WE HEART LOCAL
One of our favourite projects is the We Heart Local Awards. This project began in the Spring of 2013 on a fast and furious timeline- to launch the Awards in June, 2013.
We teamed up with digital agency, Pound & Grain to develop a community-driven campaign designed to engage people throughout BC around a popular topic: eating and buying local. This project was backed by stakeholders at the BC Agriculture Council, the Government, and the BC Dairy Association, representing a multitude of key interests that needed to be met throughout the campaign.
Our job was to ensure all deliverables met the broad stakeholder requirements and so we set out (quickly) to develop a social media strategy and complimentary PR strategy to achieve the targeted engagement in the form of a creative campaign.
The We Heart Local Awards campaign included video production, a Facebook contesting app, a loyalty rewards program, and a tradition PR campaign. Our approach began by reaching out to key influencers – media, bloggers and brand ambassadors- to instantly gain credibility with our target audience. We successfully engaged people across BC to nominate and vote for their favourites across the 15 categories we identified as representing key agriculture industries in BC. We were also responsible for achieving extensive media coverage throughout BC on the Awards.
Here are the success metrics for this project:
- Facebook fan base grew from 4809 to 13,797 over the six week period of the contest (8988 new likes/ 187% growth/ with fan gating)
- Total campaign reach: 631, 851
- 238 Entries
- 10,395 Votes
- 21,210 Unique Visitors
- 30 Media clippings
- Facebook growth by almost 3000 during Awards
- 337 Entries
- 37, 456 Votes
- 28, 880 Unique Visitors
- 46 Media Clippings