DD’s Facebook Fan of the Week began after we ran the Keep It Coolatta campaign earlier that same year. You can read more about that contest here. The takeaway is: after people began posting to the wall showing themselves with Coolattas, we couldn’t get them to stop. The pictures kept pouring in, and we couldn’t help but notice that they were mutating the original contest and showing themselves with whatever products they liked.
We immediately suggested that they capitalize on this behavior by continuing to recognize the best of the pics with real estate on their profile page, and the client loved it. They started the very next week. That was 89 weeks ago at the time of this writing, and it’s still going strong. Since its inception, their audience has grown by 2.5 million. I’m not saying that FotW deserves all the credit, of course, but it remains an extremely popular activity and on any given day, at any given time, you will find dozens of new photos posted to the Wall for our consideration.
In fact, I just went to Facebook and grabbed the last day or two’s worth of shots. Look at this crop and show me another brand wall with this kind of UGC love:
Update: August 2025
Sadly, you cannot, in fact, check them all out on a semi-secret endlessly scrolling photo wall. I did find these screenshots (below) I made contemporaneously, though it hardly does justice to the sheer volume of submissions we received year after year. It's not a thing that happens so much anymore and I remain immensely proud of how well we rode that wave before it broke.
CD: Max Fresen; Copywriters: Jane Goldman, Kelly Burk
