2013 Digital PR Awards: Social Networking Campaign

Winner: Ogilvy & Mather Hong Kong - Chengdu Pambassador

When you think of visiting China, you might consider Beijing, Shanghai or the ancient allure of Xi’an. However, more than likely the Western city of Chengdu is not high on the list of must-see destinations.

That said, the city has been growing quickly and is ready to welcome visitors from around the world. So the challenge for Ogilvy & Mather was to make travelers aware of Chengdu, and to do that the company leveraged the iconic and lovable giant panda.

The company launched a Facebook page to recruit ambassadors for Chengdu pandas, which were given the designation “Pambassadors.” Registered “Pambassadors” were enabled to engage with unique content and online activities. The objective was to identify passionate panda conservationists who were also thought leaders in their circles. And from there it would be the Pambassador’s role to create conversations around the world essentially enlightening people about Chengdu.

In just three months the “Pambassadors” touched over a tenth of the total Facebook community (110 million people). Its Facebook page grew from zero to over 400,000 fans. People Talking About This (PTAT) exceeded 6.8 million actions. And the campaign netted over 1.6 billion media impressions.

Honorable Mentions:

  • ABC Family - Ravenswood  Series Announcement
  • Beaman Incorporated and Super Genius for Nielsen's Pair2Share
  • Gregory White PR - Beachhouse Wines: Summer in Every Sip
  • MGSCOMM/SWAY Public Relations - got milk? Bigote de Leche Blogger Spotlight Series
  • Nordic Naturals - Recycled Art Project
  • RF|Binder - Talenti: “Share & Reveal” Campaign launches new branding and Flavors
  • Weber Shandwick - Right To Play Canada and the Level the Field Campaign

Comments Off


About Caysey Welton

Caysey Welton is Associate Editor at PR News and Folio: Magazine. He spent more than a decade as a chef and restaurant professional before switching tracks to pursue his passion for media and communications. Caysey has a deep interest in converging media landscapes and ecosystem disruptors, public relations and crisis communications. He holds a BS in Media, Culture and Communications from New York University.

Deals of the Week

Get $150 Off PR News' Big 4 Conference

Join PR News at the Hyatt Regency in San Francisco on August 6 for the Big 4 Conference, where expert communicators will share in-depth case studies from their Twitter, Snapchat, Facebook and Instagram strategies.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Social Media Guidebook


This 11-chapter guidebook focuses on communicating in a mobile and social world, winning the attention of audiences, social media listening strategy and technology, social media measurement and so much more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.