CREST #STRIKEASMILE ACTIVATION

PLANNING, CONCEPTING, COPYWRITING

THE ASK

Crest approached Refinery29 to create a custom program to help them stay top-of-mind during the 2016 Grammys.

MY ROLE

Knowing that Twitter traffic consistently spikes during major televised awards shows, I concepted and upsold the #StrikeASmile Twitter activation as an add-on to the content program Crest originally wanted to buy with us.

THE IDEA

#StrikeASmile is a Grammys Twitter activation that encouraged Crest and Refinery29 followers to tweet their best smiling selfies for a chance to be live-drawn onto the red carpet by a professional illustrator.
crest-r29-strikeasmile-1
crest-r29-strikeasmile-2
crest-r29-strikeasmile-3
crest-r29-strikeasmile-4
crest-r29-strikeasmile-5

THE RESULTS

In a few hours, we received over 900 submissions, increasing followers for both @Crest and @Refinery29 and helping to own the #StrikeASmile hashtag.
We even got a few compliments to boot:

THE CREDITS

Publisher: Refinery29
Art Director: Meg Lazaros
Writer / Social Media Editor: Jasmin Sun