After Ghirardelli’s first year launch of minis, they wanted to double down on the message “minis are meant to share” or #shareamini. Armed with this direction and the insight that close work friendships boost employee satisfaction by 50% we created this concept. The candy bowl. A simple gesture by a friendly coworker that brightens everyone’s day. Now imagine yourself being that friendly coworker. Imagine yourself as the CmO, the Chief minis Officer. The power to boost office morale and make new friends all lies in being the keeper of the minis. We’re going to show women how they can create their own mini office moments by becoming CmO.
We launched the campaign with a job posting on Craig's List, with supporting social postcards. We then created social postcards to further develop the idea of a Chief minis Officers. We also held Chocolate Bombings aka chocolate happy hours. We targeted three companies, Yelp, POPSUGAR, and LinkedIn. The chocolate happy hours consisted of specialty drinks and minis. A big hit at these events, guestswere invited to create a gift by decorating a mason jar to hold minis. An integral part of the campaign was the CmO new hire kit we created. The kit included everything you needed to be a CmO on day one. The new hire kits were sent to key influencers and we surprised and delighted people on Facebook and Twitter with the kits.
The numbers: 22.6MM social impressions driven via Facebook, Twitter, and Instagram,
5,500+ physical impressions/interactions with the brand via the Chocolate Happy Hours and Chocolate Drops, 374k social engagements across social channels, 1,218 submissions to be considered for the Chief minis Officer.
// Role: Creative Director - creative strategy, art direction
// Team credit: Derekh Froude (ACD | CW), Frank Fusco (CW), Drew Meiser (AD)
We launched the campaign with a job posting on Craig's List, with supporting social postcards. We then created social postcards to further develop the idea of a Chief minis Officers. We also held Chocolate Bombings aka chocolate happy hours. We targeted three companies, Yelp, POPSUGAR, and LinkedIn. The chocolate happy hours consisted of specialty drinks and minis. A big hit at these events, guestswere invited to create a gift by decorating a mason jar to hold minis. An integral part of the campaign was the CmO new hire kit we created. The kit included everything you needed to be a CmO on day one. The new hire kits were sent to key influencers and we surprised and delighted people on Facebook and Twitter with the kits.
The numbers: 22.6MM social impressions driven via Facebook, Twitter, and Instagram,
5,500+ physical impressions/interactions with the brand via the Chocolate Happy Hours and Chocolate Drops, 374k social engagements across social channels, 1,218 submissions to be considered for the Chief minis Officer.
// Role: Creative Director - creative strategy, art direction
// Team credit: Derekh Froude (ACD | CW), Frank Fusco (CW), Drew Meiser (AD)
CraigsList Job Posting
Facebook posts: Help Wanted, Early Bird, Sweet Surprise, Birthday, Big Congrats, A+, Soccer Mom, Late Night,
CmO Starter Kit
Chocolate Bombing
