Best Advertising Social Media Campaign, Best Social Network Social Media Campaign

Sleep Naked, a social media campaign aimed at convincing women 18-34 to remove their makeup before bedtime. Apparently, 50 percent of women don’t. And those who do, don’t do it well, causing all sorts of skin problems. Swisspers would set them straight.

We started with five beautiful, well-known, women with large social followings – many with celebrity friends having mega fan bases – and invited them to Sleep Naked for charity. They sent us their makeup-free photos which we revealed on a Swisspers Facebook Tab (our campaign hub) during a virtual event called National Sleep Naked Night. The woman with the most votes would receive a donation to her charity. In the week preceding the event, our influencers teased their Sleep Naked photos on social media. Curious fans Facebooked and tweeted about it. For the reveal, six beauty bloggers hosted a National Sleep Naked Night party on Twitter, simultaneously talking about it on Facebook. Our five “naked” women joined in. Before we knew it, #sleepnaked was trending and thousands were clicking on our Tab. For 2 1/2 weeks, fans voted and shared. Several celebrities campaigned for their friends on their own social media accounts.

From tease to final voting – a three-week period – Swisspers jumped from 250 to 21,000 Facebook Likes, garnered 40,000 votes and 60,000 visits to the Tab. In total, the campaign generated more than 74 million impressions. Not bad for a brand no one had heard of before.

Contributors:

VP/Social Strategist:	Heidi Modarelli-Frank
SVP/Creative Director:	Jim Sollisch
SVP/Digital Strategist:	Scott Chapin
Senior Developer:	Nick Zwinggi
Art Director:	Phong Nguyen
Copywriter:	Kevin Delsanter
Account Supervisor:	Janine Nolan
Social Media Team:	Brook Carpenter
Community Manager:	Mo Wagner
Planner:	Stephanie Riediger

MARCUS THOMAS LLC

Website: www.marcusthomasllc.com

Location: United States

About the Agency:

Marcus Thomas grew up like most agencies – strongly rooted in brand-building principles. We have a firm grasp on how the four Ps of marketing affect a company’s bottom line. We’re schooled in marketing strategy and consumer insights. What makes this agency different is that we saw a long time ago that a brand cannot be wholly owned and managed. Or picked up and protected from the outside world. It never could. In the mid 1990s, that awareness drove us to see how digital strategies and technologies might impact a brand and its constituencies. So we grew our digital DNA. We hired digital natives. We made sure everyone in the agency had a POV on emerging technologies, platforms and social media. And we built a development team that is unmatched by agencies of our size. Today, Marcus Thomas is a fully integrated marketing communications agency focused on audience insight, idea generation and alternative delivery. We focus our digital DNA and organize our research, account service, creative, media and public relations teams into four communities of practice: CPG, B2B, Home & Garden and Professional Services. But we’re not overly rigid. We’ve learned to get out of the way and let the magic happen. Marcus Thomas is the product of a union between two of Northeast Ohio’s oldest and largest independent advertising and public relations firms: Marcus Advertising, founded in Cleveland in 1946, and Ira Thomas Associates, founded in Youngstown in 1937. DigiKnow, a pioneering digital marketing and technology firm in Cleveland and Buenos Aires, joined Marcus Thomas in 2011. Think creatively. Risk intelligently. Work passionately. Makes a great t-shirt, but it also happens to be our vision statement. We live to find new ways to solve problems.