2010 Platinum PR Awards: Blog

Winner: US Army with Weber Shandwick – Army Strong Stories Soldier

To popularize the Army Strong Stories Soldier Blog blogging platform, Weber Shandwick and the U.S. Army successfully executed an integrated marketing campaign. In May 2009, Army Strong Stories was relaunched with a new design enhanced with sharing tools, live commenting, and blogger profile customization for soldiers. A new custom content management system was accessible from any U.S. Army network and provided easy content entry.

Weber Shandwick capitalized on the U.S. Army’s strong presence across social media networks, enabling automatic Twitter integration for new blog posts on the ArmyStories Twitter feed, using RSS integration with the GoArmy Facebook Page to publish stories to 35,000 fans, and distributing two email bulletins to 90,000 MySpace friends. Army Strong Stories has grown dramatically from its initial relaunch, from18 to 81 bloggers across medical, legal, musical, and human resources Army career paths. The site has seen a 540% traffic increase from 2008, with more than 445,000 site visits and 368 reader comments. The campaign effectively harnessed multiple social media outlets to increase awareness and interaction with Army Strong Stories.

Honorable Mentions:
Berman and Company – HumaneWatch.org: To promote the HumaneWatch.org blog launch, Berman and Company reached out to agricultural organizations, ran full-page ads in The New York Times and USA Today and created a social media campaign introducing the watchdog of the Humane Society of the United States to the mainstream media. 
The Coca-Cola Company – Coca-Cola Conversations Blog: The Coca-Cola Conversations blog has seen dramatic growth in its fan base from social media promotions. The blog provides a multicultural forum for brand lovers to interact with one another, as well as share fond memories of Coca-Cola with blog managers and the company historian.
Lion Brand Yarn – Lion Brand Notebook: The Lion Brand Notebook blog creates a personal experience for customers to engage with the brand and gain insight into the company’s values. Through active dialogue with consumers, Lion Brand Yarn can gauge customer suggestions and demands.
Scholastic Corporation: On Our Minds @ Scholastic: The “On our Minds @Scholastic” blog covers educational and entertaining children’s media with multiple bloggers. The blog offers different voices, varied interests and unique personalities that showcase in-store events and webcasts, author interviews and behind-the-scenes insight about working at Scholastic.

Turkey Hill Dairy/Pavone - Ice Cream Journal:
Turkey Hill Dairy and Pavone created the corporate “The Ice Cream Journal” blog to personalize the Turkey Hill brand by focusing on its friendly and nostalgic Lancaster County roots. Its relaxed and conversational tone spurs interaction with loyal customers.

USANA Health Services - What’s Up, USANA: USANA Health Services’ “What’s Up, USANA” blog features informative and timely content packed with photos, videos, pop culture items and business-related information that cross-promotes USANA brands and projects for both traditional and social media outlets.


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