Category

Award

MIRACLE MACHINE

ClientKRAFT PHILIPPINES
ProductFACEBOOK APPLICATION
EntrantJWT MANILA, THE PHILIPPINES
Type of EntryTechnique
CategoryBest Use of Social Media
TitleMIRACLE MACHINE
Product/ServiceFACEBOOK APPLICATION
Entrant Company:JWT MANILA, THE PHILIPPINES
PR/Advertising Agency:JWT MANILA, THE PHILIPPINES
Credits
Name Company Position
Dave Ferrer JWT Manila ECD
Joe Dy JWT Manila CD / Copywriter
Icel Candido JWT Manila Sr. Art Director
Bob Cruz JWT Manila Sr. Art Director
Danni Lim JWT Manila Art Director
Javey Villones JWT Manila Art Director
Maan Bautista JWT Manila Copywriter
Y2 Villanueva JWT Manila Copywriter
Carol Pe Benito JWT Manila Print Producer
Ces De Guzman JWT Manila Print Producer
Eugene Taningco-Sucayan JWT Manila Broadcast Producer
Maika Zialcita JWT Manila Broadcast Producer
Pam Garcia JWt Manila Exec. Planning Director
Golda Roldan JWT Manila Client Services Director
Iea Nepomucen JWT Manila Account Director
Anne Pagaduan JWT Manila Account Manager

Describe the campaign/entry:

Miracle Whip is all about making good things happen. But this time, we’ve decided to whip up miracles outside of the kitchen with the Miracle Machine. To set the wheels in motion, a Facebook application was launched to make 12 miracles happen in 12 days. It was the first time that an app had been created for the sole purpose of making a difference for the less fortunate. Customized options were indicated on how one can help, either through directly contributing or spreading the word. The Miracle Machine and its online community successfully made 12 miracles happen in 12 days.

Describe the brief from the client:

We wanted these young, experimental householders to imagine themselves as miracle makers both in their kitchen and in real life. Since the brand and its history was all about whipping up miracles inside the kitchen but not a lot of people knew about it, we wanted to take advantage of this behavior. Thus, Miracle Whip’s Miracle Machine was born not just to make good things happen in the kitchen but to become an online community hub where people from all walks of life can come together online and combine their resources to make miracles.

Results:

Without any other communication effort or in-store push or promotions, a little community hub of miracles gave way to a groundswell of little miracles. Facebook fans reached 1, 656 and resulted in overall 11, 935 total logged in page views. Miracle Whip grew by 8% in 2010 (with its major retailers growing as high as 25%), selling way above expectations (+17% vs. December target.) But more importantly, Miracle Machine and its online community were able to successfully whip up 12 miracles in 12 days.

Execution:

A Facebook application was launched in November 2010 to make 12 miracles happen in 12 days, with the first miracle slated to happen on the 1st day of December. It was the first time that an app had been created for the sole purpose of whipping up miracles for those who need them the most. Getting started The app informed the user of the two simple steps on how to make miracles happen with the Miracle Machine. Choosing a miracle The user was then presented with twelve miracles for various cause-oriented organizations he or she can help make happen. Once decided on which miracle to pursue, he or she clicked “pitch in.” Ways to help Customized options were indicated on how one can help, either through directly contributing or spreading the word. By the 12th day of December, the 12 miracles were all set.

The Situation:

There’s always a call for help being sent out. For example: a person whose father is in need of a blood transfusion emails friends for help. These people in turn forward that message to their own network, hoping one can make that miracle happen. Imagine if this proven support chain was empowered to do even more. If only there was a way to centralize this to get people to help those who need help more efficiently. This is what the Miracle Machine aims to do.

The Strategy:

A Facebook application was launched in November 2010 to make 12 miracles happen in 12 days, with the first miracle slated to happen on the 1st day of December. It was the first time that an app had been created for the sole purpose of whipping up miracles for those who need them the most.