Table of Contents 6 2012 OVATION Awards Winning Entries

Budget: The program budget was $40,000 – including all media relations, fees and expenses – with
$13,548 of the total donated to the four partner charities. As PR was the sole discipline tasked with
driving awareness, the brand team was very pleased with Edelman’s ability to create national media
coverage on a limited budget. Media relations generated 18 pieces of coverage totaling a reach of
2,036,639 with a cost per contact of $0.03 (MRP data).
Restraints:
Timing – Edelman worked with tight timelines of only three weeks to develop and execute the program
to coincide with the Keith’s Green Initiative launch and Earth Month. In addition, because Earth Month
is a crowded time for brands to communicate green messages, the program had to cut through the
clutter and resonate with media on a personal, as well as playful level to secure coverage.
Promotional nature of program – Media don’t normally have an appetite for promotions and there are
often sensitivities to promoting a beer brand on mainstream media outlets. However, the fun and
engaging challenge coupled with the meaningful charity angle, helped to secure media interest and
participation.
Measurement/Evaluation:
The Keith’s Green Initiative ‘Show Your Plaid’ program was a great success that got media interested and
engaged in a fun way with the brand. The challenge to get them to ‘bare their legs for charity’ was done
in a tone that reflected the playful nature of the brand, while also delivering media coverage and raising
funds for partner charities.
Objective: Garner 10 pieces of media coverage nationwide
Results: Local media coverage was secured in several key Keith’s markets – including Toronto,
Ottawa and Halifax – and with national media, resulting in a truly national campaign. Through the
‘Show Your Plaid’ program, PR alone secured 18 pieces of media coverage nationwide, surpassing
our goal by 8 pieces of coverage. Top tier coverage included a segment on Canada AM, where host
(and Maritimer) Jeff Hutcheson wore the Keith’s kilt on air for an entire hour, referencing the
program several times and posting tweets
Objective: Generate 1.5 million earned media impressions by end of April
Results: Media showed their plaid, resulting in 2,036,639 media impressions nationwide
Objective: Secure eight media to show their plaid on‐air by wearing the Keith’s kilt
Results: 12 different media personalities wore the Keith’s kilt on‐air and mentioned the Green
Initiative
Objective three: Secure a cost per contact of less than $0.03
Results: The Keith’s Green Initiative ‘Show Your Plaid’ PR program secured a cost per contact of
$0.019
Objective: Generate five pieces of social media coverage from those outlets that showed their plaid
Results: Media that showed their plaid were incented to carry the conversation online via their
social media channels to secure additional funds to their charity of choice. In total, eight pieces of
social media coverage were secured on Twitter and Facebook to extend the conversation.
Evaluation: Asking media to bare their legs for charity was a surefire, engaging way to get them to
participate in the Keith’s Green Initiative’s ‘Show Your Plaid’ program. The program caught the attention
of Canadian media to generate awareness of the brand’s eco‐charity partnerships and highlight its
strong ties to the East Coast. While beer brand promotions typically focus on rewarding the consumer,
in this case we were able to take a fresh, new approach by executing a promotion that gave back to
causes the target cares about. Through the ‘Show Your Plaid’ program, we were able to capture media