2016 Social Media Awards: Social Media Team

Winners: The Motherhood Inc. and UN Foundation - Public Affairs

The Motherhood Inc.

The Motherhood executed over 80 social media campaigns last year on behalf of the nation’s top consumer brands, generating more than 1.5 billion overall impressions across blogs and social media platforms. That’s 4 million people reached every single day of the year.

But how does The Motherhood’s work move the needle in ways that matter? As a sample, in the past year, they’ve executed in-depth research on consumer trends and purchasing behavior, in addition to producing results on behalf of clients.

For example, to help address the issue of infertility faced by one-sixth of couples in the U.S., Rinovum Women’s Health approached The Motherhood about a partnership to bring attention to the new over-the-counter availability of The Stork OTC, an at-home conception aid. The Stork OTC is a less-invasive, more-affordable option for those trying to conceive, with success rates comparable to intrauterine insemination.

In conjunction with the launch of its new product website, Rinovum charged The Motherhood with starting an online conversation about the product among its target audience of moms and encouraging purchase in CVS/pharmacy stores and online. The Motherhood’s objective was to double traffic to The Stork’s website.

As a result of a blog/social media campaign with 34 targeted bloggers who had a personal connection to infertility, Rinovum reported that The Motherhood’s campaign led to a 2.5x increase in website traffic–including more than 5,000 unique visits in 24 hours driven by one blogger alone–leading their online national retailer to sell out of The Stork OTC product. The blog/social media tour and two successful one-hour Twitter chats collectively delivered 57 million impressions and a nationally trending hashtag.


UN Foundation – Public Affairs

The job of the United Nations Foundation’s digital team is to help tell the ongoing story and accomplishments of the UN Foundation and more than a dozen of its campaigns in ways that engage constituents and build its base of supporters, prompting action in support of the best work of the United Nations.

In everything team members do, they think digital first, enabling them to create nimble, impactful activations for their causes. Their theory of change is driven by the idea that effective engagement requires creativity and learning from experience.

The 15-person UN Foundation online team manages all digital communications for 14 issue-based campaigns and initiatives, ranging from malaria prevention to the empowerment of women and girls. It has more than 5 million followers across 40+ Facebook, Twitter, Instagram, Google+ pages and YouTube Channels, with 2,000 to 11,000 social media posts per month.

In honor of the United Nations International Day of Happiness last year, the UN Foundation and Pharrell Williams drove supporters to sign the Live Earth Petition, rallying 1 billion people to demand world leaders to commit to tackling climate change at the climate summit, when leaders from every country were to meet in Paris to make climate action a global priority.

To protect people, we need to protect our planet. Climate change is a threat to people’s basic needs, including water, food, shelter and safety. It multiplies these threats and exacerbates economic, social and environmental crises.

HappyDay was tweeted nearly 56,000 times with a total reach of more than 276 million. #HappyPlanet was shared more than 20,000 times across social platforms and had a total reach of roughly 165 million.

Honorable Mentions:

  • 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