Totally Awesome Awards

Opportunity

Red Tricycle’s Totally Awesome Awards is the largest awards program in in the greater parenting community. The Totally Awesome Awards recognize the best family-friendly products, parenting tips and resources for babies and tots across the nation and allows parents to elect their favorites from a curated list of best-of-the-best. This reader-driven program covers a comprehensive list of 88 different categories across 9 US cities, as well readers’ favorite National brands, services, parenting products, and online resources.

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Action

I was responsible for developing, managing and implementing the company’s principal customer acquisition program. This involved creating the award strategy and format, designing the award's look and feel, setting up the voting mechanisms - website, terms & conditions, nominees etc -, acting as POC for nominees, and creating and implementing the nomination outreach and awareness strategy including email, social, direct outreach, & website and newsletter ROS.

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Result

A powerful, brand awareness and growth program that resulted in: 3,410 nominees, 300,000 participants, 70,000 votes and 50,000 new subscribers, along with millions of earned media impressions.  

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