2012 Digital PR Awards: Digital Communicator of the Year

Winner: Samara Finn - Marina Maher Communications

Samara Finn, a VP in MMC’s Creative Catalyst Group (CCG), leads online influencer communications at MMC, developing approaches to reach, inspire and motivate bloggers and online media to advocate for clients. Because of the relationships she has developed with online influencers, Finn’s contacts almost always open her e-mails and respond to her requests—a PR pros dream come true. 

For the 2012 Cosmetic Executive Women’s (CEW) award luncheon, in an unprecedented move, CEW asked beauty bloggers—rather than industry executives—to present awards. Finn recommended that Covergirl sponsor a Presenter’s Primping Party where a team of Covergirl artists glammed up the bloggers prior to the event. Covergirl practically owned all the pre-show coverage on Twitter, Facebook and Instagram for two hours prior to the event and even thereafter.

Finn was one of the first people to embrace Twitter parties to drive brand awareness.  Her first one, for client Clairol, netted 2,200 tweets, reached 346,000 followers and generated 8.2 million impressions. Finn also pioneered the use of Twitter for major brand announcements. When Covergirl’s Sofia Vergara announced her new role as Covergirl spokesperson via a live tweet from her Covergirl commercial shoot, it was the first time the brand had made such a big announcement via Twitter.

Honorable Mentions:


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