Winner: Marina Maher Communications
Marina Maher Communications was behind one of the most iconic, not to mention pro-women, campaigns to come out of the London 2012 Olympics: P&G's "Thank You Mom" campaign. According to research after the campaign, that the mothers who saw the video decided the brand "understood and cared about them," boosting purchase intent for P&G brands by extraordinary 22%.
The agency is also credited with deodorant brand Secret's "Mean Stinks" anti-bullying campaign, which sought to decrease girl-on-girl crime. The challenge was to create an emotional connection with teen girls and their mothers around the cause. The results: an all-time high in social engagement for anti-bullying campaigns (24 times prior levels) and numerous best-in-class citations from Bloomberg, BusinessWeek, Mashable, The New York Times and AdAge.
Marina Maher also worked with Merck to help college women consider long-acting contraceptives in the "Plan It Forward" campaign. The strategy revolved around two microsites, the central "Plan It Forward" information hub and a sister microsite, HerCampus.com, which served as the home base for an online magazine created and written by college women, for college women. The "Plan It Forward" banner ads saw a 2.36% click-through rate and the microsite saw 16,283 visitors (and counting).
Whether it's working to stop girl-on-girl bullying, giving mom a moment in the spotlight or encouraging college women to proactively consider contraceptive options, Marina Maher Communications knows how to reach women and get results.
Honorable mention:
- JSH&A Communications