We created 365 custom posts featuring a cast of oddball fruit puppets, a crowd-sourced selfie contest targeting the brands year-round users, games with branded twists, awkwardly Photoshopped stock photography, and an app that let fans send personalized fruit music videos to their friends.

Typically, a brand finds its voice through traditional advertising and that voice trickles down to its social media. But when we took over Emergen-C’s Facebook presence in 2013 the opposite happened. We developed a fun, offbeat brand voice that fans connected with, that actually drove sales and that the brand now uses as a guidepost to inform its traditional advertising – all the while increasing likes from 400k to 1.1 million by year’s end. ROI for our Facebook and digital campaigns was measured within Pfizer to be $2.20 - higher than every other medium except search.