MWWPR - Social Media Focused Campaign
Company: MWWPR, New York, NY
Company Description: MWWPR is one of the world’s top independent public relations agencies with a global network of eight offices across the US and Europe. A full-service firm that approaches communications without the boundaries of expected thinking. With dedicated insights, strategy, data and analytics, social media and creative teams, MWWPR ensures that clients Matter More™ to the stakeholders who matter most.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Social Media Focused
Nomination Title: Nikon’s Top Spot for Fall Foliage
Tell the story about this nominated campaign since January 1, 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.
For the second year in a row, MWW executed a social media campaign to find the nation’s Top Spot for Fall Foliage. Capitalizing on one of the most photogenic seasons of the year, we launched a UGC campaign asking Nikon’s social communities and photographers across the country to share their favorite images of Fall foliage with us. Users were asked to share their photos with Nikon-branded hashtags to help us name “Nikon’s Top Spot for Fall Foliage in the United States.”
This annual program provides an opportunity for the brand to participate in a trending topic on social media and own the conversation. By tapping into the notion that Fall is full of visual imagery that is brilliantly captured on camera, we rallied users to share their Fall photography with branded hashtags unique to their sate to see which state should be named as the “top spot” for leaf peepers in 2016.
The program was executed through a series of call-to-actions across Facebook, Twitter, and Instagram encouraging users to participate by sharing photos with branded hashtags specific to their state specific (e.g. #NikonFallNY and #NikonFallMI). Brand messaging was amplified through a strategic social media ad buy, successfully targeting users most likely to participate across the country. The results of this campaign exceeded expectations. Over the course of the four-week campaign, we received a total of 8,278 photo submissions garnering over 300,300,000 social impressions – four times the response from the prior year’s inaugural program. We had entries from all over the country, but Michigan received top honors, with 1,685 photo submissions followed by New York (last year’s winner), Pennsylvania and North Carolina.
To extend the life and reach of this social program, we reached out to state tourism boards such as Pure Michigan to promote the campaign on their social channels and pitched the winning states and photos to media outlets successfully generating editorial coverage garnering over 130,000,000 media impressions.
In bullet-list form, briefly summarize up to ten (10) of the chief features and results of this nominated PR program since the beginning of 2016 (up to 150 words).
-8,278 photos collected across Facebook, Twitter, and Instagram.
-Strategic use of social ad buy resulting in over 3.3 million social impressions and overwhelmingly positive sentiment.
-95,875 positive reactions (classified as likes, loves, wows).
-Garnered 5,426 comments and led to positive comments between users, including photography compliments and sharing of photo tips.
-Social campaign was pitched to traditional media – resulting in 130,000,000 media impressions from publications such as the Washington Post.
-Response to 2016 campaign was four times greater than the engagement seen during the inaugural event in 2015.