2012 Digital PR Awards: Listening Campaign


Winner – Cone Communications - The "Freedom of Yes!" -  The Launch of Yoplait Lactose Free Yogurt

Yoplait was looking to introduce its new lactose-free yogurt to the Lactose Intolerant (LI) community and knew the Web would be the best place to make this happen. Partnering with Cone Communications, an online community was formed to connect with the LI community.

The “Freedom and Yes” campaign was launched with the hopes of taking the online conversations that were already taking place to the next level and satisfy the wants and needs of those in the lactose intolerant community. Cone closely monitored what people were already discussing online on the subject of LI, who were the major influencers in the field and how many people were in on the conversation.

Armed with that knowledge Cone joined in on the conversation and engaged with key influencers, sharing research and discussing the benefits of Yoplait’s new lactose-free yogurt during National Lactose Intolerance Month. Using the Yoplait twitter handle (@yoplaityogurt), Cone introduced the new product, offering a coupon link for the yogurt.  Cone was able to secure multiple online posts which were featured on Facebook and Twitter. This resulted in nearly 2.5 million impressions. 

Honorable Mentions:

  • Spectrum -  The Science of Listening: Using Strategic Communications to Create an Industry Leader

  • MilkPEP and Weber Shandwick - The Breakfast Project 

    Back to the 2012 Digital PR Awards

 


Comments Off

Deals of the Week

Get $200 Off PR News' Digital PR Conference

 digitalpr2015-180x150_updated
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

employeecommunications-180x150

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.