Rinck Advertising received recognition for their work with well-known brands, Dove and Dunkin’, as they received four Golden Arrow Gold Awards from the Maine Public Relations Council.
The annual Golden Arrow awards recognize the best work of communications, public relations, and marketing professionals, in addition to student practitioners, based in Maine. Entries were scored by the Public Relations Society of America chapter in Phoenix, Arizona.
Rinck earned a Gold Award in the category of Integrated Communications Campaign and a Gold Award in the category of Innovative Use of Social Media, both for the Dove Everyday Hero Campaign. The campaign was developed in support of Rinck’s client, Dove Nourishing Body Care, to build loyalty and advocacy with consumers. Rinck developed the Dove Everyday Hero program to recognize the heroes in communities around the country during the pandemic, including those who work in healthcare, public service, education, retail, hospitality, transportation, non-profits, and other areas. The primary element of the campaign was a partnership with TikTok influencer, Lexy Burke (@lexylately), and several other influencers around the country who recognized and surprised the heroes in their own communities with cash gifts. They shared the surprise videos on TikTok and Instagram and solicited nominations from their audiences for heroes deserving of recognition. The Dove and Rinck teams worked together to select people from those nominated and partner with Burke to surprise them as well. A strategic partnership with Giving Tuesday and media relations outreach across the country helped bring awareness to the effort, which turned into a movement with several people continuing to pay it forward.
One judge for the program said the campaign was “extremely well-done and incredibly well laid out. The tactics and execution were comprehensive and clearly explained. The results were impressive, and the campaign was beautifully executed.” Another noted “Wow! This campaign has it all—a comprehensive situation analysis, an innovative strategy, S.M.A.R.T. objectives, impeccable execution, and results that demonstrate the campaign’s effectiveness while linking back to the original objectives. I could feel the enthusiasm and joy behind this campaign just in reading the entry submission.”
This truly was one of the campaigns I’ve loved most in my career…to be able to partner with a globally recognized brand like Dove to do some good at a time when people really needed to be uplifted was so heartwarming.
“This truly was one of the campaigns I’ve loved most in my career,” said Katie Greenlaw, Vice President of Public Relations and Influencer Marketing at Rinck. “To be able to partner with a globally recognized brand like Dove to do some good at a time when people really needed to be uplifted was so heartwarming. This campaign wasn’t about selling products, it was about supporting those who have supported the Dove brand and it was so nice to hear the feedback from those who were recognized, as well as those who just appreciated that the brand was making an effort to show they care.”
Rinck also earned two Gold Awards for their work with Dunkin’ of Maine. The Dunkin’ Blueberry Platform Launch took gold in the Paid-Earned-Owned Campaign category, and the Dunkin’ Maine Blueberry Mix-Off also took top honors in the category of Special Events. The blueberry platform launch was developed to celebrate the launch of the limited-time blueberry line-up including Blueberry Flavored Cold Brew and the first-ever Maine-exclusive limited-time-offer donut, the Blueberry Cobbler donut. One judge for this award category said, “stellar work, clearly a brilliant creative team at this agency…great campaign with lots of reach and tactics.”
The launch campaign included sampling events, influencer partnerships, social media advertising, strategic partnerships, radio endorsements, and perhaps the most “summer in New England” tactic of all — a Dunkin’ branded pontoon boat that went out on Maine’s lakes surprising and delighting Dunkin’ fans with gift cards and Dunkin’ branded merchandise.
Perhaps the most exciting part of the launch was a mixology contest the brand hosted at Maine Craft Distilling, where mixologists from across Maine were invited to create cocktails using the Dunkin’ Blueberry Flavored Cold Brew. The event included four mixologists, celebrity judges, influencers, and Dunkin’ franchisees and fans, and was hosted by radio personality, Blake Hayes of Coast 93.1.
“This was such a fun campaign to plan and execute,” said Greenlaw. “We were thrilled to be able to work with the Dunkin’ team to do some new and out-of-the-box outreach and events for this launch. The mixology contest was fantastic—our first, but hopefully not our last. And we were so delighted to see that our work helped achieve the objectives of a successful platform launch for the brand.”