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R2B was asked to create a Facebook-based, user generated contest for Roxy, a leading women’s surf inspired apparel company.


The ask

  • Strategy
  • Social

Develop a campaign that engaged the consumer, increased Facebook likes and generated PR buzz. 


The answer

The solution we developed was the “Dare Yourself” campaign, a contest that invited young women aged 18-28 from around the world to submit photos and video showing why they should be the next face of Roxy. Each submission was viewable via gallery or interactive map.

Translated into 11 languages and available in over 40 countries, the campaign was inclusive beyond those competing in the contest, and incorporated the dedicated hashtag #roxydares, which dared Roxy fans to be great in a different way each week via photos on Instagram."

To thank contest participants and continue consumer engagement we created an inspirational video from all the content submitted to share through all of Roxy's social media channels.


The results

Dare Yourself has delivered measurable results, with over 5000 submissions, 600,000 additional Facebook likes, and attracted a passionate voting community of over 300,000.