#CEFalcons Social Campaign

3/1/2013

After years of sightings, two rare Peregrine Falcons decided to lay their eggs on the roof of Lowe Campbell Ewald—right in front of our security camera. Knowing we had a great story just waiting to hatch, we amplified the National-Geographic-meets-Modern-Family reality show for the world by launching a social media campaign called #CEFalcons.

Using a Tumblr, a meme generator, and a Livestream video feed, thousands of people tuned into the lives of our new office mates in a matter of days. People who never watched birds became interested. Elementary school teachers referenced the site in their lessons. People as close as the floor below, and as far as New Zealand formed a community over 237,000 strong, united by one thing we all have in common—family.

And no marketing strategy, no matter how well planned, could’ve predicted that.

Campaign Highlights & Awards:

237,000 Visitors across 103 countries
Heavy press, blog mentions and social media activity from FastCompany, Adweek, Huffington Post, National Geographic, Business Insider, and various television and media networks/publications
2014 Internet Advertising Competition (IAC) Awards; Best Social Media Campaign
2014 DMAD Target Awards; 3rd Place Integrated Campaign
2013 The D Show Awards (Detroit); Best of Social Media

VISIT THE LIVE SITE

WATCH THE VIDEOS

Campaign Overview