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When ESPNW, the network's brand for women who love sports, wanted to connect with its target across digital media, it turned to Concept Farm, the New York-based agency that helped with the rollout of ESPNW in 2010. For the digital effort, Concept Farm -- which also won Small Agency of the Year, Silver, for the Northeast -- created "98 Days to Shine," a campaign that stretched from Memorial Day to Labor Day 2013.
The centerpiece was a photo-based effort in which Concept Farm staffers posted a photo challenge on ESPNW's Twitter and Instagram accounts daily. Participants were encouraged to snap a photo of themselves completing the task, tagged to the hashtag #98DaysToShine. "We found unbelievable passion under the surface," said Gregg M. Wasiak, partner and growth director at Concept Farm.
There were nearly 9,000 user-generated photos, with winners from more than 30 states. The hashtag reached more than 17 million social-media users.