After years of sightings, two rare Peregrine Falcons chose to lay their eggs on the roof of Lowe Campbell Ewald—right in front of our security camera. Spotting a story ready to hatch, we amplified this National-Geographic-meets-Modern-Family moment for the world with the launch of a social media campaign called #CEFalcons.
Using Tumblr, a meme generator, and a Livestream video feed, thousands tuned in to the lives of our new office mates within days. People who had never watched birds before became engaged. Elementary school teachers incorporated the campaign into lessons. Fans from within our office to as far away as New Zealand formed a community of 237,000 strong, united by something we all share--family.
No marketing strategy, no matter how well planned, could have predicted the reach and engagement of this campaign.
Highlights:
Awards:
Using Tumblr, a meme generator, and a Livestream video feed, thousands tuned in to the lives of our new office mates within days. People who had never watched birds before became engaged. Elementary school teachers incorporated the campaign into lessons. Fans from within our office to as far away as New Zealand formed a community of 237,000 strong, united by something we all share--family.
No marketing strategy, no matter how well planned, could have predicted the reach and engagement of this campaign.
Highlights:
- 237,000 visitors across 103 countries
- Heavy press, blog mentions, and social media coverage from FastCompany, Adweek, Huffington Post, National Geographic, Business Insider, and numerous television outlets
Awards:
- 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
Case Study Video
Web & Social Tools
CEFalcons.com Tumblr
(click for full site)
(click for full site)
 Livestream (Live Camera Feed)  The Final Post |  MemeGenerator.net |
Memes
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Live Banding Event w/ Department of Natural Resources (DNR)
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Fan Engagement
 Fans gathered to watch Amelia fledge. |  Naming Contest Prize Pack (donated by National Geographic) |
Media & Press
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Credits:
- Creative Leadership: Iain Lanivich
- Copywriting: Zak Stawski
- Art Direction & Design: Dimitri Alexander
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