2012 Digital PR Awards: Social Networking

Co-Winner: The Clorox Company with Ketchum - If Mom Had Three Minutes

Looking to make a connection with first-time moms and to educate them on how germs spread and the importance of disinfecting, Clorox and Ketchum created If Mom Had Three Minutes, a campaign in which moms shared their favorite time-saving tips with one another. Conceived and executed by Mary O’Connell, David Kellis and Rebecca Boston from Clorox; and Leslie Schrader, Carlisle Campbell and Lauren Wasserman from Ketchum, the teams used Facebook to collect the best tips and rewarded the moms with a coupon good for Clorox Disinfecting Wipes. Influential mom and dad bloggers were employed to spread the word about the program. They also partnered with new mom communities The Bump and Mom Finds to get the word out via e-mail and social media.

Moms across the U.S. contributed more than 3,000 tips, which were turned into an e-book just before Mothers’ Day 2012. Narrative by Karen Kaufman Orloff and illustrations by Shannon Gallant brought the humorous yet helpful story to life. Every mom whose tip was used was recognized as a source in the book. Social media efforts resulted in 1.6 million impressions on Twitter and Facebook, while there were 46,000 downloads of If Mom Had Three Minutes. Traditional and online media outlets jumped on the story, with more than 806,000 media impressions.

Co-Winner: rbb Public Relations Team Vlasic

Call it Stork 2.0. To link the Vlasic pickle brand with the summer 2011 BBQ/burger season, rbb pulled a big bird out of its hat—the Vlasic Stork, which has entertained pickle aficionados for years in TV ads and via product packaging.

Now it was time for the stork to deliver socially, serving up sharp wit and humor to Vlasic Facebook fans. To make sure things were interactive, the rbb team of Christine de la Huerta, Rafael Sangiovanni and Esther Griego created Team Vlasic, an elite group of BBQers who can really handle the tongs. A Facebook quiz determined followers’ BBQ personality: Grill Master, Expert Eater, Le Gourmet Chef or Wild Card. Those who took the quiz vied for a chance to win one of four spots on Team Vlasic, and win a year’s supply of Vlasic pickles. All quiz takers received a badge that enabled them to share their results with family and friends, and 15 winners received Vlasic-branded grilling kits and aprons.

With the goal of attracting at least 25,000 new Facebook fans/likes, nearly 27,000 were collected from May 27 to July 4, 2011, with 64 million social media impressions from Facebook and Twitter combined.

Honorable Mention

  • HORN - Tech the Halls
  • MilkPEP and Weber Shandwick - The Breakfast Project

  • Ogilvy PR Australia - Kleenex Cottonelle: pin to make a difference

  • Porter Novelli -- Ben's Beginners Cooking Contest

  • Quinn & Co - Affinia Hotels

  • Waggener Edstrom Worldwise -- Tweet-a-Beer: Turning virtual contacts into personal connections, one frosty mug at a time

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