Children's Miracle Network Hospitals Promo, Case study WARM & FUZZY FEDERATION by ROSETTA


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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United States
Creative Director Jeremy Kinder
Art Director Julia Sosa
Copywriter Molly Shaw
Released December 2010


Caples Awards 2011
Other Media Agency self promotion Finalist

Credits & Description

Category: Corporate Image & Information
Date of First Appearance: Dec 16 2010
Entrant Company: ROSETTA, New York, USA
Entry URL:
Managing Partner/ Chief Creative Officer: Gary Scheiner (ROSETTA)
Partner/ Executive Creative Director: Toni Hess (ROSETTA)
Art Director: Julia Sosa (ROSETTA)
Copywriter: Molly Shaw (ROSETTA)
Creative Director: Jeremy Kinder (ROSETTA)
Partner/ Director Emerging Media & Technology: Dave Mihalovic (ROSETTA)
Senior Interactive Development Architect: Shai Reichert (ROSETTA)
Technical Director: David Justice (ROSETTA)
Microsoft Solutions Specialist: Angel Balcarel (ROSETTA)
Senior Interactive Development Architect: Doug McKay (ROSETTA)
Associate/ Analytics & Optimization: Ben Meck (ROSETTA)
Business Analyst: Jill Lukes (ROSETTA)
Associate, Analytics & Optimization: Gordon Mack (ROSETTA)
Senior Vice President Brand Marketing: John Baglivo (ROSETTA)
Media placement: Teaser Email - Internal Distribution List - December 16, 2010
Media placement: Pre-Launch Landing Page - Internet - December 16, 2010
Media placement: Launch Email - Internal Distribution List - January 10, 2011
Media placement: Website - Internet - January 10, 2011
Media placement: Custom Facebook App - Facebook - January 10, 2011
Media placement: Custom Twitter Page - Twitter - January 10, 2011
Media placement: Videos - YouTube/Microsite - Various Dates During Campaign
Insights, Strategy & the Idea
2010 was a hard, frustrating year and we were looking forward to happier times. For our New Years card, we wanted to spread a little happiness and get people excited for better days ahead. We partnered with The Children’s Miracle Network Hospitals to raise money, and spirits. As we thought things through, we realized that 2010 was the Chinese Year of the Tiger. (No wonder things were so harsh!) But 2011 was the Year of the Rabbit. And rabbits are warm and fuzzy. That insight lead us to our idea– The Warm&Fuzzy Federation an online social movement to spread kindness throughout the land. Our initial target was friends, colleagues, and supporters of CMNH. But in the end, we were really talking to everyone and anyone who was looking for a little kindness.
Creative Execution
Using THE CHILDREN'S MIRACLE NETWORK HOSPITALS’s nationwide network of hospitals to help promote the movement to their loyal supporters and larger communities, we pitted each hospital against each other in a friendly competition of kindness. To participate, all you had to do was share good deeds and thoughts via our website, custom Facebook app, or by using our Twitter hash tag. The hospital in the city with the most Warm&Fuzzies would win $10,000. To make this movement work, we created our own social ecosystem using a mash-up of social media and mapping technologies that tracked the path of every post regardless of its origin. Users could see their own posts on the map, as well as anyone who "liked" "binkied," (our own version of “like”) or retweeted them. This was the first time anyone had literally tracked and visualized the impact of a single social media post across disparate social media networks.
Results and Effectiveness
During the campaign, the top 10% of engaged users garnered over 50 likes, retweets, and binkies per Warm&Fuzzy post, proving that goodwill is contagious. Besides crossing the Web, some users’ tweets and retweets crossed over 20 state lines. With no paid media to drive awareness, we engaged users from every US state and Canada. While the campaign targeted North America, social media knows no bounds! Six other countries participated.
By the Chinese New Year, we had well surpassed our 100,000 goal. And on February 7th, the Warm&Fuzzy Federation delivered $10,000—and 100’s of stuffed bunnies— to a children’s hospital in Ohio.