The slush. The long undies. The perpetually hard nipples. It’s no wonder so many people flock to social media to hate on winter.
Introducing The Winter Swear Jar, a social campaign Juliet created for Hotels.com that turns negative social posts about winter into money that goes towards sending Americans on warm, wonderful vacations.
We wanted Captain Obvious to report LIVE from the coldest regions in the United States, but that would have meant shooting outside in white-out conditions. Not fucking happening.
Instead, we used state-of-the-art “green screen” technology to create a slew of targeted content videos that promoted the campaign and hashtag.
All “fucks” given.
At the end of the campaign, we revealed on the website and via social that we’d been keeping a separate jar just for “fucks”. All money collected from tweets containing the word “fuck” went into the Winter Care Jar, which was then donated to Operation Warm to provide winter coats for kids in need.
Brand Strategy. Connections Strategy. Creative. Web Design. Production. Community Management.
total tweets scraped
earned mentions (90% positive sentiment)
higher engagement rate than hotel industry average