2009 Platinum PR Awards: Word of Mouth Campaign—Rocket XL & UNIFEM

Rocket XL and UNIFEM Say No to Violence Against Women

The UNIFEM (The United Nations Development Fund for Women) “Say No to Violence Against Women” campaign is a global advocacy movement seeking to end violence against women. Launched in November 2007, it was designed to call on governments around the world to make this issue a top priority.

Hired by UNIFEM to reach 1 million signatures by Nov. 25, 2008, Rocket XL developed a social and viral media strategy that incorporated a Web site destination in which influencers, bloggers and media could post and share their “Say No” signatures. A chief tactic leveraged by Rocket XL to make their message go viral was creating branded MySpace and Twitter profiles that enabled users to “friend” top influencers.

Rocket XL generated over 25 million impressions (which included influencer posts and Web placements) for the campaign. The campaign also garnered 101 followers on Twitter and 233 friends on MySpace; it also generated seven out of 10 top results on search portals such as Google and Yahoo. ■

Honorable Mentions:

GolinHarris & National Turkey Federation: Talking Turkey on Facebook—The National Turkey Federation talking turkey widget was used by more than 1 million consumers on Facebook and helped EatTurkey.com attract an average of more than 35,000 unique visitors during June 2008.

GS&F & Tennessee Titans: CODE BLUE— GS&F’s campaign to honor of the Tennessee Titans delivered media kits to ESPN and mobilized a street team to visit various restaurant and bar locations around Nashville.

Mom Central Consulting: Mom Central Feld Family Activator—Partnering with Ringling Bros. and Barnum & Bailey Circus, Mom Central Consulting set out to boost ticket sales, promoting shows via Feld Family Activator groups and ultimately selling 25,000 tickets.

October 26, 2009