Winner: The Honest Company - #HonestLovesMax
With September being Childhood Cancer Awareness Month, Honest was inspired to support the cause, and it partnered with The MaxLove Project to provide empowering health resources to children and families who need it the most.
By utilizing social media and a microsite app, Honest sought to engage its community to help reach its goal of $30,000 for The MaxLove Project, a diverse group of parents, doctors, researchers, and more—all inspired to help children faced with childhood cancer not only thrive but go on to lead healthy, happy lives.
As part of this campaign, a microsite app was set up, and folks were asked to share who or what inspires them to live a healthy life. A custom photo overlay was created with the words "Inspired By _____" so everyone could fill in the blank and participate on a personal level. The audience was engaged via the hashtag #HonestLovesMax to create a community fighting for the same goal and to track engagement.
Throughout the month of September 2015, $1 was donated to The MaxLove Project for every Instagram post and tweet with the hashtag #HonestLovesMax, as well as comments posted through the HonestLovesMax microsite app at http://honestlovesmax.com. The campaign was promoted across Honest’s social channels and utilized its corporate blog to delve deeper and explain in detail how the funds raised would support The MaxLove Project.
The goal of raising $30,000 was exceeded (the total was over $40,000), and 41,000 #HonestLovesMax hashtags garnered 104 million impressions. The #HonestLovesMax microsite had almost 11,000 page views and 4,550 users participating in the campaign, and the average time spent on the site per user was over two minutes.
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