The awards keep rolling in for the #CrockPotIsInnocent campaign.
Crock-Pot and the Newell Brands Marketing team were recently awarded a Silver Clio for “Crisis Management” as part of the 2018 Clio Awards, an annual awards program that recognizes innovation and creative excellence in advertising, design and communication, as judged by an international panel of advertising elite.
Each year, over 20,000 entries are submitted from all over the world. Fewer than 20% of submissions, within a specific category, survive the first two judging rounds, from which juries re-evaluate the work to determine Gold, Silver and Bronze statues along with the shortlist. Less than 5% of all entries receive a Silver or Bronze recognition, and less than 1% receive the Gold Clio. No Gold Clio was awarded in “Crisis Management” for 2018 – meaning Crock-Pot received this year's highest honors.
The campaign was in response to a fiery plotline from a hit television drama in which a Crock-Pot was blamed for a fictional character’s death, igniting strong reactions from consumers across social media. In response, Crock-Pot quickly assembled a team and addressed the situation by creating its first-ever Twitter account and partnered with the character.
In June 2018, the #CrockPotIsInnocent campaign was initially recognized at the Cannes Lions International Festival of Creativity. Crock-Pot and the Newell Brands Marketing team, in partnership with Edelman, were awarded the Silver Cannes Lion Award in the category of Digital & Social - Real-time Response.
In less than three weeks, the campaign garnered almost 4 billion media impressions, resulting in more than 20,000 articles and almost 800,000 social mentions, and serves as a testament to our social media and marketing team's innovative execution during this unique moment in pop culture.
Read more about the campaign here.