How do you take a brand perceived as old fashioned and make it relevant to today’s 20-somethings? Mojo, baby. Mojo.

The idea: When you feel good, people are naturally more attracted to you. And since the citrus-y goodness of Minute Maid Orange Juice makes you feel good, it follows that Minute Maid gives you more mojo – or in our case MMOJO.

In partnership with Doner, Minute Maid’s traditional agency, we created a campaign in two phases. We launched with traditional and digital advertising that played up the feel-good effect of Minute Maid Orange Juice and followed that up with interactive experiences that let you see how your MMOJO measures up.

Our digital campaign had some mojo of its own. It increased Facebook fans from 14,000 to 175,000 in 4 months. Our video banners had a completion rate of 84% and the MMOJO Challenge enjoyed a whopping 93% retention rate.