Winner: MXM Social - Eucerin's #NoFryFriday Campaign
As the leading dermatologist-preferred skin care brand, Eucerin’s mission is to deliver expert knowledge to consumers’ fingertips whenever possible. Therefore, MXM Social saw an opportunity to infuse Eucerin’s dermatological knowledge into organic consumer conversations surrounding Memorial Day Weekend 2013, as the National Council on Skin Cancer Prevention hosts its annual event “Don’t Fry Day” on the Friday before the weekend kicks off. To capitalize on this existing event, MXM Social developed Eucerin’s #NoFryFriday, a day-long Twitter party to educate and encourage followers to practice safe sun exposure over the holiday weekend.
Because Memorial Day weekend is typically the first major outdoor weekend of the year, many people tend to sunburn as they don’t remember to wear sun protection. To combat this increasingly dangerous phenomenon and reiterate the importance of preventative sun care, MXM Social planned the #NoFryFriday Twitter party to take place during peak “tanning” (or as they called it, “skin burning”) hours, from 10am to 4pm.
By the conclusion of the #NoFryFriday Twitter party, MXM Social had facilitated a total of 5,520 tweets utilizing the program’s hashtag – generating a total of nearly 1,000 tweets per hour; with 994 unique users participating in the event, they also generated 18.6 million impressions and managed to organically secure #NoFryFriday as a nationally trending topic, providing Eucerin with a $40K value add.
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