At RPA, we understand that social is fundamentally connected to everything we do. We don’t just create digital and social work. We create work for a digital and social world—no matter which media it originates in. This is a world bursting at the seams with content, where ATTENTION is scarce and media options abundant. It’s more important than ever to be worthy of that attention. Many brands still act like “brands" in social. We have found Whitespace in a more native approach. By using the social space as people do. We bring humanity, unity and inclusiveness. We equal the playing field and listen. If people feel a deeper connection to the company, they become vested in it and aren’t shy about sharing their love both on the social sites and in real life. That’s the power of social. After we release content, we optimize and adapt based on our tracking and metrics through a variety of third-party tools. We also monitor sentiment and culture to see where we can naturally fit in and have a voice. Beyond amplifying client messages, the ad products help us recruit new fans to be our ambassadors. And with the right mix of fan amplification and recruiting, a message can be exponentially more powerful. RPA has been doing social since 2006, and we have a unique internal structure. We have a half-dozen Associates on a social media creative team who live and breathe our clients’ creative. We also have a social media strategy team focusing on trends, best practices and metrics. Together, their talents encompass a full suite of social media capabilities, including social copywriting, publishing, listening and moderation, communication calendars, content deployment, earned-media analytics, social platform strategy development, POVs on new platform and ad product offerings and an outstanding ad-buying practice. At RPA, our focus is on adding value. We want people to connect and share, so we create or curate content worthy of that sentiment. See recent examples below. Project Drive-In, Honda’s national effort to help save drive-ins facing closure due to the end of 35mm film distribution, awarded nine drive-in theaters across the country a new digital projector. More than 2.6 million votes at www.projectdrivein.com determined the total of nine winning theaters. Over seven weeks, Project Drive-In elevated awareness of this historic part of American cinema and car culture. The effort received more than 800 million earned-media impressions and began with a poignant video, viewed more than 1.1 million times, designed to rally Americans to help drive-ins at risk of closing because of the costly switch to digital projection, estimated at $75,000+ per screen. Beyond supplying digital projectors, Project Drive-In raised more than $43,000 at the Save the Drive-In Fund at Indiegogo (http://www.indiegogo.com/projects/project-drive-in-save-the-drive-in-fund). http://industry.shortyawards.com/nominee/6th_annual/jk/project-drive-in Snack Attack: http://industry.shortyawards.com/nominee/6th_annual/j4/snack-attack Project Drive-In/Tumblr: http://industry.shortyawards.com/nominee/6th_annual/Oo/project-drive-in-tumblr #StartSomething Special: Mairead & Kevin's Wedding: http://industry.shortyawards.com/nominee/6th_annual/jG/startsomething-special-mairead-kevins-wedding Honda Summer Clearance: http://industry.shortyawards.com/nominee/6th_annual/jS/honda-summer-clearance For Intuit’s highly successful Small Business Big Game (6-month program in which thousands of small businesses vied for a chance at the opportunity of a lifetime: an ad in the Super Bowl), the goal was to activate Intuit’s most important audience segment, small business owners, at scale to evangelize Intuit’s commitment to small businesses. The Super Bowl media buy was just one part of a complex, multi-month effort to activate thousands of small businesses to compete against one another for the prize. Tens of thousands of small businesses entered the program, and millions of votes were received. Offering a Super Bowl ad placement to small businesses across the country allowed Intuit to exhibit their dedicated commitment to small business success. We leveraged our Super Bowl ad investment (roughly 100 million viewers) to multiply value by 12x through the earned media and PR that was generated through the contest. For Farmers Insurance, we developed a series of humorous online videos of PGA TOUR player Rickie Fowler playing the role of Dick Fowler, P.I., a loose-cannon private investigator and dispenser of golf-course justice. The videos were a huge success in the golf and sporting press, earning tons of free consumer media impressions.
