Airfoil today announced that the agency and its client, eBay, have earned three awards in the 2012 Bulldog Reporter Digital/Social PR Awards competition for excellence in online communications. All three honors recognize Airfoil’s program to support increased use of the eBay marketplace by consumer sellers.

The program to inform consumer sellers of how easy eBay is to use earned a silver award in the “Digitally/Socially Engaged Brand of the Year” category, another silver for “Best Use of Digital/Social for a Consumer Tech Campaign,” and a bronze in the “Best Online Social Community of the Year” category.

The Bulldog Reporter noted that its Digital/Social Awards are the only digital public relations awards judged exclusively by digital and social media-savvy working journalists and bloggers. The awards recognize the most outstanding achievements in corporate communications and publicity using online and social media tools and techniques. They celebrate digital/social PR strategic and tactical prowess at the highest level.

Airfoil’s campaign with eBay to harness social media to power parents’ pocketbooks was designed to shift perceptions toward eBay as a convenient solution, to increase consideration by parents of eBay as a resource for generating income and to use actual parents to distribute the message in a credible and authentic manner. The program was based on three key elements:

  • A panel of 25 parent bloggers recruited by Airfoil’s digital/social team from diverse regions and backgrounds who would talk authentically about using eBay on their own websites
  • A Web video series, distributed through social media channels, showing how two families have used eBay to better their lives
  • Media relations for general consumer awareness of selling on eBay as a way to support families

The program resulted in an extended online reach of 5.4 million via blog posts and six Twitter parties involving the parent panel. The Web video series was viewed more than 225,000 times in its first 15 days. The team’s media efforts generated coverage in more than 50 outlets, from national to hyper-local.

“Working closely with eBay’s marketing team, Airfoil developed and executed all aspects of this highly successful program,” said Airfoil Vice President Keith Donovan. “Our digital/social team vetted bloggers to determine their appropriate fit for the program and hosted an in-person onboarding event, and we partnered with People Magazine to identify individuals with compelling stories for the Web series. We also created a calendar of seasonal topics and areas of focus around which to organize ongoing media efforts and helped parent ambassadors serve as media spokespersons for the program.”

Airfoil, based in metro Detroit and Silicon Valley, develops strategies and implements digital and social public relations and marketing programs for technology companies and other industry leaders across North America and globally. For more information, visit


Media contact:
Katie Trautmann
(248) 304-1454