Winner: Hyundai Motor America — Hyundai Hope on Wheels
Hyundai Hope on Wheels is one of the largest private providers of pediatric cancer research grants in the United States. Each September, Hope on Wheels travels the country awarding researchers $250,000 grants to bridge the awareness and research-funding gap in the pediatric cancer field. At each grant ceremony, children battling cancer and those close to them are asked to place their handprint on a white Hyundai “Vehicle of Hope.” Part of the social media awareness building included a comprehensive digital media campaign to activate the communities on Facebook and Twitter, as well as the larger online community, around the idea the “every handprint tells a story.”
A microsite, created by Finn Partners, drove awareness for this important cause and saw a total over almost 300,000 visitors in the month of September. The site also received over 400,000 page views and campaign video was watched for more than 14,000 minutes. Microsite visitors were interacting with the site at higher levels than normal, staying on the site and average of almost five minutes. The content posted on Facebook and Twitter garnered over 4 million impressions with a total of more than 25,000 likes, comments, shares, retweets and favorites.
Honorable Mentions
- Havas PR North America, Fenton Communications, FleishmanHillard, Glover Park and Weber Shandwick for the United Nations Foundation and 92nd Street Y - The World Gives with #GivingTuesday, Year Two
- Ketchum on behalf of ConAgra Foods - ConAgra Foods Hunger Free Summer
- Weber Shandwick and Honey Maid - This is Wholesome
- Weber Shandwick and PEDIGREE Brand - PEDIGREE See what good food can do