This category recognizes the influencer marketing campaigns that involve creators and/or consumers taking on a challenge or submitting for a contest. 

WINNER: JCPenney #DreamPromposal (Winner)

CLIENT: JC PENNY

AGENCY: WATTPAD, UNITED ENTERTAINMENT GROUP

ABOUT THE ENTRY

JCPenney teamed up with Wattpad and invited the community to share a story about their #DreamPromposal. They gave one lucky winner the chance to see their #DreamPromposal happen in real life with the help of cast members from Light as a Feather, a Hulu hit show that started off as a Wattpad story. Campaign elements included:

• The Teen Fiction profile on Wattpad was fully rebranded with JCPenney.
  
• High impact videos were placed between chapters of our most relevant stories.
  
• Wattpad’s top influencers created Prom-themed bonus chapters in their stories.
  
• JCPenney created in-store signage that drove shoppers to the contest.

The JCPenney #DreamPromposal campaign was unique in being truly influencer-driven and integrated across multiple platforms.

It not only leveraged 7 of Wattpad’s top influencers (including Light as a Feather author Zoe Aarsen) to write new prom-related chapters in their Wattpad stories, but by partnering with cast members of Wattpad-story-to-Hulu-hit Light as a Feather, this became the first-ever campaign that leveraged talent from Wattpad’s own IP! The talent from Light as a Feather were at the centre of all promotions, driving awareness to the contest while being styled in JCPenney’s Prom Line.

The campaign was an integration across multiple channels including out-of-home (in-store signage in JCPenney stores) on Wattpad, social media, and in real life through the creation of the epic promposal.

Doritos Ketchup – Ketchup Spotting Contest

CLIENT: PEPSICO FOODS CANADA – DORITOS

AGENCY: CITIZEN RELATIONS

ABOUT THE ENTRY

In 2019, Doritos held a national contest to promote the return of one of its most popular flavours, Doritos Ketchup. Rather than focusing on the limited-time-only messaging, agency Citizen Relations leaned into Ketchup being an exclusively Canadian flavour; a symbol of national pride. With that, “Ketchup Season” was born.

To launch “Ketchup Season”, Citizen Relations partnered with influencers, notable media outlets and an aerial advertising company to create an integrated campaign encouraging Canadians to spot Doritos Ketchup in various settings. Sightings were submitted to the “Ketchup Spotting” contest for a chance to win a year’s supply of Canada’s favourite flavour.

Prior to the launch of the program, their research showed that their target audience did not like traditional advertising and often discovered new products through recommendations on social media. With this in mind, they created an integrated campaign by partnering with an aerial advertising company to fly a custom banner complete with a giant bag of Doritos Ketchup and the link to the contest microsite over the downtown Toronto during peak hours. To optimize the aerial banner, they leveraged the social media channels of relevant media outlets such as blogTO and Narcity Canada, versus having articles on their websites. These outlets featured the Doritos Ketchup aerial banner in their social media content on the day of the flight and enticed their audience to take a photo of the Doritos Ketchup banner and upload it to the contest microsite.

They collaboratively worked with influencer partners to promote the return of Doritos Ketchup to shelves and told the story of them taking a flight over the city of Toronto with Doritos Ketchup prior to the launch of the aerial advertisement, testing the route that the Doritos Ketchup banner will be taking the next day. By understanding their target audience’s preference for video media, they worked with the influencers to create a series of content which told a cohesive story that tied in the return of Doritos Ketchup, the pre-flight teaser and the aerial advertisement. This complete story, from beginning to end, further enticed their audiences to spot the aerial advertisement, take a photo of the Doritos Ketchup banner and enter the contest on the microsite for their chance to win the grand prize. The in-feed video posted by our influencer captured during their test route garnered over 66,000 views, more than two times his following of 30,000.

Coffee Booster Collagen – Product Sampling Campaign

CLIENT: COFFEE BOOSTER

AGENCY: PEOPLETAIL

ABOUT THE ENTRY

Peopletail helped build awareness and education for Coffee Booster’s Collagen product, which is part of a line of flavourless liquid supplements that people can add to their coffee of beverage of choice.

The $2500 campaign produced an array of original content that the client is able to use for a long period of time to grow product awareness.

Jarritos Canada Super Good Summer of Giveaways

CLIENT: JARRITOS CANADA

AGENCY: BRANDING & BUZZING

ABOUT THE ENTRY

A highly anticipated follow-up to their Get Out of the Cold Giveaway, Jarritos Canada hosted their ‘Super Good Summer of Giveaways.’ Every Friday at 9AM via Instagram, Branding and Buzzing Agency posted graphically designed content, featuring each select weekly prize, on which Jarritos’ Canada-wide audience was to like, follow, tag a friend and proclaim their favourite Jarritos flavour. Through this colourful contest campaign, Branding & Buzzing grew Jarritos Canada’s audience, lessened the gap between annual winter Mexico trip giveaways, inspired summertime engagement and raised awareness of this growing soda brand in Canada.

This campaign created a vibrant, equally colourful and dynamic way to get Jarritos Canada fans interacting with the brand consistently over a 12-week period in which audiences are often already busy offline and online. Through tags and algorithm boosts, the brand was also seen and engaged with by new fans, in both consumer and food service categories, all without any significant follow/engagement drop post-contest.