From a standing start to the second biggest UK brand community on Facebook, Creme Egg remains one of CMW’s most satisfying achievements.

Watch the films to see how we’ve imbedded digital into the heart of Cadbury’s business; amassed and engaged the brand’s fan base by creating a depth of personality and a space for them to ‘play’; and increased saliency and sales.

Of course the cabinet of awards we’ve picked up for the brand along the way didn’t hurt either.

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Until the launch of Krave, Kellogg’s had only tentatively played on the sidelines of digital. Sensing the launch of this youth brand as an opportunity to move the company forward they jumped in with both feet.

Online ads, a Facebook Connected website (complete with its own choc-fuelled auction), linked on-pack promotions and active community management saw Facebook rank it amongst the top FMCG launches of the year, and built a hardcore Krave following from 0 to over 100,000 fans.

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Building on the success of the Choc Exchange we wanted to increase consumer participation with the choc-obsessed brand characters, so we created a social game our fans could play on Facebook.

Promoted via a heavyweight TV and outdoor campaign, online ads and a considerable on-pack promotion, we generated secret codes that release bonus features and content, established community leaderboards, and are taking the game mobile with geo-location activity.

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How do you launch the first new Lotus for years, globally, when a shoestring budget means conventional advertising is out of the question. Take a look at the film to see how we did it.

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Dramatise a really simple product truth; RKS tastes a lot better than it looks. The challenge was therefore to turn the nation’s Hmmms of skepticism into Mmmms of appreciation by getting them to taste the bar.

Special build vending machines linked to digital outdoor and social platforms and apps allowed people to, not only trial the bar but also share the experience with their friends.

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Great football experiment

In a move away from a reliance on TV, Nivea for Men were looking to utilize digital channels to strengthen the association between the brand and their sponsorship of the England football team ahead of Euro 2012.

Thus the Great Football Experiment was formed – a genuine experiment to see if world class preparation could turn an average Sunday team into a squad capable of not only winning their league but beating a team of ex-England professionals.

Amateur teams fought it out (socially) to win the prize of management and training with England legends. The fans could follow all the latest webisodes on Facebook and share this incredible journey with the team.

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Having run the direct and CRM account for five years we decided a fresh approach was needed, so we conducted in-depth research into the decision making process associated with buying a new car.

The results were unsurprising but have fundamentally changed Peugeot’s approach to marketing. The traditional purchasing funnel has gone, being replaced by a more fluid, multi-channel, consumer focused model.

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Car leasing companies are constantly bombarded with sales paraphernalia, and as such are notoriously hard to talk to. We needed an unexpected and unconventional way of putting the Peugeot 3008 on their radar.

Cue the popcorn, a movie and an unexpected guest.

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Vascular risk assessment

National Health Trusts wanted men over 40 to have a National Health Check to pre-empt medical issues in the future. But unfortunately it is the 40 plus man on the street who is most likely to bury his head in the sand when it comes to health issues.

Our job was to get them to take action; not by telling them what could be wrong but by dramatising in a poster campaign what they could miss out on if they continued to hide from the issue.

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Breakthrough Breast Cancer is charity with a small budget fighting for space in a cluttered market. We needed an idea that would get talked about, and picked up by the online and offline press.

By stripping the campaign back to what the cause really stood for we persuaded a handful of A-listers to also strip off - illustrating the vulnerability of women facing this disease. Our A-listers were only protected by the Fashion Targets Breast Cancer logo, and a call to action told women how they could also show their support by visiting the website and buying the new range of clothes. The impact was unprecedented for Breakthrough Breast Cancer with £1m in sales and £10m in free PR.

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The Hmmm to Mmmm campaign established Rice Krispies Squares as ‘A taste of the unexpected’ and allowed us to establish a significant fan-base on Facebook. The challenge now was to keep our fans interested, to add to their number, and to keep reaffirming the brand truth - that Rice Krispies Squares aren’t what you expect them to be. We devised Find The Friend Who Isn’t, which demonstrated the same ‘unexpected brand truth’, only we used participants own friends to do it.

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