FAIR TWEETS by Amalgamated New York for Ben & Jerry's

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FAIR TWEETS

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Industry Public awareness
Media Digital, Interactive & Mobile, Case study
Market United States
Agency Amalgamated New York
Released June 2011

Awards

Cannes Lions 2012
Media Lions Best Use of Social Media Marketing Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Social Media Marketing
Advertiser: BEN & JERRY'S
Product/Service: WORLD FAIR TRADE DAY
Agency: AMALGAMATED New York, USA
Advertiser BEN & JERRY'S
Product WORLD FAIR TRADE DAY
Entrant AMALGAMATED New York, USA
Type of Entry: Use of Media
Category: Best Use of Social Media Marketing
Title: FAIR TWEETS
Advertiser/Client: BEN & JERRY'S
Product/Service: WORLD FAIR TRADE DAY
Entrant Company: AMALGAMATED New York, USA
DM/Advertising Agency: AMALGAMATED New York, USA
2nd DM/Advertising Agency: STINKDIGITAL New York, USA

Results

In the two weeks leading up to World Fair Trade day tens of thousands of people participated and we reached millions on Twitter. Bloggers picked up the story and the resulting PR coverage generated over 50M impressions all of which connected Ben & Jerry’s brand with our Fair Trade message. All of this was accomplished using unpaid social media. Fair Tweets exceeded all of the campaign goals that were set out for it.

Creative Execution

Fair Tweets was a web and mobile based application that allows you to Tweet just like you normally would, but your leftover Twitter characters get turned into a message promoting World Fair Trade day. For 2 weeks leading up to the big day people were encouraged to Tweet using the Fair Tweets website, mobile website, or browser plug in. When they did their leftover Twitter characters were automatically converted into a message promoting Fair Trade with a link to learn more about the Fair Trade movement. The campaign was launched on Twitter and supported only with social media, including outreach to influential Tweeters and Bloggers.


Ben & Jerry’s wanted to raise awareness of Ben & Jerry’s Fair Trade sourcing. Our target: conscientious consumers around the world who are familiar with Ben & Jerry’s, but don’t necessarily know that Ben & Jerry’s uses Fair Trade ingredients. Ben & Jerry’s already had a passionate following on Twitter. And conscientious consumers often use Twitter as a platform to express their views. This made Twitter the perfect media vehicle for our Fair Trade message. Which lead us to our big idea: People rarely use all 140 available Twitter characters on Twitter. Could we take those left over Twitter characters and turn them into a media vehicle for our message?