Social Media: Higher Nature

Higher Nature wanted to run a Facebook competition to encourage membership. We decided to use profile pictures to create a campaign called 'The Picture of Health'. The user would select the friend that they considered as having the 'healthiest' profile picture - whether that was skydiving, running or simply someone laughing. Both the user and the friend they'd selected would have a chance of winning, with posts appearing on both of their walls. This gave the campaign a potential reach of 50,000 for every 100 people that entered.