PRWeek Campaign of the Year 2017

The effort, which also took home honors for Best Consumer Launch and Best in Social Media, was deeply personal as Golin staff reached out to every tweeter who mentioned the idea on Twitter.

Winner

Golin and McDonald’s
All Day Breakfast Press Announcement: The People’s Launch

In recent years, McDonald’s sales hit an all-time low and its image was suffering in the public eye. The business needed an overall turnaround.

After identifying breakfast as a bright spot amid an industrywide slowdown, McDonald’s encountered another problem. Data showed modern consumers demanded to eat on their own terms, but the brand stopped serving its breakfast at 10:30 a.m.

Badly in need of a menu revamp, McDonald’s tested the all-day service in select markets and discussed the subject internally. But when word leaked out to the press and public — twice — it sparked mass confusion and frustration. The brand’s biggest announcement of the past decade was in danger of becoming stale — before it was even officially unveiled.

In order to rectify the situation, McDonald’s called upon longtime agency partner Golin to correct course and make the launch "exciting."

With a strategy grounded in research, results found that more than 300,000 people had mentioned all-day breakfast on Twitter — going back as far as 2007 — and one-in-three people claimed the idea was their own.

The effort, which also took home honors for Best Consumer Launch and Best in Social Media, was deeply personal as Golin staff reached out to every tweeter who mentioned the idea on Twitter. The team responded to 17,000 questions about All Day Breakfast and shared a consumer press kit with gifs.

The launch generated 245 media placements and 1,100 influencer brand engagements. More importantly, McDonald’s stock rebounded significantly, rising 25% in one quarter and same store sales recorded the strongest quarter in almost the last four years. 

The effort, which collects tonight’s top honor, "used strong research, analytics, and data in a very effective way, which is where the industry needs to go in running creative campaigns," said one judge.


Honorable Mention

Ketchum and Adapt Pharma
Redefining Narcan

In an effort to overcome a growing opioid epidemic in the U.S., Adapt Pharma produced a nasal spray — Narcan — as an antidote. However, Narcan was commonly associated with naloxone, the name used overall for the drug category, so Adapt had to rethink its marketing efforts. Ketchum’s integrated campaign sought to differentiate the brand by raising awareness and by targeting the nation at large, community organizations, and consumers. A strong media tour, along with outreach to high schools, saw Adapt seize a majority share of the naloxone retail market in six months.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.