BUFFALO, N.Y. — A Twitter campaign created by Eric Mower + Associates for Labatt USA is a finalist for Twitter Campaign of the Year in the 2015 PR News Platinum PR Awards. The annual competition honors the year’s top public relations initiatives that set industry standards for excellence across all areas of PR.
Finalists from corporations, agencies and nonprofits were selected for taking chances, making tremendous strides in their communications efforts, and understanding the power of public relations. Winners will be announced at a ceremony on Oct. 26 at the Marriott Marquis in New York City.
EMA is up against global agencies and major national consumer brands, including Arby’s (Edelman); Heineken (Edelman); FedEx; Goodyear Tire (Coyne PR); L’Oréal Paris; PEDIGREE (Weber Shandwick); and The Walt Disney Company. Entries are judged by a panel of corporate, agency and academic executives, in addition to PR News staff, and evaluated on creativity, innovation, sound planning, execution and results.
In an effort to better connect with millennials, Labatt made the Labatt Bear—its advertising icon and number-one fan—the voice of its Twitter handle. As Labatt’s PR agency of record, EMA’s objective was to increase relevance and drive word-of-mouth activity among millennials. EMA developed and executed an organic social media strategy that focused on making the brand relevant to gain millennials’ loyalty, build their engagement with the brand and, ultimately, drive purchase consideration. The Bear tweets real-time, relevant and hilariously sarcastic posts to reach millennial consumers.
In just seven months, EMA helped Labatt reach record-breaking engagement levels on Twitter. Millennials connect with the brand by interacting, sharing, and commenting in a positive way. The results achieved the original goal and EMA grew followers by 35% using only organic strategies.
“Agencies dream of clients like Labatt. Our client team partners with us in ways that allow us to do our very best work,” said Mary Beth Popp, partner and director of activation strategy, EMA. “We’re honored to be recognized among the year’s best Twitter campaigns, which is a great example of Labatt’s commitment to creatively connect and engage with consumers.”
EMA is a Public Relations + Public Affairs agency operating within a digitally integrated marketing communications firm. EMA’s PR/PA team is well-balanced in both consumer and business-to-business PR, and has specialized expertise in public affairs, crisis and reputation management, executive training and cause-related marketing. EMA also has extensive experience in developing and managing PR campaigns with strong social media and online strategies.
Since January, EMA has won numerous major industry awards for creative excellence, outstanding public relations, and being a great place to work: http://www.mower.com/news/ema-wins-11-awards-in-six-months/.