Carmichael Lynch Relate was awarded a 2018 Global SABRE for its work on Evereve’s #DressLikeAMom campaign. Carmichael Lynch Relate placed 14th among 40 award winners, which were chosen from more than 5,500 entries submitted around the world. The award was presented at the PRovoke18 Global Public Relations Summit on October 24 in Washington, D.C.
The #DressLikeAMom campaign tackled the stigma of mom fashion by speaking to modern mothers who know how powerful the perfect outfit could be. Carmichael Lynch Relate created the Evereve Style Crew, a panel of bloggers and social media influencers, and brought them as well as over 30 editors and influencers into conversation with Evereve. The campaign also involved in-store posters and signage that encouraged customers to share their outfit on social media with the hashtag #DressLikeAMom. Overall, the effort led to a 26.2 percent increase in brand awareness and grew social conversation by 57 percent.
The SABRE Awards — which include competitions for the Americas, EMEA, Latin America and the Asia-Pacific region — attract more than 5,500 entries from more than 60 countries, so that the winners of the Global awards are the elite of the elite, representing best practice in categories ranging from social media to social responsibility, from public affairs to employee communications.