2015 Winners & Shortlists

Creative Execution

Execution was made using 3D animations from the characters to create different posts. We Posted 5 times a week and supported visuals with Media to grow our fan base. Real time posts that are relevant to current happenings were utilized to make the content relevant to the Target Audience. All the posts are in first person as if the TODO is the one sharing his story, creating the illusion that TODO is just a normal social media user like any of our fans.

During the campaign period of 2 months, our fans started addressing their communication to the TODOs as if they were real. From only the first week, engagement increased drastically. The engagement rate rose from 5% to 8%, which rippled after the campaign ended to 13%. The organic reach per post went from 6,500 to 20,000. As for the fan acquisition on the TODO page during the campaign, we increased by over 150,000 fans in just two months, with some media support. The overall brand awareness increased, as over 12% of the fan acquisitions were organic.

Not a lot of brands have a character representing it, but we did.. Challenge: Our target was 16-35. The target is big and diverse, with content online that already entertains them, it was tough to engage them. Our social media strategy: Tease, Surprise, Engage! Idea: Have TODOs riot through Facebook posts, take over the fan page, and control it, after forcing the admins to resign. TODOs believed they weren’t exposed to the fans as they should’ve been. Through a teaser phase, a revolution took place on the page. TODOs on previous posts disappeared, and then made their appearance, rioting and showing their discontent from the admins through a post. Admins had no choice but to resign through a video they posted. TODOs now controlled the fan page after making their way into Facebook’s backend where they found hidden videos and posts. By posting them, they got what they wanted, FAME!