#Hearties Family Reunion

Heading digital media for client MPCA/Brad Krevoy Television at the first ever fan-con for their hit Hallmark Channel series When Calls The Heart was both a challenge and a joy

By Nicole Hansen, President, GGE and Founder of eBrandgelize Digital

Hearties cosplay

Hearties admins visit the set of When Calls the Heart and meet actress Lori Loughlin

Last June, while setting up branded social media pages for our newest web design and online branding client, MPCA/Brad Krevoy Television, I checked to see if anyone was tweeting about one of its produced shows that was airing that night called When Calls the Heart. I noticed something I had never seen before from clients who had live events happening on Twitter: people were not only tweeting about the show, but they were having conversations. These fans calling themselves #Hearties were so actively working to get the show to trend that I made a point to mention it to Brad Krevoy the next time we spoke. He credited the #Hearties with getting the show a second season. He also tasked me with getting to know them and to find a way to give back.

Screenshot (297)Over the following months, I worked on behalf of Brad Krevoy with Brian Bird, the show’s executive producer and fan ambassador, as he brought me up to speed on how the fans were creating their own #HeartiesParties. He explained that a group of Hearties were creating a Heartie-Con, a fan convention for a hundred or so of the 31,000 members of the private Facebook group “Fans of Hallmark Chanel’s When Calls the Heart.” When Brian announced the event to the group, I saw that a single email address was given for people to register — not an easy way to manage an event. Brian connected me with the organizers and we suggested setting up an EventBrite page, courtesy of MPCA. The advantages included e-tickets, mass messaging of guests, and an easy to manage registration process.

Hearties FlashdrivesDuring the planning process, I was blown away by the planning committee’s resourcefulness. The event sold out in an hour at $100/ticket. The ladies on the event committee made gift bags and swag by hand, using the show as inspiration. I shouldn’t have been surprised; I was tasked by Brian and Brad to transport fan-made woven blankets and personalized doilies to deliver to the stars on the set from one amazing fan. It seems many of these ladies, aged 16-75, were inspired by the show to produce their own 1910’s-era arts and crafts, so the homemade swag were definitely on-brand for this event. On MPCA/BKTV’s behalf, GGE created more tech-driven goodies, including Hallmark Channel-Hearties-branded flash drives, loaded with deleted scenes, family-friendly coloring pages commissioned from a popular #HeartieArt creator, Brie Schmida, and 10 social media marketing action items that the fans can do to bring in new viewers for season 3.

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Periscope stats and broadcasts of WCTH’s author Janette Oke and executive producer, Brian Bird. Photo by Audra Morse

Leading up to the event, many fans voiced their desire for MPCA/BKTV to run a Periscope live stream for them. After weeks of promising that @MPCA_Film would be periscoping from #HFR2016, I had to out myself as the person who would be hosting the broadcasts. When I got to the first event in Vancouver, the Hycroft House High Tea, I did a brief introduction on my own Periscope of walking into Hycroft as a fellow Heartie (yes, I’ve been converted) and meeting the Hearties admins and event planners in person for the first time. Viewers then stayed tuned to @MPCA_Film for more periscopes of the event. Whenever I streamed star Lori Loughlin meeting and speaking to the fans and on the broadcasts, you could hear the chirps, as attending Hearties were notified that MPCA/BKTV was streaming. We watched the hearts (likes) grow from only 1 to over 55,000 by the end of the weekend.

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Hearties Fan Site, upgraded by GGE

Before the event, we were tasked with lending technical and design support to the developer of the #Hearties fan website, to help make the site mobile-ready from the outset, with more social network integration for all things #Hearties. At the event, it was so gratifying to receive hugs and thanks for both the website upgrade and our online Twitter conversations with Hearties. They were also grateful for likes and retweets of fans’ posts, and especially for the Periscope streaming. Their Hearties friends who could not attend were thrilled to be meeting the attendees via the broadcasts! It was pure love for MPCA/BKTV to be supporting and appreciating their fans and meant the world to us. We also conducted video interviews of fans and produced a video interview (in collaboration with Edify Media) of the executive producers as assets for future stories in the press and on social media.

Nicole on WCTH set

#Hearties Facebook Admin, Debi Watson-Bailey, GGE’s Nicole Hansen, actress Kristina Wagner and #HFR2016 planner, Kim Ferguson

All in all, the entire event was like attending a real family reunion. People I was introduced to from a distance, over digital media, came to the event from all over. It was like being surrounded by distant relatives from all around the world: my cousins, aunts, uncles and even a family representing with 3 generations from infants to grandparents. Spending time with the matriarch of all things Hearties, best-selling author Janette Oke, who wrote the books that inspired the series When Calls the Heart, reminded me why I loved my own churchgoing, humble and hard-working grandmother so much. They were all just good people coming together and supporting family-friendly entertainment, which in a world of violence and superheroes on TV put me right back to be a little girl watching Little House on the Prairie and then pretending I was Laura Ingalls Wilder. These fans just wanted to go back to a simpler time, and did it by supporting their show and connecting both online and at this amazing event.

Watch Q&A with When Calls the Heart actress Lori Loughlin originally broadcast on Periscope:

Notice the chirps at the opening when the Hearties get notified the @MPCA_Film is broadcasting


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Online Branding Client: Aunjanue Ellis

Mainstage PR brings in GGE for Emmy Awards “Awareness Campaign” via social media for client, Aujanue Ellis star of, The Book of Negroes

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From June 15-26th GGE’s awareness campaign helped Aunjanue Ellis’ twitter impressions to skyrocket.

With less than two weeks before ballots were to be cast for for the 2015 Emmy Awards Nominations, Mainstage PR’s Craig Bankey contacted Nicole Hansen of GGE to help his client Aunjanue Ellis with her social media. Ms. Ellis had starred in the BET limited series, The Book of  NegroesShe had already been nominated for a People’s Choice Award and was now a contender for a nomination for an Emmy for Best Actress in a Limited Series alongside the likes of actresses Jessica Lang, Frances McDormand and Emma Thompson.

Social Media: Award Season Campaigns for Talent and Producers

This Tweet posted to @bookofnegroes by Nicole Hansen to promote client,  @aunjanuejlt became the top tweet for #FYC campaigns for an entire day.

 

Ms. Ellis’ Twitter page was unrecognizable as herself since her profile and background photos were of flowers and her bio had no description of her work. GGE set out to “brand” her page so as to be recognizable to her fans. We also set up a facebook page, curated followers, content, retweets and shares. We were thrilled to have the “Top Tweet” three days in a row for our #FYC ‪#‎EmmyAwards ‬campaign on behalf of our client, Aunjanue Ellis and Book of Negroes limited series on BET and eOne TV.

Screenshot (96)Our team consulted with Ms. Ellis on continuing to post her social activism thoughts and when her Op-Ed was published by TIME magazine about the tragedy that occurred in Charleston, SC we made sure it was published and shared on social media immediately. Proudly, Ms. Ellis’ twitter profile blossomed in the two weeks we worked with her and we even reached the goal of getting a coveted “VERIFIED” blue check mark. It was a wonderful and exhilarating opportunity and we look forward to seeing Aunjanue this fall when she stars in ABC’s Quanitco.

 


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Sustainable Business Council’s 4th Annual #SBCAwards

Green Galaxy Enterprises, a finalist for the Sustainable Small Business Award, provided social media posts leading up to and during the event, and hosted a Tweetwall during the reception.

The Sustainable Business Council Awards reception and ceremony spotlights Southern California companies working daily to create sustainably-focused products and services that reduce ecological impact. We were honored to be made a finalist for the Sustainable Small Business Award, recognizing our sustainable business practices in online marketing, PR and production services. But we noticed something quite unfamiliar to us in the social media world: the sound of silence. For us these days, that just doesn’t happen: How can a great event like this not be promoted?

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That’s when GGE’s Nicole Hansen, who served on the SBC Awards Event Steering Committee for its first 3 years, called to ask why. It turns out that the Sustainable Business Council Award had become very popular. With so many entries and high-profile honorees, including Jessica Alba’s The Honest Company as Pioneers in Sustainability and Participant Media for Lifetime Achievement in Sustainability, the all-volunteer organization SBC was too overwhelmed to do social media. Nicole offered her staff to stand-in and give Twitter shout-outs on the @SustainableB account to finalists and sponsors. With dozens upon dozens of companies to mention, we researched each one and added photos from past events to make the Twitter posts more eye-catching. We also spruced up the SBC Twitter profile with a high-res profile logo and background photo, where there had been none. With only 3 days until the evening of the Earth Day event, we just managed to get every name mentioned before the awards.

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The night of the ceremony, the GGE technology and social media team went into action. We set up a GGE-sponsored Tweetwall on a big TV screen, so that every guest who tweeted with the hashtag #SBCAwards became part of a live twitter stream. We roamed the event live-tweeting for @SustainableB, taking photos of each sponsor’s booth, featuring their food and wares and tagging them in each post. The sponsors were grateful to be getting some extra social media PR that showed up online and on the Tweetwall. And we were grateful to highlight everyone that was involved in making sustainability a priority for their work.

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I would like to send the Green Galaxy Enterprises team a standing ovation for your tremendous support and participation with the 4th Annual SBC Industry Achievement Awards! It was an extreme honor to work with you and I can’t possibly thank you enough for the twitter support and twitter feed during the event! Your team did the most amazing job!  You are a major reason the event was such an amazing success! 

 


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