2015 Digital PR Awards: Digital PR Campaign

Co-Winner: NewYork-Presbyterian Hospital - A Day in the Life of a Therapy Dog and RBC Wealth Management - A Force for Good Book Promotion

The objective of this campaign was to create an integrated digital communications and video strategy to raise awareness about the volunteer therapy dog program at NewYork-Presbyterian Hospital during National Volunteer Week. Another goal was to create and produce content (multimedia and written) that was compelling enough to be shared by mainstream media.

This was one of the first major combined projects between the Hospital's Social Media and Public Affairs units. The team brainstormed and thought about telling the experience through the eyes of a dog. They rented GoPro cameras and safely mounted them to the dog’s harness so they could see their day from start to finish through their eyes.

They selected two dogs— one large (Cassie) and one small (Daisy). As an added benefit, Daisy also was a rescue dog. Each dog volunteers at both of the hospital’s main campuses. Cassie's work is focused on pediatric patients at the children's hospital, while Daisy volunteers with adult cardiac patients.

The team wanted to find a media partner who also would share the videos and extend the reach of the campaign. They were lucky to find that with Good Morning America and waited until National Volunteer Week to pitch Good Morning America and premiere the videos.

The videos were launched on the hospital’s Facebook page in conjunction with the GMA segment. Both videos on Facebook combined for nearly one million views. The videos were natively uploaded on Facebook and also separately posted to YouTube. On YouTube, 71 percent of viewers watched Cassie's full video, while 68 percent watched Daisy's full video. Facebook, however, was where they saw the most engagement. The two posts (one for each video) produced a combined total of 17,000+ likes, nearly 1,000 comments and more than 6,250 shares.

This was the most watched video the hospital has ever produced as there were more than 1 million views to the videos when you combine all the views from YouTube, Social Media, Medium page, etc. No other video even comes close to that level of success based on video views.

Co-Winner: RBC Wealth Management - A Force for Good Book Promotion

Part of Toronto-based Royal Bank of Canada, RBC Wealth Management-U.S. is the 8th largest wealth manager in the U.S. with 1,900 advisors in nearly 200 offices across the country. Despite the size and strong reputation of its Canadian parent, RBC Wealth Management is not as well known in the U.S., as it competes against established brands often tied to a retail bank, and they have more robust marketing budgets.

To differentiate itself in this highly competitive market, RBC leveraged the expertise and profile of senior leaders, namely its U.S. CEO John Taft. As the great-grandson of U.S. President William Howard Taft and grandson of Senator Robert A. Taft, Taft comes from a distinguished family well-known for its commitment to integrity. In 2012, he wrote Stewardship: Lessons Learned from the Lost Culture of Wall Street.

With the launch of Taft’s second book, A Force for Good: How Enlightened Finance Can Restore Faith in Capitalism, RBC wanted to further raise Taft’s and its visibility in the U.S. by engaging the finance and business communities in a conversation around the central theme of the book: How can finance serve as a force for good in society today?

The desire to spark a conversation with the broader public created the need for a heavy social/digital campaign, too. A microsite was first created and tied to the RBC Wealth Management-U.S. website to serve as the hub for information about the book. The mobile-friendly and social integrated site – www.forceforgoodbook.com – features a visually appealing modern design and generated more than 6,000 page views in the first 60 days.

A LinkedIn Showcase Page that served as a repository for posts, videos and media hits was also created. It also served as the primary forum for discussion around Enlightened Finance. And, to further amplify the conversation, RBC encouraged its firm’s financial advisors to share book-related posts with their LinkedIn audience of over 138,000 connections.

By using LinkedIn as the primary platform for the campaign and tapping into the networks of John Taft and many of the book’s contributors, RBC successfully generated a high level of engagement with a broad audience. To date, the long-form content (blog posts from Taft and contributors) alone have generated upwards of 46,000 views, more than 500+ comments and more than 2,054 likes.

Honorable Mentions:

·           451 Marketing - Sweet Success for Dancing Deer

·           Catalyst IMG - Timex #MyExpedition Project

·           Connecticut Office of Tourism - Connecticut’s Still Revolutionary Fan-Favorite Town Program

·           Eastwick Communications - Make Identity Matter with Non-Intuitive Insights

·           High Road - Sobeys Food Revolution Day

·           Human Rights Campaign - #LoveWins

·           JetBlue - Flying It Forward: A Chain Of Goodness With No End In Sight

·           PAN Communications - SDL Changes Perception to Battle the Marketing Clouds

·           Southwest Airlines - New Seat Communication Plan 

·           TogoRun - L'Oreal & MRA "It’s THAT Worth It” Campaign

·           Weber Shandwick - PEDIGREE See what good food can do