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Mallory O’Brien (ABJ ’12) and the secret to a soapy success

mallory o'brien

Mallory O’Brien is a UGA alumna and the brain behind Irish Spring’s Twitter account. Photo: Peter Frey

While the Bulldogs earned a “W” versus Notre Dame last month, one surprising brand also took home a marketing ‘win.’ Irish Spring, a popular soap line, enjoyed 15 minutes of internet fame thanks to an idea from Mallory O’Brien (ABJ ’12), the co-vice president for the NYC Dawgs and a social media community manager at Colgate-Palmolive, Irish Spring’s corporate parent.

After Georgia-based grocery chain Dill’s Food City announced in a now-viral post that it wouldn’t sell Irish Spring prior to the game against the Fighting Irish, Mallory had some great ideas that led to the brand reacting accordingly. 

no irish springs

A photo from the Dill City Food Facebook post that went viral.

Though there had never been a reason for Irish Spring to need a Twitter presence, this turned into the perfect opportunity to start a social media storm. Now verified with over 3,000 followers, the account has been an immediate success. 

In Irish Spring’s second tweet ever, the brand poked fun at the grocery store and claimed they were about to send a whole lot of soap to Athens. This gained almost 3,000 retweets and over 16,000 likes.

Irish Spring

Irish Springs sent quite a few packages to Athens. Photo via Irish Springs Twitter.

Irish Spring jumped head-first into the social media space, but followed only four accounts–the University of Georgia being one of them. But this wasn’t the brand’s only impact on the internet. Mallory suggested sending brand ambassadors to campus for that glorious–and crowded–football Saturday in Athens.

Irish Spring

Campus ambassadors for Irish Spring visited Athens with gifts. Photo via Irish Spring’s Twitter.

Who would have anticipated that a Bulldog was behind this campaign from ‘up north?’ Surprising as it may be, we know that all great things start at the University of Georgia.

Here’s to good, clean fun and a Georgia win!

UGA celebrates a Peabody weekend in the City that Never Sleeps

This post was contributed by former DAR communications intern Asia Casey.

The University of Georgia hosted various events in New York City that led up to the 77th Annual Peabody Awards Ceremony on May 19. The event was hosted by Hasan Minhaj, comedian, writer and senior correspondent on Comedy Central’s “The Daily Show with Trevor Noah.”

Minaj, award recipient for his comedy special “Hasan Minhaj: Homecoming King,” served up laughs as well as praise for the program’s mission. “When we talk about hearts and minds, we’re talking about the Peabodys. When we talk about accountability, we’re talking about the Peabodys,” he said in his opening monologue.

Since 1940, the University of Georgia has been home to the most prestigious honor in broadcast media, the Peabody Awards. Housed in the Grady College of Journalism and Mass Communication, Peabody is a cultural institution with international reach that each year identifies the most compelling stories across media platforms and genres.

The award program is the oldest major electronic media award in the United States. Winners were selected from approximately 1,200 entries from television, radio/podcasts and the web.

To kick off the weekend, Bonney Shuman, UGA Alumni Association board president, and her daughter visited Tibi, the successful fashion brand that was launched by Amy Smilovic (ABJ ’89).

New York City alumni and chapter leaders gathered at Mykonos Blue

The Grady College of Journalism and Mass Communication, School of Public and International Affairs, and UGA Alumni Association hosted a reception and networking event for all New York City alumni on May 17. There are currently more than 6,100 alumni living in the New York area.

The day before the awards, President Morehead hosted a reception and dinner with alumni and donors to celebrate the award ceremony.

A couple of our alumni met “Gilmore Girls” star Alexis Bledel!

By the end of the weekend, 30 award winners from seven media categories took home their well-deserved Peabody Awards.

Carol Burnett, a beloved TV icon who won her first Peabody in 1962, was honored with the first-ever Peabody Career Achievement Award presented by Mercedes-Benz. Visit peabodyawards.com for the full list of winners.