Citizen Relations
"I Buy My Own Batteries"
Citizen Relations blew away our judges with their seamless integration of brand, influencer, and cultural relevance.
In a masterstroke of collaboration, Duracell and Citizen Relations quickly responded to the #Scandoval drama from Vanderpump Rules, partnering with Ariana Madix to craft a campaign that resonated with millions.
This partnership exemplified effective collaboration by aligning Duracell’s brand messaging with a timely cultural moment, turning a simple reference to batteries into a powerful statement of empowerment for women.
The campaign’s success was driven by the collective efforts of Duracell’s internal teams, VaynerMedia, and EssenceMediaCom, who together brainstormed, ideated, and launched the campaign in under two weeks. The result: 6.96 billion earned impressions, 33 million video views, and 33.9 million engagements, demonstrating how strategic partnerships can create highly impactful and culturally relevant brand moments.
Judges Comments
“Absolutely stunning use of leveraging a trending pop cultural moment to create additional positive conversations and support! Flawless execution and thought behind the messaging and creative!"
