CHPA Educational Foundation Wins Grand Prize for Social Media
Award for “Social Media Campaign of the Year” by PR Daily is a Prestigious Honor
Washington, D.C. (August 7, 2019) – The CHPA Educational Foundation and its digital brand KnowYourOTCs earned the Grand Prize for “Social Media Campaign of the Year” in PR Daily’s 2019 Digital Marketing and Social Media Awards. The foundation is committed to educating consumers about the safe and responsible use of over-the-counter (OTC) medicines and dietary supplements; it’s KnowYourOTCs 2019 social media campaign – developed with the agency SOMA Strategies – was strategically and creatively designed to draw attention to content via several social media channels. Ultimately, the project delivered outstanding results and, thanks to its ingenuity and impact, was chosen from a wide pool of submissions to receive the top honor in PR Daily’s annual contest.
“This award validates our decision to take risks with edgier, creative content in order to reach consumers directly on social with our medicine safety messages,” said Anita Brikman, executive director of the foundation. “On behalf of the team at the CHPA Educational Foundation and our partner SOMA Strategies, we are incredibly excited and honored to be recognized for our work to revitalize the KnowYourOTCs digital brand.”
For this winning project, the foundation refined its digital strategy for KnowYourOTCs by diversifying the messages it shared about the safe use, storage, and disposal of OTC medicines and dietary supplements, and by broadening the target audiences it reached.
The foundation also employed a strategic paid media plan utilizing Facebook, Instagram, and YouTube to ensure its newly developed content reached the right audiences at the right time.
By experimenting with various creative formats and targeting strategies, the campaign was able to cut through the clutter online to resonate with target audiences – including parents, outdoor enthusiasts, and millennial working women. This new approach to digital under the KnowYourOTCs brand resulted in a 213% increase in engagement, a 44% increase in the volume of messages published to social channels, and 388,000 engagements with original content – all with a 30% lower overhead expense than the previous year.
“The CHPA Educational Foundation set themselves apart from an outstanding field of applicants. Their work was exceptional and displayed their innovative strategies for achieving success,” according to Brendan Gannon, marketing manager for the awards program.
PR Daily is owned and operated by Ragan Communications and is one of the top news and information sites for the PR and corporate communications industry. Together, Ragan.com and PRDaily.com attract more than 700,000 global visitors monthly. The CHPA Educational Foundation award was announced via social media and through a special write-up on PR Daily’s news website.
The CHPA Educational Foundation’s mission is to be the trusted source of information on the responsible use of consumer healthcare products and educate consumers on how to responsibly use, store, and dispose of OTC medicines and dietary supplements. To learn more about the foundation’s educational initiatives, visit KnowYourOTCs.org, and follow KnowYourOTCs on Twitter, Facebook, and Instagram.
Contact: Mike Tringale (MTringale@chpa.org) | 202.429.3520