Winner: Marina Maher Communications - Secret and Diana Nyad Blow Social Engagement out of the Water
Secret, along with Marina Maher Communications, worked with 64-year-old swimmer Diana Nyad and her team to document an unprecedented journey in real-time through social media, giving the world an exclusive and never before seen window into what Nyad vowed would be her last attempt at the 110-mile swim from Florida to Cuba. If Diana completed it, she would be the first person to swim that distance without a shark cage.
While the project had significant risks and challenges, Diana’s swim was ultimately a smashing success and Secret’s sponsorship put the brand in the center of one of the most iconic female success stories of the year, driving almost 30 million earned social media impressions. One key to that success was the #FearlessNyad hashtag, which reinforced the brand's fearless equity rather than the brand to ensure it captured all discussions about Diana’s swim and attracted the broadest interest. In the days and weeks following the event, the team gradually put @secretdeodorant back in the conversation, ensuring a clear, but natural link between the brand and Diana’s success.
The event resulted in unprecedented organic pickup of the brand with non-affiliated celebrities and sports franchises, including Marcia Cross, Lisa LaFlamme, Kelly Williamson, Alex and Ani, The Detroit Red Wings and Kara Goucher, who tweeted the #FearlessNyad of their own volition. On Twitter there were 8.9K #FearlessNyad mentions, which equaled 23.2 MM total impressions; on Facebook, the average engagement rate overall was 6.40%. There was also a 19% year on year increase in sales of Secret Clinical Strength Waterproof (Sept/Oct 2012 vs. Sept/Oct 2013).
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