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2011 WINNER
Esurance

Supporting The Trevor Project

Child's Play Communications
Mega Bloks Family Club

CAMPAIGN OBJECTIVE
Create awareness and
excitement about the Family Club and Mega Bloks, build relationships and loyalty with targeted consumers and help transition families from “younger” to “older” products through deepened awareness.

 

Redken
Social Media Brand Strategy

CAMPAIGN OBJECTIVE
Increase brand affinity directly through fashion, pop culture and branded content to establish Redken as a hair authority and build a community of stylists and consumers who interact with each other on tips, trends and products.

 

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RUNNERS UP

CAMPAIGN OBJECTIVE
At Esurance, we believe everyone deserves to feel safe. So when we heard about the amazing work being done by The Trevor Project—the leading national organization providing crisis intervention and suicide prevention services to lesbian, gay, bisexual, transgender, and questioning youth—we couldn’t jump on board fast enough. But we didn’t just want to write a check. We wanted to help spread the message, empower the community, and hopefully inspire other companies to give as well. Esurance was one of the first companies to offer discounts on car insurance to domestic partners who list on the same policy, and our support of The Trevor Project’s Trevor Lifeline fits with the company philosophy on promoting diversity and equality in everything that we do. We recognize the challenges faced by young people with gender identity issues, and it was our hope that our Facebook campaign could help raise more awareness of those issues and possibly make a difference in their lives.

STRATEGY
We set out to donate $10 for everyone who “liked” us on Facebook, with the goal of donating up to $50,000 at the end of 2 months. We created a “Like Gate” on our Facebook tab, as well as a meter that would populate as we got closer to our $50,000 goal. As an added incentive, visitors to Esurance’s Facebook page could enter the Weekend in Hollywood Sweepstakes for a chance to win $2,000 in cash and two tickets to Trevor Live in Los Angeles, an evening of comedy and music that helps raise money and awareness for The Trevor Project. We promoted our campaign throughout National LGBT Pride Month at several Pride events across the country including San Francisco Pride, Seattle Pride, Los Angeles Pride, Philadelphia Pride, and GayDays Orlando. We handed out postcards and advertised in print and through banners on site at each of these events. But the campaign’s popularity was mostly due to the social media buzz and plugs from celebrity supporters of the Trevor Project like Perez Hilton and singer Jonathan Knight.

RESULTS
We hoped to reach our goal of 5,000 “likes” over the course of two months, but we never imagined it would happen so fast. We exceeded our goal within just two weeks, and by the end of the campaign we had gained over 6500 new fans. We had a record number of 3,459 new friends joining our Facebook page on June 6, three days after launch. Our previous record was 162 new friends in a single day in January 2011. During the course of this campaign, we received the highest interaction rates on our page since joining Facebook. We were also featured in 112 mentions from highly influential people and organizations including Perez Hilton, The Trevor Project, Yahoo, The Advocate, Jonathan Knight, Tyler Oakley, and more on Facebook and Twitter. Esurance’s contributions also went towards digital community, advocacy and educational programs to help create a safe, supportive and positive environment for LGBT youth.