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From the 4th Annual Shorty Awards

Jimmy Dean Launches No Kid Hungry Initiative at BlogHer ‘11

Finalist in Consumer Product or Service

About this entry

Focused on elevating its online presence to drive awareness of the new CSR partnership with No Kid Hungry, Jimmy Dean and MWW Group teamed to harness BlogHer as an opportunity to launch their new initiative. Jimmy Dean targeted the 2011 BlogHer conference, the largest conference for female bloggers in the US. The brand utilized the conference as a platform to generate awareness of its new intitiative by leveraging the audience of 3,000 BlogHer attendees. In raising awareness of the cause, Jimmy Dean sought to secure 500 No Kid Hungry pledges from the attendees. Jimmy Dean committed to making a donation for each pledge taken, bringing breakfasts to children suffering from hunger. The launch of Jimmy Dean’s CSR intiative at BlogHer provided the brand access to 3,000 online femal influencers. A large booth was set up in the convention center with brand ambassadors inviting attendees to take the pledge via a form hosted on a tablet. Plege takers had their photos taken, which were then shared on Twitter through Jimmy Dean’s handle. Pledge takers were also tagged in these updates, allowing influencers to easily share the Jimmy Dean branded content with their own networks. In addition to the offline pledge taking, MWW developed a Facebook tab for Jimmy Dean to allow for online pledge taking on behalf of the brand. The tab allows fans to take the pledge, share with their friends, and watch a Jimmy Dean branded video about the brand’s involvement with the cause. Jimmy Dean set out with the goal of reaching 500 pledges during the 3 days at the BlogHer confrerence. Through online and offline engagements with the influencers in attendance, Jimmy Dean was able to secure more than 1,100 pledges, reaching almost half of the conference’s attendees. The pledges helped raised $30,000 towards Jimmy Dean’s $150,000 commitment to the No Kid Hungry campaign. The activation at BlogHer generated a substantial number of online impressions, with 33% of Jimmy Dean Twitter mentions focused on the No Kid Hungry activation. Activation highlights: - Jimmy Dean had the second largest share of voice at BlogHer ’11 (surpassing P&G, Knorr, Glad, Samsung, etc.) - 95% of online mentions were positive - 14,220 new Facebook fans and 276,890 BlogHer related Facebook impresssions - 114 online placements resulted in over 49 million impressions - 468 consumer generated tweets resulted in 2.06 million impressions

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