2013 PR People Awards: Account Director-Supervisor of Year

Winner: Joanna Cochran, Director, Consumer, WCG

Joanna Cochran has led crisis communications training and programming for Bugaboo strollers during a major recall, and has expertly guided clients through identification of key influencers and analytical insights for leading brands including Verizon FIOS, Newell Rubbermaid, and Hershey’s. She has provided clear action steps and recommendations for future communications and social programming, and has led the launch of brand identity and online platforms for both national and global brands.

Cochran took the reins of the social and digital strategy for the Hershey portfolio, including iconic brands like Reese’s Peanut Butter Cups, Twizzlers, and Hershey’s Kisses. She launched creative Facebook campaigns and strategies designed to highlight the vast consumer passion for the brands, including the first use of a rich media Facebook by any consumer products company in America, as part of the Reese’s “Summer of Love” campaign. Since its implementation, the Reese’s page has acquired more than 145,000 new fans, and engagement per post has increased by an average of 37 percent. Cochran also spearheaded the first-ever Twitter photo sweepstakes promotion for Reese’s, which secured 6.1 million impressions and 6,500 followers.

“Blissisms,” a whimsical illustration campaign on the Hershey’s Bliss Facebook page, resulted in more than 297,000 impressions and a 34% increase in engagement on the page.

Honorable Mentions:

  • Ilina Dimitrova, Account Manager, Sage Communications
  • Lesley Sillsman, Vice President, Havas PR