Winner: R|F Binder and Band-Aid Brand – Band-Aid Brand Rescues Fashion Emergencies
To elevate the message of Band-Aid as an innovative wound care brand and increase its relevancy with adult women, RF|Binder developed a multi-tiered public relations strategy that tied Band-Aid to the concept of fashion emergencies, with the goal of resonating with fashion-forward consumers.
A partnership was struck with designer Cynthia Rowley, who produced a limited edition “dress up” Band-Aid. The first-ever “Glambulance” was created as a branded, fashion first-aid vehicle that visited Fashion Week to offer makeovers, an on-site seamstress and fashionable first-aid supplies. A Fashion Malfunction story contest was activated on Band-Aid’s Facebook page offering a $2,500 shopping spree at Cynthia Rowley and a styling session.
Long- and short-lead press outreach was conducted, and 25 influential fashion bloggers were recruited as campaign ambassadors to post and tweet about the product launch and Facebook contest. In a three-week period over 80 million media impressions were earned. —BM
APCO Worldwide Washington, D.C. – Stop Air Tax Now: A4A engaged APCO Worldwide to engineer an issues advocacy campaign to defeat an $11 billion air tax proposal. The creation of stopairtaxnow.com and branded air-sickness bags helped defeat the proposal.
Doral Bank – Women of Success (Mujeres d Exito): To make a difference in the lives of women, Doral awarded grants based on the selection of a committee of women entrepreneurs, including Telemundo’s president of PR Hilary Hattler.
GolinHarris – McDonald’s Influencer Communications Plan/Building Brand Trust: To differentiate McDonald’s from competitors in the D.C., Baltimore and Richmond, Va., areas and connect with women’s organizations, GolinHarris hosted a McDonald’s booth at various health & fitness expos, food festivals, diversity events and dietetic association meetings.
Mom Central Consulting – Whirlpool Test-Drive Campaign: For the launch of Whirlpool’s Duet Washer and Dryer, 50 influential Whirlpool moms participated in a test-drive program to experience the Whirlpool appliances first-hand, exchange personal laundry stories and challenges and share first-person content and conversation with their own social communities.
Edelman Frankfurt – How to couple David and Goliath: The Novartis midwife project: Trusted both during pregnancy and afterward, a midwife’s recommendations are taken as absolutely reliable. That’s why Edelman entered into dialogue with 500 midwives within three months to encourage “David”—the midwife—to like“Goliath”—pharmaceutical manufacturers.
Porter Novelli – The Laughing Cow Community Leaders: For its formal online brand ambassador program, a group of four distinguished Laughing Cow cheese brand enthusiasts were identified to serve as community leaders, each one contributing original content for the Laughing Cow blog and sharing brand stories on their social media channels.
Rogers & Cowan – Jenny Packham for Gossip Girl: To present British designer Jenny Packham to U.S. consumers, Rogers & Cowan pitched selected images from her spring/summer 2012 collection to Gossip Girl producers, who then wrote Packham into a script and created part of an episode around her and her new collection fashion show party.
SHIFT Communications – Influencers Join the Block Party: For H&R’s Block Talk, the company’s blog, SHIFT tapped influencers like NBC’s money correspondent Jean Chatzky, as well as personal bloggers such as Tim Chen (Nerd Wallet) who evangelized the H&R Block brand among their own readers, helping Block Talk’s unique viewer numbers grow 1,010% in four months.
WALK PR – Your Photo. Your Right.: To raise awareness of photo copyright laws in Poland, WALK PR led pro photographers and advanced amateurs, photo agencies, publishers and editors to fotoprawo.pl, a site that explains the laws and offers solutions for photographers’work protection.