2013 Digital PR Awards: Online Community

Winner: Weber Shandwick for Unilever N. America - CLEAR SCALP & HAIR BEAUTY THERAPY 

To cut through the tangle of competing hair care products for Unilever’s Clear Scalp & Hair Beauty Therapy, in 2012 Weber Shandwick created four separate social media communities, growing the Facebook pages to 100,000 fans in just two days after launch of the product. This year, Weber Shandwick and Unilever continued to engage social communities with consistent, ongoing interactions, relevant content and an "always on" strategy that helps CLEAR maintain a meaningful presence in consumers' lives.

On Facebook, the partners offered samples that were aligned with the offline program, 7-Day Challenge—a challenge to consumers to use Clear Scalp & Hair Beauty Therapy shampoo and conditioner for one week for stronger, more beautiful hair. They also turned fans' praiseworthy comments on the Clear Facebook page into a "Clear Chatter" content series to spotlight the most enthusiastic consumer testimonials.

All paid media traffic was driven to the Clear Facebook page to further grow the community. Weber Shandwick and Unilever also partnered with beauty influencers to grow awareness and encourage participation in sampling; seeded product with beauty bloggers to help spread the word and sampling via their social channels; and worked with two blogger networks—EQAL and Stylecaster—to leverage their portfolio of top beauty bloggers, including Lauren Conrad, Michelle Phan and Elle & Blair.

This online community now hovers near 1 billion fans, with Clear Scalp & Hair Beauty Therapy achieving a total post reach of 80.1 million and 222,504 “people talking about this” on Facebook.

Honorable Mentions:

  • Elsevier - Elsevier Connect
  • Idea Grove - Service Virtualization
  • The Partnership at Drugfree.org - The Hope Share
  • Weber Shandwick - Pure Michigan Travel Introducing the Beauty of Pure Michigan through Instagram

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About Steve Goldstein

Steve Goldstein is editorial director 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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