2013 Platinum PR Awards: Blog


Winner: Blue Cross Blue Shield of Michigan - “An Apple a Day” in a Digital World: Michigan Blues Build Healthy Relationships with Consumers Through AHealthierMichigan.org.

Sponsored by Blue Cross Blue Shield of Michigan, the blog AHealthierMichigan.org and its corresponding social channels serve up fresh content almost daily around diet and exercise tips, health trends, recipes, and family activities

The blog kicked off in 2012 with a fresh look and feel, improved navigation and a calendar of fresh ideas and content to keep readers coming back throughout the year for more, including a Wellness@Work content series focused on tips and trends for being healthy on the job; and an increased pool of BCBSM health and wellness experts, as well as local guest bloggers, to provide fresh perspectives and expertise on everything from corporate wellness programs to dentistry to exercise science and diabetes management

Focusing on the blog's Facebook, Twitter, Pinterest and Instagram pages, BCBSM's communicated with Michigan residents by localizing content and maintaining one consistent voice across all platforms.

Content posted to these channels was created with a data-driven, editorial-style approach taking into consideration key BCBSM initiatives and themes across other marketing channels, as well as trends in American and Michigan health. The team also established best practices based on Facebook Insights, Tweet Reach and Radian6 to determine not only topics, but the day and time of posting to optimize potential consumer engagement.

With more than half a million page views in 2012 following the launch of this campaign, AHealthierMichigan.org and its corresponding social channels reached on average of 1,650 Michigan consumers each day last year. The A Healthier Michigan Facebook page increased "Likes" by 118 percent, without the help of advertising. In 2012, the Facebook page reached more than 412,000 Facebook users and referral traffic from Facebook contributed to more than 11,000 page views.

Honorable Mentions:

  • JetBlue - BlueTales Blog
  • Microsoft & Waggener Edstrom Worldwide - Next at Microsoft Blog
  • San Diego Gas & Electric – Postcards from Superstorm Sandy
  • Weber Shandwick - Washington State Parks: Adventure Awaits


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About Chris Seymour

Steve Goldstein is editorial director of events for Access Intelligence’s PR News brand, which encompasses premium, how-to content, data and competitive intelligence for public relations professionals; PR News Online; PR News conferences, webinars and awards programs; and PR News guidebooks. Previously at AI Steve was editorial director of min, min ’s b2b and minonline as well as managing editor of CableFAX: The Magazine and CableWorld. Before joining Access Intelligence, he was executive editor of World Screen News, and editor of Film/Tape World, which covered film, television and commercial production in the San Francisco Bay Area.



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