2012 Winners & Shortlists

Results and Effectiveness

Surpassed the target by 366% reaching more then 1100 fans per day. Our Edge Page rank received an engagement score of 175 Shares increased 3608% Reach increased 2747% Shared with 35k people 4084 unique nominations Total votes exceeding 9500

Creative Execution

We designed a social game that would allow any person to nominate the man in their life for the title role. We embedded the Hugo Boss brand DNA into the game by focusing on the three personalities that each celebrity embodies to test against their respective Hugo Boss fragrance: confident, passionate and creative. Once the user nominated their man, they were invited to share the nomination with as many friends as they wanted. We tested the conversion from share, to friend click on request, to friend Liking Faces, to friend playing game through deep code. The daily prize would go to the person who nominated the most individual friends on Facebook whereas the Grand Prize was for the nominator who received the most cumulative votes over the course of the two week campaign. Finally, all shares and Likes were tracked across any content created by the app.

Insights, Strategy and the Idea

Faces Man of the Year had the main communication objective of achieving 5000 quality fans in the two weeks between Christmas and New Year's Eve. We wanted to take the "keep it simple" rule and apply it to a social game while building out our knowledge of how many of our male fans interact with our games through the development of a game and pulling hard data out from the locked FB ecosystem. We partnered with Hugo Boss who allowed us to use their celebrities, including Orlando Bloom, Ryan Reynolds and Jared Leto. We knew they were popular in the region, but also wanted to test sales with celebrity plays. Although the social game was not directly related to the in-store sales, we wanted to see how much impact can a non e-commerce game have on sales in a large and diverse region such as the Middle East.