3. 2013 Silver Anvil Award winner
Superstorm Sandy
› Affected 24 states
› Destroyed towns, homes, businesses
Alabama, Missouri, Maryland, then Northeast
Tri-State area
Batteries, flashlights, charging
stations, source for TV broadcast, connected
loved ones via Satellite phone and WiFi
4.
Duracell/Harris Interaction research findings
› 62% said disaster preparedness was a personal
priority
› 64% said they think they are prepared
BUT…
› 64% of adults in America's 10 largest cities don't
have disaster plans in place
› Only 30% of New York residents said they have
disaster plans in place
5.
Research before disaster relief efforts
› “Tide Loads of Hope”
› May 2011: Power Relief Program featuring the
Power Relief Trailer
Research concerning Superstorm Sandy
› Collaboration with FEMA
› Reviewed consumer feedback from past disaster
relief efforts and implemented the Rapid
Responder and Community Center
6. Campaign Objectives
SMART Objectives
Amplify “trusted” brand equity by
delivering relevant and meaningful
power relief solutions to communities
in the Northeast, during a time of
critical need after Superstorm Sandy
Increase consumer awareness of
brand’s trustworthiness by delivering
power relief solutions during
Superstorm Sandy by 10% by the end
of the campaign
Expand on previous power relief
efforts, visiting more towns and
touching more consumers in need
than ever before
Increase number of cities/towns
receiving power relief from previous
efforts by 10% by the end of the
campaign
Leverage a wide variety of consumer
touch points to spread awareness
about relief locations (understanding
the desired target audience was
without TV/Internet but was looking
for information on their mobile devices
and/or was connected to friends and
family who could relay information)
Increase awareness of relief locations
by utilizing various methods of
communication available to those
without power and/or friends and
family with the ability to relay
information by 10% by the end of the
campaign
8.
More than 10,000 visited Power Forward Fleet
More than 150,000 batteries donated
Estimated 1,700 mobile devices charged
Over 235 million media impressions
5 million Facebook impressions, 62 million likes,
4 million shares, nearly 2 million comments
3.7 million Twitter impressions, nearly 600
#PowerForward tweets
9.
Learned from “Tide Loads of Hope”
campaign and improved upon their idea
Create awareness for disaster preparedness
to prevent large relief efforts
Help publics worldwide
Editor's Notes
2013 Silver Anvil Award of Excellence Winner — Community Relations — Business Products.The U.S. has experienced a plethora of natural disasters in the last five years.Superstorm sandy- the most destructive storm on the Atlantic coast in 2012 affected 24 states.The storm destroyed towns, homes and businesses leaving a widespread power loss for weeks.As our technologically advanced society grows- so does our need for power.Duracell saw the opportunity to deliver power resources to several communities in need. The Duracell “Power Forward” campaign began to provide power relief to cities across the U.S. from Alabama, Missouri, Maryland and then to assist the Northeast tri-state area.Duracell’s mobile relief trailer carried batteries, flashlights, charging stations and served as resource for TV broadcast and connecting with loved ones via Satellite phone and Wi-Fi.
Previous research conducted by Duracell- Duracell/Harris Interaction research findings:· 62% said disaster preparedness was a personal priority· 64% said they think they are preparedBUT…· 64% of adults in America's 10 largest cities don't have disaster plans in place· Only 30% of New York residents said they have disaster plans in placeSurvey was conducted using an unrestricted Random Digit Dialing technique with an equal male to female ratio, one survey per household, with a margin of error of +/-2.2.
Research before disaster relief efforts- · Reviewed the successful campaign by another P&G company- “Tide Loads of Hope” · May, 2011- Launched Power Relief Program featuring the Power Relief Trailer- Tuscaloosa, ALResearch concerning Superstorm Sandy- · Collaboration with the Federal Emergency Management Agency (FEMA) to determine potential power outages in order to calculate inventory needs· Reviewed consumer feedback from past disaster relief efforts and implemented the Rapid Responder (a truck to deliver batteries to areas in need) in addition to the Community Center
Social Media/News CoverageBrand’s social networking sites to target consumer power needs and respond in a timely fashionIncrease campaign message outreach through relevant P&G (P&G Corporate, Tide, Era, Dreft, etc.) social networking sitesUtilize media coverage on the national and local levels to increase awareness of relief locations and battery donation disbursementResponding to posts/tweets from consumers, community leaders and media personalitiesNetworkingP&G’s existing relationships with community leaders, government officials and charity organizations to increase legitimacy, awareness and support and to identify the areas in these towns in need of supportEffort ExpansionExpand and enhance fleet of Power Relief vehicles to increase their relief effortsPartner with marketing team (Gigunda) and local relief organizations to increase awareness of the program and battery donation; Gigunda assisted with trip details, fleet stopovers; provided media, sensitivity and program messaging; partnerships included FEMA and United Way
More than 10,000 consumers visited the Power Forward Fleet. More than 150,000 free batteries were given to help victims stay safer.An estimated 1,700 mobile devices were charged; keeping victims connected to friends and loved ones.Massive media attention to all Duracell social media channels.Generated positive media feedback and a meaningful brand image in an emotional time.5MM Facebook impressions with 62M post likes, 4M post shares and nearly 2M comments3.7MM Twitter impressions, with nearly 600 #PowerForward Tweets including one from Governor Chris Christie and one from The WeatherChannel’s Jim Cantore.Generated over 235 million media impressions across a mix of traditional news and social media including:The New York TimesUSA TodayYahoo! News“Anderson Live” with Anderson Cooper“Extra” and “Entertainment Tonight”
