1. And “Dawn Saves Wildlife”

2. Dawn in the News “ Dawn Eyes Facebook for Cause Marketing”, by Elaine Wong, Brandweek Aug 3, 2009, “ One of our top take-home lessons is to keep the line between branding and cause clear. While Dawn is the driving factor behind the program’s success, it is ultimately the passion for wildlife conservation that drives the consumer. It’s important for brands to view these programs as organic, with momentum built by consumer passion,” she said. Baba added that Dawn is looking to position its microsite as “the authoritative Facebook page for environmental cause, support and discussion forum.” P&G home care rep Susan Baba

5. Custom Tab on Pieces of Flair Users can SAVE oil-covered animals by clicking on the “clean me” button.

6. Custom Tab on Pieces of Flair Once the button is clicked, there is a flash animation with Dawn branding.

7. Custom Tab on Pieces of Flair Once the animals are cleaned with Dawn, users can adopt them or send the to friends!

8. Custom Tab on Pieces of Flair Users share their Dawn flair with their social graph, making the campaign very viral!

10. Results 728x90 social video ad unit expands to display video content that is sharable with friends