Winner: Bayer CropScience, Porter Novelli and Mastermind—#Thankful4Ag Campaign
Many consumers are largely unaware of where their food comes from beyond the grocery store and are often influenced by untruths in the media, including social media, about genetically modified foods. This is why for the second year, Bayer CropScience sponsored a campaign with the overarching goals of engaging consumers with information about American agriculture and celebrating the farming community while giving back to those in need of food.
A Tumblr page with a unique URL was developed that allowed for the campaign to be a true social media experience. All components of the site acted as engagement touch points for the Tumblr community, which also allowed all social channels to work through the page to amplify engagement among both agriculture and non-agriculture communities on social. During the campaign the Tumblr site saw over 6,000 unique views and more than 12,000 total site visits, with the Tumblr advertising campaign receiving 7,000 engagements and a 31 percent re-blog rate.
Honorable Mentions
- Transamerica - TransformTomorrow Tumblr
- UJA-Federation of New York - Citizens of Israel