When Suave’s spokeswoman Sofia Vergara was nominated for a 2010 Emmy Award for her work in Modern Family on ABC, Droga5, Suave’s Agency, saw an opportunity to showcase the brand and engage their shared audience in the lead up to Sofia’s big night at the Emmys. Droga5 brought in The Nerdery to execute their ideas on Facebook – and to capitalize on the viral nature of the social media platform.
Leading up to the Emmys, Facebook users could vote their choice of three different hairstyles and post messages on their Facebook wall, with the winning hairdo actually being worn by Vergara on the Red Carpet of the awards. Voting was done via the “Like” button within a Facebook Profile tab page.
Another contest built into the Facebook app was a sweepstakes in which one Facebook friend won a trip to attend The Emmy – and get their own Hollywood makeover with Suave products prior to the awards.
The team used Flash for the main lay-out. In the end, Droga5’s strategy was realized with the message of Suave products conveyed in the words of Facebook users – and spread further to their friends.
Leading up to the Emmys, Facebook users could vote their choice of three different hairstyles and post messages on their Facebook wall, with the winning hairdo actually being worn by Vergara on the Red Carpet of the awards. Voting was done via the “Like” button within a Facebook Profile tab page.
Another contest built into the Facebook app was a sweepstakes in which one Facebook friend won a trip to attend The Emmy – and get their own Hollywood makeover with Suave products prior to the awards.
The team used Flash for the main lay-out. In the end, Droga5’s strategy was realized with the message of Suave products conveyed in the words of Facebook users – and spread further to their friends.
