17. Reuse

The other day I read and article which described how brands need to better utilize social media in order to make a connection with their customers. An example was given comparing the promotion done for Stanfield's underwear by Toronto advertising agency John St. to that of the Flo character that appears in ads for automotive insurance company Progressive. Instead of integrating Flo with the Progressive Facebook page, the character has her own page with four million likes, which vastly outnumbers the Progressive page that only has forty thousand.

Proof you don't have to be likable to be popular.

According to the video about the work done by John St., Stanfield's was relatively unknown on the web as a brand. John St. decided to change this. As shown in the video the promotion involved a survivor of testicular cancer staying at home for 25 days to promote the brand and raise awareness of testicular cancer. While the idea itself may be great, another great aspect is that the guy was not given his own page. So now all of those people who decided to "like" the Facebook page for The Guy At Home In His Underwear promotion are fans of Standfield's now that the campaign has ended.

The bonus is that there wasn't any "like this to support cancer," likes truly equaled donations to a charity. Great Work.