THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project NEW!
From the 7th Annual Shorty Awards

Banana Republic | #holidaytruth

Entered in Multi-Platform Campaign

About this entry

During a crowded time of year for retail, Banana Republic created a multi-platform social media campaign in an effort to shift brand perception and introduce people to the 'new Banana Republic'. #holidaytruth, at its core, tapped into a trending conversation (holidays & 'truths/confessions'), delivering a humorous, honest message and encouraging social behaviors with fans/followers.

Why does this entry deserve to win?

Banana Republic created a 360 social media campaign that celebrated the humor in the imperfect by encouraging users to come clean with their #holidaytruth. By leveraging user behavior and trending conversations, we shared humorous, relatable holiday sayings on across key social channels.

On Instagram and Facebook, we shared our own, then encouraged consumers to tag a friend who could relate in the comments for a chance to win a shopping spree. To surprise and delight fans tweeting their #holidaytruth on Twitter, we created custom, one-of-a-kind holiday cards based on their tweets (confessions), in real-time. To further extend the reach and awareness of the campaign, we developed Instagram ads and worked closely with brand partners, media outlets and influencers to share their #holidaytruth with their audiences.

Results: A relevant & timely brand campaign routed in humor that drove over 51 million social impressions & 200,000 social engagements.


Media

Entrant Company / Organization Name

Banana Republic, We Are Social

Links

Entry Credits