When someone tweeted with #MorningWin we replied with a personalized piece of content created in our social lab. We used a custom WebGL tool to create personalized digital trophies for consumers and also used analytics to determine the most influential consumers, to whom we responded with a physical trophy (created in a live NYC storefront), which we delivered in the mail, along with a custom video showing its creation.

In just 2 months we grew awareness by +7 points, smashing our goal of +4. The target loved our campaign and blew our projections away with 6,139 engagements on 1,669 pieces of content, over 10,000 mentions and a total of over 79 million social impressions. We grew our Twitter following by more than 10,000, delivering an engaged and loyal group of advocates to our brand.