York, Pa. (7 November 2014) — Gavin™ Advertising is excited to announce its work was selected to receive a Keystone Award from the Central PA chapter of the Public Relations Society of America for its PeoplesBank Pay $150 Forward social media and public relations campaign.
The Keystone Award is Central PA PRSA’s highest honor, presented to the top-scoring entry in each category.
As PeoplesBank looked toward its 150th anniversary, the organization chose Gavin to create an innovative social media and public relations campaign to celebrate the bank’s history and look forward to the next 150 years.
Gavin produced a series of short videos that demonstrate how ordinary people can make a difference in the community by surprising people with $150 to use in 15 minutes or less. The only rule: the participants, dubbed Difference Makers, could not spend the money on themselves.
Gavin also developed a Facebook app to collect online nominations for Difference Makers and shared the final videos on the PeoplesBank Facebook page through a strategic approach that included boosted posts.
“Gavin helped PeoplesBank celebrate our organization’s history as well as its ongoing commitment to the community in a fun and interactive way,” said Nathan Eifert, director of marketing for PeoplesBank. “Reaction to the Pay $150 Forward videos was overwhelmingly positive and we look forward to surprising another batch of Difference Makers this holiday season.”
“The Gavin team developed the PeoplesBank Pay $150 Forward social media and video campaign to help PeoplesBank tell its story of how it’s committed to the local community, creating opportunity and supporting causes that are important to its customers,” said Mandy Arnold, president of Gavin Advertising. “We’re very proud to have our creative efforts and hard work recognized by the Keystone Awards. We’re equally as proud of the results that the PeoplesBank Pay $150 Forward campaign garnered for our client, and we’re thrilled to be working on the next phase of telling PeoplesBank’s story through the creation of unique and engaging content.”
Over the course of the two-month campaign, the PeoplesBank Facebook page saw a 193 percent increase in Likes, with video views reaching nearly 2,500. Gavin’s team also secured press coverage in several regional and trade publications through traditional media relations outreach to support campaign goals.
About Gavin™ Advertising
Gavin™ Advertising is a full-service advertising, marketing and public relations agency devoted to truth in branding and driving action. Based in downtown York, Pa., Gavin serves clients up and down the East Coast and across the U.S. in various industries, including education, health care, building supply, CPG, financial, agriculture, non-profit, automotive, real-estate, hospitality and entertainment. For more information on Gavin, visit www.gavinadvertising.com. Read Gavin in the Hall, Gavin’s blog, by visiting www.gavinblog.com, or find us on Facebook, Twitter and LinkedIn.