2012 Winners & Shortlists

Results and Effectiveness

Facebook analytics results grew day by day till 4 weeks later…we achieved 19,960 fans versus a 12,000 expected fans. Around 655,000 post views, feedback, likes & comments… A total of 292 photos were uploaded. Due to the high level of interaction, we changed the profile picture of Salsa 28 times … which raised the WOM and viral impact of those photos amongst their friends. More than 2 million Facebook users were reached. All this made Salsa’s 1st social media campaign in the Middle East a success story.

Creative Execution

To amplify on people’s social & esteem needs, we decided to make participants feel special and Gigantic. We combined user generated content and crowdsourcing together. Users had to take a photo of themselves appearing creatively bigger than a landscape. Every morning, the most voted image was placed as Salsa’s profile picture of the day! The challenge was to collect the highest number of votes and be among the 12 finalists to win $6000 shopping sprees.

Insights, Strategy and the Idea

Salsa Jeans wanted to make people feel good about themselves and communicate the “Happy New You”. Research has it that being popular is a life necessity for Salsa’s core audience. Excited to magnify this egoistic feeling, we created “Feel Gigantic” competition on facebook across 6 countries in the Middle East.