Company: C3 Agency, Atlanta, GA
Company Description: C3 Agency is the Agency of Experts. We work with bold brands to deliver award-winning activations. Our services span from gray matter to elbow grease - we're often called the global agency's secret weapon & a brand's heavy artillery. C3 scouts non- traditional locations & builds custom atmospheres & experiences that build brand advocates, amplify social media & generate media coverage.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Personal Care

Nomination Title: Yes To Carrots 2014 #YesToMovement Beauty Bike Tour

Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.

Yes To, Inc. has long celebrated the success of its hero product, Yes To Cucumbers Facial Wipes. The genesis of the #YesToMovement Tour was to offer an ultra-engaging experience with the Yes To Collections – Carrots, Blueberries, Tomatoes, Grapefruit and Cucumber – to spark the ardent loyalty previously reserved for Yes To Cucumbers Facial Wipes across all the brand’s facial product lines.

It was critical to the brand that its first national experiential Personal Care Marketing Campaign informed consumers that Yes To offers a wide variety of innovative natural skin care solutions for every facial skin concern -- from acne to aging. The program’s live engagement was designed to connect the consumer to the most effective face products for her specific concerns.

C3 Agency (C3) conceived a highly innovative campaign enhanced by influencer marketing and technology. We planned a campaign that was “driven” by two hand-crafted "Beauty Bikes” on a 20-day, 2-city tour that stopped in 72 target consumer-rich locations in Yes To, Inc.’s two major US markets – New York City and San Francisco.

C3 activated our unique “Experiential Influencer” screening program to identify natural product ambassadors that are authentic, passionate and persuasive both online and offline. Within a compressed four-week timeline, C3 designed and built an app, that used data about specific concerns to determine skin type and advised consumers which Yes To product collection to use.

The tour’s “Beauty Advisors” (brand ambassadors) wore trendy, branded uniforms designed by a C3 Stylist that incorporated hip, orange “Chucks” (Converse low tops) and custom-designed hoodies that completed the stylish daywear outfits. These women were not only peppy, articulate and engaging, but were also passionate about health and natural products. They participated in an extensive training program to learn details about Yes To products and brand history. The Beauty Advisors used this knowledge and passion to authentically engage consumers, provide useful information and sample the specific facial moisturizer and facial wipe that benefited the consumer’s skin. These personalized interactions nourished the core intention of the marketing campaign -- Collection-specific consumer loyalty.

C3 and the #YesToMovement Tour also created excitement among retail chains involved with the program and improved relationships between these retailers and the brand’s sales team -- providing new talking points to leverage increased shelf space and a reputation for delivering unprecedented, engaging in-store activations.

C3 built a strategic relationship with Pure Barre studio in Williamsburg, Brooklyn. This relationship resulted in Yes To being publicly challenged by Pure Barre to participate in the ALS Ice Bucket Challenge.

C3 leveraged existing relationships with NYC-based promoters to access the top outdoor summertime events in Williamsburg, Brooklyn that attract Yes To’s target demographic.

C3 partnered with the on-trend Top Coat nail boutique in San Francisco on events, custom social media posts and promotions. C3 secured the Yes To sponsorship of the “Bay Area Cool Moms Club” private party for 30 “heavy hitter” San Francisco Bay area influencers.

This multi-faceted execution allowed C3 to deliver a Personal Care Marketing Campaign that exceeded objectives for Yes To, Inc.’s first venture into experiential marketing on a national scale and was a transformational platform for the brand.

Specific #YesToMovement Tour Personal Care Marketing Campaign results include:

• Secured nearly one million impressions -- exceeding the client’s program goal by more than 3100%
• Increased Yes To, Inc.’s Social Media ‘People Talking About This’ (PTAT) score by 62% during the campaign timeline
• During the 5-week activation, Yes To, Inc. acquired over 23,000 new Facebook fans -- exceeding the campaign goal by 180%
• Hand-distributed more than 22,000 product samples customized to each consumer's specific skin care needs
• Fostered nearly 30,000 customized and meaningful consumer interactions

C3 Agency’s attention to detail and marketing innovation throughout the genesis, planning and execution of the #YesToMovement Tour led to the remarkable results of Yes To, Inc.’s first national experiential Personal Care Marketing Campaign.

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).

The 2014 #YesToMovement Tour was an innovative Personal Care Marketing Campaign driven by bespoke Beauty Bikes with the following chief features:

• Trial: Testers of Yes To Collections’ moisturizers and facial wipes
• Sampling: Distributed thousands of Yes To Collection-specific samples
• Technology: Custom skin care type app on tablets
• Social Media Selfie Station: Consumers took selfies while sitting on the bikes and shared on social media. (Bonus! Top model/actor Tyson Beckford @tysonbeckford re-tweeted a photo from his "Beauty Bike" experience.)
• Shopping: Back of bike displayed products available exclusively online
• Modular Design: C3 designed one bike with two set-ups: a pop-out front display for large-scale outdoor events (farmers markets, beaches); scaled down footprint and signage for in-store national retail tour stops
• Influencers: 40 influencers spread Yes To Collections information and samples to their highly coveted on/offline networks

C3 and Yes To, Inc. are currently planning the 2015 #YesToMovement Tour.