1. Mixx Awards
Category:Social marketing
Any campaign featuring the use of person-to-person and community channels such as word-of-mouth,
user-generated content and social networks.
Entry Fee:$375 Single entry, $425 campaign entry
Entry Criteria:
Submissions should reflect work that was carried out predominantly by the submitting agency or
advertiser, and the role of collaborating (creative and media) agencies and key individuals should be
referenced. Your organization also must have played a substantial role in creative concept and execution
and/or worked very closely with creative partner to develop and execute the media planning and
buying.
Submission length i.e. word count, number of pages etc. 1200 words (see structure)
Required structure
Submissions must include a written case study, which requires: 1) strategy; 2) execution and use of
media; and 3) demonstrated results. Each of these three components should be no more than 400
words (for a maximum 1,200-word written case study.). Submissions must also include creative samples,
provided via web site URLs. Judges will consider engagement, use of medium, art direction, copy writing,
integration and overall campaign.
Supporting Material:
In addition to the written case study, a case study video is strongly recommended. Videos should be
no longer than 2-3 minutes in length and capture the creative and the actual interactive experience.
Usernames and passwords must be provided and the web site links must remain active until January 1,
2013.
Is a front cover possible?Yes
Entry Method: Online – you may opt to submit the written case study on a url, as a pdf or online text
box.
Previous winner and why:
Confirm category

2. Overview
In 2011/12, American Cancer Society (ACS) launched a social video advertising campaign designed to
engage people with the ACS brand. The campaign wasn’t simply about likes, shares or views, but about
raising awareness, and driving users to the ACS website. The campaign has far surpassed expectations
and has reached hundreds of thousands of consumers, making it a great success for ACS.
Strategy
The challenge was to remind people that ACS is not simply about behind-the-scenes research and labs,
but is actively out there, saving lives and educating a nation.
ACS launched the ‘More Birthdays’ campaign to position itself as the official sponsor of birthdays – a
celebration of all the lives it has helped save and the ‘extra birthdays’ it is helping to give. The campaign
sought to give ACS a tangible and personal relevance.
To drive momentum for the campaign, the goal was to create an online movement by engaging people
across the social web and helping them learn more.
The objectives were to:
Encourage site visits to morebirthdays.com
Acquire editorial posts
Drive shares across the social web
Continue to extend the “Birthdays” campaign and establish ACS as the “Official Sponsor of
Birthdays”
Drive increased Awareness and Advocacy of ACS among the target audience
Generate brand engagement through digital measurements such as cost-per-click/interaction
ACS created a compelling and emotionally relevant video that reinforced its position as the ‘official
sponsor of birthdays’ – see supporting video file.
ACS then engaged Unruly, the award-winning global platform for social video advertising, to manage the
online campaign,distributing and tracking the video across the social web.
Unruly harnessed its unique distribution platform, MEME
(Media Engagement and Measurement Engine), which
enables it to monitor, quantify and evaluate thousands of
social media outlets. It also identified brand advocates and
selects and distributed the video to a select portfolio of
blogs, social media applications and targeted websites to
ensure active and engaged video views.
The video was distributed across carefully targeted
blogs and social media sites

3. This careful targeting also helped generate a large number of editorial placements (see later).
To encourage further interaction and engagement, once viewers clicked through to morebirthdays.com,
they were invited to send e-cards, download ringtones, and buy birthday songs or simply make a straight
donation.
As a result, the campaign not only delivered a clickthrough rate above Unruly’s campaign average, but
time spent on the site increased considerably.
Execution
The target demographic for this campaign was women aged 35-64, who engage with content in
categories such as community, health, family, lifestyle, music and entertainment.
The primary goal of the campaign was to get people engaging and interacting with ACS by viewing and
sharing the video with family and friends via social media.
Unruly’sSocial Video Player is specifically optimized for social sharing (including Twitter, Facebook and
StumbleUpon annotations), making it easy for users to share the video across the social web.
Using MEME’s technology, Unruly was able to track important metrics for the campaign, including views,
shares, dwell time, completion rate, and many more. Unruly analyzed tweet and blog comments and
measured video popularity by shares, not views.

4. 2000+ shares
Over 7,000 comments
The morebirthdays.com site saw a 63% increase in unique visitors

5. Results
Engagingusers of ‘More Birthdays’
The campaign delivered 830,924 plays on Unruly’s Social Video Player
601,500 completed plays
2046 shares
27.3 second average dwell time
Call to action
19,437 clickthroughs – a CTR of 2.34%
Morebirthdays.com saw a 63% increase in unique visitors during the campaign with 1,009,483
users
Average time on the site also surpassed 2 minutes (a 200% increase)