Agency Honored by Adweek for Second Consecutive Year
We’re excited to announce that Adweek, the leading source of news for marketing, media, and advertising professionals, has honored Mindshare with Media Plan of the Year in the Best Use of Social Spending ($2 Million–$4 Million) category for our work with Unilever’s Dove for #SpeakBeautiful.
The campaign, rooted in Twitter, featured a custom algorithm that identifies negative beauty tweets and allows Dove to counter them with positive tweets. When users post a negative comment about their own appearance using certain keywords, such as “ugly,” the algorithm searches their followers, identifies a positive interaction, and allows Dove to retweet the follower’s positive message, encouraging users to #SpeakBeautiful.
In addition to Media Plan of the Year, Mindshare’s work on #SpeakBeautiful was also recently awarded a Silver Media Lion from the Cannes Festival of Creativity and a Best of #Femvertising Award for Social Impact.
This is the second year in a row that Adweek has honored Mindshare. In 2014, Mindshare’s work for Land Rover, “Driven to Another Level,” received Media Plan of the Year for Best Use of Native Advertising Spending ($1 Million–$5 Million). And, just a few months ago, Adweek named Mindshare’s Chief Strategy Officer Jordan Bitterman as one of its Media All-Stars.
These honors follow a slew of other work awards this year, including five Cannes Lions, eight Effies (including a Global Effie), and wins at the Webby, Clio Sports, and David Ogilvy award ceremonies.
See the full list of Adweek winners here: http://www.adweek.com/news-gallery/advertising-branding/adweeks-media-plan-year-winners-bristle-digital-innovation-166729