2009 ECHO Award - AMDIA

ECHO
SEARCH MARKETING AWARD
BABYCENTER WANTED TO INCREASE WEB TRAFFIC AND BUILD
ADVERTISING REVENUE. Research showed that mothers were heavy social
media users, so the campaign looked at user-generated content from mothers
on the BabyCenter social platform, studying keyword search activity and social
media comments. Content was then developed using top keyword phrases in
site content, headlines, and meta tags to increase clicks on organic listings and
increase rankings. BabyCenter also formed partnerships with content creators
to provide fresh content for high-interest topics where information was lacking.
BabyCenter’s organic search traffi c rose 38% in 11 months and organic
search traffi c hit its highest level ever.
CAMPAIGN NAME – BabyCenter –Pregnancy and Parenting Information
CATEGORY – Pharmaceutical/Healthcare
CONSUMER ADVERTISING MEDIUM – Search Engine Marketing
CLIENT – BabyCenter, LLC
AGENCY – Greater Than One
JUDGE COMMENTS – Great use of UGC to promote SEO. Although keyword
research, meta tag copy etc. are all standard practice for SEO, this campaign’s
use of social media optimization was innovative.
HENRY HOKE AWARD
NEW ZEALAND’S YELLOW PAGES GROUP HAD TO RESCUE ITS IMAGE
FROM THE PAST WITH DIGITAL-AGE RELEVANCE. It rolled out a campaign
featuring a brand tagline “Job Done” and recruited a young woman to serve as the
face of the campaign. Using only Yellow pages, the woman was tasked with fi nding
all the help she needed to build a restaurant 40 feet above the ground in a redwood
tree. A TV ad, billboards, and online media launched the campaign and a website
kept everyone up on the treehouse’s progress. The process gripped viewers and
increased Yellow’s online usage 11%, to reach record levels.
CAMPAIGN NAME – The Yellow Treehouse
CATEGORY – Communications/Utilities
BUSINESS-TO-BUSINESS AND
CONSUMER ADVERTISING MEDIUM – Multimedia
CLIENT – The Yellow Pages Group
AGENCY – Aim Proximity
JUDGE COMMENTS – Great solution to a product that had become
irrelevant due to the internet and search engine providers. The Yellow
Tree House was a runaway success in terms of business results
and engagement, capturing the imaginations of consumers and
media all over the world.
Full profi le on page 30.
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