Gold Medal for Raise the Woof
A congratulations is in order for the Emagine team who worked with the Pickering Town Centre to win a GOLD award at the ICSC National Marketing Awards. The Cause Marketing Award will be automatically entered for an international award.
The Pickering Town Centre collaborated with the Durham Humane Society during March break in order to raise money, and create awareness for the shelter that burnt down in Oshawa, Ontario. Many animals were lost in the fire and a new shelter is needed. The goal to raise money and increase animal adoption was enforced through a week long event at the Pickering Town Centre. Along side the event a microsite and social media campaign was needed to help spread the woof.
Emagine designed and developed a memorable website presence that re-enforced the cause of the campaign. The website hosted an embedded flikr gallery with real time photos and videos of the week long events at the Pickering Town Centre. A large Social Media campaign was created through Twitter, and Facebook which resulted in pet lovers donating money and spreading the cause through their networks of friends and co-workers. A few pet loving celebrities including Denise Richards, Brett Wilson, and Jim Carey were targeted through twitter and got involved by tweeting the Raise the Woof website to their giant list of followers. The successful social media campaign drove more traffic to the website, than traditional organic searches and off-line advertising.
Here is a quick snapshot of the goals achieved:
- A memorable creative website was created
- Over $10,000 was raise throughout the week
- Campaign was featured in a two page spread of Marketing Trends magazine
- Large network of twitter users created awareness and donated #WOOF4AROOF
- Interacted with influencel celebrities to help build awareness of the campaign
- Won a National ICSC Gold award for marketing
