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EVOLUTION BUREAUBRINGING THE WORLD’S BEST TALENT TO PLAY WITH THE WORLD’S MOST ADVENTUROUS BRANDS
THANK YOUTHANK YOU
NICE TO MEET YOU You are receiving this because there is an assumption that you’re interested in EVB. If this assumption has been made in error, please consider this a chain letter that clearly states some really horrible event taking place unless you send this to ten of your closest friends. And we’re definitely talking horrible. You know, like kitten sacrifices or something. Oh wait, what’s that? You’re suddenly really interested in EVB. Great! Read on. At EVB, we’re huge advocates for the power of digital means to connect with new consumers, impact a brand, and change culture. We’re 98.9% sure that tomorrow’s brands will be built and reinforced in the world of digital, mobile, and social networks. Our approach is less about making advertising and more about creating engaging ideas that pull people in and encourage participation. Studies have shown that people trust complete strangers more than they do corporations. So the more ambassadors we create on behalf of our clients, the more trustworthy complete strangers we have out there spreading the news. We aim to give fans and influencers the message, content, and desire to share it to their social circles and beyond.
HELL!Okay, so that’s basically what we do. But who are we? The real answer is, that’s a tough question. We’re a diverse group. We’re ad geeks, former lawyers, bankers, architects, and ski instructors. We are avalanche certified and barely street legal. We're Ivy League rock stars and Junior College dropouts. We’re yins and yangs and zigs and zags. But one thing’s for certain: we all live in the trenches. We don’t create unnecessary layers. Our process isn’t based around managing; it’s based around making. Good ideas come from anywhere. And nobody is above anything. We’re pretty low on office politics and very high on collaboration. We don’t do corner offices. Executives sit next to interns. Everyone has a voice. And hey, dogs are even allowed on the couch (although we do recommend a little lint roller action as a courtesy to others). We’re scrappy. We’re small. But we’re powerful. Our goal is to be the most valuable agency on any client’s roster. And we’re looking for like-minded folks to join the cause. On the following pages, we’ve put together some tidbits about the agency, a sampling of our philosophy and approach, and a few case studies to give you a taste of who we are and what we do. Please enjoy, and let’s definitely talk sooner rather than later.
THANK YOU
BORN DIGITAL. RAISED SOCIAL. AN UNTRADITIONAL AGENCY. !In October 1999, EVB Founder Daniel Stein left his position as Francis Ford Coppola’s digital producer to start Evolution Bureau. The agency’s vision was to blend advertising with entertainment and technology to create a new approach to marketing — one that not only reached consumers through mass marketing, but also generated results by engaging consumers in social spaces with branded content and immersive experiences. We were built from the ground up to be disruptive, agile, outsized, and intimate. !For over fourteen years, we’ve remained at the forefront of innovative marketing, creating some of the industry’s most memorable campaigns, and reaching billions of consumers with breakthrough ideas and forward-thinking uses of media and technology. We had millions of people “Elf Themselves”, “won the Superbowl” for JCP by #tweetingwithmittens, and helped Facebook monetize their business. !Today, under the creative vision of Steve Babcock, EVB sees beyond a world of “digital vs. traditional” marketing and chooses to focus on ideas that use all media and find momentum in culture to solve our clients’ most challenging marketing problems, making their brand matter to the right audience.
THANK YOU
*PLEASE CLICK ON THE LINKED IN (SHAMELESS CLIENT PLUG) BUTTONS
FOR BIOS OF OUR EXEC TEAM.
THANK YOUTHANK YOU
WHAT WE DOWhatever it is, we can get it done. And if we can't get it done, we can work with the right people to get it done. So, in other words, we're still getting it done. Done and done.
Digital Outdoor
Messaging
Qualitative ResearchSocial Strategy
Quantitative Research
Content Seeding
Traditional Advertising
Online Advertising
Word of Mouth
Identity/Brand Dev
Influencer Outreach
Activation
Paid Social
Social Engagement
Community
Mobile DevSocial Dev
Media Planning
Media Buying
Point of Sale
Shopper MarketingMobile Strategy
Branded Content
Interactive Television
Music LicensingTalent NegotiationMusic Composition
Live MarketingPhysical Installations
Print Production
Broadcast Production
Physical ProductionGame DevelopmentStreet Teams
E-Commerce Dev
Database ManagementCorporate Site Dev
eCRMIT/Hosting Services
Customer Service
CORE SERVICES OFFERED WITH IN-HOUSE EXPERTISE
SERVICES DELIVERED THROUGH PARTNERSHIPS AND FREELANCE TALENT
NON-CORE SERVICES WHICH WE CAN FACILITATE
THANK YOU
EXTRAORDINARY PEOPLE DOING UNBELIEVABLE THINGS. !!Here’s the deal: we’re on
the prowl for talented
people to join us. We need
you to move fast and break
things to make sure they
work. We need more lines
than we asked for and nary
a pixel out of place. We
need flexibility and drive
with a sick sense of humor.
And we need your work to
back it all up. If you’re
content to coast through
the status quo, thanks for
stopping by. But if you’re
down to get down, this is
the place. (EVB. EVB is the
place, in case that wasn’t
clear.) !People who do well at EVB
have three qualities: !AN ACTIVE CURIOSITY
A PASSION FOR THE
WORK
THE SKILL AND ENERGY
TO MAKE IT BETTER
EVERY TIME
THANK YOU
THANK YOU
OUR SWEET SPOT
WE DON’T STRIVE TO CREATE ADVERTISING. Our approach focuses less on the traditional push tactics
and more on the pull (or participatory) nature of today’s
digital world and, specifically, today’s digital native. There
are many factors involved, but we’ve identified three main
components that help us achieve real success for our
brand partners in this crazy, newfangled world.
THANK YOU
THE DIGITAL NATIVE
SOME CALL THEM MILLENNIALS. Some call them digital natives. Whatever you call them,
they represent our sweet spot. (About 80% of our staff
fit this demographic. And the rest certainly fit the
mentality.) Outside of the fact that this 18 to 34-year-
old is critical to almost every brand’s future, we find
this segment to be the most exciting. They embrace
digital culture more than any other generation. They are
more prone to experiment and try new things. They
aren’t “happy go lucky.” They are “happy go doers.”
And it’s that mix of optimism and determination that
makes our approach of participatory engagement and
digital culture so effective.
THANK YOU
TIMING IS EVERYTHING.
The time for a long, drawn-out process that results in long,
drawn-out advertising campaigns is gone. Today’s approach
requires the ability to move fast and make things. Culture
changes daily. It’s not possible to appropriately affect or even
create culture if you can’t keep up with it. For this reason,
we’ve built our entire organization on the idea of dexterity.
Armed with the immediacy of production technology and the
publishing platforms of social media, we embrace this current
world of yesterday-is-too-late. While it’s difficult to truly
articulate agility as a line item, our experience has shown it to
be one of the greatest factors in any client relationship. In
short, we believe that in the time it would take to complain
about a timeline, the solution can be found.
THE SPEED OF CULTURE
THANK YOU
EMERGING
DIGITAL ISN’T A MEDIUM. IT’S A MINDSET.
In other words, digital is modern life, used for everything
from finding a burger joint to performing open heart
surgery on people who’ve found too many burger joints.
We are one of a handful of full-service agencies out there
born under this digital banner. This means we know the
difference between “shiny objects” and valuable innovation.
Our passion for - and focus on - digital culture gives us and
our client partners the ability to not only effectively
participate in the trends of today but accurately predict
what’ll come tomorrow. And with how fast platforms
change these days, it’ll probably be tomorrow.
TECHNOLOGY
H U N G R Y ?
THANK YOU
SO WE N E E D Y O U !
THANK YOU
WHAT WE OFFER
FRIENDS WITH BENEFITS.
Comprehensive medical insurance via a choice from different coverage plans
offered through BlueCross BlueShield and Cigna; coverage becomes
effective on the first of the month following 30 days of employment.
Comprehensive dental insurance administered by MetLife; coverage
becomes effective on the first of the month following 30 days of
employment.
Comprehensive vision insurance administered by EyeMed; coverage
becomes effective on the first of the month following 30 days of
employment.
Company-paid short and long-term disability coverage, Employee Basic Life
Insurance, and AD&D benefits.
You may contribute to the company’s 401K plan after 6 months of
employment and participate in any profit-sharing EVB establishes moving
forward. !Ability to accrue up to 15 business days of paid time off (PTO) each year.
Commuter benefit program: you can save money by using pretax salary
for your commute expenses; effective after 30 days of employment. !Bagels, lox, and cream cheese every Monday am, Donuts every Friday am.
Plus additional treats offered on other days of the week. !The freedom to work on your ping pong skills or pool game and bragging
rights to being unbeatable. !The ability to hone your DJ skills on the office Sonos system.
THANK YOU
THEY SAY CLIENTS GET THE WORK THAT THEY DESERVE. WE’VE BEEN BLESSED WITH SOME AMAZING CLIENTS. !There are a few threads that unite
everything we do: all our work is
designed to provoke. A smile, a like, a
click, a purchase. It’s also handmade
to reflect each client’s distinct brand
sensibility and their consumers’
personal experiences and
expectations. !We don’t work for our peers, we
don’t work for awards. We work to
solve the hardest problems for the
most interesting clients.
OUR WORK
http://vimeo.com/evolutionbureau
39 VIDEO STORIES
JCPENNEY: #TWEETING WITH MITTENS winning the Superbowl hands-down
SKITTLES: MOB THE RAINBOW turning likes into love
OFFICEMAX: ELF YOURSELF big result from a small package
RED THUMB REMINDER saving lives...with nailpolish
CHIVAS global experience of personal passion
FACEBOOK: STUDIO connecting creators to a new platform
MEOWMIX: CATSTARTER when memes collide
EACH OF THESE ARE LINKS. TRY ONE.
THANK YOUTHANK YOU
CATSTARTER
CHALLENGEWe were tasked with building engagement, affinity, and advocacy by creating real emotional
connections between our brand, cat owners, and their cats.
SOLUTIONRather than create more cat content for people to share, we wanted to get Meow Mix back
into the conversation in a big way. So we created a whole new way to bring cat lovers closer
to their cats by creating a Kickstarter-style platform specifically for cat ideas. We called it
Catstarter: Things that cats love made by people who love cats.
RESULT
Catstarter just launched a few weeks ago and is already making waves in and out of the cat
community. With nearly 20 thousand votes cast and video views, the site itself has clearly
struck a cord. We've seen positive implications for the brand extend far being just the
website. Meow Mix conversation buzz has increased by 24% since the campaign launched
and posts on Facebook seeing engagement rates nearly double the norm. With coverage
from sources like AdWeek and Digiday, Catstarter is shifting the perception of the brand
from an old school to a far more relevant space.
www.meowmix.com/catstarter/
SITUATION
Meow Mix has been a household name to almost every cat owner for years. But the cat food
shelves of today have become saturated with competition. This has driven brand equity and
loyalty down.
THANK YOUTHANK YOU
CHALLENGE
JCPenney wanted to promote their GO USA Mittens during the most crowded media day of the year - the Super Bowl.
SOLUTION
Instead of a costly Super Bowl commercial, we devised a fun plan on Twitter. During the game, we sent out tweets with
horrible typos. Just as we expected, culture reacted like crazy. After we got everyone talking about us, we revealed
that we were, in fact, tweeting with mittens.
RESULT
With no paid support, JCP saw staggering increases in awareness and engagement metrics. ‣ Social impressions increased by 231% week-over-week. JCP brand garnered more than 1 BILLION social impressions
the week of 2/2 (source: NETBASE) ‣ Increased sales of Go USA mittens by 105% via JCP.com (source: JCP Internal Sales Data) ‣ Grew conversation volume for the brand by 848% on Twitter (source: SYSOMOS) and JCP was the second-most
mentioned brand during the game despite not airing a commercial (SYSOMOS) ‣ JCP was @mentioned more than any brand airing a commercial (source: Salesforce) and the Twitter community
increased by 8.5K new followers, increasing reach for future efforts
SITUATION
JCPenney is in a turnaround. We’ve been working with them on all their social and untraditional marketing to find their
voice and connect with their customers in a more relatable and responsive way.
#TWEETINGWITHMIT TENS
THANK YOUTHANK YOU
MOB THE RAINBOW
CHALLENGESkittles was the third-largest brand on Facebook behind only Coke and Starbucks. Much of
this growth had come organically and the brand needed a way to keep this massive fan base
engaged, while giving new fans a reason to connect with the brand.
SOLUTIONWe developed a campaign called "Mob the Rainbow," which allowed fans to engage with the
brand on Facebook and see their action have real-world, physical effect. For example, we
called on the Skittle mob to send a Valentine's Day card to an unsuspecting meter maid. In
the end, there were four Skittles Mobs. Each event was filmed and redistributed as online
content.
RESULTNot only was the Mob the Rainbow campaign success at engaging the current Skittles fan
base, it also was an effective means at attracting new fans. During the year that Mob the
Rainbow ran, the Skittles fan base increased by ten million fans, making it the fastest-
growing brand on Facebook. The brand continues to be a big driver of growth in the
Wrigley/Mars portfolio.
video case study
Original (Find from best brands)
Recreated PMS
http://www.skittles.com/
san francisco / boulder page 21
EVOLUTION BUREAU
Skittles has always been a social media leader. The brand has
never had a problem collecting fans. By January 2010, Skittles had
organically grown to be Facebook’s 3rd largest brand with a fan
base of 3.5 million people.
Only a couple of brands had been there before. This was
unchartered territory. What comes next? What do you do when
it’s time to stop “fan collecting” and start “activating” the fan base
that you’ve created?
Wrigley presented Evolution Bureau with an amazing challenge,
namely “what do we do with a Skittles army that is 3.5 million fans
strong?” We knew that we needed to think beyond the typical
Facebook stuff, like status updates and offers. The Skittles fans
deserved more. They had stepped forward and asked to be closer
to this brand. We owed them something for their loyalty.
We wondered if it would be possible to mobilize the Skittles
Facebook army to take real action in the physical world. We
decided to give it a try. We called the campaign “Mob
the Rainbow.”
PROJECT
MOB THE RAINBOW
CLIENT
QUESTION CASE STUDIES
san francisco / boulder page 22
EVOLUTION BUREAU
The first Skittles “mob” was a pilot program called “Valentine the
Rainbow.” In the days leading up to Valentine’s Day, we gave the
Skittle mob a simple task: send a physical Valentine to a deserving
meter maid who doesn’t get much love the rest of the year. This
was done through a single status update to the Skittles profile page
by a fictional Facebook character we created called the “Mob Boss.”
Fans were driven to a Mob the Rainbow tab Facebook tab, where
they could chose to participate by sending a paper or
digital Valentine.
We had 45,000 fans participate in Valentine the Rainbow. Once all
the cards were in, the agency rented a white utility van, emblazoned
it with Skittles stickers, grabbed a few video cameras and headed
out to ambush our beloved meter maid with a message of love. She
had no idea we were coming; you can imagine her surprise when
an odd character, dressed as cupid, leapt out of a Skittles van to
serenade her and drop off 45,000 Valentine’s Day cards.
The entire mob was captured on video and distributed back
through the Skittles Facebook page and on YouTube. This allowed
participants to view their work and spread it around the Web as
currency. It was also used to further drive interest, engagement and
more fans to the Skittles Facebook page.
QUESTION CASE STUDIES
san francisco / boulder page 22
EVOLUTION BUREAU
The first Skittles “mob” was a pilot program called “Valentine the
Rainbow.” In the days leading up to Valentine’s Day, we gave the
Skittle mob a simple task: send a physical Valentine to a deserving
meter maid who doesn’t get much love the rest of the year. This
was done through a single status update to the Skittles profile page
by a fictional Facebook character we created called the “Mob Boss.”
Fans were driven to a Mob the Rainbow tab Facebook tab, where
they could chose to participate by sending a paper or
digital Valentine.
We had 45,000 fans participate in Valentine the Rainbow. Once all
the cards were in, the agency rented a white utility van, emblazoned
it with Skittles stickers, grabbed a few video cameras and headed
out to ambush our beloved meter maid with a message of love. She
had no idea we were coming; you can imagine her surprise when
an odd character, dressed as cupid, leapt out of a Skittles van to
serenade her and drop off 45,000 Valentine’s Day cards.
The entire mob was captured on video and distributed back
through the Skittles Facebook page and on YouTube. This allowed
participants to view their work and spread it around the Web as
currency. It was also used to further drive interest, engagement and
more fans to the Skittles Facebook page.
QUESTION CASE STUDIES
san francisco / boulder page 23
EVOLUTION BUREAU
To quickly capitalize on the success of Valentine, we dove directly
into the second mob. We called it “Poll the Rainbow” and we asked
the Skittles Mob, now 5 million strong, to tell us what they wanted
to see. We gave them 3 choices: 1) A Skittles Gifting Tree; 2) an
Elevator Mariachi Band or 3) A Tube Sock Man Moonwalk. After
a fierce 72-hour battle, consisting of over 46,000 votes, there
was a clear winner. The agency had 24 hours to create a Skittles
Gifting Tree. The EVB production team kicked into full gear for the
weekend shoot. They found the perfect tree; filled it with packs
of Skittles and waited. The people came and enjoyed the tree’s
rainbow fruit. Again, the entire production was shot, edited and
redistributed through the Skittles community on Facebook.
For the third mob we wanted to go bigger, so we would give the
mob the power to send a kid to college. But not just any college.
We told the Skittles mob that if we received 100,000 LIKES, we
would give away a $10,000 scholarship to a lucky undergrad,
named James Fulp, at a “Bowling Industry Management” college in
Indiana. Before we knew it, we received 150,000 LIKES and we sent
little Jimmie to college.
The results of the first three mobs were phenomenal and far
exceeded everyone’s expectations. The activity on the Facebook
page (LIKEs, views, comments, participation) engaged well over
1MM fans. More importantly, the content created new fans. In the
first six months of the 2010, the Skittles fan base sky-rocketed from
3.5 million to 15 million fans—an increase with a media value of
over $11 million.
QUESTION CASE STUDIES
THANK YOUTHANK YOU
CHALLENGE
Office Max was never considered much of a Christmas shopping
destination. The office supply store wanted to increase its holiday
traffic to sell gadgets and stocking stuffers and needed a way to
attach its brand to the holidays.
SOLUTION
We knew we did not have the budgets to make a lot of noise in
the Q4 TV advertising frenzy, so we had to take a different
approach. We landed on a viral microsite called Elf Yourself,
which allowed users to upload their face on to a dancing elf.
RESULT
To date, Elf Yourself is the most successful viral marketing
campaign in history. In the two years that EVB worked on the
campaign, over 250 million people uploaded photos and took
part in the experience. Today, the elfing franchise that we
helped to create includes mobile apps, Macy's Thanksgiving Day
Parade float, and a revenue-generated site through Jib-Jab. It
continues to be Office Max's sole holiday campaign.
ELF YOURSELFvideo case study
CHALLENGEDespite numerous high-budget advertising campaigns, distracted
driving continues to be a real problem. So how can people curb this
nasty habit?
SOLUTION
RED THUMB REMINDER
Instead of an ad campaign, our solution was to give people a
simple reminder. By painting the culprit thumb nail red, users were
reminded at the most important moment to put the phone down
and drive. It's an old school solution to a new world problem.
RESULT
‣ The introductory video has been viewed 325K times ‣ The site itself has had 40K visits since a soft launch on 12/17 ‣ Beyond owned channels, RTR has spread through the social fabric after being picked up by media
outlets like UpWorthy. We've even heard from students that has teachers talk about it in class. ‣ 25K shares of RTR content on channels we can report on ‣ Extending beyond the US, the effort has been covered in Australia, Japan, Poland, Canada, and
Mexico and the site has been visited by users from over 100 countries ‣ At 90 seconds long, the intro video for the effort requires far more of a user's time than a 15 or 30
second spot. Despite length, video engagement is high with the average view duration clocking in
at 60 seconds.
www.redthumbreminder.com/
EVERYONE WHO DRIVES
AND HAS A PHONE
THANK YOUTHANK YOU
CHALLENGE
The Chivas scotch whiskey brand is one of the world's premium
luxury spirits brands. Although it is known around the globe, the
perception of Chivas is very different in each country. In China and
Latin America, for instance, the brand is considered top-shelf
premium, while in the United States, it is thought of as dusty and old.
SOLUTION
The Chivas brand hired EVB to handle its global digital marketing
duties, which included developing digital and social strategy and
content to give the brand consistency across global marketing
on every social, digital, and mobile platforms.
RESULT
EVB worked with Chivas for just over a year. During that time,
we developed a consistent brand voice and toolkit across 23
markets and multiple multi-channel campaigns, which lead to a
million new Facebook fans and increased engagement across all
markets.
GLOBAL SOCIAL EXPERIENCEvideo case study
THANK YOUTHANK YOU
CHALLENGE
Facebook has always had a rocky relationship with the marketing
community. To succeed and to continue to grow, the colossal
social network knew that it needed to win over advertisers and
convince them to move their campaigns to Facebook.
SOLUTION
Our research showed that there was a massive gap in trust between
Facebook and marketers. We needed to speak their language and
feel their pain. To win their hearts and minds, we couldn't just do it
through an ad campaign, we needed to create something valuable
that would use high-profile industry examples to show marketers
how they could built better social media marketing campaigns.
This was the birth of Facebook Studio.
RESULTFacebook Studio had over a million page views the day it
launched. It has grown over the past few years to contain
thousands of case studies and other valuable information. The
site currently has over a million active users and the FB Studio
franchise has been extended to live events, award shows, and
sales tools.
STUDIOvideo case study
san francisco / boulder page 27
EVOLUTION BUREAU
likes, comments and shares. The idea for the site was to provide
the perfect social engine that would reward agencies for helping to
educate and inspire other agencies.
This was the birth of Facebook Studio. The Facebook & EVB teams
worked tirelessly alongside each other for about eight months
of development, culminating in the launch of facebook-studio.
com in April 2011. At launch, the site contained a Showcase of
selected work, a Gallery of all work submitted, a Learning Lab
with educational videos, and an Agency Directory. Over the next
6 months, we added a blog and improved the UX and search
capability of the site. Everything that went into the development
and production of the site was managed by EVB.
The launch was supported with a Facebook and EVB-driven public
relations campaign and the site was met with extraordinarily
positive feedback from the advertising community. This is exactly
what the community was missing and the constant stream of
positive Tweets, blog posts and status updates were proof. Within
a month, the site had 100,000 fans. Within six months, it had over
500,000 fans and hundreds of thousands of monthly active visitors.
To build on the success of the Studio platform, Facebook then
chose to take their show on the road and created immensely
popular Hackathons around the world known as Facebook Studio
Live events. Before long, Facebook Studio was being viewed as a
franchise that was doing wonders to help bolster the perception of
Facebook as a creative platform and celebrate the successes that
brands were experiencing by taking full advantage of the platform.
After nearly a year of collecting submissions from agencies,
Facebook wanted to do something significant to recognize the
agencies that were doing the most innovative work on their
platform. At the end of 2011, we worked with Facebook to create
the Facebook Studio Awards. In the weeks leading up to the award
show, EVB created a series of print advertisements that ran in
the advertising trade publications with provocative headlines like
“Introducing another way to lose to Old Spice” and “If you haven’t
figured out Facebook by now, you have until December 31.” The ads
were meant to create buzz about the show and act as a “call for
entries.” And they worked.
QUESTION CASE STUDIES
san francisco / boulder page 27
EVOLUTION BUREAU
likes, comments and shares. The idea for the site was to provide
the perfect social engine that would reward agencies for helping to
educate and inspire other agencies.
This was the birth of Facebook Studio. The Facebook & EVB teams
worked tirelessly alongside each other for about eight months
of development, culminating in the launch of facebook-studio.
com in April 2011. At launch, the site contained a Showcase of
selected work, a Gallery of all work submitted, a Learning Lab
with educational videos, and an Agency Directory. Over the next
6 months, we added a blog and improved the UX and search
capability of the site. Everything that went into the development
and production of the site was managed by EVB.
The launch was supported with a Facebook and EVB-driven public
relations campaign and the site was met with extraordinarily
positive feedback from the advertising community. This is exactly
what the community was missing and the constant stream of
positive Tweets, blog posts and status updates were proof. Within
a month, the site had 100,000 fans. Within six months, it had over
500,000 fans and hundreds of thousands of monthly active visitors.
To build on the success of the Studio platform, Facebook then
chose to take their show on the road and created immensely
popular Hackathons around the world known as Facebook Studio
Live events. Before long, Facebook Studio was being viewed as a
franchise that was doing wonders to help bolster the perception of
Facebook as a creative platform and celebrate the successes that
brands were experiencing by taking full advantage of the platform.
After nearly a year of collecting submissions from agencies,
Facebook wanted to do something significant to recognize the
agencies that were doing the most innovative work on their
platform. At the end of 2011, we worked with Facebook to create
the Facebook Studio Awards. In the weeks leading up to the award
show, EVB created a series of print advertisements that ran in
the advertising trade publications with provocative headlines like
“Introducing another way to lose to Old Spice” and “If you haven’t
figured out Facebook by now, you have until December 31.” The ads
were meant to create buzz about the show and act as a “call for
entries.” And they worked.
QUESTION CASE STUDIES
san francisco / boulder page 27
EVOLUTION BUREAU
likes, comments and shares. The idea for the site was to provide
the perfect social engine that would reward agencies for helping to
educate and inspire other agencies.
This was the birth of Facebook Studio. The Facebook & EVB teams
worked tirelessly alongside each other for about eight months
of development, culminating in the launch of facebook-studio.
com in April 2011. At launch, the site contained a Showcase of
selected work, a Gallery of all work submitted, a Learning Lab
with educational videos, and an Agency Directory. Over the next
6 months, we added a blog and improved the UX and search
capability of the site. Everything that went into the development
and production of the site was managed by EVB.
The launch was supported with a Facebook and EVB-driven public
relations campaign and the site was met with extraordinarily
positive feedback from the advertising community. This is exactly
what the community was missing and the constant stream of
positive Tweets, blog posts and status updates were proof. Within
a month, the site had 100,000 fans. Within six months, it had over
500,000 fans and hundreds of thousands of monthly active visitors.
To build on the success of the Studio platform, Facebook then
chose to take their show on the road and created immensely
popular Hackathons around the world known as Facebook Studio
Live events. Before long, Facebook Studio was being viewed as a
franchise that was doing wonders to help bolster the perception of
Facebook as a creative platform and celebrate the successes that
brands were experiencing by taking full advantage of the platform.
After nearly a year of collecting submissions from agencies,
Facebook wanted to do something significant to recognize the
agencies that were doing the most innovative work on their
platform. At the end of 2011, we worked with Facebook to create
the Facebook Studio Awards. In the weeks leading up to the award
show, EVB created a series of print advertisements that ran in
the advertising trade publications with provocative headlines like
“Introducing another way to lose to Old Spice” and “If you haven’t
figured out Facebook by now, you have until December 31.” The ads
were meant to create buzz about the show and act as a “call for
entries.” And they worked.
QUESTION CASE STUDIES
WE’D LOVE TO GET TO KNOW EACH OTHER BETTER.WHITNEY BALL [email protected]
HILLARY LANNAN [email protected]