James Ready Cover Photo Swap by Leo Burnett Toronto for James Ready

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James Ready Cover Photo Swap

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Industry Beers and Ciders
Media Case study
Market Canada
Agency Leo Burnett Toronto
Creative Director Lisa Greenberg
Released June 2012

Awards

Kinsale Shark Advertising Festival 2013
Media Excellence Digital Media Integration Gold
Digital Social Media Bronze

Credits & Description

Advertiser: JAMES READY
Agency: LEO BURNETT TORONTO
Category: Social Media & Viral Marketing
Advertising campaign: COVER PHOTO SWAP
Group Creative Director/Art Director: Anthony Chelvanathan (Leo Burnett Toronto)
Creative Director: Lisa Greenberg (Leo Burnett Toronto)
Group Creative Director/Copywriter: Steve Persico (Leo Burnett Toronto)
Account Director: Natasha Dagenais (Leo Burnett Toronto)
Group Account Director: David Buckspan (Leo Burnett Toronto)
Account Executive: Rebecca Simon (Leo Burnett Toronto)
Chief Creative Officer/Creative Director: Judy John (Leo Burnett Toronto)

Client Brief Or Objective
Use James Ready's current drinkers to help attract new drinkers. If people see how much J.R. drinkers love the brand and the beer new people will be interested in J.R. Use the assets J.R. already has because budgets are small.

Execution
What drinkers loved most about JR wasn’t price but that it put fans at the center of everything they did. So JR gave them more of what they loved by giving fans ownership of one of their most prized assets – their Facebook Cover Image – the largest image space on Facebook above the fold. A space that no other beer brand had ever turned over to their fans before.

Outcome
The James Ready swap continues daily, but in the first three weeks of the program the brand was able to reach almost 6 million people. Saw a +352% jump in page shares and a +402% jump in content likes. And, most importantly, we were able to grow our Facebook fans by +37%.

Implementation
The James Ready Cover Photo Swap – a simple bartering system that allowed drinkers to use JR’s Cover Photo Space, if they let JR use theirs. Drinkers used the space to promote businesses, impress the ladies, and more. On the flip side, fans helped introduce JR to a new audience by giving up their Facebook Cover Photo. JR’s message not only appeared on fans Facebook pages for one full day but showed up in their newsfeed.