2010 Digital PR Awards: Digital PR Campaign

Winner: MS&L/Procter & Gamble – Tampax Pearl Outsmart Mother Nature PR Campaign

Tampax Pearl Outsmart Mother Nature PR Campaign Tampax’s Fall 2009 advertising campaign with tennis celebrity Serena Williams provided MS&L with the opportunity to create brand buzz, particularly among teens. The team refreshed the existing Tampax YouTube page with offbeat videos of Mother Nature ambushing women on the streets with their monthly cycle. They then reached out to top-tier teen Web sites  and blogs to help spark discussion, and integrated product giveaway opportunities. More than 40 Web sites embedded or linked to the YouTube page, leading to over 50,000 views.

Honorable Mentions:
Abraham Harrison LLC – Building Support in New Communities Through Online Outreach for the Fresh Air Fund
Abraham Harrison devised a new initiative in November 2009 to use blogger outreach to expand the reach of the Fresh Air Fund's public relations. Over the course of six months, from November 2009 to May 2010, Abraham Harrison contacted approximately 2,000 bloggers with the goal of getting entirely new digital communities to become aware of the Fresh Air Fund.

The Clorox Company with Ketchum Public Relations – Clorox Introduces Bleach to a New Generation with Bleachable Moments:
Ketchum helped Clorox reinvigorate its iconic bleach brand through its “Bleachable Moments” program, which included conversations through traditional and social media channels. The centerpiece of the campaign was a FactsAboutBleach Web site featuring common questions and less-than-common household uses for the product. Additional features like a "Left or Right Cleaner" quiz and a charitable campaign with Children's Health Fund have drawn thousands of Facebook followers.

The Coca-Cola Company – Expedition 206: 365 Days, 206 Countries, 1 Mission:
Coca-Cola sent a team of "happiness ambassadors" around the world to visit, like the campaign name suggests, 206 countries in 365 days with the mission of reaching and engaging as many worldwide followers as possible through an array of social media and blogging platforms. The team's videos have been watched more than 28,000 times and fans and followers have been sending hundreds of Twitter messages to the @x206 Twitter account each month.

Discovery Communications – Discovery Channel's LIFE Digital Communications Campaign:
Discovery used all of the social media tools at its disposal to generate awareness and build enthusiasm and community around its new LIFE mini-series. To engage influential bloggers, the team offered sneak preview episodes, arranged exclusive chats with the series' executive producer and even invited local bloggers to attend LIFE premiere events in Los Angeles and New York. The Discovery team’s efforts helped drive 9,281 unique blog posts about the series, generating over 150 million impressions.

Entergy Communications – Digital Communications Promoting Grand Gulf Nuclear Station's 25th Anniversary:
To publicize Grand Gulf Nuclear Station's 25th anniversary milestone and reinforce Grand Gulf's history of safe operations, corporate communications launched a comprehensive public relations campaign, a major part of which was the rebranding and distribution of a four-part video series to educate key audiences on the benefits of nuclear energy and Grand Gulf's contributions to the community.

Fleishman-Hillard – Gatorade Super Bowl XLIV Campaign:
Fleishman-Hillard and Gatorade's social media initiative included a Gatorade Ustream channel to broadcast each athlete and media representative testing live, while using the interactive chat component on the channel to engage consumers, allowing them to send real-time questions to be answered by athletes live on-air. The Ustream live broadcasts of athlete performance testings were a success with a total of almost 75,000 visits over the week.

Hunter PR - Hasbro Family Game Night
To help launch Hasbro Family Game Night in the digital space, Hunter PR launched the National Family Game Night, reaching out to select mommy bloggers prior to the proposed night and providing them with the chance to review games and tips for hosting a memorable Family Game Night. National Family Game Night garnered more than 225 total placements, including a featured mention on USA Today's "Pop Candy" blog; on the social media front, the initiative garnered more than 90 featured blog mentions.

JB Cumberland PR - Curious Chef: A Digital PR Success:
Curious Chef and JB Cumberland PR joined forces in July 2009 to launch a fun and creative line of kitchen tools for children, targeting parents, and particularly the online force known as mommy bloggers. JBC PR incentivized mommy bloggers with the option to receive a sample product, and made products available to them for contests and giveaways.

National Association of Home Builders - Federal Home Buyer Tax Credit Public Awareness Campaign:
Seeking to educate consumers, the media, builders, real estate agents, lenders and others in the housing community about the Federal Housing Credit, and to encourage Americans to buy homes and claim a credit before they expired on April 30, 2010, NAHB launched FederalHousingTaxCredit.com, which provided eligibility requirements, a set of frequently asked questions and links to additional housing resource Web sites.