Crowdtap was named the outright winner in the Best Social Media Tool category, which honors a social media marketing tool that has significantly enhanced a brand, agency or organization’s ability to generate relevant and effective social media content. Crowdtap’s People-Powered Marketing Platform connects brands with people to make marketing more effective.
Specifically for work launched in partnership with Whirlpool and DigitasLBi, Crowdtap is also among the finalists in the Best in Family & Parenting category. For the “Everyday, Care” program – Whirlpool’s largest advertising campaign to date – the brand used user-generated content to drive authentic conversations around Whirlpool as a family-focused brand. By shifting the tone of the conversation from functional to emotional, the brand saw huge lifts in online social sentiment and sales. During a period of category-wide decline, Whirlpool’s sales rose more than 6 percent.
Other finalists include Taco Bell, Arby’s, NBCUniversal, 360i, R/GA and Edelman. Winners will be honored at the 8th Annual Shorty Awards ceremony, held in New York on April 11.