2013 Digital PR Awards: Facebook Communications

Winner: RF|Binder - Building the Talenti Gelato & Sorbetto Facebook Community

Despite its retail success, Talenti Gelato & Sorbetto lacked widespread brand and name recognition.The company retained RF|Binder to help boost its brand awareness and educate consumers about what makes Talenti gelato truly special within the premium ice cream category. One of RF|Binder's mandates was to grow the brand's Facebook presence.

Between January 1, 2012 and April, 2013, RF|Binder ran several Facebook campaigns that helped increase Talenti's fan base by more than 70,000 fans. And most important, the agency kept those fans entertained and talking.

Highlighted campaigns include:

Talenti Talent Search (January 2012): Using an RF|Binder-produced Talenti video as inspiration, the search encouraged fans to submit a 30- to 60-second videos showing their talent using Talenti pints for a chance to win Talenti prizes. Talenti received 2,160 new likes. The campaign was supported by Facebook ads.

Summer Flavor Crew (April-May 2012): RF|Binder conducted a search to find the 10 biggest Talenti fans to be a part of the Talenti Summer Flavor Crew. Each Crew member received a party pack to celebrate summer by hosting a Talenti gelato party with friends and family. They were also encouraged to share their photos and/or videos of the party on Facebook. Through this campaign, Talenti gained close to 7,600 fans.

Summer of Talenti (June-July 2012): RF|Binder launched a recruiting challenge using a customized recruiting application to accelerate fan growth and to reward fans for reaching the 50,000 fan mark. During the campaign, the brand gained close to 10,000 new fans.

Endless Summer Photo Contest (August-September 2012): Via a dedicated sweepstakes tab and cover photo, RF|Binder asked users to submit their favorite summer vacation photo; the tab connected to multiple photo-sharing websites, such as Instagram, Flickr and Picasa, to faciliate uploading photos. Winners were selected weekly, before the grand prize win of a year's supply of Talenti to stretch those summer months well into fall and winter. Talenti gained over 10,000 fans as result of the campaign.

Through creative sweepstakes and contests and engaging posts, the Talenti Facebook community grew from 4,000 fans to over 96,000 in under two years, with over 9,000 people on average talking about Talenti, an average of 1,072 comments and 400 shares per month.

Honorable Mentions:

  • Cone Communications - Delivering Snuggly Softness on Facebook
  • Hunter Public Relations - Golden Crisp’s Sugar Bear Sweetens Pop Culture
  • Marina Maher Communications - No Woman Should Die While Giving Life
  • RF|Binder - Ranbaxy Gets Social on Facebook with LAC-HYDRIN FIVE
  • Weber Shandwick - Right To Play Canada and the Level the Field Campaign
  • Social Fulcrum - DiabetesWellBeing.com Community Generation