
Capri Sun
We're Sorry It's Not Juice
With water fountains off limits at schools, kids faced a reality of heading back to the classroom with no publicly-accessible H2O.
The problem
The Insight
Registered voters are 85% more likely to get a message on OkCupid, and 63% more likely to get a match. Voting is sexy, statistically speaking.
The Idea and Execution
Be a #VILF.
Show that flexing your democratic right is the hottest thing you can do this 2020 election by calling on the American public to register to vote and Be A #VILF (Yes. It stands for what you think it stands for).
In the space of eight business days, we rolled out branded VILF merch to influencers, launched a two-day public activation in Washington D.C. and aired a digital spot across social. An additional OLV followed—a fake influencer make-up tutorial, along with organic and paid social content.
An additional layer of geo-targeted activity was specifically created for New York and Los Angeles—two cities with the lowest percent of registered voters.
We made this media work hard by marrying our creative to culture moments surrounding the election to optimize performance post launch, including a digital OOH boat activation as many arrived in Miami for the second presidential debate.
Here's how it went
earned impressions
of Accounts Reactivated
voting mentions on OkCupid profiles
Instagram mentions
mentions on Twitter
Capri Sun
With water fountains off limits at schools, kids faced a reality of heading back to the classroom with no publicly-accessible H2O.
Oura
Information is power. But we don't think our health information is "ours." We believe this information is out of our reach, that we won't be able to understand it or take action on it. That's exactly what Oura does.