2016 Social Media Awards: Instagram | Marketing Campaign

Winner: Prudential - #20StoriesOfStrength

Prudential was founded 140 years ago in Newark, NJ with a social purpose at its core: making life insurance affordable for working class families. Since then, the company and the city have brought out the best in each other.

Prudential’s latest contribution to the city’s success is its new state-of-the-art tower: a $444 million, 20-story tall structure built on a foundation of 20 Stories of Strength. And it’s through these 20 stories that this social media campaign presents the past, present and opportunity-filled future that Newark and Prudential share.

Prudential's first-ever presence on the Instagram platform gave it the perfect social media avenue to share a series of “discovery moments” that audiences may not know about Newark and Prudential. These #20StoriesOfStrength are brought to life by the people, places, ideas, beliefs and commitments that make this relationship great.

Using video and photography on Instagram, each story is told through three posts that show Newark in a whole new light: a city of vast potential that is on the verge of being tapped in a truly transformative way.

After just the first 10 stories (10 weeks), the #20StoriesOfStrength campaign quickly spread across Instagram, generating 128,938 total audience social media engagements, as well as tens of thousands of video views and thousands of positive conversations, resulting in over 5.9 million impressions across social media.

Partners, influencers and members of the media promoted the campaign and the #20StoriesOfStrength hashtag across social media, driving awareness and significant audience engagement for the initiative and for partner organizations across Newark.

Honorable Mentions:

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