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The Drum Awards Social Media Heinz

Mind and Heinz take top accolades at The Drum Awards for Social Media

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By Dani Gibson, Senior Writer

December 7, 2022 | 7 min read

The mental health charity walked away with the Grand Prix while the American food processor has been recognized with the Chair Award.

The Fight for Mental Health	Mind

Grand Prix winner Mind for The Fight for Mental Health

The Drum Awards for Social Media rewards the most talented people, the best agencies and social media campaigns from around the world. The results were revealed at a ceremony at The Drum Labs in London, during our week-long awards festival, alongside a live cast on The Drum TV.

On the day, mental health charity Mind snapped up the coveted Grand Prix, as well as Best Response to Change, for ’The Fight for Mental Health’.

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Our jury leaders Philippa Dunjay of TikTok and Candice Beck of Chipotle meanwhile gave the Chair Award to Rethink for its work with Kraft Heinz Canada on the ’Heinz Hot Dog Pact’ campaign. Their jury included a panel of senior marketers from companies including AirAsia, Pepper Studio, Deliveroo, Dentsu Creative, Hunter, Disney+, YouTube, Vodafone, United Airlines, MediaCom UK, Intuit and Huawei.

FCB Inferno and Virgin Group took the Best Use of Social Media for Good and Best Use of LinkedIn trophies for their work on Dyslexic Thinking, while Adidas and Twitter Next won the Best Use of Twitter and Most Innovative Use of Social for #FastestFollower.

You can see all the amazing winners and work right here and find out more about the top winners below.

Grand Prix and Best Response to Change

Company: Mind

Campaign: The Fight for Mental Health

Until 2020, Mind’s long-running strategy had been for the ‘1 in 4 people that have a mental health problem’. It fought stigma, got people talking and appealed to middle-aged, middle-class, white women. And then the pandemic and the killing of George Floyd changed the world. Uncomfortable truths about Mind’s organization, the mental health system and the mental health of young people, Black people and those in poverty were unavoidable.

Mind needed to speak up boldly and consistently to win them over. This would be a massive shift in social media. Mind‘s tentative wellbeing content was no longer tenable, but it knew topics like racism, benefits and trans rights would cost it followers.

The charity started by being more reactive. It called out powerful people, shared relevant, diverse first-person stories, used inclusive language, gave its platform to relevant small organizations and made people angry, but never backed down.

From this, total engagement went from 3.9 million people a year to 7.9 million. Video views went from 7.5 million to 13.5 million. Tweets would regularly make national and international news and followers grew by 110,000.

Chair Award, Best Integrated Campaign and Best Use of Social Media Advertising

Agency: Rethink

Client: Kraft Heinz Canada

Campaign: Heinz Hot Dog Pact

Through social listening and cultural commentary, Rethink uncovered one of the world’s most controversial injustices: hot dogs come in packs of 10 and buns come in packs of 8.

As the condiment of summer, Heinz wanted to put an end to the madness. Long celebrated for making hot dogs even better, Rethink knew Heinz could play the role of hero by brokering a deal to once and for all fix the uneven package conundrum. The solution was to create The Heinz Hot Dog Pact, a rallying cry for hot dog and bun companies to finally make even packages.

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The Hot Dog Pact Change.org petition quickly became one of the top petitions on the site, gaining over 15,000 signatures in the first 24 hours. The campaign hit $13m in earned media and had over 1.2bn earned impressions – the most successful earned media campaign in the history of Heinz Ketchup. As a result, overall sales were up 2.3% from 2019 and it saw a 1% increase in share within the Ketchup category.

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