PRWeek Global Award Winners 2020 - Best Influencer Marketing Campaign

Winner of Best Influencer Marketing Campaign is '"Life Lolli" - the first lollipop that can save lives' for Bone Marrow Donor Center of the University Hospital Düsseldorf (KMSZ) by Ketchum Germany.

Ketchum Germany had a challenge: to convince stem cell donors to step up. Every day, two children in Germany are diagnosed with blood cancer, and often a stem cell donation is their only chance for survival. But the chances of finding a viable match are often as low as winning the lottery; the best candidates are donors aged 18-30 and their volunteer numbers are exceptionally low.

Visit the PRWeek Global Awards hub to find out more about the winners

The creative hook was Life Lolli: a heart shaped lollipop that provided a tasty way to collect DNA, and an irresistible opportunity for the selfie generation to share their good deed with the world. Posting a photo of the heart-shaped lollipop on their tongue became a social media challenge, encouraging others to take the simple step to save lives.

A team of influencers was recruited, including popular German gamers, beauty vloggers and fitness stars, each supporting the initiative pro bono. 

Ketchum timed the launch to coincide with International Children’s Cancer Day, and the results were unprecedented: with zero costs thanks to donations, the campaign helped KMSZ extend reach, awareness, and potentially lifesaving donations above and beyond all previous initiatives.

Social media influencers reached more than 85.5 million people and encouraged over 628,000 interactions; 123 major news stories generated 127 million media impressions; and more than one in five website visitors ordered a Life Lolli (out of 150,000+ monthly visits). Best of all, the campaign attracted donors 11 years younger than the norm — down from an average age of 37 to 26 in 2019.

KMSZ_LifeLolli_Standard_EN_REV from Agencyroad on Vimeo.

Judge's comment: "Strategically and creatively executed with fantastic results. Strong creative and powerful impact. And all pro bono.”

Highly Commended

HIV Garage - 90Ten for Gilead

The HIV Garage campaign brought the conversation about ageing with HIV to a larger audience. By involving internationally known HIV-positive advocates from the comedy and music scenes and partnering with Grindr and LGBTQ+ media partners, the campaign activated nearly one in three of the target population to take action, substantially increasing reach while expanding into a new, international audience.

Shortlisted

Edelman

Manifest

Orange 360

MMK + (Ketchum Brazil)

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And the winners are…