James Ready Cover Photo Swap
?James Ready
Issue 28 | September 2013
Agency
Leo Burnett, Toronto
Creative Team
Chief Creative Officer: Judy John Creative Director: Judy John, Lisa Greenberg Group Creative Director: Anthony Chelvanathan, Steve Persico Copywriter: Steve Persico Art Director: Anthony Chelvanathan Group Account Director: David Buckspan Account Director: Natasha Dagenais Account Executive: Rebecca Simon
Date
November 2012
Background
The aim was to use James Ready's current drinkers to help attract new drinkers. If people saw how much J.R. drinkers loved the brand and the beer new people would be interested in J.R. The assets J.R. already had were used because budgets were small.
Idea
The James Ready Cover Photo Swap – a simple bartering system that allowed drinkers to use JR's Cover Photo Space, if they let JR use theirs. Drinkers used the space to promote businesses, impress the ladies, and more. On the flip side, fans helped introduce JR to a new audience by giving up their Facebook Cover Photo. JR's message not only appeared on fans Facebook pages for one full day but showed up in their newsfeed.
Results
The James Ready swap continued daily, but in the first three weeks of the program the brand was able to reach almost 6 million people. Saw a +352% jump in page shares and a +402% jump in content likes. And, most importantly, they were able to grow their Facebook fans by +37%.