#STRIKEASMILE

PLANNING, CONCEPTING, COPYWRITING

If no one’s ever drawn you onto a red carpet, can you say you’ve really lived?

WHO & WHEN

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

WHAT & WHY

Twitter traffic consistently spikes during major events—especially televised awards shows.

To take advantage of this, and most Millennials’ love of taking selfies, I concepted and led the social strategy for #StrikeASmile, a Twitter activation asking users to tweet their best smiles for a chance to be live-illustrated onto the Grammys red carpet.

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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:

CREDITS

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