Image courtesy of Hershey’s.
Cross-channel integration is a task we hear about often but many still struggle to put into action. We found three brands who successfully delivered a campaign across several channels, and outline each one below:
Hershey’s: The chocolate manufacturer launched its Simple Pleasures line to provide a product without compromise: good taste and less fat. To share its newest creation with consumers, Hershey’s and Ketchum launched a campaign with traditional media outreach to bloggers, newspapers, wires and magazines; a custom Facebook tab where visitors could declare their Sweet Independence and receive a coupon; a road tour to 10 cities, where consumers could try the candy and declare ‘Sweet Independence’ through a custom iPad app; a 70-blog tour through The Motherhood with a Twitter party that resulted in #hsysimplepleasures becoming the No. 1 trending topic on Twitter; employee awareness by setting up stations for Hershey’s staff to stop by and play games, listen to music, and declare Sweet Independence and enjoy chocolates.
Result: The campaign had upwards of 217 media impressions, more than 25,000 likes on Facebook and distribution of 13, 500 samples, and sales exceeded forecasts.
Bristol-Myers Squibb: Men and Melanoma. Not as much fun as a campaign on chocolate, but this campaign by the biopharmaceuticals company and Ogilvy drove awareness, impacted public behavior and drove early detection efforts. To hit its target market, this campaign identified NFL spokespeople to raise awareness; setup an interactive website with educational video and details on local screenings; gamification through a football-themed game called Football Avenue; a mobile exam room at highly-attended NFL events; and leveraging the NFL’s digital reach through Facebook and Twitter.
Result: After attending events, 81 percent of respondents said they were more knowledgeable about melanoma; 42 million people were reached through NFL digital entitles; and 176 million media impressions.
Shriners Hospitals for Children: MSLGROUP, Leo Burnett Business and Shriners worked on this campaign to build brand awareness. Titled Love to the Rescue, the campaign had earned, owned and paid media components, including patient and health care provider stories in national and regional media; celebrity interactions with patients on social platforms; employee awareness through pre-launch meetings and tools to advocate the donor development program; national advertising on broadcast and digital outlets.
Result: 56 percent increase in earned media impressions, 3+ billion paid media impressions, 103 percent increase in website traffic; 86 percent of hospitals had employees submit videos sharing their stories of Love to the Rescue.
These campaigns were honored for their efforts in the integrated communications category of the PRSA Silver Anvil Awards. Has your firm completed an integrated campaign? Share details and any advice below!
Learn more about integrated campaigns and register for our complimentary webinar with Chicago Cubs communications manager Kevin Saghy to talk Bridging Social to Traditional PR.
