2012 Digital PR Awards: Facebook Communications 

Winner: PepsiCo - Tropicana: 100% Florida OJ Love

Beginning in March 2011, to stress that its Tropicana's Pure Premium product contained only Florida juice (and not recently contaminated juice from Brazil, like other OJ makers) the PepsiCo team, including Michael Torres, Jeremy Mullman and Mike Grillo, took to Facebook.

It began strategically targeting women between the ages of 25 and55 (primary grocery purchasing decision maker in households). The brand’s Facebook page morphed into a 100% Florida experience with an authentic and lightweight publishing strategy that almost exclusively used DIY iPhone photos stylized with the Instagram app.

Accompanied by strong call-to-action posts (click Like, Share this, trivia, polls, etc.), all content focused on TPP’s Florida roots by highlighting growers, groves and oranges, Sunshine State facilities, and history. To further reinforce its 100% Florida message, PepsiCo also launched a Florida-focused sweepstakes with 100 Florida-related prizes, in which consumers could win either a trip to Florida or one of 99 full-year supplies of TPP 100% Florida OJ by “picking” virtual Tropicana Florida oranges stamped with key Tropicana in-Florida-facts (e.g. Tropicana is the largest buyer of Florida oranges).

After six weeks, the fan base grew by 185%, to 556,000 from 190,000, and the new fans grew overwhelmingly in 25- to 55-year-old women target demographic to 72.4% of its fans from 56.4%. The campaign drew 151 posts on mom blogs, achieving 63 million media impressions. 

Honorable Mentions:

  • Cisco Systems - Building Engagement on Cisco’s Corporate Facebook Page

  • Esurance  - Supporting the Trevor Project

  • Integrate PR - Goode Company BBQ

  • Marion, Montgomery, Inc. - Direct Energy Social Relaunch

  • rbb Public Relations - Team Vlasic

  • RF|Binder – al fresco All Natural Milestone Promotion: Generating Buzz for a New Product Using Social Media

  • The Ritz Carlton - Let Us Stay With You

  • Sprout - Sprout's Hooray for Mother's Day Sweepstakes

  • TBWA/Chiat/Day - Nissan & Habitat for Humanity Charity Game

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