Our team is proud to announce that we’ve just been named a winner of the 2020 Bulldog PR Awards, recognizing the most outstanding public relations and communications campaigns from the past year. The 2020 Bulldog Awards are the only PR awards program judged exclusively by journalists.
Our work and results on the “Question How You Hydrate” campaign earned us a silver award in the “Best Media Relations Campaign” category. There was a record number of entries this year, and we are incredibly proud to be selected for this prestigious PR industry award. We’re always hard at work nominating our own clients for awards—and securing big wins—so it’s great to be on the receiving end of this recognition.
If you’d like to explore how your company can secure top-notch media coverage and submit winning award nominations, please reach out to us here.
Here’s how it all started:
Lonely Whale is an incubator for courageous ideas that drive impactful market-based change on behalf of our oceans. Building on its success in discouraging the use of plastic straws, the international organization launched the “Question How You Hydrate” campaign to target the overabundance of single-use plastic water bottles.
Lonely Whale needed a public relations partner capable of bringing attention to consumers, global corporations, policymakers and the beverage industry about a seemingly unsolvable problem: the use of 500 billion plastic bottles around the globe annually.
To showcase the history of single-use plastic water bottles, their impact and alternatives, Lonely Whale unveiled a pop-up “Museum of Plastic” in New York City and Miami. At the museum, visitors were asked to “Question How You Hydrate” by telling the story of the single-use plastic water bottle.
Lonely Whale turned to Dittoe Public Relations to drive national and international media to attend and cover the Museum of Plastic in NYC and Miami. Together, Lonely Whale and Dittoe PR determined the best timing to launch the first installation and to attract the most media attention was during World Oceans Week in NYC. Dittoe PR was also tasked with the management of all brand collaborators, including Ever & Ever, ATTN: and HP, and ensuring a consistent message was shared across all organizations.
In total, our team has generated more than 365 million media impressions for the “Question How You Hydrate” campaign.
Museum of Plastic, NYC
- Attracted 9,000 visitors in less than one week
- 100+ media hits
- 200 million media impressions
- Media value equivalency of $1.6 million
- Museum attendance by Cosmopolitan, BuzzFeed, PEOPLE, The New Yorker, Good Morning America and more
Museum of Plastic, Miami
- 23 media hits
- Reached 21 million people on social media
- 118 million media impressions
- Media value equivalency of $1.1 million
- Coverage in Forbes, Architectural Digest, Miami Herald, Cool Hunting, Women’s Wear Daily, HYPEBEAST, The Guardian and more
- Attendance by DJ Diplo
Ever & Ever
In addition, Lonely Whale effected change in the marketplace by working alongside the makers of Vita Coco to launch environmental water brand Ever & Ever. The Dittoe PR team led the media relations efforts for the launch of Ever & Ever, generating:
- 126 media placements
- 245 million media impressions
- Media value equivalency of $2.4 million
- Coverage in Fast Company, Business Insider, Forbes, EATER, The New York Times, ELLE, TechCrunch, CNBC and more
The success of the “Question How You Hydrate” campaign and Ever & Ever launch was driven by media coverage and resulted in catching the attention of Pepsi and Coca-Cola. The companies subsequently announced plans to switch from plastic bottles to aluminum cans for Aquafina and Dasani.
The campaign also served as a catalyst for Facebook, 2019 Global Citizen Festival and the SFO Airport to ban plastic water bottles.
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