Effie Worldwide

Engaged Community

This category is about managing effective, engaged communities.  Entrants will be brands that are creating content, experiences, and platforms that get their communities to grow, act or amplify messaging in a way that directly relates to the brand's goal.




Be The Guy

Young men yearn for greatness, but struggle with self-doubt. But for Be The Match, these guys are biologically ideal bone marrow donors. To demonstrate their unique role in curing blood cancers and other life-threatening diseases, we flipped the script—shifting the focus from patients to donors. Because simply being who they are qualifies them to do something truly great. The campaign increased this critical demographic on the registry by more than 50% and registered thousands of additional new donors, ultimately positioning the organization to save more lives.

  • Brand: Be The Match
  • Client: Be The Match
  • Agency: space150

Dove Hair #LoveYourCurls Emojis

Dove Hair is committed to redefining traditional standards of beauty and ensuring women and girls with curly hair continue to feel represented and see accurate reflections of themselves in the world around them, including social media. Dove Hair introduced Love Your Curls: Emojis to fill a void and ensure women and girls can express themselves through this common social language. By creating a keyboard filled with emojis with multiple curl types, textures and colors, Dove Hair started a viral conversation via a timely and relevant social medium.

  • Brand: Dove Hair
  • Client: Unilever
  • Agency: Edelman

Always #LikeAGirl

Girls experience the biggest drop in confidence during puberty, around the same time as their first period. As a society, we contribute to that drop, often without even recognizing it. Always wanted to change this, so they created a rallying cry to reverse the meaning of a common playground insult to champion girls confidence through the #LikeAGirl campaign. #LikeAGirl gave life to our brand purpose and inspired our target. It created a global movement with 76MM views and spread beyond our wildest expectations!

  • Brand: Always
  • Client: Procter & Gamble
  • Agency: Leo Burnett Chicago
2017_na_2017_e-1655-821_hero_1 Subaru of America #MakeADogsDay
2017_na_2017_e-1564-159_hero_1 Art Institute of Chicago Van Gogh BnB
2017_na_2017_e-1184-325_hero_1 Mrs. Meyer's Clean Day The Hunt for the First Ever Mrs. Meyer's Home 'Maker'


To browse winners in this category from previous years