In high school, I had a Latin teacher who constantly reminded his pupils: “repetition is the mother of learning”. Even though I recognised that his thinking was antiquated I didn’t challenge his perspective and continued to translate passages from the ancient language to the present.
The truth in his logic lies only in the fact that the texts we were translating didn’t ever change. (In Virgil’s Aeneid, ‘audentis fortuna iuvat’ translates to ‘fortune favours the bold’ yesterday, today, tomorrow, and always.)
Business isn’t nearly as static as ancient texts, and a far more useful lesson – both to the Romans and to modern brands – is that survival requires innovation.
For the longest time, the marketing and media universe was comprised of two unchallenged beasts – the creative agency that inspired meaningful campaigns and powerful notions to align a brand with a potential customer, and the media agency that understood how best to place those ideas in front of customers at the most appropriate times.
For years these two beasts worked side by side as their symbiotic relationship allowed them to grow larger, stronger and more powerful in shaping how we absorbed and consumed nearly all advertising material.
But along the way something very interesting happened. What happened fundamentally changed this dynamic and introduced a whole new level of competition, creativity, and ‘connection’ in how we interact and engage with media and marketing material. The democratisation of information, fuelled by the explosive adoption of the internet and its many different applications, has unlocked our innate ability to be expressive through creative and social channels. Our biology dictates that we’re social creates by nature – the internet has simply allowed us to rapidly catalyse our creativity and take our social nature to a much higher level. This shift has altered the relationship between the creative and advertising agency and completely disrupted how brands engage with their customers.
This change is powered by the same technological advancements that expanded the channels through which we communicate, pushing us from print to radio; from film to television; from static pages on the internet to dynamic email, and now, to SoLoMo (that perfect nexus of social, local and mobile which represents the marketer’s Holy Grail of being able to use real-time data to convert a potential customer into a real one at any given moment along their unique customer journey). This change is driven by our ability to reinvent better and faster ways of doing nearly anything.
I find two things about this evolution absolutely fascinating. First, just a decade ago most brands, businesses and governments didn’t even have a social media presence. Facebook wasn’t around and I’m sure many of today’s most popular social platforms – Skype, Instagram, Twitter, LinkedIn, Google+, Snapchat, WhatsApp, Vine, Line, Jelly – weren’t even technologically feasible.
Now, according to research giant Forrester, many consumers don’t trust a brand that doesn’t participate actively on social channels.
Second, in a very short time we have seen a huge shift in actual consumer behaviour in how we interact with brands and their media and marketing messaging. Marketers have shifted their time, effort and resources from outputs (circulation, reach, opportunity-to-see, cost-per-thousand etc.) and outcomes (changes in awareness, perception, action, etc.) to actually working to influence engagement and drive behaviour (traffic, purchase, advocacy and loyalty).
This shift has been rapidly facilitated by specialist digital and social media agencies that are able to provide brands with the best of both worlds. On one hand, we’re able to leverage the latest technologies to better aggregate data (thereby ensuring that creative is supported by the latest real-time beliefs of actual end-user customers), and on the other, execute far more targeted and precise advertising (faster, cheaper, and more rigorously than traditional advertising firms).
Of all the campaigns I’ve monitored across the past several months, there are two that brilliantly demonstrate the power of this model. The first is the Grand Prix Award winning campaign launched by Oreo last year, which captures what is a growing movement across marketing and communications divisions to a real-time-performance-based publishing model, where all branded content, across channels, is topically related to what is most important to your audience. (You can find a synopsis of that campaign here.) While that is a model requiring significant coordination and commitment between the agencies and the brand, it is something we are certain to see more of across 2014.
The second is a current campaign being run by chip-brand Doritos. In what is a first for the brand – and very clearly epitomises how social media is front and centre in a changing media landscape – Doritos is actually crowdsourcing the advertisement it intends to air during the mother of all professional sporting events, the SuperBowl.
It has managed to completely crowdsource the entire campaign, across several social platforms, by incentivising fans to create branded content with a chance at winning $1m (a lot less than they would have paid its creative agency). At the time of writing, an Aussie ad is leading the way with over 2.3 million views online. You can take a peek at the “Finger Cleaner” ad here.
I’m looking forward to seeing which ad wins, and to watching it air during the SuperBowl knowing that most of the marketing people watching along will be thinking to themselves ‘why couldn’t we have thought of that first?’.
So, while fortune truly follows the bold, in today’s world, innovation is the mother of learning.
Yianni Konstantopoulos is the group managing director of Social@Ogilvy.
Here’s the announcement from the Holmes Report:
Best Digital Consultancy in the World: Social@Ogilvy
Finalists: Medicom (Korea), TVC (UK), W2O (US), Weber Shandwick (international)
Social@Ogilvy’s growth into one of the world’s premier social media marketing consultancies has not been an overnight process. Over the past seven years, the agency has steadily built a cohesive global network of social media experts within Ogilvy PR, culminating in the 2012 launch of Social@Ogilvy.
Since then, two things have helped Social@Ogilvy gain an edge over its rivals. The first is the unit’s cross-disciplinary status, which sees it work across Ogilvy’s existing units in public relations, digital, and advertising — a must in an era of rapid convergence. The second is its genuine global scale, exemplified by strong regional offerings in North America, EMEA and Asia-Pacific.
Under the leadership of John Bell, Social@Ogilvy has developed an impressive team that now numbers more than 550 employees across 35 markets, driving a broad array of thought leadership initiatives and working for such clients as Unilever, BP, Ford and Nestle. All of which has added up to topline growth of more than 35 percent and a slew of award-winning campaigns.
The Holmes report also named Ogilvy PR the top-rated creative agency in the world it the global creative index.
L-R Michael Byrnes (Clayton Utz), The Hon. Patricia Forsythe (Sydney Business Chamber), Yianni Konstantopoulos (GMD Social@Ogilvy), Mathew Jones (MD Parker & Partners) at the Sydney Business Chamber Corporate Affairs lunch in Sydney on 12th September.
During the lunch we heard from Yianni Konstantopoulos on how companies are leveraging social media to better engage consumers, build brand advocacy among their most empassioned audiences, and find trigger points and social moments to really drive sales. Yianni shared with the group an overview of how some of the world’s most progressive firms are leveraging digital technology and tactics to understand as close to real time how their brands are performing, but also outlined a number of tactical things that even the most conservative organisations could do to dip their toes into the social media landscape. Above all, Yianni stressed that social media can no longer be seen as a campaign by campaign add on, but something that organisations need to commit to see results.
Ogilvy Public Relations is a proud and long-time sponsor of the lunch series, which invites speakers from a broad range of fields and backgrounds to address an audience of corporate affairs professionals from Australia’s largest and only truly global city.
Ogilvy Public Relations Australia works with its partner agencies across the region on behalf of international and Australian organisations looking to undertake cross-border activity that requires communications, public affairs and public relations support. For more information about our work in Australia and Asia please contact David Bell or Mat Jones on 02 8281 3200.
Howorth and Social@Ogilvy are celebrating today after scooping a Gold SABRE in Product Media Relations at last night’s 2013 Asia-Pacific SABRE Awards in Shanghai. These awards celebrate the best PR campaigns in the region. It was also a good night for Ogilvy PR throughout the region, taking home six Gold trophies and the Platinum SABRE Award for the best PR program of 2013.
Howorth and Social@Ogilvy won the Gold SABRE for the “Making Australian Parents Say “OMG” About Office 365” campaign with Microsoft Australia. This campaign, to launch Office 365 Home Premium, combined public relations and social media to create conversation and excitement about the launch of Office 365 Home Premium. This included inviting parent influencers to crowd-source 365 ways – or #OMGTIPS – that Office 365 can help create more time for the family – from the kitchen to the classroom. generate positive conversation among Australian parents and excitement around all of the ways that Office can support the modern family, and begin a platform to build authentic relationships with online influencers.
The campaign rolled out in three phases, building interest and awareness among parent influencers over a two-month period culminating at the 2013 Digital Parents Conference – Australia’s largest annual gathering of parent bloggers and influencers. And, ultimately, we made Australian mums and dads so excited about Excel, Word, PowerPoint and other products in the Office 365 product suite that they said “OMG”!
Sydney – May 16, 2013: Yianni Konstantopoulos, former strategy and business development leader at Washington DC agency Blue State Digital, will join Ogilvy Public Relations (PR) Australia in the newly-created role of Group Managing Director for social@Ogilvy in July 2013.
The appointment follows an extensive international search for one of the most sought-after social and digital media positions in Australia. Yianni joins Ogilvy PR from Blue State Digital, which is one of the world’s leading digital strategy agencies with clients across nonprofits, brands and campaigns to build communities that take action.
Ogilvy PR/Australia CEO Kieran Moore said the appointment followed an exhaustive process.
“It was vital that we got the right person to fill this position. The digital space is one which has changed and grown enormously over the past few years and we wanted to ensure that social@Ogilvy continued to lead Australia. Yianni is well-suited to help our clients fully leverage social media to build their businesses – from marketing, communications, CRM, sales enablement and shopper marketing,” Moore said.
“We needed someone who could work with a client list that includes many of the world’s biggest brands and lead and inspire our outstanding team. Yianni’s career shows he is that person and we’re absolutely delighted to welcome him to Ogilvy PR. We look forward to him not only continuing the great work that Social@Ogilvy is doing but to really shaking up the digital space in Australia,” she continued.
Konstantopoulos will work with the wider Ogilvy & Mather family to provide world leading social media solutions, including social consulting, social listening, social media marketing and communications, measurement, social shopping, social care and social selling.
“Ogilvy PR already has some of the world’s and Australia’s biggest brands among its client roster and I’m looking to using our collective digital expertise to create innovative campaigns that excite the public and align with clients’ business and communication objectives,” said Yianni . “At the end of the day, it’s about engagement and impact and I’m thrilled to join the Ogilvy PR team who share that perspective.”
Before joining Blue State Digital, Yianni held senior positions at Washington creative design studio, Avendi Media and international executive search firm Heidrick & Struggles. He has also consulted to both the World Bank and the United Nations.
social@Ogilvy is part of Ogilvy PR Australia, a joint venture between WPP and STW Group, Australia’s leading marketing content and communications group.
For more information contact: Sandra Renowden STW Group
Ph: +61 403 823 218
social@Ogilvy is the largest social media marketing communications network in the world. Named 2011 Global Digital/Social Consultancy of the Year by The Holmes Report, the practice leverages social media expertise across all Ogilvy & Mather disciplines, offering an extensive list of services within the foundational business solutions – Listening and Analytics; Social Business Solutions; Social Media Marketing and Communications; Social Shopping; Social CRM; Social Care; and Conversation Impact. For more information, visit social.ogilvy.com and connect with us at www.facebook.com/socialogilvy, www.twitter.com/socialogilvy, www.slideshare.com/socialogilvy or visit our Twitter profile @socialogilvyau
About Ogilvy Public Relations
Ogilvy Public Relations (Ogilvy PR) is a global, multi-disciplinary communications leader operating in more than 85 offices across six continents. In 2012, Ogilvy was named Cannes Lions Network of the Year and Most Effective Agency Network by the Effie Global Effectiveness Index, named Public Affairs Consultancy of the Year by the Holmes Report, won Consumer Consultancy of the Year in Asia Pacific (Holmes Report), and won the WPP global, top award (WPPed Cream, Crème de la Crème) for the fifth time in six years. Ogilvy PR integrates deeply with all Ogilvy & Mather disciplines (advertising, direct marketing, activation, promotional, digital and entertainment) through the proprietary Ogilvy Fusion™ approach to delivering comprehensive, business solutions through content creation, community building, and communications with measurable results. Ogilvy PR is a unit of Ogilvy & Mather, a WPP company (NASDAQ: WPPGY), and one of the largest marketing communications companies in the world. For more information, visit our website at www.ogilvypr.com or follow us on Twitter at @ogilvypr.
In the recent edition of Boss Magazine in the AFR an article entitled ‘How to avoid social media death’ explored the reticence behind social media adoption and provided a few handy tips on getting started and mastering the art of social communication in the digital age.
According to the article, only four of the top 100 ASX listed companies had CEO or MDs who had an active Twitter presence – News Corp’s Rupert Murdoch, Wesfarmer’s Richard Goyder, Bank of Queensland’s Stuart Grimshaw and Atlas Iron’s Ken Brinsden.
As the article rightly points out, social media isn’t just about brand awareness stating that “those who get involved in Twitter and other social media will reap intangible but real benefits from being closer to their customers base and ahead of the curve on emerging trends. They will also have the chance to elevate their personal brand and their company’s reputation by displaying a human face”.
So, why such unwillingness amongst Australia’s key business decision makers? The single biggest obstacle for executives looking to become more socially savvy is having the appropriate social media knowledge, time or technical skills. Too often executives will simply put social media in the too hard basket – “it’s not for me”, “there isn’t any value in it”, “I just don’t have the time to tweet”, “people don’t want to know when I’m brushing my teeth”.
A degree of reluctance is understandable. Social media is not the easiest medium to understand not least of all because of constant state of change, new and emerging tools and the omnipresent risk of doing significant organisational and personal brand damage.
As a Queensland recruiting executive recently found out, it is very difficult to divorce a personal account from your professional career. The recruiter posted abusive messages on Twitter directed at radio personality Wendy Harmer. The executive was forced to publicly apologise and his online ‘spat’ resulted in news coverage across a variety of online outlets.
Through knowledge sharing, training and a companywide adoption, CEOs can ingrain social media into their everyday business thinking and activities.
Social media training should be a mandatory requirement for executives and senior management. It does not necessarily need to be a precursor to establishing a presence but at the very least it will give those who are charged with critical decision making the basic knowledge on how social media can affect a business from sales to thought leadership and everything in between.
Those executives who have mastered the art of social media communication have usually undertaken some form of training or digital eminence course.
Executives can undertake a simple three pronged approach to better understand and utilise social media tools:
- Understand the landscape – who is your audience, where are they and what are they saying
- Create content that is relevant to the audience – what insight can I provide that will add value to the audience and properly reflect my business and position
- Begin to engage with the audience through informed and friendly dialogue, providing personal experience and business insight
Social media is not the natural domain of Australia’s business elite. But those who master it sooner, undertake the necessary training and seek to readily engage with the community, will quickly find a competitive advantage and some very addictive tools!
By Thomas Tudehope social@ogilvy
Challenge: Australia Unlimited is a national brand developed by Austrade in response to global research that demonstrated Australia’s global reputation was based more on our physical attributes than our intellectual ones.
While Australia has a very strong international reputation, regularly ranking among the top countries in global studies, Australia Unlimited was tasked with promoting Australia’s credentials in business, technology, creative industries and science to overseas markets.
In an effort to draw attention to the depth and breadth of Australian talent around the world, Australia Unlimited was preparing to launch its Global 50 list comprising of expat Australians who are not household names, but who are doing work that deserves to be recognised.
Strategy: With a million Australians offshore at any one time and many more involved in international work, they are a ready-made corps of promotional ambassadors for the nation. Our people are the best evidence we have that Australia today is a creative, clever and globally engaged nation.
As part of this content driven campaign, Social@Ogilvy identified a list of 32 influential Australian expats living in the key markets of US, UK, Europe and Asia, so that Australia Unlimited could target them to build relationships with these key influencers while also sharing their international success stories and portray a contemporary Australia through its people.
In order to drive awareness of Australia Unlimited’s Global 50 list and mobile apps, and maintain conversation in the lead up to and throughout the Australia Day weekend, Social@Ogilvy developed a strategy encompassing content creation, influencer outreach, and conversation management, drawing new stakeholders to the Australia Unlimited brand.
Results: The integrated digital and social campaign was successful in driving traffic to Australia Unlimited’s website, with social media the top driver of referral traffic, and building key relationships with international influencers.
More than 2.174m Twitter accounts reached
80 retweets representing a 515% increase on the previous week and 100+ mentions over the campaign
8% increase in Twitter followers
70% of all traffic to the website referred from social media channels
184% increase in application subscribers
SYDNEY, February 4, 2013 – Ogilvy Public Relations (Ogilvy PR) today announced the launch of a new global digital influence service called Digital Influence for B2B, designed to help business-to-business (B2B) companies adapt to the changes that have occurred in how B2B buyers are seeking information and opinions of others when considering a purchase.
The new service for driving awareness and sales consideration is led by an integrated, global team of specialists including:
- B2B communications experts
- Social media experts
- Sales enablement experts
“B2B companies, especially B2B technology companies, are inherently sales-driven organisations. Social media has undeniably changed the B2B buying process as much as it has impacted the B2C process,” said Graham White, Managing Director of Howorth, the Australian technology specialist agency at Ogilvy PR.
“Globally, we saw a need to evolve and expand our existing B2B social media efforts into an integrated offering that reflects today’s B2B buyer behaviors and puts brands in the best possible position to be considered at a variety of touch-points along the customer journey.”
The Digital Influence for B2B buyer journey-based service launches with six solutions:
- Content driven thought leadership
- Search and content optimisation
- Socially enabled sales force
- Community marketing
- Influencer engagement and activation
- Social product marketing
“We know that B2B buyers are seeking information, opinions and the experiences of others before they initiate contact with sales teams. With today’s B2B buyer journey it is critical that communications, sales and marketing come together and use innovative social practices to build profitable customer relationships,” said John Bell, Global Managing Director, Social@Ogilvy. “With our new, integrated B2B social communications team, we have methods and tools to effectively connect socially-enabled communications with meaningful sales-related goals.”
The new offering is firmly grounded in the B2B customer journey, and an appreciation of how it has changed with the advancement of digital communications and social media. One dramatic change for sales organisations is that the average B2B IT buyer needs to consume five pieces of content before they are ready to speak to sales. (source: IDG Enterprise Customer Engagement Research, 2012). This speaks to the critical nature of quality content that is optimised for organic search.
In addition, 82 per cent of B2B technology decision makers say colleagues within their organisation influence their purchase decision-making process. (source: Forrester Research, Inc., 2011 Social Technographics for Business Technology Buyers, October 2011). This highlights an untapped opportunity for many B2B organisations to expand development of advocacy programs in social media to share the opinions of employees, customers and partners.
The interdisciplinary team includes Ogilvy PR’s technology agency, Howorth, Social@Ogilvy and OgilvyOne. The team’s combined experience provides clients with unmatched understanding of the roles that content, customer sentiment and endorsement, and channel uniquely play within B2B environments.
Ogilvy’s Digital Influence for B2B service is unique and valuable to clients because it offers:
- The Social Media Engagement Approach refined by Social@Ogilvy over the last eight years.
- A Deep Understanding of the Unique B2B Marketing and SalesEnvironment honed over 25 years of work in B2B across Ogilvy PR’s Technology Practice, Howorth and OgilvyOne.
- A Global Network of Social and B2B Expertise with Ogilvy PR and Social@Ogilvy professionals.
- A Content Strategy to align marketing and sales content with customer needs along the buyer journey.
Ogilvy PR is a joint venture between WPP and STW Group, Australia’s leading marketing content and communications service group.
For further information, please contact:
Rebecca Tilly, STW PR on 0410 501 043
About Ogilvy Public Relations
Ogilvy Public Relations (Ogilvy PR) is a global, multi-disciplinary communications leader operating in more than 80 offices across six continents. In 2011, Ogilvy won more Cannes PR Lions than any other agency worldwide, was named Global Digital/Social Consultancy of the Year by the Holmes Report, won Specialist Agency of the Year in Asia Pacific (Campaign Asia), and won the WPP global, top award (WPPed Cream, Crème de la Crème) for the fourth time in five years. Ogilvy PR integrates deeply with all Ogilvy & Mather disciplines (advertising, direct marketing, activation, promotional, digital and entertainment) through the proprietary Ogilvy Fusion™ approach to delivering comprehensive, business solutions through content creation, community building, and communications with measurable results. For more information, visit our Web site at www.ogilvypr.com.au or follow us on Twitter at @ogilvypraus.
Sydney, November 29, 2012: Kimberly-Clark Australia, along with Ogilvy PR (Pulse Communications and Social@Ogilvy), has taken the top honours at the 2012 Forest Stewardship Council of Australia’s Annual Excellence Awards for Campaign of the Year with the Kleenex® Cottonelle® “Pin to Make a Difference” campaign.
The Forest Stewardship Council (FSC®) Awards reward and recognise the best marketing and promotional campaigns to promote the FSC® certification system, the world’s most rigorous environmental and social standard for responsible forest management. The awards aim to create a marketplace that fosters environmentally appropriate, socially beneficial and the economically viable management of the world’s forests.
Deborah Bauer, General Manager Family Care, Kimberly-Clark Australia, said “We are delighted to receive this prestigious award and it is reflective of our ongoing commitment to creating sustainably sourced products. By partnering with social phenomenon Pinterest, we were able to make sustainability more meaningful for mums by making it fun and relevant by providing practical tips on what they could do.”
OgilvyEarth Managing Director, Andrew Ure, said “Winning the FSC® Campaign of the Year for “Pin to Make a Difference” is testament to Ogilvy’s reputation as the leader in digital and social media and sustainability communications. We’re incredibly proud of the team’s innovation and creative thinking in this space.”
The “Pin to Make a Difference” campaign was developed to create awareness of the Kleenex® Cottonelle® brand’s gold standard sustainability credentials as the first toilet tissue in the market to gain FSC® accreditation and Australia’s only toilet tissue brand endorsed by WWF.
Hosted by Kleenex® Cottonelle® and involving WWF and FSC®, the “Pin to Make a Difference” campaign was one of the first in Australia to leverage the social networking phenomenon, Pinterest, via an event aimed at educating mothers on making a sustainable difference in the home. It focused on driving conversations about how mums can take small steps in the home every day, like choosing sustainable products in her weekly shop, in order to make a difference and feel good about doing her bit.
The campaigned reached in excess of five million Australians across all targeted mum media channels and it increased conversations in Australia about sustainability in and around the home by 1,100%+. Social conversations about Kimberly-Clark increased by 475% and reached 1.2 million Australians via Twitter. Overall, the campaign reinforced the Kleenex® Cottonelle® brand’s loyalty with mums and the brand was lauded as a Top 10 brand using Pinterest by Marketing Magazine.
For more information contact: Rebecca Tilly, STW PR, ph: +61 410 501 043
OgilvyEarth is Australia’s leading sustainability communications practice and is part of Ogilvy PR Australia. OgilvyEarth brings together the art and science of effective communication to help build the business case for sustainability.
OgilvyEarth works with multi-national and local companies, NGOs, and governments to showcase their sustainability credentials. OgilvyEarth helps organizations articulate their role in the community and demonstrate the value of their social and environmental activities to customers, employees, investors and other stakeholders. OgilvyEarth believes that doing good, is good business.
About Ogilvy Public Relations
Ogilvy Public Relations (Ogilvy PR) is a global, multi-disciplinary communications leader operating in more than 85 offices across six continents. In 2012, Ogilvy was named Cannes Lions Network of the Year and Most Effective Agency Network by the Effie Global Effectiveness Index, named Public Affairs Consultancy of the Year by the Holmes Report, won Consumer Consultancy of the Year in Asia Pacific (Holmes Report), and won the WPP global, top award (WPPed Cream, Crème de la Crème) for the fifth time in six years. For more information, visit our website at www.ogilvypr.com.au or follow us on Twitter at @ ogilvypraus.
About the Love Your Forests Campaign http://loveyourforests.org/
- In the past 10 years more than 1.3 million square kilometres of the world’s forests have been destroyed – an area roughly the size of Tasmania every six months. Most of these forests were biologically-rich tropical forests and home to such animals as orang-utans, tigers, and gorillas. Some of this logging is also illegal – it has been estimated that Australia imports more than $400 million worth of illegal timber and wood products each year.
- Love Your Forests is a way to help consumers choose products with FSC® Certification to help stop this destruction.
About FSC® Certification www.FSC®australia.org
- FSC® certificationis internationally recognised as the world’s most rigorous environmental and social standard for responsible forest management.
- The wood sourced to produce Kleenex Cottonelle is from forests responsibly managed so they don’t destroy the habitats of protected species
- Kimberly-Clark is a global leader in “Essentials for a better life” in Consumer, B2B and Health Care markets.
- Kimberly-Clark Australia (KCA) is headquartered at Milsons Point, Sydney NSW.
- The company markets leading brands including KLEENEX® products, HUGGIES® products, the KOTEX® , POISE® and DEPEND® ranges, and VIVA® paper towel.
- Kimberly-Clark Professional and Kimberly-Clark Health Care represent the company’s B2B businesses.
- KCA employs over 1500 employees in Australia and operations include:
- Millicent & Mill: Kleenex® Tissue, Kleenex® Cottonelle® Bath Tissue, and Viva® Products
- Albury Mill: Nonwoven products, eg used in Huggies® Nappies
- Ingleburn Mill: Huggies® Nappies
- Distribution centres and sales offices in major capital centres
- For further information visit www.kca.com.au
- Pinterest http://pinterest.com/klnxcottonelle/
® Registered trademark Kimberly-Clark Worldwide, inc.
Sydney: October 5, 2012: In the same week as winning gold at the SABREs, Ogilvy Australia’s social media division, Social@Ogilvy has achieved global recognition at the 2012 Digital PR Awards winning a Digital Marketing Award for its Kleenex Cottonelle: Pin to Make A Difference campaign.
Social@Ogilvy was also awarded an Honourable Mention in the Social Networking Category for the same campaign.
“We are extremely proud to win this prestigious award,” said Kieran Moore, CEO Ogilvy Public Relations Australia. “As clients continue to place social media campaigns at the forefront of their marketing and PR activity, Social@Ogilvy responds with break though campaigns such as Pin to Make a Difference achieving truly measurable client results.”
“The Award is reflective of Ogilvy’s continued dominance in the digital and social media space.”
Pin to Make Difference was one of the first campaigns in Australia to leverage social networking phenomenon, Pinterest, via an event aimed at educating mothers on making a sustainable difference in the home.
The campaign centered around a branded ‘Pin to Make a Difference’ event, inviting Australia’s most influential mum bloggers to pin and share their ‘make a difference’ sustainability tips, and take part in Australia’s first and fastest pinning competition.
The PR Week Awards often touted as the most influential global PR Awards were announced in New York earlier this week.
Ogilvy Public Relations is a joint venture between WPP and STW Group, Australia’s leading marketing content and communication services group.
For further information, please contact:
Sandra Renowden, STW PR on 0403 823 218
Note to Editiors:
PRNews Digital PR Awards 2012
Cause Marketing/CSR: Ogilvy PR Australia – Kleenex Cottonelle: Pin to Make a Difference Digital Marketing Campaign – $100K and under: Ogilvy PR Australia – Kleenex Cottonelle: Pin to Make a Difference
Social Networking Campaign: Ogilvy PR Australia – Kleenex Cottonelle: Pin to Make a Difference
2012 SABRE Awards
Practice Sector Award – Best Campaign in Special Audience/Marketing to Women
Campaign: Kleenex Cottonelle Pin to Make a Difference
Client: Kleenex Cottonelle
Agency: Pulse Communications Australia and Ogilvy Public Relations Company with Social@Ogilvy