2016 Social Media Awards Winners and Honorable Mentions

PR News honored the year's most creative, resourceful and shareable campaigns at the 2016 Social Media Awards luncheon on June 6 at the Ritz-Carlton South Beach in Miami. These awards celebrated the organizations that took chances and made incredible strides in the rapidly evolving social media space. Both the winners and honorable mentions exhibited a keen knowledge and respect for the power of social media within the discipline of public relations.

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PR News 2016 Social Media Awards Winners and Honorable Mentions

Social Media Team

Co-Winner: The Motherhood Inc.
Co-Winner: UN Foundation—Public Affairs

Honorable Mention:

  • AT&T with FleishmanHillard - Mobilizing Your World
  • Bayer Corporation - Communications Gets Scientifically Social
  • Beach House PR + Social
  • Klick Communications
  • MWWPR - Social Strategy Practice
  • Schneider Electric - Social is ON at Schneider Electric


Winner: The Honest Company—#Honest Loves Max

Honorable Mention:

  • Remington Park - Global Gaming Solutions - MyRemington


Winner: McMurry/TMG - Health Essentials from Cleveland Clinic

Honorable Mention:

  • The Coca-Cola Company - Coca-Cola Journey
  • Liberty Mutual Insurance - The Torch: A Guide To Safe & Smart Living
  • O'Reilly DePalma - SteamTherapy Blog for MrSteam
  • USANA Health Sciences - Whats Up, USANA?
  • Workfront - Structure vs. Creativity

Facebook | Community Engagement

Co-Winner: Aflac—What Does a Duck Say? Aflac!
Co-Winner: Dixon Schwabl—Faces of Freedom

Honorable Mention:

  • Milton Hershey School - Office of Communications
  • National Audubon Society - Making Facebook Take Flight by Cultivating a Vibrant Online Community

Facebook | Contests/Games

Winner: Sallie Mae—Good Things Come to Those Who Plan

Honorable Mention:

  • 97 Degrees West/United Heritage Credit Union - Summer Showtime
  • Deveney Communication - Windsor Court Hotel's "30 Ways to Give Back"
  • Dixon Schwabl - Frontier Communications Takes a Virtual Road Trip through the Great 28
  • Hollywood Public Relations - The Original Muck Boot Company "LifeInMyBoots" Sweepstakes
  • U.S. Bank - #DIYFails Quiz/Contest

Facebook | Marketing Campaign

Winner: Weber Shandwick & GSK—What's Your Why? Campaign

Honorable Mention:

  • The Brandon Agency - Duplin Winery
  • Eastwick's Digital Brand Lab Helps BMC Bring #ModernIT to Life
  • Finn Partners - Jamba Juice: Blending in the Good for 25 Years
  • Lincoln Financial Group - Real Chief Life Officer
  • Media Horizons on Behalf of Schwan's Home Services, Inc. - New Customer Acquisition Campaign
  • The Stanislaus County Fair - Imagine the Fun; Imagine the Memories

Facebook | PR Campaign

Winner: RockOrange—Macy's + Thalia Sodi—Fashion Show & Facebook Media Launch

Honorable Mention:

  • American Heart Association - My 5 Years
  • Children's Specialized Hospital - #FightFace
  • Coyne Public Relations - Seniors Get Social with Humana & National Senior Games
  • The Economist Group - The Economist Independence Campaign

Facebook | Promoted Post

Winner: Solomon McCown & Company—Lahey Health: World Prematurity Day

Honorable Mention:

  • Live Nation Entertainment - Dixie Chicks Tour Announce Campaign
  • Schneider Electric - simple actions also bring great results

Facebook | Social Good Campaign

Winner: Mars, Incorporated—M&M'S Red Nose Day Campaign

Honorable Mention:

  • American Kidney Fund - Spreading Awareness. Spreading Inspiration.
  • Steinberg Diagnostic Medical Imaging - #SaveALife

Facebook | Use of Video

Co-Winner: Children's Specialized Hospital—#FightFace
Co-Winner: Periscope—Buffalo Wild Wings Alive Events

Honorable Mention:

  • Kaiser Permanente - Random Acts of Health
  • Munchkin Inc. - Orcas Live in Oceans
  • Schneider Electric - Company Story: Live is On
  • The Stanislaus County Fair - Imagine the Fun; Imagine the Memories
  • UN Foundation - #EarthToParis Anthem Video
  • Weber Shandwick & GSK - Kick Start Your Quit Journey
  • West Virginia University - Defining our manifesto: a WVU social media video series
  • Whistle Sports - The Shot Doctor

Instagram | Marketing Campaign

Winner: Prudential—#20StoriesOfStrength

Honorable Mention:

  • FreshDirect - #FDFriendsgiving
  • Halo, Purely for Pets - #HaloFeeditForward at Barkworld 2015
  • Visit Houston - #MyHouston

Instagram | PR Campaign

Winner: Honest Tea—#RefreshinglyHonest Campaign

Honorable Mention:

  • American Kidney Fund - Practicing what we Preach
  • Edelman & AKQA with Activision - Destiny: The Taken King - Xuriosity
  • InStyle Awards
  • UN Foundation - Girl Up Team

LinkedIn | Marketing Campaign

Winner: CompTIA—#CompTIAPerks

Honorable Mention:

  • Jackson National Life Insurance Company - Jackson Associate Longevity Campaign

Periscope Campaign

Winner: Experian—#CreditScope

Honorable Mention:

  • MSLGROUP - Similac's #EndMommyWars Roundtable
  • Seminole Hard Rock Tampa - Seminole Hard Rock Girls

Snapchat | Marketing Campaign

Winner: Hyatt Hotels—It's Good Not To Be Home

Honorable Mention:

  • West Virginia University - WVU engages with prospective students using Snapchat


Twitter | Community Engagement

Co-Winner: Bayer Corporation—Bayer gets scientifically social
Co-Winner: Hyatt Hotels—How Hyatt Uses Social Customer Service to Better Care for Guests

Honorable Mention:

  • Dwell - #ModernMonday
  • Hofstra University - A Day in the Pride + My Pride Monday
  • lotus823 for Audio-Technica - Breaking into Gaming
  • Mars, Incorporated - M&M'S 1 Million Tastes of Crispy Giveaway: #NashHasCrispy
  • Weber Shandwick & Milk Processor Education Program - Get Real: Rallying Around The Truth About Milk

Twitter | PR Campaign

Winner: Baylor Scott & White Health—#HeartTXLive: First-ever Live Tweet of a Heart Transplant

Honorable Mention:

  • Acorn: An Influence Company - #AcornKisses Twitter Party
  • Cohn & Wolfe - Debuting Optic White's #BrilliantSmile & #BrilliantStyle on the CMA Awards 2014 Red Carpet
  • Hyundai Motor America - Drive Your Phone
  • MasterCard - Cashless Challenge
  • Murphy O'Brien Public Relations - The Beverly Hilton Golden Globes Campaign
  • Oregon Department of Transportation - Work Zone Safety Awareness
  • Raytheon Integrated Defense Systems - Poland Patriot
  • The Royal Agricultural Winter Fair Association of Canada - Turbo The Goat takes Transit to The Fair

Twitter | Promoted Tweet Campaign

Winner: Raytheon Integrated Defense Systems—Poland Patriot

Honorable Mention:

  • MasterCard Worldwide Communications - MasterCard Wearables Announcement Meme
  • Raytheon Company - Raytheon Paris Air Show Campaign
  • Trend Micro/HCK2 Partners - re:Invent

Twitter | Social Good Campaign

Winner: Golin on behalf of Astellas—#pass4prostate: Astellas' unlikely match to raise awareness for prostate cancer

Honorable Mention:

  • Acorn: An Influence Company - #WeSparkChange
  • Mars, Incorporated - M&M'S Red Nose Day Campaign

Twitter | Tweet Content

Winner: Periscope—Buffalo Wild Wings Posts Post Game Report

Honorable Mention:

  • IW Group - McDonald's New York Tri-State Social Media

Twitter | Use of Hashtags

Winner: Mars, Incorporated—M&M'S Red Nose Day Campaign

Honorable Mention:

  • Acorn: An Influence Company - #TryImpressa Hashtag
  • Center for Audit Quality - Auditor Proud
  • Children's Specialized Hospital - #FightFace
  • FGL Sports Ltd. (Sport Chek) - #MyNorth
  • Live Nation Entertainment - #RIPMotleyCrue Campaign
  • Mars, Incorporated - M&M'S 1 Million Tastes of Crispy Giveaway: #NashHasCrispy
  • Periscope - Buffalo Wild Wings #TweetShirtCanon
  • Trend Micro/HCK2 Partners - #ProtectYourNet
  • UN Foundation - #EarthToParis

Use of Images

Winner: EC Hispanic Media—Pinterest Case Study

Honorable Mention

  • CompTIA - Top 10 Help Desk Pet Peeves Campaign
  • Safe Kids Worldwide - How to Not Get Hit by a Car
  • Texas County & District Retirement System - TCDRS Facebook Photo Essays

YouTube | Content

Co-Winner: Beth Israel Deaconess Medical Center—Shake It Off
Co-Winner: SheKnows Media—#HatchKids

Honorable Mention

  • athenahealth - Let Doctors Be Doctors
  • FGL Sports Ltd. (Sport Chek) - Stamkos vs. Drone
  • Munchkin Inc. - Orcas Live in Oceans
  • Time Warner Cable - TWC Uses Drone to Reconnect Texas Flood Victims

YouTube | PR or Marketing Campaign

Winner: MasterCard Worldwide Communications—MasterCard EMV Makeover Video Series

Honorable Mention

  • Coyne Public Relations - Seniors Get Social with Humana & National Senior Games
  • National Association of Criminal Defense Lawyers - NACDL Presents: The Right to Counsel Video
  • The Stanislaus County Fair - Imagine the Fun
  • Weber Shandwick & National Pork Board - "Grill Crashers" Campaign
  • Zoosk - Joan Actually Dating Advice