DETROIT, June 4, 2009 - The Effie Awards, recognizing the most effective marketing campaigns, have honored Campbell-Ewald
's work for the U.S. Navy
by awarding the Navy Influencer/NAVYForMoms campaign with a Silver Effie Award.
A bold idea drove a new strategy for the U.S. Navy
: Bring together proud moms of Navy Sailors and skeptical moms of recruits in an online social community to engage in honest, open discussion of their fears and questions. Then get out of the way and let the natural dynamics of human discourse take over.
"To be recognized by our industry peers for the effectiveness of this pioneering online concept is a huge achievement," said Campbell-Ewald
Chairman and CEO Tony Hopp. "But to be able to deliver measurable results to our client - results that exceed expectations - is what this is really all about."Campbell-Ewald
's social/interactive media expertise has been honored with Effie Awards two years in a row, demonstrating industry leadership in this category. With the concern among major advertisers about the effectiveness and measurability of social media, this kind of leadership, as well as the 67% increase in Effie Award entries in the consumer involvement category this year, should be reassuring.
"Navy is a powerful brand and NAVYForMoms.com
has enabled many moms to be strong brand advocates," said Navy Recruiting Command's, Captain Philip Altizer. "It allows moms to establish relationships with other moms and share their common experiences and pride in the service of their sons and daughters."
NAVYForMoms started as a social media test, launching in March 2008 in five New England states - the region of the U.S. where Navy has the toughest time with recruitment. The launch included integrated communications tactics (TV, print, out-of-home, online advertising, guerrilla street teams, and direct marketing) developed around a common strategy: Encourage moms to talk with each other on NAVYForMoms.com
. It quickly became apparent that the social community would be a big success, and the campaign went national four months later.
"Site traffic and registrations have grown exponentially since day one," said Dave Linabury, Campbell-Ewald
Senior Vice President, Social Media Director. "A new mom joins the site every 21 minutes, responds to 16 topics, and invites four other moms to join. Not only are the metrics phenomenal, but the new moms get honest, balanced answers about the risks and benefits of serving in the Navy and change their perception about the Navy within eight days of being members."
With this win, Campbell-Ewald
has been honored twelve times over the past sixteen years for eight clients by the New York American Marketing Association Effies. The Effie Awards recognize the most significant achievements in the business of marketing communications: ideas that work. Known by advertisers and agencies globally as the preeminent award in the industry, the Effies recognize any and all forms of marketing communications that contribute to a brand's success.