Global communications leaderPorter Novelli captured Best Use of Analytics for “The Timberland Workshop: Analyzing Style Conversation” at the PRWeek Awards 2014.
The awards were presented in a ceremony held in New York City on March 20, 2014.
PRWeek is a leading journal for public relations and corporate communications professionals. The agency also was shortlisted in both the public sector and community relations categories for its work on behalf of the San Diego International Airport.
“It is a tremendous honor to have earned this award and recognition for our clients from PRWeek,” said Porter Novelli CEO Karen van Bergen. “This truly underscores the breadth of our expertise—from an awareness campaign that exponentially grew followers and favorability, to a sophisticated use of analytics to showcase a brand’s relevance to a key consumer audience. This work has made a transformative impact on our clients’ businesses and put them in a position to realize even greater results. That truly is the best reward of all.”
The Best Use of Analytics award honors the campaign, project or program that demonstrates the most effective use of research and evaluation in both setting goals and measuring success. The Strategic Planning, Analytics & Research team at Porter Novelli used a combination of social media tools & live analysis to gather insights about the consumers, influencers and media driving conversations about Timberland and style online. Porter Novelli used those insights to create The Workshop – a one night panel, party and style lab – to celebrate the launch of Timberland’s new global brand campaign, Best Then. Better Now. The Workshop kicked off in Brooklyn, New York and rolled out to 9+ countries, driving conversation about Timberland as a stylish brand among Millennial consumers around the world.
Porter Novelli also provided communications support for the largest project in the San Diego International Airport’s history, the $1 billion Green Build expansion. The campaign achieved increased awareness through triple-digit year-over-year growth in social media followers and nearly 900 media placements, enabling the airport to maintain its superior customer service ratings.
The PRWeek Awards are an annual event honoring the top campaigns, agencies and practitioners of the past year, and are judged by a panel of public relations executives from agency, corporate and government teams, as well as public relations education professionals.
