AGILITY@work
As earned media rapidly continues to evolve, communications professionals need to evolve, too. To move in real-time. To move with even greater agility. AGILITY@work is the social hub dedicated to agile engagement, sharing the tips, tools and best practices to navigate and succeed in today's changing media landscape. Learn more >

2012 WINNER
The Advertising Council

"FWD Campaign” by the Ad Council
and USAID

General Electric
HealthyShare: Surprise & Delight

CAMPAIGN OBJECTIVE
GE built this campaign to support their continued focus on tackling consumer-facing health issues and build brand association with health.


Gutterglove
Gutterglove Brings China Manufacturing Back to California

CAMPAIGN OBJECTIVE
To create more awareness that bringing back manufacturing from China to the U.S. will help improve the American economy, highlighting Gutterglove's manufacturing move from China to the U.S.

 

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RUNNERS UP

CAMPAIGN OBJECTIVE
In response to the famine and war in the Horn of Africa, the U.S. Agency for International Development (USAID) and the Ad Council created the FWD campaign to raise awareness nationally about the crisis. The campaign encouraged Americans to FWD the facts about the humanitarian emergency, support the organizations conducting relief operations and learn more about the solutions through President Obama’s Feed the Future initiative. The campaign is titled FWD for famine, war and drought - an acronym for the three crises affecting the Horn. USAID Administrator Dr. Rajiv Shah unveiled the campaign at the White House on October 26th during a live-streamed roundtable discussion.

STRATEGY
In support of USAID’s FWD campaign (http://www.usaid.gov/fwd) to address the crisis in the Horn of Africa, a variety of social media tactics were deployed across multiple networks. The efforts leveraged resources from USAID and the Ad Council as well as from their partners, allies and agencies. HelpsGood http://helpsgood.com provided outreach guidance and support in Facebook, Twitter, YouTube, the blogosphere as well as across other microcontent networks. November 9, 2011 was particular focal point for the campaign known as FWD Day aka Forward Day. The goal for FWD Day was to have over 13 million shares of the campaign information across all social media platforms; a number equal to the number of people impacted by the crisis. While we looked at the results from FWD alone, we also looked at the three-day period of November 8-10, 2011 since FWD Day was announced at Ad-Tech on 11/8 and activations continued into the 10th. There has been an ongoing ripple effect from the efforts of FWD Day as well.

RESULTS
On FWD Day 15 million people were reached on Twitter alone with over 50 million impressions generated. All told there were more than 117 million shares generated around FWD Day.

• In the three-day period, on Twitter nearly 18 million people were reached generating 51 million impressions.
• Nearly 50 million Facebook fans across more than 70 public pages that mentioned the campaign – that doesn’t even include all the private page mentions.
• Celebrities from film, music, TV and the arts like Mia Farrow, Eliza Dushku, Mandy Moore, Monique Coleman and Lupe Fiasco, mentioned the campaign to their fans.
• More than 40 videos were made garnering over 650,000 video views in just the first few hours of FWD Day, featuring viral video stars like Brittani, Lisa Nova, and the “Chocolate Rain” guy as well as comedy troupes from Barely Political, The Second City and Funny or Die.
• World music artist Angélique Kidjo even made a video in support of the campaign and two songs were composed by fans.
• More than 30 blog posts with a reach of over 1.1 million people