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2011 IMA Awards: Social Media Initiative
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- Meredith Corporation: Meredith 360 Marketing —Eucerin "Skin FIRST"
- WWD / Fairchild Fashion Media: Facebook and Twitter
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Meredith Corporation: Meredith 360 Marketing —Eucerin "Skin FIRST"
 Meredith proved social media is way more than skin deep by creating a campaign for Eucerin that was rooted in advocacy and education – and delivered glowing results. At the nexus of “Skin FIRST,” which ran from April-December 2010 to educate women about how proper skin care relates to overall health, was a Facebook Tab that included a Skin FIRST pledge and linked to additional presences Meredith 360 Marketing developed for Eucerin on Twitter and YouTube.
Additionally, Meredith developed and populated the official Eucerin Web site with content and trivia to keep users engaged. It recruited a network of beauty and health influencers/bloggers and initiated a digital word-of-mouth campaign.
The social media program was further reinforced via a series of “quick-tip” custom videos that Meredith Video Solutions created and filmed at the More magazine Reinvention Convention, where Eucerin hosted a booth featuring skin-care experts.
The campaign yielded 100,000-plus Facebook fans for Eucerin–up from just 76 at the program’s start–and the volume of online conversation skyrocketed to 53,565. Best yet, the success led to a renewed partnership for 2011.
Fast Facts:
• Skin FIRST was mentioned in 281 influential blog posts, 61% more than the year-end goal.
• Views of the custom video reached 6,094 on Facebook and YouTube.
WWD / Fairchild Fashion Media: Facebook and Twitter
 Women’s Wear Daily is often referred to as the bible of the fashion industry. With changing technology and the proliferation of social media, the newspaper decided it was time to reach its devout followers in new ways. Standouts of its social media campaign were the September 2010 partnership with Twitter to provide exclusive runway photos from the Mercedes Benz Fashion Week.
Additionally, the WWD team revamped its general Twitter and Facebook feeds to better serve its specific audience. Twitter followers now receive story-tweets at a rate of one every 30-60 minutes. Facebook friends get no more than three story postings per day. Proving where there’s quality, quantity often follows, during the first three months of the redressed Twitter and Facebook campaigns (May-July 2011), WWD elevated its Twitter followers from 1.7 million to 1.8 million, and its Facebook “friends” from 88,825 to 97,930. And that’s nothing short of gorgeous.
Fast Facts: WWD’s most popular tweet May-July 2011, with 1,784, was “Kate Moss wore a dress designed by longtime friend John Galliano for her wedding to Jamie Hince” on July 1.
Honorable Mentions:
- Bonnier Corporation: Field & Stream's The Rut Reporters
- Hearst Digital Media/Hearst Integrated Media: Dove Correspondents Lifestreaming
- Hearst Digital Media: Kisses for Troops—Maybelline New York
- Hearst Integrated Media: P&G: Back to School with Star Power
- Real Simple - Time Inc.: Clorox Disinfecting Wipes
- UBM TechWeb: Internet Evolution
Back to min's 2011 Integrated Marketing Awards
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