.
These ‘Real Everyday People’ will be chosen from key markets
across the country to be the online faces of Body Armor.
© 2012 Social House, Inc.
The Armor Up Street Ambassadors will be deployed to
submit a series of images showcasing the activities and
inspirations that help them ‘Armor Up’ throughout their week-
whether walking the dog, doing yoga or band practice with their
friends. This will live on specially developed Facebook tab and
will host the competition and ongoing campaign in 2 phases.

5. ArmorUpSeries.
THE CONCEPT // PHASES
PHASE 1 - CASTING CALL PHASE 2 - LAUNCH CAMPAIGN
• A landing page will encourage fans to enter • Tab will switch to a map of the US with the 10
for their chance to become the next Body winner's locations pin-pointed across the country.
Armor ‘Armor Up’ ambassador, win an iPad
and a trip around the world. • Users scroll over the cities to view the names
and photos of the ambassadors.
• Contestants will be asked to upload a
photo of themselves and tell us why they • Clicking on the ambassadors will display a mini
should be chosen as the next ‘Armor Up’ profile detailing fun personal information about
ambassador. each ambassador: favorite band, health/fitness
tips, and favorite Body Armor flavor, alongside a
• Once registered, entrants will then need to gallery of their photos.
generate likes and shares on their entry in a
bid to become the most viral contestant, and • During their 3 month tenure, ambassadors will
therefore make it into the shortlist. upload a new photo every day from their new
iPad.
• From this shortlist, 10 winners will be
chosen from key cities across the country to • Fans can like and share these images,
become the team of ‘Armor Up’ ambassador encouraging conversations about the brand.
for the next 3 months.

6. ArmorUpSeries.
VISUALS // PHASE 1- CASTING
Users will be asked to
enter in their information Users will be able to
© 2012 Social House, Inc.
and a brief summary of directly upload their photo
why they should be to the casting call page
selected for the
BodyArmor – How Do
You Armor Up Series?

7. ArmorUpSeries.
VISUALS // PHASE 2 - CAMPAIGN
Users will be able to click
on the city to read more
about the winners and
how they “Armor Up” for
their day
A complete pictorial
© 2012 Social House, Inc.
display of the users day-
to-day activities will be
displayed on the page.
Ultimately creating a
voyeuristic look into the
ambassador’s lifestyle.

8. ArmorUpSeries.
NEXT STEPS // TIMING
PHASE 1 I TIMING
TAB DEVELOPMENT (4-6 WEEKS) 6/15/12
LAUNCH PHASE 1: CASTING CALL 8/1/12
WINNERS ANNOUNCED 8/31/12
PHASE 2 I TIMING
TAB DEVELOPMENT (4-6 WEEKS) 8/1/12
LAUNCH PHASE 2: CAMPAIGN 9/15/12
CAMPAIGN WILL RUN FOR 3 MONTHS 12/15/12
(CAN BE REPEATED EVERY 6 MONTHS)

9. THANKYOU.
LET’S SOCIALIZE.
© 2012 Social House, Inc.