The 2009 Jay Chiat Awards for Strategic Excellence Winners

Idea for New Product or Content—Silver:
BBH, New York
"Mrs. O: From Blog to Brand in Under Six Months"

Explore a personal passion.

Trust your instincts.

Build a brand that treats people like you would.

Believe a planner can do more than plan.

Those are just a few of the philosophies at the heart of Mrs-O.org, an agency-developed blog that celebrates first lady Michelle Obama's style, and in six months time, with no paid media, has infiltrated popular culture. It is now commonplace for the media to refer to Michelle Obama as "Mrs. O" when discussing her style; when we began, there was no reference. With a buzzing site community, a successful merchandise venture and a six-figure book deal, this is a story of a blog that became a brand, and the planning firepower that drove it.

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