The launch of President Peres’ Facebook page, with Mark Zuckerberg
In March 2012, Ayelet Frish led an innovative marketing campaign to launch the Facebook page of President Shimon Peres – “Be My Friend for Peace”. This included the launch of Peres’ official page, together with company founder Mark Zuckerberg, on the latter’s personal computer at FB headquarters in Silicon Valley. Peres also promoted the institution of the president through a unique and unconventional remix clip, which went viral. Peres collaborated with the remix artist Noy Alooshe, filming a special music video with him, in which the President called on citizens from all over the world to join his Facebook page and promote global peace.
In this way, Frish made Peres the only leader in the world who had launched a Facebook page through an innovative PR campaign and a viral remix music clip. The clip with Noy Alooshe, the launch of the Facebook page together with Zuckerberg at the company headquarters, and intensive activity on Twitter, YouTube, and Instagram made President Peres one of the world’s leading heads of state on social media. The president’s extensive presence on social media – under the banner “Peres 360” – ushered in a new era of the presidency in which Peres communicated directly with friends and followers on social media from all over the world using an innovative digital language – 24 hours a day.
The original and multi-faceted campaign, led by Frish, achieved unprecedented exposure and coverage on hundreds of media platforms in Israel and around the world, including radio and television, articles in print media, and extensive coverage on the Internet. The campaign even had a significant impact on social media, which was reflected in the high number of views and likes – even without utilizing “sponsored ads” on social media.
To recognize Frish for a campaign that was widely acknowledged to be both successful and unique, she was awarded the “Campaign of the Year” prize in 2012 by the Israel Spokesperson and Public Relations Association (ISPRA) at the “Roaring Lion” competition. The campaign won both the “Digital Campaign” award and the “Campaign of the Year” award, as well as receiving the highest score of all campaigns launched that year in Israel.
