Winner: American Heart Association – American Stroke Association – Ideal Health
In January 2010, the American Heart Association created the Ideal Health initiative as part of its effort to achieve a new national goal: by 2020, improve the cardiovascular health of all Americans by 20% while reducing deaths from cardiovascular diseases and stroke by 20%. For this exclusively online campaign, the AHA’s national Facebook page was used to advocate for behavioral changes by taking small steps, promote the use of the American Heart Association’s online tools and engage consumers—especially household decisionmakers—in ongoing conversations related to heart health. Within a year and a half of its launch, the Facebook page garnered 98,000 community members—an average growth of 171 new members each day—and 52,000 active participants per month. —BM
Honorable Mentions
American Airlines and Weber Shandwick - Mystery Miles: More Than 230,000 Take Flight on Facebook with the AAdvantage Program: Mystery Miles leveraged a custom-built Facebook app, which rewarded all participants with AAdvantage miles.
RF Binder Partners Inc. - Talenti Gelato e Sorbetto Facebook Campaign: Using free, built-in platform tools, RF Binder leveraged the unique reusability of Talenti jars to develop a user-generated content sweepstakes on Facebook and increase fan engagement.
Weber Shandwick & MilkPEP - Modern Family Got Milk? Ad Launch: The National Milk Mustache “Got Milk?” campaign and Weber Shandwick used the show Modern Family’s popularity and its 3 million Facebook fans to launch the first-ever Facebook Got Milk? ad.