2013 Platinum PR Awards: Word of Mouth/Viral Campaign

Winner: Stratasys Asks the World "What's Possible?" with 3D Printing

Stratasys was looking to position itself as a leader in the burgeoning 3D printing market, and wanted to get the word out among both engineers and non-tech audiences alike. One way of spreading awareness, of course, was to boost online engagement. So the company set up a Facebook page to share stories about what’s possible with 3D printing, a process of making a three-dimensional solid object of virtually any shape from a digital model.

Stratasys’ team developed the “Engineering a Difference” campaign featuring videos and images showing how 3D works and is changing the world. The signature campaign focused on Emma Lavelle, a 4-year-old girl born with a disability that prevented her using her arms. Doctors used Stratasys’ technology to 3D-print a customized prosthetic for Emma, which the little girl called her “magic arms.”

Emma’s story was included in a video that was posted on the Stratasys Facebook page and syndicated across myriad social channels such as Google+, LinkedIn, Twitter and YouTube.

The campaign transcended Stratasys traditional audience of engineers and boosted the company’s online audience, with more than a 250% increase in Facebook fans and 2,600% spike in Facebook sharing. What is more, Stratasys main website saw a 200% boost in traffic the week following the launch of the campaign.

Honorable Mentions:

  • Henson Consulting - Big Ten Network Kicks Off Second-Annual Big 10K in Chicago
  • Memac Ogilvy - Ripples of Happiness
  • The Nature Conservancy - A Tsunami of Suds