2013 Platinum PR Awards: Word of Mouth/Viral Campaign

Winner: Stratasys Asks the World "What's Possible?" with 3D Printing

Stratasys was looking to position itself as a leader in the burgeoning 3D printing market, and wanted to get the word out among both engineers and non-tech audiences alike. One way of spreading awareness, of course, was to boost online engagement. So the company set up a Facebook page to share stories about what’s possible with 3D printing, a process of making a three-dimensional solid object of virtually any shape from a digital model.

Stratasys’ team developed the “Engineering a Difference” campaign featuring videos and images showing how 3D works and is changing the world. The signature campaign focused on Emma Lavelle, a 4-year-old girl born with a disability that prevented her using her arms. Doctors used Stratasys’ technology to 3D-print a customized prosthetic for Emma, which the little girl called her “magic arms.”

Emma’s story was included in a video that was posted on the Stratasys Facebook page and syndicated across myriad social channels such as Google+, LinkedIn, Twitter and YouTube.

The campaign transcended Stratasys traditional audience of engineers and boosted the company’s online audience, with more than a 250% increase in Facebook fans and 2,600% spike in Facebook sharing. What is more, Stratasys main website saw a 200% boost in traffic the week following the launch of the campaign.

Honorable Mentions:

  • Henson Consulting - Big Ten Network Kicks Off Second-Annual Big 10K in Chicago
  • Memac Ogilvy - Ripples of Happiness
  • The Nature Conservancy - A Tsunami of Suds

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About Matthew Schwartz

Group Editor, PR News: Matthew Schwartz is group editor of PR News, the leading source of trends, how-to content and best practices for PR professionals. Matthew leads the editorial strategy for PR News’ premium content products—including its weekly newsletter—and for its digital presence. Matthew was editor of PR News from 2003-2005. Prior to returning to PR News, Matthew was a reporter for Crain’s BtoB and Media Business magazines, where he covered business marketers and media companies. He was also editor of BMA Buzz, a biweekly email newsletter covering B2B marketing, advertising and social media, and contributing writer to Advertising Age Custom. Matthew has helped to launch blogs on behalf of ZoomInfo and direct marketing agency The Kern Organization. He also spent a few years in cable-news precincts, working as a writer/producer at CNN and Fox News Channel.

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