Feb 16, 2012

The Envelope Please … Congrats to the Earnies Winners!

Today we’re thrilled to announce the winners of the inaugural Earnies, celebrating the evolution of earned media in today’s connected world.

But before we get underway, we need to thank our version of The Academy — namely, YOU.  The Earnies are crowdsourced, and you picked the winners.  And, if we do say so oursleves, you picked some good ones!

The Earnies Grand Prix: St. Jude Children’s Research Hospital

Through a campaign entitled Hoops for St. Jude, St. Jude Children’s Research Hospital designed a program to drive sports fans within their social networks to their campaign web site to learn more about their mission to help children fight cancer.  Additionally, they hoped to raise awareness of professional sports organizations involvement with St. Jude.  By sharing engaging, relevant content through social media, St. Jude significantly increased their social interaction, impressions and traffic to their campaign site.

Best Use of Video in Social Media: Status Creative

With an objective to refute Newsweek’s claim that Grand Rapids, Michigan is a dying city, Status Creative set out produce a creative, music video that highlights why one would want to visit Grand Rapids.  Resulting in millions of YouTube video views, millions of dollars in public relations and tourism generated and notable media coverage, they successfully proved that Grand Rapids, Michigan is worth a visit.

Best Connection to Twitter, LinkedIn or Facebook Audience: Esurance

When Esurance heard about the Trevor Project, the leading national organization providing crisis intervention and suicide prevention services to lesbian, gay, bisexual, transgender and questioning youth, they immediately recognized a shared objective to keep people safe and wanted to do their part to spread awareness of the organization.  Just two weeks after setting up a donation-based campaign on Facebook and initiating promotion, it gained extraordinary social media buzz and involvement from celebrity supporters.  Esurance’s results and ultimate contribution to The Trevor Project exceeded campaign objectives

We Can’t Believe That Worked!: Motion Marketing & Media

In order to introduce Michigan to a broader audience, explore the state’s business climate and overall perception, and understand how social media affects business big and small, Motion Marketing & Media’s M3 Special PRops team crafted the #MeetMichigan campaign and set out on a 2 week adventure to all 83 counties in Michigan.  After meeting with hundreds of business owners and community leaders, the team had engaging case studies, blog posts, and video footage to share, as well as a greater understanding of the advantages of social media for businesses.

Best Outcome Based on Listening/Monitoring/Measurement:  National Drowning Prevention Alliance

The National Drowning Prevention Alliance executed an inbound marketing strategy that focused on listening and monitoring for brand conversations and topics about drowning prevention on channels including Facebook, YouTube, Twitter and LinkedIn.  With a goal to increase social media reach, drive website traffic, and convert traffic into advocates of drowning prevention, NDPA was able to leverage the insight to launch additional campaigns through social media and reach a broader, engaged audience.

And now, with the envelopes opened, it’s time to say thanks.  We couldn’t have done it without all those who entered, as well as the folks who took time to admire the candidates and cast their votes.  And, of course, we owe  a debt of gratitude to our esteemed judges, David Armano, Deirdre Breakenridge, Matt Johnston, Tim Moore and Liz Strauss.

We’ll see you next year!

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