Social Media Icon Awards 2015: Facebook Community/Engagement

Co-Winner: Live Nation Entertainment—Demi Lovato Facebook Q+A

Live Nation hosted a live Facebook question and answer session with popular singer Demi Lovato in support of her world tour. The team set out to build awareness around the tour, encourage ticket sales and give fans the opportunity to interact with on of their favorite artists. TO promote the session, Live Nation began teasing the campaign a day before it went live. They posted across their national Facebook, Twitter and Instagram channels to reach fans.

Live Nation’s social media team executed the question and answer session. They moderated the questions coming through from fans and submitted the best ones to Demi and her team over Google Hangouts. The sessions lasted about 40 minutes and was the highest performing question and answers session that Live Nation has hosted to date. Demi received 30,000 questions and the supporting posts generated 7 million impressions, reached 3.5 million users and totaled over 246,000 engagements.

Co-Winner: Aflac—Aflac Duck: A Facebook Friend Indeed

First introduced in 2000, the Aflac Duck has become synonymous with supplemental insurance with his trademark shout familiar to the vast majority of Americans. In 2014, the team behind the Duck set out to define his voice and personality as a way to further engage with his audience or more than 500,000 Facebook fans. The Facebook page sought to foster a sense of community among all who love the Aflac Duck and his antics as well as continue to build brand awareness. This humanization of the Duck would help Aflac feel real and tangible to both current and potential policyholders.

The team looked to create a balance between the Duck’s pop culture moments and everyday moments. To elevate the quality of the Aflac Duck’s pop icon moments, greater emphasis was placed on showing exclusive, behind-the-scenes content. This included a look behind the walls of Aflac’s commercial shoots and sponsorship activities including PGA tournaments and NASCAR races. The overall greatest success of the campaign has been how wholeheartedly his audience engages with him. The Duck has extended beyond a simple brand icon and become someone customers willingly invite into their lives. Of all the comments on the Aflac Duck’s Facebook page, 98 percent have net positive sentiment.

Honorable Mentions 

  • Deseret Digital Media - FamilyShare | I love my family
  • Dixon Schwabl - #ROCforRMHC Anniversary Celebration
  • GCI Health/Pfizer - Establishing a Voice for Fibromyalgia Patients on Facebook
  • MassMedia Corporate Communications - Valley Electric Association Community Engagement Campaign
  • Mint Advertising - Domino's Groundhog Day
  • Solar Energy Industries Association - The Solar Industry on Facebook
  • Trilogy Health Services - Excellence in Engagement
  • Weber Shandwick - PEDIGREE See What Good Food Can Do