Week 4 Research

Campaigns

Doritos Rainbows - #BOLDANDBETTER
http://myawardshows.com/2016/webbys/doritos-rainbows/
Great example of using a hashtag to engage and involve the public, creating a "platform of support".

The Alphabet Of Illiteracy
http://www.adweek.com/creativity/striking-campaign-about-abcs-illiteracy-shows-how-it-fuels-extremism-and-suffering-169883/
Another example like 'Dumb Ways To Die' that uses an animated video and cute song to engage the audience in a serious issue. The innocent tone provides a striking contrast to the harsh reality of the problem.

Snapped Out - Anti-Smoking Campaign
https://bestawards.co.nz/public-good-award/public-good-award/richards-partners-1/snapped-out/
"Boring, sensible old anti-smoking messages from the authorities are easy to ignore, or worse, can unintentionally reinforce how cool and rebellious you are for smoking. Snapped out turns this on its head to deliver a gentle smack from your mates who snap you smoking, obscure your face with something silly and post your total dorkishness to snapchat. Shame. The resulting images are hilarious, creative and subversively effective and the campaign created a community of anti-smoking campaigners from a notoriously hard to reach group."

#MyCalvins
https://locowise.com/blog/the-most-successful-hashtag-campaigns-ever-and-why-they-worked
"As Racked rightfully noted, 'an unpaid, authentic post by a friend endorsing a brand is more powerful to young people than obviously paid-for influencer posts, a print ad, or a celebrity endorsement.' Which isn’t to say that they didn’t use these things – they did. Justin Bieber was one of their biggest celebrity endorsers and hundreds of influencers were brought into the fold. But the fact that thousands of regular, stylish people participated is what made the campaign’s appeal so far-reaching."

#ShareYourEars
https://www.dreamgrow.com/11-awesome-inspiring-facebook-campaings/
Another good example of a hashtag campaign that engaged the audience, although this one was with the purpose of raising money for charity as well as growing brand interaction.

TOMS - #withoutshoes
https://www.dreamgrow.com/11-awesome-inspiring-facebook-campaings/
Creating awareness for something important and connecting with their audience.

Under Armour - #iwillwhatiwant
https://www.dreamgrow.com/11-awesome-inspiring-facebook-campaings/
Empowering, motivational, inspiring.

Epic Change
http://mashable.com/2010/12/21/social-good-education/#aqxCTDBOpmqX
Sharing stories, building relationships etc.
"Since 2008, its annual TweetsGiving has asked people to tweet about what they're thankful for while making a donation."

Pop Art & Comic Art Books