Ragan & PR Daily Awards programs celebrate the organizations that play to their strengths, whether they’re bouncing back from a crisis or launching a powerful new campaign.
For every brand that makes us cringe with its bad PR choices, there are plenty making all the right moves. Although we haven’t received entries from them yet, we think these brands have what it takes to win Ragan’s 2017 PR Daily Awards.
If you represent one of these brands or think you have what it takes to compete, learn more about this year’s program.
Best Twitter Account: @MoonPie, MoonPie
It’s as good a day as any to stick a MoonPie in the microwave light a couple candles and scream into a soft pillow
— MoonPie (@MoonPie) November 30, 2017
In a time where Wendy’s, Arby’s and Denny’s rule the world of food on Twitter, everyone seems to be forgetting about a shining star (or should it be moon?) on the platform. @ MoonPie, the account behind the 100-year-old chocolate-covered marshmallow snack cake, is one of the most hilarious and underappreciated accounts on Twitter.
The voice behind the sweet treat taps into both the absurdity of Internet culture and the existential dread millennials on the platform love. It’s clear that the person running the account is given creative control and license to interact with the audience in more than just customer service-driven corporate speak. If given the chance, we’d crown @MoonPie as the best Twitter account in Ragan’s 2017 PR Daily Awards.
Best Influencer Strategy: #TrippinwithTarte, Tarte Cosmetics
According to the Economist, Goldman Sachs found that the global beauty industry is worth $18 billion—and that only accounts for makeup, not hair- or skincare. It’s no wonder that beauty brands the world over are working hard to partner with influential industry tastemakers. One brand that’s doing it right? Tarte Cosmetics.
The vegan and cruelty-free beauty brand developed an influencer strategy that allows beauty gurus to create content—using Tarte products, of course—in some of the most enviable destinations in the world. Over the last two years, Tarte has taken beauty influencers and editors to locations like Bora Bora, Hayman Island, Costa Rica, Turks and Caicos and the Maldives. Attendees create vlogs and take photos for Instagram using the hashtag #TrippinwithTarte, and their millions of followers get to digitally go along for the ride.
Best User-Generated Content Strategy: #OptOutside, REI
The outdoor recreation and retail brand REI has developed a strategy that proves it stands by its values. It’s also generated incredible content from customers. The #OptOutside initiative garnered a lot of attention when REI stores across the country closed on Black Friday, one of the most profitable days of the year for retailers. Instead they encouraged their customers to go outside and enjoy nature.
The #OptOutside hashtag has now been used more than 6 million times on Instagram. The section on REI’s website dedicated to this initiative allows users to filter the posts by location, hashtag or activity, inspiring users to get active and enjoy nature—in REI gear, of course.
Best Content Marketing Strategy: #TeamFiona, Cincinnati Zoo
Six weeks premature and dangerously underweight, Fiona the Hippo became the star of the Cincinnati Zoo seemingly overnight. After sharing news about her condition, the communications team saw that people wanted to know more about the baby hippo’s health. Her story went from harrowing to hopeful over the course of a few months, and the zoo’s online audience began to grow. Fiona grew stronger, and soon visitors were flying from around the world to get a glimpse of her. She even became a meme.
Her story has been covered by The New York Times, she has her own show on Facebook and you can even support Fiona’s care by buying merchandise like calendars and Christmas ornaments. The Cincinnati Zoo’s creation of authentic content that met its audience’s needs—along with Fiona’s undeniable star quality—are responsible for its success.
Best Cause-Related Marketing: #LoveTravels, Marriott International
Marriott International is leading the way as one of the most socially responsible hospitality brands in the industry. The #LoveTravels campaign, which is dedicated to providing safe and inclusive travel options for members of the LGBT community, launched during Pride Month in 2014, but it’s still going strong.
This year Marriott partnered with influencers to invite people to Freedom Plaza in Washington, D.C. An art installation was put together that passersby could add to. For every piece of art added to the installation, Marriott donated to two organizations dedicated to supporting homeless LGBT youth, Casa Ruby and True Colors Fund.
Think you have what it takes to compete? Enter Ragan’s 2017 PR Daily Awards today.
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