2012 Digital PR Awards: Media Relations

Co-Winner: Unilever - Suave Professionals Keratin Infusion Launch

In order to make the target audience aware of the launch of Suave Professionals Keratin Infusion line, Unilever had to go where that audience was. The target demographic, women age 25-49, interact on social channels while watching television. To tap into that market, Unilever needed to create a social experience to catch the attention of the target demographic. The strategy included four steps: Tell the world, drive trail, influence the influencers and light up the run way.

Partnering with Nicole Richie, the winning team of Janna Porrevecchi, Jillian Cusimano, Nicole Serr and Nancy Benovitz, found an influencer who could promote the launch by way of her social media outlets.  Nearly 600 beauty and fashion bloggers were contacted to sample and review the product, telling their own personal story along the way.

The partnership with Richie was launched on the red carpet of the Golden Global Awards, an ideal setting that would appeal to target audience. After the awards, Unilever invited women to explore the new product by visiting Suave’s Facebook page for a chance to win one of 50,000 product samples, which were gone in 3.5 hours. With the bloggers in place, Suave was able to have key influencers share with readers how they too could their hair to look like Richie’s on the red carpet.

Suave’s Facebook page audience grew by 17.5% and Keratin Infusion-related posts reached 371,938 users.

Co-Winner: AMD – AMD/FX Guinness Record Project

With the hope of establishing chip maker AMD as a key player in the processor space, the AMD team decided to create a plan that would grab the attention of key analysts and industry enthusiasts.  To make this happen, the winning team of Chris Hook, Phil Hughes, Drew Prairie, Martin Johnson, Heather Lennon, Bernard Fernandes, Paul Harrer, Jenna Kozel, Greg Wood and Peter Amos, needed to dominate the news and social media channels the same day a competitor held its annual industry event.

To gain that attention, the AMD team convinced the Guinness World Records to create CPU frequency as a record-breaking category. Press was secured to add publicity to the record attempt. To stay ahead of its competitor’s conference (Intel Developer Forum), AMD created a display room a day before the IDF event, right across the street and showcased its product to over 100 journalists. Press releases, along with social media tactics helped drive engagement and notoriety about the new product.

The new chip, in fact, set the world record, delivering a speed of 8.429 GHZ.

On social media, AMD assembled Twitter users with followings of 10,000 or more to tweet out the news and compelling Facebook posts were created to drive engagement.  (Did they break the record?)

AMD set out to drive consumer interest. Did it ever. The initiative resulted in 26 million social media impressions and over 81 million media impressions. Orders of AMD FX processors produced millions in revenue.

Honorable Mentions

  • Inner Circle Labs -- The Three Ps: Predicting People's Patterns

  • LEWIS PR -- Unisys B2B Infographic Media Placements

  • RF|Binder and Akerman Senterfitt -- Tweeting with Purpose: Using Twitter as an Extension of Media Outreach

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