2013 Digital PR Awards: Use of Facebook


Winner: Weber Shandwick - Ameren Missouri Powers Change

Ameren Missouri knew that customers took the utility company for granted, but was surprised to learn that they had no appreciation of how much more energy they relied on to power all the electronic devices such as iPhones and iPads. A Weber Shandwick survey regarding Attitudes on Utility Service sparked Ameren to connect with their personal values. That planted the seed for the Ameren Missouri Powers Change (AMPC) campaign, which, via its Facebook page, rewarded unsung heroes who instill positive change and community progress.

The campaign engaged Missouri residents to nominate peers who power positive change, entering them for a chance to win $10,000 for a nonprofit of their choice. The PR effort crowdsourced the top 10 finalists by allowing Facebook fans to choose the winner and provided the top 10 with communication tools to encourage family, friends and colleagues to vote for them.

The results of the AMPC campaign far exceeded the goals. The size of the Ameren’s Facebook community grew to 3,3391 fans from 181 fans, a growth of nearly 1775%, while positive sentiment was typified by Facebook comments such as “This is a great thing you’re doing to help our communities.” Meanwhile, the ripple effect of Facebook fans reached nearly 100,000 people, more than 50 times Ameren’s fan base.

Honorable Mentions:

  • Gregory FCA - Friendly Planet Travel’s Win the World Facebook Sweepstakes
  • Hunter Public Relations - Cans Get You Cooking ‘Cantry Makeover’ Sweepstakes
  • Ignite Social Media and Radisson Hotels - 50 Years/50 Days/50 Rooms
  • Red Agency - Thermoskin Community Sports Fund
  • Weber Shandwick - POND'S Luminous Effect Photo Sweepstakes




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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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