2013 CSR Awards: Social Media Campaign


Winner: Cohn & Wolfe - Audubon and Toyota’s Exit the Highway

For most people, "National Audubon Society" conjures images of bluejays, owls and sparrows. Cars? Not so much. So when Audubon and Toyota asked for Cohn & Wolfe’s help reaching a broader audience about their commitment to the environment—an initiative called TogetherGreen—they knew it would take a creative narrative to connect the two entities in an authentic way and inspire social media action.

The average U.S. driver spends two weeks stuck in traffic annually. Urban sprawl and daily highway driving rarely take us close to nature. This led Cohn & Wolfe to a campaign centered on an unexpected call-to-action, especially from a car company. It asked America to "Exit the Highway."

By pledging to spend time in nature and submitting photos through numerous digital channels—Facebook, Twitter, Instagram or a mobile-optimized website (#exitthehighway)—participants signaled their support and entered to win a Toyota Prius v. In two months, the campaign drove broad awareness (194 million+ impressions, 2,000+ social posts, 51% more e-mail subscribers, 20% more social fans) and, more importantly, it drove action. Nearly 48,000 people took a pledge to "exit the highway", submitting more than 8,000 photos from the road less traveled. —Bill Miltenberg
 

Honorable Mentions:

  • DoSomething.org - Pics for Pets

  • Esurance Inc. - Esurance Supports the Trevor Project

  • Ketchum and Rain - Walmart Green Room: Creating a Sustainable Conversation

  • Ogilvy Public Relations for Bristol-Myers Squibb - Use Social Media to Expose Melanoma

  • Univision Communications Inc - Educate! Es el momento 
     

    Back to the 2013 CSR Awards





     

     

     

 




Comments Off

Deals of the Week

Get $150 Off PR News' Social Media Summit with Taste of Tech

prn_ms_175x135_ep

Unlike other conferences, you’ll be immersed in the strategies and tactics that you can apply right away to your work as a communicator. You’ll learn what it takes to compete for attention, engagement and positive brand awareness across an array of social media networks.

Use code “150off” at checkout.

Get $50 off PR News' Digital PR & Social Media Guidebook

DigitalPRSocialMedia_PrintDigital_vol6

This guidebook has one essential purpose: helping you maximize your communications effectiveness in the digital world. The articles in this guidebook produced both by the PR News staff and more than fifty communications industry thought leaders, focus on most every facet of digital PR and social media.

Use code “DIGITAL6” 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.