"Rise & Shine for Team USA"
FOLGERS SPONSORED THE 2014 WINTER OLYMPICS IN ORDER TO AMPLIFY THEIR BRAND CHARACTER AS A "GENIUNE AMERICAN OPTIMIST." THEY TOOK THIS OPPORTUNITY TO CONNECT WITH THEIR FANS WHILE DRIVING OVER $300K IN DONATIONS TO SUPPORT TEAM USA.
The Folgers brand focuses on people's inherent ability to start each day new, to rise to the occasion and seize the day. Helping US Olympians find, and fund, their moment to shine was a perfect extension of the campaign message. Using this insight, a cause marketing campaign was designed to allow Folgers fans to show their support for Team USA while breaking through the Olympics clutter with simple and emotionally compelling interactions.
High Fidelity Prototypes
Taking a mobile-first approach, the screens were architected in a way to keep the process as streamlined as possible for the user. They had the choice of either uploading an existing image from their library, or snapping a new pic with their phone. They were then instructed to upload their image with the hashtag #RisingShining to Instagram, and had the option to edit and crop the photo in app before posting. Once the images were posted to Instagram, they were pulled in dynamically into a gallery on Folger's Facebook page. By using Instagram in addition to Facebook we were able to reach a broader audience and also allowed for better analytics than what Facebook offered at the time. All-in the campaign raised over $300K in donations over a 3 month period.
Click through the images below to view details of the online experience.