BRIEF: Launch a social campaign that promotes Coffee-mate's holiday flavors. Must appeal to millennial women.
IDEA: Unleash the absurd-yet-real limited edition Holiday Mug Mitten Collection, made by influential Etsy crafters.
RESULTS: A 1,538% increase in brand conversation. Over 10,000 comments, of which 25% @mentioned friends. Over 20 million earned impressions. Surprised/delighted 100 superfans with real/ridiculous Mug Mittens.