Arun Sudhaman 16 Dec 2011 // 12:54PM GMT
Our five favourite 2011 campaigns, ranked in order of preference. Pepsi Refresh Project Edelman and Weber Shandwick, US An awesome effort, which embraced social media as an alternative to more traditional channels of communication to engage consumers and other stakeholders to get involved in Pepsi's philanthropic and social responsibility activities. A Woman's Stand HRH Princess, Adalid Public Relations, Saudi Arabia The campaign set out to hold a woman-only event to raise awareness of breast cancer and the importance of early detection in Saudi Arabia, overcoming threats and other obstacles, setting a Guinness World Record, and reaching an audience of 500 million with an important health message. Surprisingly Lifebuoy Unilever, Apex Communications, Porter Novelli Kenya The Unilever soap brand aligns itself with a leading charity to draw attention to the health benefits of handwashining, generating widespread media coverage through a world-record setting event, increasing sales and marketshare. An American Comeback Story General Motors, Weber Shandwick, US A remarkable American comeback story, which saw General Motors come back from the brink to re-establish itself as a viable enterprise and industry leader. BlackBerry Customers - Loving What They Do Online Research In Motion, Asia Pacific, Edelman Edelman helped BlackBerry create a very large and highly-engaged social media communities across Asia-Pacific.