Ninety-year-old Bob Moore is the president and founder of international natural foods brand Bob’s Red Mill and an unstoppable presence in the thriving Oregon-based company. To engage consumers in Bob’s continuing legacy while strengthening the brand’s reputation as a leader in health and wellness, Maxwell and Bob’s Red Mill launched “Portraits of Longevity” – a digital campaign inviting fans to nominate an elder in their lives (65+ living or passed) who has defied the odds of aging to make a lasting impact, just like Bob! Our goal: to collect 100+ personal stories celebrating elders whose lives have inspired those around them to be healthier, happier and live with purpose, and 10K+ website visits (both of which we far exceeded).

Leaning into fans’ love and appreciation of Bob and his milestone 90th birthday, we bridged his longevity to others who also exemplify a life well lived by asking fans to nominate inspirational elders in their lives.

We knew fans respond best to creative featuring Bob, so we drove awareness via targeted paid social that drove to a contest landing page celebrating him. The prize package included a $1,000 gift card and a $10,000 donation to Meals on Wheels America donated in the name of their nominee. Instagram influencers shared their own stories of exceptional elders while encouraging followers to participate.

The wildly successful campaign was recognized as Best Contest or Game in PR Daily’s 2020 Digital Marketing & Social Media Awards.