Co-Winner: American Red Cross
The American Red Cross, a 131-year-old brand operating out of approximately 600 chapters nationwide, sees a lot of social media mentions per day: normally between 2,000 and 4,000 posts. That volume increases exponentially during times of disaster. Furthermore, activity continues 24-hours a day, as disasters don't follow normal business hours. Beyond emergency situations, the Red Cross touches many other areas that people discuss online: how and where to give blood, what to include in a disaster kit, how to donate funds and how you can help support the U.S. Armed Forces, among other topics.
With this volume and breadth of activity, one would think an army of engagement specialists would handle the massive task of monitoring conversation and responding to Red Cross mentions. Wrong. A team of just three people—Wendy Harman, Gloria Huang and Kristiana Almeida—leads the way. Together, they run all of the national social media accounts for the Red Cross, including the Red Cross Blog, the Disaster Online Newsroom and the official Facebook and Twitter accounts.
The social group's approach has caught the attention of the White House, congressional staff, the Department of Homeland Security, FEMA, the Department of Defense, youth groups and academics, among others. In addition, the team's work has contributed to the success of the Red Cross text fundraising campaign, which raised more than $32 million for Haiti relief and more than $9 million for Japan earthquake relief.
Co-Winner: MWW’s Dialogue Digital
MWW's digital media practice is recognized for its industry leading campaigns and strategic expertise in digital, social and emerging media. The team—led by Jared Hendler, Alan Araujo, Mike Scheiner, Tim Baker, Mara Mazzoni and Evan Rosler—is made up of specialists that include: social media and marketing strategists; cause and sustainability experts; creative digital designers; media planners; programmers; and analytics specialists.
Organizations with important messages to share about their products, services or mission are increasingly turning to MWW in search of creativity, advice and seamless implementation of their campaigns. Case in point: Nikon. MWW helped the camera company break through the noise at SXSW 2011 with The Chase campaign.
Tapping into the "creative" and "discovery" genes of SXSW attendees, MWW and Nikon partners developed multiple activations leveraging popular social media platforms to create awareness and promote trial of Nikon products both online and off. In partnership with Ashton Kutcher's social media company, Katalyst, MWW capitalized on the social media prowess and public awareness of Nikon spokesman, Kutcher, by creating an online/offline activation called "The Chase" that invited consumers to follow online clues to try to catch up with Kutcher offline at various locations around Austin.
The campaign generated more than 70 million total Twitter impressions, an 11% increase in Nikon Twitter followers over the course of seven days and over one million total Facebook impressions. It’s those kinds of numbers that attract numerous top brands to MWW’s Digital Dialogue.