TheWorkOfVanessaFord (PDF)

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writer / art director / thinker

For the Maynards social media content plan we wanted to make the most out of a small budget.
Sure we wanted to up our numbers and get more visibility- but we also wanted to remind our
fans of our deliciously odd tone while stopping their thumbs and making them smile. We did this
by creating content calendars that filled mouths and not just excel spreadsheets. Not only did we
latch onto topical news and trends, we also created mini-series of content that always encouraged
a dialogue between our fans and the brand.

For Valentines Day, we decided to bring the on screen romance off screen by giving our fans the
opportunity to match up to something really sweet (or sour). In true Tinder fashion we brought
the notion of swiping to our Facebook page and devised a quick hashtag contest entry mechanic.
The results were pretty great, with the top post garnering 445 likes and 875 entries, considering
there was no paid media behind the posts - just sweet (and sour) love.

Knowing that our Maynards Facebook page fans are at the age where going back to school elicits feelings
of bitterness, we wanted to give them something to make going back a little bit sweeter. One lucky winner
received a hand crafted Maynards back to school textbook, and a generous supply of Maynards candy to
fill it with for some seriously sneaky snacking.

To bring the Heineken Open Your World campaign to life at an experiential level and challenge
our target to literally open their world we created the Heineken Ice Breaker. This event leveraged
the existing platform, celebrated the new Heineken ice towers, and best of all, created a
branded experience.

some super lucky attendees
he ultimate Ice Breaker at

with Ipads help attendees
e some serious bragging



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