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"All women need to hear they're amazing." Those are the words of Joey Schleicher, a brave gal who overheard a woman talking nasty about her in a grocery store (while she was right there, like ... riiiight there) and wrote an open letter about the experience on Huffington Post, encouraging women to be little more kind, a little less critical. Preach, sister. So we jumped on this opportunity for real-time engagement for Wet n Wild, asking Joey to join us in a social push we called #WildAboutYou.
How'd it work? In the week leading up to National Compliment Day, we began to post compliments to influencers, bloggers and especially "regular gals" on behalf of Joey. Around 200 per day, actually. And we created "compliment cards" that women could share with each other.
Wanna talk facts, stats and kudos? This week-long activation earned 4.4 million media impressions and engagement on Wet n Wild's social media platforms went through the roof, with Facebook following alone increasing by 600%. And the goodwill was palpable. All for an idea that cost around $500.
Man, it feels nice to be nice.
Read Joey's open letter here: http://www.huffingtonpost.com/joey-schleicher/to-the-fit-woman-at-marketplace-foods_b_6277494.html
The campaign's feature in Bustle is also worth your effort in clicks: http://www.bustle.com/articles/59629-joey-schleicher-and-wet-n-wild-team-up-for-the-wildaboutyou-campaign-because-saturday-is
Group Creative Director: Nina Orezzoli
Designer: Lindsey Wright
Social Media Strategist: Katie Miller
Photographer: Ashley Johnson
Assistant Account Executive: Melanie Richtman