A Campaign That Became A Community

m e d i a c r e at i v e

b r a n d o p p o r t u n i t y

p r o d u c t i o n

MEDIA STRATEGY

MEDIA BUY

SOCIAL STRATEGY

TV

RADIO

SOCIAL

WEBSITE

EVOLVE AN EXISTING PLATFORM TO BE MORE RELEVANT AND ENGAGING.

Five years ago we developed Share A Little Sunshine: a social platform that turned Florida’s 19 million residents into Florida advocates. But as social channels evolved, we recognized our strategy needed to evolve as well. So, we developed a better way to connect with our fans and get them to show off what they love about Florida.

PHOTOGRAPHY

VIDEO

WEB DEVELOPMENT

How do you get Floridians to share the best of their state?

Social media influences travel. So, we expanded into new social channels, tapped into the existing behavior of hashtagging, and created #LoveFL for residents to use during everyday Florida adventures.

of Facebook users say their friends’ photos have inspired travel plans

We built an army of advocates to authentically

tell the story of Florida.

Suggested Post#LoveFL

We took shared content and then made the sharer the star by placing their original photo in organic and paid posts.

#LoveFL sponsored posts outperformed the national average for engagement.

As winter rolled around we saw an opportunity to amp up our campaign with a little-known truth: Floridians like to brag about our great weather. Bragging Season was born and we asked our fans to share our content with friends.

In the winter, we amp up our bragging.

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