evb.com

EVOLUTION BUREAUAN INTRODUCTION

Prepared by:

SHANE GINSBERG | PRESIDENT SHANE@EVB.COM

650-281-7293

THANK YOUTHANK YOU

THANK YOU FOR TAKING THE TIME TO LEARN MORE ABOUT US. At EVB, we’re huge advocates for the power of digital and social media to connect with new

consumers, impact a brand and change culture. !Today we believe that tomorrow’s brands will be built and reinforced within the realm of

digital, mobile and social networks. Today more than ever, marketing should be designed

around a social idea that draws people in and allows them to participate with the brand.

We believe that the most believable stories are told by people, not brands (It has actually

been proven that consumers trust the words of strangers over the claims of corporations.)

Our agency’s approach is to give our fans and influencers the message, content and desire to

spread our ideas and campaigns to every corner of the Web and beyond.

We are a small force that can be properly applied for a huge impact. We appreciate and

respect your existing agency relationships, and have a proven record in collaborating to get

the most out of your marketing mix and efforts. Our simple goal is to become the most

valuable agency on your roster. Through great work, smart thinking, flawless execution, and

hard work.

On the following pages, we've put together some tidbits about the agency, a sampling of our

philosophy and approach and also included a few case studies that might be relevant to your

marketing needs. !We hope you enjoy and look forward to meeting you in person.

HELL

THANK YOU

BORN DIGITAL. RAISED SOCIAL. AN UNTRADITIONAL AGENCY. !In October 1999, EVB Founder Daniel Stein left his position as Francis Ford Coppola’s digital producer to start Evolution Bureau. The agency’s vision was to blend advertising with entertainment and technology to create a new approach to marketing — one that not only reached consumers through mass marketing, but also generated results by engaging consumers in social spaces with branded content and immersive experiences. We were built from the ground up to be disruptive, agile, outsized, and intimate. !For over fourteen years, we’ve remained at the forefront of innovative marketing, creating some of the industry’s most memorable campaigns, and reaching billions of consumers with breakthrough ideas and forward-thinking uses of media and technology. We had millions of people “Elf Themselves”, “won the Superbowl” for JCP by #tweetingwithmittens, and helped Facebook monetize their business. !Today, under the creative vision of Steve Babcock, EVB sees beyond a world of “digital vs. traditional” marketing and chooses to focus on ideas that use all media and find momentum in culture to solve our clients’ most challenging marketing problems, making their brand matter to the right audience.

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EVB AT A GL ANCE

MEOWMIX CATSTARTERJCP GO LIGGETY

Hot Links

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WHAT WE DOGREAT WORK. WELL DONE.

Whatever it is, we can get it done. And if we can't get it done, we can work with the right people to get it done. So, in other words, we're still getting it done. Done and done.

CORE SERVICES OFFERED WITH IN HOUSE EXPERTISE

Online Advertising Traditional Advertising Word of Mouth Content Seeding Identity/Brand Dev !Quantitative Research Qualitative Research Social Strategy Brand Activation !Social Engagement Paid Social Influencer Outreach Community Management !Social Dev Mobile Dev !DigitalOutdoor Messaging Email

DELIVERED THROUGH PARTNERSHIPS & FREELANCE TALENT

Print Production Broadcast Production !Media Planning Media Buying Mobile Strategy !Point of Sale Shopper Marketing Interactive Television Game Development !Branded Content Music Licensing Talent Negotiation Music Composition !Live Marketing Physical Installations Physical Production Street Teams

NON-CORE SERVICES WHICH WE CAN FACILITATE

E-Commerce Database Management Corporate Site Dev IT/Hosting Services !eCRM Customer Service !!Dev

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*PLEASE CLICK ON THE LINKED IN (SHAMELESS CLIENT PLUG)

BUTTONS FOR BIOS OF OUR TEAM.

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OUR SWEET SPOT

WE DON’T STRIVE TO CREATE ADVERTISING. Our approach focuses less on the traditional push tactics

and more on the pull (or participatory) nature of today’s

digital world and, specifically, today’s digital native. There

are many factors involved, but we’ve identified three main

components that help us achieve real success for our

brand partners in this crazy, newfangled world.

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THE DIGITAL NATIVE

SOME CALL THEM MILLENNIALS. Some call them digital natives. Whatever you call them,

they represent our sweet spot. (About 80% of our staff

fit this demographic. And the rest certainly fit the

mentality.) Outside of the fact that this 18 to 34-year-

old is critical to almost every brand’s future, we find

this segment to be the most exciting. They embrace

digital culture more than any other generation. They are

more prone to experiment and try new things. They

aren’t “happy go lucky.” They are “happy go doers.”

And it’s that mix of optimism and determination that

makes our approach of participatory engagement and

digital culture so effective.

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TIMING IS EVERYTHING.

The time for a long, drawn-out process that results in long,

drawn-out advertising campaigns is gone. Today’s approach

requires the ability to move fast and make things. Culture

changes daily. It’s not possible to appropriately affect or even

create culture if you can’t keep up with it. For this reason,

we’ve built our entire organization on the idea of dexterity.

Armed with the immediacy of production technology and the

publishing platforms of social media, we embrace this current

world of yesterday-is-too-late. While it’s difficult to truly

articulate agility as a line item, our experience has shown it to

be one of the greatest factors in any client relationship. In

short, we believe that in the time it would take to complain

about a timeline, the solution can be found.

THE SPEED OF CULTURE

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EMERGING

DIGITAL ISN’T A MEDIUM. IT’S A MINDSET.

In other words, digital is modern life, used for everything

from finding a burger joint to performing open heart

surgery on people who’ve found too many burger joints.

We are one of a handful of full-service agencies out there

born under this digital banner. This means we know the

difference between “shiny objects” and valuable innovation.

Our passion for - and focus on - digital culture gives us and

our client partners the ability to not only effectively

participate in the trends of today but accurately predict

what’ll come tomorrow. And with how fast platforms

change these days, it’ll probably be tomorrow.

TECHNOLOGY

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STRATEGIC APPROACHA SIMPLE PROCESS BUILT TO SURFACE INSIGHTS from the brand, the category, and the consumer. It’s different from a more traditional model in

the way that we look at these categories through the lens of the millennial, then we add the filter — and our deep knowledge of — culture and the fast-

moving technology world. An informed, contextualized, and progressive strategy is the gasoline that fuels disruptive and sharable creative work.

For us, the consumer is both the starting and ending point. Our muse lives in a digitally-centric and socially-led world. Our focus on the millennial considers the ever-changing world they live in, helps us to better understand the challenges of your business and, ultimately, gives us authority to shape communication for tomorrow.

Our job is to identify where your brand has been, what that point of differentiation is, and understand how to translate that differentiation so that it is relevant to the consumer. Our expertise lies in flexing A brand into new consumer-centric spaces without losing its core identity or principles.

We are here to disrupt the conventions in a category. To find the tension and work against it. Having an understanding of competition and the broader category helps inform what a brand can provide that will be unique and compelling to the consumer.

CONSUMER BRAND CATEGORY

We take a media agnostic approach to every assignment. At EVB, we believe that medium and message go hand-in-hand. A heritage built on technology and a pride in our start-up roots help us to explore the best vehicle for creating the most compelling communication, affecting both brand and business.

At EVB, we don’t want to create communication, we want to create conversation. Having our finger on the pulse of culture is the first step in understanding how to be relevant. Our approach is built on the idea that, much of the time, it’s easier to draft off of trends moving in culture rather than creating trends ourselves.

CULTURE TECHNOLOGY

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HOW WE WORK

The key to working efficiently is working together. It’s why

we’ve never liked the typical dog-and-pony presentation

process that’s common among agencies. You know the one.

Where the agency gets the assignment and then disappears

for a few weeks until the presentation. Clearly not the most

effective way to operate. We’ve found that the key to

finding the best solutions in the least amount of time is

communication, communication, communication.  

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HOW WE STAFF

PLAY WELL WITH OTHERS.

Our staffing model is designed around one thing: collaboration. That means each

relationship is uniquely staffed as every organization collaborates differently.

What is common is our core team approach. Typically, this includes account,

creative and strategic representation. Shared among them is the responsibility

to know the clients’ business, competitive environment, brand meaning,

consumer insights…pretty much everything. And that’s not possible in a vacuum.

Hence the whole collaboration thing. A lot of agencies like to say the C word.

We actually like to do it. Additionally, we have in-house production teams

focused on the project management and execution of all work we develop. In

other words, when we do it right, we no longer feel like an agency to our client

partners, we feel like we work right there in the building with them.

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WE CAN BE FASTER. WE CAN WORK SMARTER. WE CAN DO THIS FOR LESS.

We believe that no two clients’ businesses are alike and that each compensation agreement

should be tailored to our clients needs. Our relationships can take the form of individual

projects, a portfolio of assignments or Agency of Record and beyond.

!What’s essential in structuring the appropriate compensation agreement is to do our

homework together to understand the assignment scope, the stakeholders

desired level of engagement and the practical realities of delivering on your business needs.

!A successful compensation agreement looks like a partnership where both client and agency

feel good about the process and the resulting team.

COMPENSATION

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THEY SAY CLIENTS GET THE WORK THAT THEY DESERVE. WE’VE BEEN BLESSED WITH SOME AMAZING CLIENTS. !There are a few threads that unite

everything we do: All our work is

designed to provoke. A smile, a like, a

click, a purchase. It’s also handmade

to reflect each client’s distinct brand

sensibility and their consumers’

personal experiences and

expectations. !We don’t work for our peers, we

don’t work for awards. We work to

solve the hardest problems for the

most interesting clients.

OUR WORK

http://vimeo.com/evolutionbureau

39 VIDEO STORIES

JCPENNEY: #TWEETING WITH MITTENS winning the superbowl hands-down

SKITTLES: MOB THE RAINBOW turning likes into love

OFFICEMAX: ELF YOURSELF big result from a small package

RED THUMB REMINDER saving lives...with nailpolish

CHIVAS global experience of personal passion

FACEBOOK: STUDIO connecting creators to a new platform

MEOWMIX: CATSTARTER when memes collide

EACH OF THESE ARE LINKS. TRY ONE.

THANK YOUTHANK YOUTHANK YOU

CATSTARTER

CHALLENGEWe were tasked with building engagement, affinity, and advocacy by creating real emotional

connections between our brand, cat owners, and their cats.

SOLUTIONRather than create more cat content for people to share, we wanted to get Meow Mix back

into the conversation in a big way. So we created a whole new way to bring cat lovers closer

to their cats by creating a Kickstarter-style platform specifically for cat ideas. We called it

Catstarter: Things that cats love made by people who love cats.

RESULT

Catstarter just launched a few weeks ago and is already making waves in and out of the cat

community. With nearly 20 thousand votes cast and video views, the site itself has clearly

struck a cord. We've seen positive implications for the brand extend far being just the

website. Meow Mix conversation buzz has increased by 24% since the campaign launched

and posts on Facebook seeing engagement rates nearly double the norm. With coverage

from sources like AdWeek and Digiday, Catstarter is shifting the perception of the brand

from an old school to a far more relevant space.

www.meowmix.com/catstarter/

SITUATION

Meow Mix has been a household name to almost every cat owner for years. But the cat food

shelves of today have become saturated with competition. This has driven brand equity and

loyalty down.

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CHALLENGE

JCPenney wanted to promote their GO USA Mittens during the most crowded media day of the year - the Super Bowl.

SOLUTION

Instead of a costly Super Bowl commercial, we devised a fun plan on Twitter. During the game, we sent out tweets with

horrible typos. Just as we expected, culture reacted like crazy. After we got everyone talking about us, we revealed

that we were, in fact, tweeting with mittens.

RESULT

With no paid support, JCP saw staggering increases in awareness and engagement metrics. ‣ Social impressions increased by 231% week-over-week. JCP brand garnered more than 1 BILLION social impressions

the week of 2/2 (source: NETBASE) ‣ Increased sales of Go USA mittens by 105% via JCP.com (source: JCP Internal Sales Data) ‣ Grew conversation volume for the brand by 848% on Twitter (source: SYSOMOS) and JCP was the second-most

mentioned brand during the game despite not airing a commercial (SYSOMOS) ‣ JCP was @mentioned more than any brand airing a commercial (source: Salesforce) and the Twitter community

increased by 8.5K new followers, increasing reach for future efforts

SITUATION

JCPenney is in a turnaround. We’ve been working with them on all their social and untraditional marketing to find their

voice and connect with their customers in a more relatable and responsive way.

#TWEETINGWITHMIT TENS

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MOB THE RAINBOW

CHALLENGESkittles was the third-largest brand on Facebook behind only Coke and Starbucks. Much of

this growth had come organically and the brand needed a way to keep this massive fan base

engaged, while giving new fans a reason to connect with the brand.

SOLUTIONWe developed a campaign called "Mob the Rainbow," which allowed fans to engage with the

brand on Facebook and see their action have real-world, physical effect. For example, we

called on the Skittle mob to send a Valentine's Day card to an unsuspecting meter maid. In

the end, there were four Skittles Mobs. Each event was filmed and redistributed as online

content.

RESULTNot only was the Mob the Rainbow campaign success at engaging the current Skittles fan

base, it also was an effective means at attracting new fans. During the year that Mob the

Rainbow ran, the Skittles fan base increased by ten million fans, making it the fastest-

growing brand on Facebook. The brand continues to be a big driver of growth in the

Wrigley/Mars portfolio.

video case study

Original (Find from best brands)

Recreated PMS

http://www.skittles.com/

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EVOLUTION BUREAU

Skittles has always been a social media leader. The brand has

never had a problem collecting fans. By January 2010, Skittles had

organically grown to be Facebook’s 3rd largest brand with a fan

base of 3.5 million people.

Only a couple of brands had been there before. This was

unchartered territory. What comes next? What do you do when

it’s time to stop “fan collecting” and start “activating” the fan base

that you’ve created?

Wrigley presented Evolution Bureau with an amazing challenge,

namely “what do we do with a Skittles army that is 3.5 million fans

strong?” We knew that we needed to think beyond the typical

Facebook stuff, like status updates and offers. The Skittles fans

deserved more. They had stepped forward and asked to be closer

to this brand. We owed them something for their loyalty.

We wondered if it would be possible to mobilize the Skittles

Facebook army to take real action in the physical world. We

decided to give it a try. We called the campaign “Mob

the Rainbow.”

PROJECT

MOB THE RAINBOW

CLIENT

QUESTION CASE STUDIES

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EVOLUTION BUREAU

The first Skittles “mob” was a pilot program called “Valentine the

Rainbow.” In the days leading up to Valentine’s Day, we gave the

Skittle mob a simple task: send a physical Valentine to a deserving

meter maid who doesn’t get much love the rest of the year. This

was done through a single status update to the Skittles profile page

by a fictional Facebook character we created called the “Mob Boss.”

Fans were driven to a Mob the Rainbow tab Facebook tab, where

they could chose to participate by sending a paper or

digital Valentine.

We had 45,000 fans participate in Valentine the Rainbow. Once all

the cards were in, the agency rented a white utility van, emblazoned

it with Skittles stickers, grabbed a few video cameras and headed

out to ambush our beloved meter maid with a message of love. She

had no idea we were coming; you can imagine her surprise when

an odd character, dressed as cupid, leapt out of a Skittles van to

serenade her and drop off 45,000 Valentine’s Day cards.

The entire mob was captured on video and distributed back

through the Skittles Facebook page and on YouTube. This allowed

participants to view their work and spread it around the Web as

currency. It was also used to further drive interest, engagement and

more fans to the Skittles Facebook page.

QUESTION CASE STUDIES

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EVOLUTION BUREAU

The first Skittles “mob” was a pilot program called “Valentine the

Rainbow.” In the days leading up to Valentine’s Day, we gave the

Skittle mob a simple task: send a physical Valentine to a deserving

meter maid who doesn’t get much love the rest of the year. This

was done through a single status update to the Skittles profile page

by a fictional Facebook character we created called the “Mob Boss.”

Fans were driven to a Mob the Rainbow tab Facebook tab, where

they could chose to participate by sending a paper or

digital Valentine.

We had 45,000 fans participate in Valentine the Rainbow. Once all

the cards were in, the agency rented a white utility van, emblazoned

it with Skittles stickers, grabbed a few video cameras and headed

out to ambush our beloved meter maid with a message of love. She

had no idea we were coming; you can imagine her surprise when

an odd character, dressed as cupid, leapt out of a Skittles van to

serenade her and drop off 45,000 Valentine’s Day cards.

The entire mob was captured on video and distributed back

through the Skittles Facebook page and on YouTube. This allowed

participants to view their work and spread it around the Web as

currency. It was also used to further drive interest, engagement and

more fans to the Skittles Facebook page.

QUESTION CASE STUDIES

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EVOLUTION BUREAU

To quickly capitalize on the success of Valentine, we dove directly

into the second mob. We called it “Poll the Rainbow” and we asked

the Skittles Mob, now 5 million strong, to tell us what they wanted

to see. We gave them 3 choices: 1) A Skittles Gifting Tree; 2) an

Elevator Mariachi Band or 3) A Tube Sock Man Moonwalk. After

a fierce 72-hour battle, consisting of over 46,000 votes, there

was a clear winner. The agency had 24 hours to create a Skittles

Gifting Tree. The EVB production team kicked into full gear for the

weekend shoot. They found the perfect tree; filled it with packs

of Skittles and waited. The people came and enjoyed the tree’s

rainbow fruit. Again, the entire production was shot, edited and

redistributed through the Skittles community on Facebook.

For the third mob we wanted to go bigger, so we would give the

mob the power to send a kid to college. But not just any college.

We told the Skittles mob that if we received 100,000 LIKES, we

would give away a $10,000 scholarship to a lucky undergrad,

named James Fulp, at a “Bowling Industry Management” college in

Indiana. Before we knew it, we received 150,000 LIKES and we sent

little Jimmie to college.

The results of the first three mobs were phenomenal and far

exceeded everyone’s expectations. The activity on the Facebook

page (LIKEs, views, comments, participation) engaged well over

1MM fans. More importantly, the content created new fans. In the

first six months of the 2010, the Skittles fan base sky-rocketed from

3.5 million to 15 million fans—an increase with a media value of

over $11 million.

QUESTION CASE STUDIES

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CHALLENGE

Office Max was never considered much of a Christmas shopping

destination. The office supply store wanted to increase its holiday

traffic to sell gadgets and stocking stuffers and needed a way to

attach its brand to the holidays.

SOLUTION

We knew we did not have the budgets to make a lot of noise in

the Q4 TV advertising frenzy, so we had to take a different

approach. We landed on a viral microsite called Elf Yourself,

which allowed users to upload their face on to a dancing elf.

RESULT

To date, Elf Yourself is the most successful viral marketing

campaign in history. In the two years that EVB worked on the

campaign, over 250 million people uploaded photos and took

part in the experience. Today, the elfing franchise that we

helped to create includes mobile apps, Macy's Thanksgiving Day

Parade float, and a revenue-generated site through Jib-Jab. It

continues to be Office Max's sole holiday campaign.

ELF YOURSELFvideo case study

CHALLENGEDespite numerous high-budget advertising campaigns, distracted

driving continues to be a real problem. So how can people curb this

nasty habit?

SOLUTION

RED THUMB REMINDER

Instead of an ad campaign, our solution was to give people a

simple reminder. By painting the culprit thumb nail red, users were

reminded at the most important moment to put the phone down

and drive. It's an old school solution to a new world problem.

RESULT

‣ The introductory video has been viewed 325K times ‣ The site itself has had 40K visits since a soft launch on 12/17 ‣ Beyond owned channels, RTR has spread through the social fabric after being picked up by media

outlets like UpWorthy. We've even heard from students that has teachers talk about it in class. ‣ 25K shares of RTR content on channels we can report on ‣ Extending beyond the US, the effort has been covered in Australia, Japan, Poland, Canada, and

Mexico and the site has been visited by users from over 100 countries ‣ At 90 seconds long, the intro video for the effort requires far more of a user's time than a 15 or 30

second spot. Despite length, video engagement is high with the average view duration clocking in

at 60 seconds.

www.redthumbreminder.com/

EVERYONE WHO DRIVES

AND HAS A PHONE

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CHALLENGE

The Chivas scotch whiskey brand is one of the world's premium

luxury spirits brands. Although it is known around the globe, the

perception of Chivas is very different in each country. In China and

Latin America, for instance, the brand is considered top-shelf

premium, while in the United States, it is thought of as dusty and old.

SOLUTION

The Chivas brand hired EVB to handle its global digital marketing

duties, which included developing digital and social strategy and

content to give the brand consistency across global marketing

on every social, digital, and mobile platforms.

RESULT

EVB worked with Chivas for just over a year. During that time,

we developed a consistent brand voice and toolkit across 23

markets and multiple multi-channel campaigns, which lead to a

million new Facebook fans and increased engagement across all

markets.

GLOBAL SOCIAL EXPERIENCEvideo case study

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CHALLENGE

Facebook has always had a rocky relationship with the marketing

community. To succeed and to continue to grow, the colossal

social network knew that it needed to win over advertisers and

convince them to move their campaigns to Facebook.

SOLUTION

Our research showed that there was a massive gap in trust between

Facebook and marketers. We needed to speak their language and

feel their pain. To win their hearts and minds, we couldn't just do it

through an ad campaign, we needed to create something valuable

that would use high-profile industry examples to show marketers

how they could built better social media marketing campaigns.

This was the birth of Facebook Studio.

RESULTFacebook Studio had over a million page views the day it

launched. It has grown over the past few years to contain

thousands of case studies and other valuable information. The

site currently has over a million active users and the FB Studio

franchise has been extended to live events, award shows, and

sales tools.

STUDIOvideo case study

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EVOLUTION BUREAU

likes, comments and shares. The idea for the site was to provide

the perfect social engine that would reward agencies for helping to

educate and inspire other agencies.

This was the birth of Facebook Studio. The Facebook & EVB teams

worked tirelessly alongside each other for about eight months

of development, culminating in the launch of facebook-studio.

com in April 2011. At launch, the site contained a Showcase of

selected work, a Gallery of all work submitted, a Learning Lab

with educational videos, and an Agency Directory. Over the next

6 months, we added a blog and improved the UX and search

capability of the site. Everything that went into the development

and production of the site was managed by EVB.

The launch was supported with a Facebook and EVB-driven public

relations campaign and the site was met with extraordinarily

positive feedback from the advertising community. This is exactly

what the community was missing and the constant stream of

positive Tweets, blog posts and status updates were proof. Within

a month, the site had 100,000 fans. Within six months, it had over

500,000 fans and hundreds of thousands of monthly active visitors.

To build on the success of the Studio platform, Facebook then

chose to take their show on the road and created immensely

popular Hackathons around the world known as Facebook Studio

Live events. Before long, Facebook Studio was being viewed as a

franchise that was doing wonders to help bolster the perception of

Facebook as a creative platform and celebrate the successes that

brands were experiencing by taking full advantage of the platform.

After nearly a year of collecting submissions from agencies,

Facebook wanted to do something significant to recognize the

agencies that were doing the most innovative work on their

platform. At the end of 2011, we worked with Facebook to create

the Facebook Studio Awards. In the weeks leading up to the award

show, EVB created a series of print advertisements that ran in

the advertising trade publications with provocative headlines like

“Introducing another way to lose to Old Spice” and “If you haven’t

figured out Facebook by now, you have until December 31.” The ads

were meant to create buzz about the show and act as a “call for

entries.” And they worked.

QUESTION CASE STUDIES

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EVOLUTION BUREAU

likes, comments and shares. The idea for the site was to provide

the perfect social engine that would reward agencies for helping to

educate and inspire other agencies.

This was the birth of Facebook Studio. The Facebook & EVB teams

worked tirelessly alongside each other for about eight months

of development, culminating in the launch of facebook-studio.

com in April 2011. At launch, the site contained a Showcase of

selected work, a Gallery of all work submitted, a Learning Lab

with educational videos, and an Agency Directory. Over the next

6 months, we added a blog and improved the UX and search

capability of the site. Everything that went into the development

and production of the site was managed by EVB.

The launch was supported with a Facebook and EVB-driven public

relations campaign and the site was met with extraordinarily

positive feedback from the advertising community. This is exactly

what the community was missing and the constant stream of

positive Tweets, blog posts and status updates were proof. Within

a month, the site had 100,000 fans. Within six months, it had over

500,000 fans and hundreds of thousands of monthly active visitors.

To build on the success of the Studio platform, Facebook then

chose to take their show on the road and created immensely

popular Hackathons around the world known as Facebook Studio

Live events. Before long, Facebook Studio was being viewed as a

franchise that was doing wonders to help bolster the perception of

Facebook as a creative platform and celebrate the successes that

brands were experiencing by taking full advantage of the platform.

After nearly a year of collecting submissions from agencies,

Facebook wanted to do something significant to recognize the

agencies that were doing the most innovative work on their

platform. At the end of 2011, we worked with Facebook to create

the Facebook Studio Awards. In the weeks leading up to the award

show, EVB created a series of print advertisements that ran in

the advertising trade publications with provocative headlines like

“Introducing another way to lose to Old Spice” and “If you haven’t

figured out Facebook by now, you have until December 31.” The ads

were meant to create buzz about the show and act as a “call for

entries.” And they worked.

QUESTION CASE STUDIES

san francisco / boulder page 27

EVOLUTION BUREAU

likes, comments and shares. The idea for the site was to provide

the perfect social engine that would reward agencies for helping to

educate and inspire other agencies.

This was the birth of Facebook Studio. The Facebook & EVB teams

worked tirelessly alongside each other for about eight months

of development, culminating in the launch of facebook-studio.

com in April 2011. At launch, the site contained a Showcase of

selected work, a Gallery of all work submitted, a Learning Lab

with educational videos, and an Agency Directory. Over the next

6 months, we added a blog and improved the UX and search

capability of the site. Everything that went into the development

and production of the site was managed by EVB.

The launch was supported with a Facebook and EVB-driven public

relations campaign and the site was met with extraordinarily

positive feedback from the advertising community. This is exactly

what the community was missing and the constant stream of

positive Tweets, blog posts and status updates were proof. Within

a month, the site had 100,000 fans. Within six months, it had over

500,000 fans and hundreds of thousands of monthly active visitors.

To build on the success of the Studio platform, Facebook then

chose to take their show on the road and created immensely

popular Hackathons around the world known as Facebook Studio

Live events. Before long, Facebook Studio was being viewed as a

franchise that was doing wonders to help bolster the perception of

Facebook as a creative platform and celebrate the successes that

brands were experiencing by taking full advantage of the platform.

After nearly a year of collecting submissions from agencies,

Facebook wanted to do something significant to recognize the

agencies that were doing the most innovative work on their

platform. At the end of 2011, we worked with Facebook to create

the Facebook Studio Awards. In the weeks leading up to the award

show, EVB created a series of print advertisements that ran in

the advertising trade publications with provocative headlines like

“Introducing another way to lose to Old Spice” and “If you haven’t

figured out Facebook by now, you have until December 31.” The ads

were meant to create buzz about the show and act as a “call for

entries.” And they worked.

QUESTION CASE STUDIES

WE’D LOVE TO GET TO KNOW EACH OTHER.