Pollock Communications was awarded a Big Apple Award by the New York Chapter of the Public Relations Society of America (PRSA), this time for our work on the Friendsgiving social media campaign for the Cranberry Marketing Committee. To capitalize on the growing millennial trend of celebrating “Friendsgiving”, Pollock launched a campaign that targeted a new audience to create cranberry lovers and encouraged millennials to include cranberries in their Friendsgiving meals and celebrations.
The campaign was a photo contest that asked millennials to submit photos of their recipes and holiday décor made with cranberries using a unique and dedicated hashtag. The Cranberry Marketing Committee partnered with Instagram celebs Elsie and Emma of A Beautiful Mess anddietitian Carlene Thomas of Healthfully Ever After to help spread the word. The campaign was publicized through targeted media outreach and social media engagement.
The campaign generated more than 200MM impressions in traditional and social media, garnered more than 190K impressions through retailers’ social media channels, and received a total of 245 entries. Don’t mind us, we’ll just be over here celebrating!