Bronze
Use of Social Media & Influencers
Zeitgeist
| Entrant: | Mojo Supermarket, Brooklyn |
| Brand: | |
| Title: | "Yes, Couch!" |
| Corporate Name of Client: | Meta |
| Head of Global Brand Marketing: | Eshan Ponnadurai |
| Client Head of Brand Marketing: | Lindsay Dahms/Angie Gontaruk |
| Senior Client Brand Manager: | Briana de Veer |
| Agency: | Mojo Supermarket, Brooklyn |
| In-House Company: | Creative X, Menlo Park |
| Agency Chief Executive Officer: | Mo Said |
| Agency President: | Taleah Mona-Lusky |
| Global Chief Creative Officer: | Rodrigo Moran |
| Chief Creative Officer: | Soham Chatterjee |
| Executive Creative Director: | Tom Markham |
| Group Creative Directors: | Brad Jones/Frank Garcia/Jan Jaworski |
| Creative Director: | Naz Nazli |
| Creative: | Laurise McMillian |
| Senior Art Director: | Joe Meier |
| Agency Head of Design: | Camilo De Galofre |
| Agency Designers: | Aarman Roy/Pili Weeber |
| Agency Head of Production: | Matt Flaherty |
| Agency Executive Producer: | Spencer Harris |
| Agency Producer: | Casey Mattis |
| Agency Editor: | Craig Deardoff |
| Agency Creative Innovation Manager: | Qendrim Hoti |
| Agency Social Media Director: | Lizzie Paulen |
| Agency Project Manager: | Tessa Muchura |
| Agency Brand Strategist: | Heidi Keel |
| Agency Strategy Director: | Nitin Dua |
| Agency Group Account Director: | Steph Kim |
| Agency Account Director: | Caroline Main |
| Agency Account Manager: | Kaz Bani |
| Agency Corporate Communications Directors: | Hannah Benabdallah/Kate Cichy/Grace Sellick |
Description:
So needless to say, when Calvin Klein’s ad dropped featuring him lounging on a red corduroy couch on a New York City rooftop, the internet got talking. But, people weren’t just talking about Jeremy’s abs – they wanted to know more about the red corduroy couch.
Facebook reacted immediately by sourcing the exact couch from shoot, listing it on Facebook Marketplace, and promoting it via social and PR. Within minutes, everyone was talking about it.
Thousands of inquiries flooded the inbox, but even better than that? Thousands of people had shared and posted the listing. This couch went from Facebook Marketplace to TikTok, the New York Times, TMZ, Hypebeast, the Drew Barrymore Show, and beyond.
We had successfully embedded the Facebook brand into a viral cultural moment while directing traffic straight to the Facebook app all while reminding the world of the magic found on Facebook Marketplace.
The best part? The entire activation was FREE. We spent zero dollars on talent, production, and media. And the results? We garnered 2.7 BILLION in earned media impressions with 90% positive sentiment and increased the app’s daily active users by 5.3% - that’s 150 MILLION people!