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2010 IMA Awards: Social Media Initiative
Winner: Self - Origins “Plant a Tree” Facebook Campaign
Tasked to promote the Origins brand of natural skincare products, Self magazine cultivated an inventive, custom-branded Facebook app that expressed the brand’s loyalty to environmental sustainability while fueling positive awareness. Launched to coincide with Earth Day, the viral program, titled “Plant a Tree,” harnesses the Origins logo in creating an arbor-animation that users invite friends to join.
When 10 friends join one tree, it becomes fully cloaked in green—and Origins plants a real tree in its honor. In addition, the owner of the tree received from Self a sample of an Origins product. Since its inception in April, the app has received more than 30,000 downloads, 1,000 samples have been distributed and more than 5,000 trees have been planted. Richard Scott
Honorable Mention:
TechWeb: Community in a Box: TechWeb’s approach to social media builds robust vertical communities through content assessment, strong community leadership and customized design, all of which deliver a uniquely integrated and forward-thinking audience engagement platform.
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