2012 Digital PR Awards: Influencer Communications

Winner: GroundFloor Media -- Launch of LiveWell Moms Ambassador Program

Even though it was named the leanest state in the nation, Colorado still has a serious obesity problem. To battle the problem, the state knew it had to find a way to educate the residents of Colorado about healthy lifestyle changes. Ground Floor media faced the challenge of developing a program to support the “Culture Change Campaign,” specifically to engage influential moms around the state

The LiveWell Moms program was created with the objectives of increasing the program’s visibility among obesity education and prevention programs across the state; grow membership by 20-30 moms per month; and help generate new content for social media. To establish credibility, a group of influential moms were chosen though online research and professional networks. Designed to be an interactive forum to share healthy living ideas, Ground Floor stressed the importance of making the process of engaging with other participants as easy as possible. To make sure the engagement was maximized; numerous tactics were implemented including research of online forums and case studies highlighting LiveWell Moms. In a year’s time the program grew to include more than 450 moms, which topped the initial goal. LiveWell Colorado has received 40 posts from Super Moms to date. The LiveWell Moms section of the LiveWell Colorado receives an average of 1,300 views per month. 

Honorable Mentions

  • CRt/tanaka  - Making Mom Bloggers Carpet Cleaning Converts
  • GolinHarris - The Family Arches Community
  • Mastercard - MasterCard e-Influencer Campaign
  • SHIFT Communications - Influencer Join the Block Party

Comments Off

Deals of the Week

Get $200 Off PR News' Digital PR Conference

Join us June 1-3 where you'll hear from top brands such as Walmart, Miami Heat, Verizon and Ritz-Carlton on PR and communication best practices for the next wave of digital trends.

Use code “200off” at checkout to save $200 on the regular rate.

Get $50 off PR News' Book of Employee Communications


In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription


Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.