Carmichael Lynch Relate was shortlisted for three 2019 PRWeek Awards. The upcoming ceremony will be the 20-year anniversary of the awards, which celebrate work from the best corporate, agency, nonprofit and education teams, and are established as the communication industry’s highest accolade. Winners will be announced at the New York ceremony on March 21, 2019. Here are the three categories and respective campaigns:
Best in Broadcast/Film/Video: KAYAK and Carmichael Lynch Relate: Kayak Helps U.S. Soccer Fans Find a New Fandom
When the U.S. team didn’t make it to the World Cup for the first time in 28 years, Carmichael Lynch Relate worked with Kayak to create an engaging, personalized digital experience for disappointed fans that helped them find a new country to root for, and the best flight to get them there. To promote Kayak Matchmaker, Carmichael Lynch Relate created video content and a contest, amplified with paid social and strategic media relations outreach. A placement in-game during the Fox Sports World Cup live-stream spread the word further, resulting in more than 177,000 travel searches, driven from 4,500 Matchmaker page visits, up 900% from the previous day.
Best in Integration: Evereve and Carmichael Lynch Relate: Reframing What It Means to Dress Like a Mom
The #DressLikeAMom campaign tackled the stigma of mom fashion by speaking to modern mothers who know how powerful the perfect outfit could be. Carmichael Lynch Relate brought together bloggers, editors, and influencers to share the brand’s updated look. Overall, the effort led to a 26.2 percent increase in brand awareness and grew social conversation by 57 percent.
Best in Creative Excellence: Helzberg Diamonds and Carmichael Lynch Relate: Helzberg Diamonds Changes the Rules of Engagement
After surveying young couples, Carmichael Lynch Relate found that 63 percent of men said the hardest part of proposing is picking out the ring, and that 50 percent of women said the hardest part is communicating the style they want. It was a clear gap for Helzberg to enter with The “Will You?” Ring: a way for couples to maintain the romance of a proposal, and then pick out the ring together. The campaign made national news and earned over 90 million impressions in the first week alone.