SlideShare a Scribd company logo
Challenge
Grow and engage Paper Mate’s
Facebook following using attendance at
two trade shows to promote the effort.
InSIghT
Consumers would be more active
and engaged with a cause-related
promotion rather than one built
to serve the brand’s self-interest.
SoluTIon
SociaLogic created “Share the Love,”
a brand advocacy program hosted
on Facebook and designed to engage
consumers at two premier industry
events for teachers and office
administrators.
Paper Mate
  Wednesday, July 29, 2010
Richard Brennan
     Win up to $15,000 with Paper Mate!




             Share the   Love & Make a Difference




                                                                                                    SoluTIon
                 YOU COULD                                               Gel Pen

                 WINMATE PRODUCTS
                          15,000      $
                                                                         As bright and
                                                                         smooth as silk



                 IN PAPER
                 FOR YOUR LOCAL SCHOOL                                 Design Pen
                                                                                                    A dynamic three-tiered program
                                                SHARE WITH A FRIEND
                                                                       As unique as you are
                                                    Get Started!



                                                                        Silhouette
                                                                                                    attracted consumers by giving back.
                                                                                                    Demonstrating goodwill via charitable
                                                                       Mechanical Pencil
                                                                       Style meets comfort



                                                                                                    contributions proved Paper Mate’s
                                                                       Biodegradable Pen
                                                                       Every little bit helps
                                                                                                    advocacy...and word spread fast!
                                                                          Learn More
                                                                         about these products
                                                                            and other great
                                                                      Paper Mate school supplies!
About    Rules      Privacy




                     I P IC
                            K
                                             k         e a Diffe
                                                                   rence
                                                                                                      SoluTIon
                                                                                                      Facebook proved the perfect
                              the Lo
                                     ve & Ma
                 Share
  Choosing the right pen, like choosing the right words,
  can really make a difference. You can make a difference
                                                                                                      home for “Share the Love,”
  right now with a small gesture of support.


  Choose one or all of the
  three easy ways to
  Share the Love.
                                                                                                      tabbed on Paper Mate’s
                                                                                                      existing page where people
    I LOVE                                                 to help my local school
                                YOU COULD
                                                                                                      could easily participate,
                                WIN $15,000 for your local school.
                                                                   of Paper Mate products


   Collect Paper
    Mate UPC
      Codes
                                  You could win up to $15,000 of
                                Paper Mate Product for your school
                                                                                     Learn More!      interact, and share.
              YOU LIKE                                      II PIC
                                                               to to getaafree pen
                                                                  get free pen
  and donated to charity                                        The Share the Love promotion
                                                                ended 09/30/2010, thanks for
         If you “liked” Paper Mate                           participating! Check back later for
          after June 28, 2010, we                           future promotions, and in the mean
         donated $1 of product to                             time, check out all the photos of
         Kids in Need Foundation.                           Upload a pic with“Pic” Paper Mate!
                                                                people who          Get a FREE
                                                           your Paper Mate pen   Paper Mate pen
   Now “Pic” or “Love” Paper Mate
   and continue to Share the Love!                                               View Photo Gallery
                                                                                     Learn More!
reSulTS
“Share the Love” was an
overwhelming success. “Likes” of
Paper Mate’s Facebook fan page
increased by over 600% in just a
few short months. A lovely result!




           600% more like this.

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Paper Mate

  • 1. Challenge Grow and engage Paper Mate’s Facebook following using attendance at two trade shows to promote the effort.
  • 2. InSIghT Consumers would be more active and engaged with a cause-related promotion rather than one built to serve the brand’s self-interest.
  • 3. SoluTIon SociaLogic created “Share the Love,” a brand advocacy program hosted on Facebook and designed to engage consumers at two premier industry events for teachers and office administrators.
  • 4. Paper Mate Wednesday, July 29, 2010 Richard Brennan Win up to $15,000 with Paper Mate! Share the Love & Make a Difference SoluTIon YOU COULD Gel Pen WINMATE PRODUCTS 15,000 $ As bright and smooth as silk IN PAPER FOR YOUR LOCAL SCHOOL Design Pen A dynamic three-tiered program SHARE WITH A FRIEND As unique as you are Get Started! Silhouette attracted consumers by giving back. Demonstrating goodwill via charitable Mechanical Pencil Style meets comfort contributions proved Paper Mate’s Biodegradable Pen Every little bit helps advocacy...and word spread fast! Learn More about these products and other great Paper Mate school supplies!
  • 5. About Rules Privacy I P IC K k e a Diffe rence SoluTIon Facebook proved the perfect the Lo ve & Ma Share Choosing the right pen, like choosing the right words, can really make a difference. You can make a difference home for “Share the Love,” right now with a small gesture of support. Choose one or all of the three easy ways to Share the Love. tabbed on Paper Mate’s existing page where people I LOVE to help my local school YOU COULD could easily participate, WIN $15,000 for your local school. of Paper Mate products Collect Paper Mate UPC Codes You could win up to $15,000 of Paper Mate Product for your school Learn More! interact, and share. YOU LIKE II PIC to to getaafree pen get free pen and donated to charity The Share the Love promotion ended 09/30/2010, thanks for If you “liked” Paper Mate participating! Check back later for after June 28, 2010, we future promotions, and in the mean donated $1 of product to time, check out all the photos of Kids in Need Foundation. Upload a pic with“Pic” Paper Mate! people who Get a FREE your Paper Mate pen Paper Mate pen Now “Pic” or “Love” Paper Mate and continue to Share the Love! View Photo Gallery Learn More!
  • 6. reSulTS “Share the Love” was an overwhelming success. “Likes” of Paper Mate’s Facebook fan page increased by over 600% in just a few short months. A lovely result! 600% more like this.