Weber Shandwick maintains a solid digital and social media relationship with the US Army. In 2008, it launched Army Strong Stories (armystrongstories.com), the first official soldier blog for sharing unfiltered views of military life. The site was relaunched last year, introducing integrated digital storytelling platforms.
"A strong winner," said one judge. "Comprehensive, with great results."
Indeed, results included 1 million armystrongstories.com visits (a 250% increase over the previous year, more than seven times the objective), and the Army's recruitment goal for fiscal year 2010 was "far exceeded."
Engagement is aimed at building trust and fostering two-way communication with prospects and influencers. Overall objectives included increasing the existing blogger base and daily content, as well as driving Web traffic and extending program awareness.
Armystrongstories.com was expanded to include stories told by both soldiers and supporters. The team integrated existing communications programs and launched new ones. New programs include Inspire Stories, a program that engaged prominent bloggers, and Go Army Advocates, an online hub for business and community leaders, educators, and supporters to develop a core understanding of the Army. Armyedspace.com was positioned as a resource for educators, students, and parents to discover educational opportunities. At the same time, media relations, an e-newsletter, and e-mail campaigns also drove engagement.
The campaign garnered 251 new soldier-bloggers, 415 written and video stories, and reached more than 550,000 viewers across Facebook, Twitter, and YouTube. Go Army Advocates, Army Ed Space, and e-newsletters reached more than 17,000 influencers.
Honorable Mention: MWW Group and Volkswagen of America: Volkswagen GTI Becomes the World's First Car Launched Exclusively on a Mobile Device
"A bold approach paid off," said one judge. With no paid ads, this six-week, $250,000 campaign featured a free racing app that attracted 1.5 million downloads, four times its objective. A New York press, blogger, and influencer event with G4.tv's Olivia Munn launched the campaign. The app led to the sales of 85 cars. Leads on VW.com, "get a quote" submissions, and test drives all jumped 80%. Media impressions also exceeded 255 million.
Recognizes the most effective or creative use of digital or social media channels to support or execute a PR campaign. These may include use of blogs, Twitter, Facebook, mobile applications, or other emerging channels that are products of digital technology. Other traditional digital platforms may also be included, such as websites, intranets, and microsites.
Biosector 2 and Boehringer Ingelheim: DRIVE4COPD Races to Find the "Missing Millions"
Fast Horse and The Coca- Cola Company: Coca-Cola's Expedition 206: 365 Days, 206 Countries, 1 Mission
Marina Maher Communications and U by Kotex, from Kimberly- Clark: Marketing A Feminine Care Product: A Reinvention
MWW Group and Volkswagen of America: Volkswagen GTI Becomes the World's First Car Launched Exclusively on a Mobile Device
Weber Shandwick and US Army: Digital Storytelling: Sharing the Army Strong Story
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