INCREASING BRAND FOLLOWING & ENGAGEMENT. We’re always thinking of new ways to win cultural clout for our brands, so we’re constantly dreaming up new and innovative activities on our pages to keep our brands front of mind. For instance in December 2015 the Arm & Hammer Curious Calendar activity served up simple, fun and festive out of the ordinary content with a twist.

Using stop motion footage, we created 24 individual films that challenged our audience to crack a Christmas themed question every single day of December, in order to win a curious prize. From Star Wars jumpers through to Aubergines (and we really did send Aubergines through the post) we were chatting with over 2,000 people a day as they got stuck into the competition. We dedicated November to seeding the Curious competition with teaser videos, promoted through social advertising, targeting our competitors fan base and those with a discerning taste for something a little different. During the activity, we promoted the unique and curiously different benefits of Arm & Hammer toothpaste through targeted ads and gave our new fans the opportunity to get a free sample. Fans responded with an unprecedented amount of user generated content on the page and behind the scenes, keeping our community managers on their toes as they lived and breathed the brand personality through every email, tweet and post. In one month, we created more engagement than Oral B and Colgate had achieved in 2 years.