FoxyMoron is the only Indian agency to win at the 2014 Facebook Studio Awards. The agency won a bronze for the campaign – ‘Made By You’ for Femina magazine. Back in 2013, the digital agency had conceptualized and executed India’s 1st fully crowdsourced magazine issue for Femina India for the month of April, leveraging social media to reach out to the contributors.
The Facebook Studio Awards chosen by the top minds in the industry celebrate creative excellence and best-in-class work on Facebook. It was started in 2012 with the aim to set the bar for creative growth and evolution on Facebook, create more engaging, delightful experiences for people, and help make Facebook an even more powerful platform for advertisers.
The judging criteria includes three areas, namely: 1)‘Craft and execution’ where a campaign is looked at in terms of high quality visuals, copywriting, exemplifying the brand voice, etc., 2) ‘Scale and targeting’ in which a campaign is tested to see how well it reached the relevant audience using Facebook’s marketing products, and 3) ‘Business results’ where the campaign metrics is measured in driving overall business goals and ROI for the brand.
For the ‘Made By You’ campaign, FoxyMoron had created a simple Facebook app for Femina India’s 291K+ fans with the message, “If you’ve got a story, we’ve got the space.” Fans could contribute their story through the app itself. While interesting visuals were shared on the magazine’s wall, FoxyMoron also used social media to help connect contributors with the editorial team.
A Google Plus Hangout ensured location differences did not create hurdles in the communication. A music video was also created to celebrate the coming together of many voices for the ‘Made By You’ magazine issue, and project today’s women who is bold, independent and free spirited in nature. 7,000 entries were received from over 21 cities around the country, out of which 75 women were chosen to write for the special issue.
Watch the campaign video:
On this milestone achievement showcasing the power of digital, FoxyMoron has expressed its thrill in the following quote:
“The Made By You issue was a powerful movement led by digital that gave every Indian woman a platform to express herself. It only seemed fitting to have the readers of Femina create an issue for India’s oldest and largest women’s English magazine that represents them.
The success of this unique crowd sourced campaign is an example of the power of the digital medium and the importance of creating brand advocates of your consumers. We are thrilled with the success of this idea on the international stage.”
FoxyMoron’s win at Facebook Studio awards is certain to keep industry hopes high. It not only raises the bar for other players in the Indian digital and social media space, it also reinforces our belief on the power of social media to reach out to the people who matter.