Winner: Weber Shanwick for Unilever N. America – Clear Scalp & Hair Beauty Therapy Twitter Launch
Unilever teamed up with Weber Shandwick to launch a revolutionary line of shampoos and conditioners on Twitter. To publicize Clear Scalp & Hair Beauty Therapy, Weber Shandwick developed a social platform and hashtag, #BestNightEver, to reflect the brand's relevance among the target's broader lifestyle mindset and creating a connection between hair care and nightlife.
Using promoted trends and Twitter to inject brand messaging into the #BestNightEver conversation, Unilever took ownership of the discussion and gained visibility in the product's target demographic. Celebrity spokeswoman Heidi Klum also shared the hashtag on Twitter, as did a panel of scalp and hair experts, tapping into all of these thought leaders' strong networks of followers.
The campaign garnered more than 3,000 Twitter followers in the first three months after the launch. By May 2013, the community had grown to more than 42,000 followers and more than 338,800 engagements. In addition, #BestNightEver was a national trending topic in the week before the #BestNightEver Twitter Party.
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