Social Media Icon Awards 2015: Best PR Campaign on Facebook

Co-Winner: MWW—Transforming Waste Management's Facebook Narrative

Many stakeholders did not see Waste Management as a valued partner in environmental and sustainability solutions, let alone as a partner to transform communities and the nation. The company needed to increase trust and relevance by focusing on transformation as a central theme on Facebook. To define the approach, MWW leveraged various social dashboards to get a thorough understanding of the social conversation landscape.

MWW leveraged the media frenzy surrounding the release of the Transformers: Age of Distinction to seize an opportunity to generate social awareness and advocacy for Waste Management and continue the transformation of the narrative. The social team created a #WMTransformation sweepstakes, which drove awareness for Waste Management’s product placement featured in the movie. The sweepstakes was housed on Waste Management’s Facebook page and was incentivized with Blue-Ray box sets and grand prize tickets to Paramount Studios to see the movie. The contest landing page received nearly 50,000 unique visitors resulting in more than 10,000 entries and nearly 7,000 new Facebook fans that contributed to a total increase of 11,661 fans in less than nine months.

Co-Winner: Weber Shandwick—Pedigree Brand See What Good Food Can Do

For 2014, the Pedigree brand challenged its agencies to take a new approach in showcasing real stories of dogs that have benefited from Pedigree’s support—and the families and individuals whose lives have been touched by the unconditional love they receive from their adopted pets—with the documentary-style See What Good Food Can Do campaign. The campaign encouraged dog lovers everywhere to see the difference good food can make in the life of a shelter dog. Building on the brand’s heritage and historical support of the cause, Pedigree tapped into its faithful and passionate consumers and gave them a platform to share their stories.

The yearlong campaigns resonated positively with media and consumers and provided an inside look into the great work and commitment that shelters, volunteers and Pedigree are doing in bringing awareness to the adoption of shelter dogs. The excitement, tears of joy, photos and memories captured in the campaign and shared in documentary-style shorts, videos and photos provided a snapshot into the way dog adoption can transform the life of the pet as well as the owner. The campaign was the most successful earned media campaign for Pedigree to date, totaling over 500 million earned media impressions, 55 national interviews with the likes of Access Hollywood, Rolling Stone and SportsCenter, and over 9,000 placements. Weber Shandwick also secured over 300 million social media impressions, making the hashtag #DogTales the most widely used hashtag in the brand’s history with over 400,000 interactions and over 700,000 YouTube views of supporting videos.

Honorable Mentions

  • California Strawberry Commission - 365 Days of California Strawberries
  • JPMorgan Chase & Co. - Chase Mission Main Street Grants ®
  • & SOMA Strategies - #HolidayResponsibly
  • Saint Agnes - One Journey, Many Paths
  • Underground Elephant
  • VantagePoint Marketing - "T&S Faces" PR Campaign