2013 PR Agency Elite Awards: Consumer Marketing


Airfoil created and distributed a “State of the Stache” survey and infographic to drive awareness of the Movember organization, whose mission is to halt the growth of men’s cancer, and whom Airfoil identified as a strategic partner for SurveyMonkey.

Winner: Airfoil

Airfoil continues to cultivate its communications efforts on the consumer-marketing front. For example, when eBay wanted to engage parents of young children to sell products on the website, the online auction giant called on Airfoil to develop a PR strategy. The agency recruited parents and activated these real-life examples across three separate channels: blogs, a Web video series starring real families that overcame financial challenges by selling on eBay and traditional media coverage. The campaign had solid returns online: The blogging network, eBay Parent Panel, had an online reach of 5.4 million while the video series garnered more than 225,000 views in the first 15 days.

And when specialty retailer and product development company Brookstone wanted to generate more attention to the products it designs, the company turned to Airfoil to change the PR narrative. Airfoil developed a “Center of Discovery” campaign that focused on showcasing the Brookstone products development process. The agency also set out to drastically increase the overall coverage of the retailer and share of voice. The results? Brookstone’s coverage volume more than tripled in 2012, compared with 2011, while the retailer appeared in the headline for 14% of its media coverage.

SurveyMonkey engaged Airfoil to help drive awareness and participation for its SurveyMonkey Audience panel and aid in company recruiting. Airfoil created and distributed a “State of the Stache” survey and infographic to drive awareness of the Movember organization, whose mission is to halt the growth of men’s cancer, and whom Airfoil identified as a strategic partner for SurveyMonkey. Content from the campaign reached more than 800,000 people and the team was able to directly contact people within SurveyMonkey’s target demographic—specifically, Movember’s estimated 50,000 Facebook page fans.

Honorable Mentions:

  • MWW
  • Peppercomm

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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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