360 for Yelp's 15th

15 years isn’t nothing, especially in the San Francisco tech world. But brand anniversaries are a total snooze fest if all they do is roll out the birthday cake, make another interactive timeline, and just congratulate themselves.

Here’s the quote that summed up our approach for this campaign:

“If you are just toot­ing your own horn, the cam­paign will be for­get­table, or worse, insult­ing to your clientele.”

—Rebecca Brooks, founder Alter Agents

The concept came from two simple questions: How many times have people said “thanks” on Yelp in 15 years? And when they do, what do those amazing stories look like?

15 years of Yelp means 15 years of local love—from consumers sharing their awesome experiences to businesses making our adventures and everydays brighter and better.

To celebrate, we worked with data science to deliver Yelp’s first ever cross channel campaign across product, local and national social, DR, CRM, PR, and with employees.

We uncovered how many times people have used the words “love”, “amazing”, and “thanks” in reviews. We found out which businesses have been thanked most since 2004. And we found some incredible stories from users where they were eternally grateful to a local business.

Needless to say, folks thought it was kinda cool.