This 12 months’s Digiday Content Marketing Awards finalists targeted on creating extra relatable, interactive campaigns to enhance client engagement. These shortlist entries showcase the businesses and campaigns efficiently utilizing content material to modernize media and advertising. With themes spanning social duty, personalization, collaborative campaigns with shoppable content material and messaging with storytelling and humanization on the core, these finalists are serving to manufacturers relate higher to their clients and create extra impactful campaigns.
Amazon Ads’ groundbreaking movie sequence ‘The Spark’ made waves in 2023, touchdown the corporate a prime spot for Best Branded Content Series – B2B. The sequence spotlighted the human tales behind SMB manufacturers. As a departure from typical B2B case research, the sequence infused cinematic aptitude into tales of entrepreneurs from Nyssa, Iya Foods and EQUO. The sequence was distributed throughout a number of channels, together with strategic occasions and natural social. As a outcome, the sequence exceeded its objectives and drove triple the rise in constructive notion and visitors to the Amazon Ads web site. ‘The Spark’ elevated model consciousness and resonated deeply with audiences, incomes popularity of its revolutionary method.
The subsequent finalist slot went to Reddit Social for the Best Product Launch Campaign. Reddit Social’s r/Place, an iconic digital canvas, returned in 2023, fascinating tens of millions worldwide. Originally an April Fools’ experiment, r/Place advanced right into a communal artwork undertaking, uniting communities. Amid Reddit API updates, the marketing campaign aimed for platform progress, surpassing 2022’s success on newer platforms like TikTok. With 218 million natural impressions and a 54% improve in social followers, r/Place achieved unprecedented engagement, fostering constructive sentiment whereas navigating person tensions. As a testomony to its enduring enchantment, r/Place thrived past its origins, solidifying its standing as a cultural phenomenon and Reddit’s dynamic hub.
MTV Entertainment Studio was a standout nominee for Best Use of Social for its @RuPaulsDragRace social media marketing campaign. The RuPaul’s Drag Race fandom is a extremely engaged viewers at all times on the lookout for new content material. Furthermore, @RuPaulsDragRace social has turn out to be the premier vacation spot for Drag Race fans worldwide. With a pulse on the LGBTQ+ group, the platform delivers fascinating present moments, interacts with expertise and crafts authentic content material. The technique revolves round creating buzzworthy, shareable clips tailor-made to every platform, fostering engagement and increasing its viewers. By embracing popular culture tendencies and leveraging short-form platforms, @RuPaulsDragRace achieved record-breaking success in Season 15, amassing 377 million views, 31 million engagements and 500,000 new followers, cementing its standing as the last word social vacation spot for drag aficionados.
This 12 months’s shortlist has proven that creating group, whether or not by incorporating social media or capitalizing on fandoms, helps manufacturers and their promoting companions attain goal audiences extra successfully and in ways in which resonate extra with customers. Each finalist demonstrates a deep understanding of leveraging social media to realize their companion’s marketing campaign wants, using multi-platform ways to double down on outcomes. These achievements sign the media’s dedication to innovation and always enhancing client messaging.
See the whole listing of finalists under.
Best Agency/Client CollaborationDİMES COOLMicrosoft WorkLabNimbus, Inc.The FoundryWebex by CiscoZAG Creates
Best Brand PublicationeBayMicrosoft WorkLabTripadvisor x CoronaWistia
Best Brand/Influencer CollaborationBICeBayHearts & Science x WellstarKnorr with Edelman CanadaNimbus, Inc.Pfizer
Best Branded Content Series – B2BAccorAmazon Ads “The Sprout”Amazon Ads “The Spark”Salesforce & FORTUNE Brand StudioSeiko Epson CorporationWistia
Best Branded Content Series – B2CHartbeat NBCUniversal and SephoraNew Media and WoolworthPepsi and Schibsted PartnerstudioViral Nation X 7-Eleven CanadaVisit Laguna Beach – Radical Origins
Best Branded Content Site – B2BAxios x AmgenBNY MellonSalesforce & FORTUNE Brand StudioThe Snowflake Blog
Best Branded Content Site – B2CBDG Studios, Tyson Foods, and MindshareNBCUniversal – Adventures in SaudiNBCUniversal – MacaoOMD U.S. and The Home DepotSephora + On Board ExperientialGo to Laguna Beach – Radical Origins
Best Branded PodcastMonetary Times – The Next FiveGympass & Caspian Studios – Murder in HR PodcastStrollerCoaster – A Parenting PodcastTenable & Caspian Studios – The Hacker ChroniclesVox Creative – “Into the Mix”Wondery – Tis the Grinch Holiday Podcast
Best Community Building CampaignAmerican Dental AssociationKansas City ChiefsMTVOMD USA & MTN Dew
Best Content Marketing Platform5GRVCuracityMaterialMNTNnDashTHE LINE
Best EventComedy CentraleBayHearts & ScienceNBC News Custom Productions UnitParamountPEOPLE x Recording Academy x Sephora
Best Experiential Marketing CampaignComedy CentralFerrero North America & GolinIntuit MailchimpThe Foundry @ DDM & OlayTIDALQuaker Chewy & FleishmanHillard
Best In-House Content/Brand StudioAtlas ObscuraBDG StudiosIntuit MailchimpPepsiCo’The Foundry @ DDMWanderlab at Tripadvisor
Best Influencer-Generated ContentCarnation Milk & A GrandmaDialogue NY + Little SpoonKnorr with Edelman CanadaPeacock + WpromotePfizerShoplooks & Alo Yoga
Best Interactive Content Piece or Series3M & WP Creative GroupBDG Studios, Tyson Foods, and MindshareMacaoNexxentheSkimmThe Weather Channel Television Network
Best Multi-Channel StrategyCarat + Microsofte.l.f. Cosmetics x Movers+ShakersPattrnSephora + On Board ExperientialTelenor and Schibsted PartnerstudioWondery
Best Personalization Strategy – NEWAudibleBDG Studios, Lexus, and Team OneLife Cereal
Best Product Launch CampaignBig Spoon HelloFresh & Marvel StudiosJack within the BoxMindshare Content+ – Chex MixReddit SocialShoplooks x Coach
Best Use of AI Generated ContentCoke AI StudioRembrandSmoothie KingSTIHLWestern Union x Persado Motivation
Best Use of DataM&S x PersadoPeacockUSAFactsVisier & Walker SandsVodafone & CreativeXZenith Global & Wella Pro
Best Use of Facebook – NEWMTV Entertainment Studios
Best Use of Instagram – NEWMTV Entertainment Studios
Best Use of Live Video – NEWMTV Entertainment Studios
Best Use of Long Form Video – NEWBarkley & Justin’se.l.f. Cosmetics x Movers+ShakersMTV Entertainment StudiosPhilip Morris InternationalSeiko Epson Corporation
Best Use of Native Advertising/Sponsored ContentELLE & X-BOXFORTUNE Brand Studio + SlackOutside and Bear Naked GranolaThe Foundry @ DDM & Campbell’sThe Foundry @ DDM, Starbucks & SPARKThe Weather Channel tv community
Best Use of Shoppable ContentCarhartt x January DigitaleBayOMD U.S. and The Home DepotThe Foundry @ DDM & Christian LouboutinThe Foundry @ DDM & TargetTODAY x Target
Best Use of Short Form Video – NEWMade of MillionsMaterial and Chuck E. CheesePlanet FitnessRanker and White ClawSnowflakeThe Hunger Games X Digital Voices
Best Use of SocialBICCarnation Milk & GrandmaKCL & SplendaMade of MillionsMTV Entertainment StudiosPlanet Fitness
Best Use of the Metaversee.l.f. Cosmetics and RobloxEssenceMediacomHearts & Science x AT&TP+ Teen Wolf x RobloxThe Bomb Pop
Best Use of TikTokCarnation Milk & A GrandmaKnorr with Edelman CanadaQYOUSmartsSTARRYTotino’s
Best Use of User-Generated ContentDİMES Cool Lime Base
Best Use of YouTube – NEWHartbeat x Zyrtec
Content Marketing Partner of the YearBDG StudiosFORTUNE Brand StudioTempoSchibsted PartnerstudioSPH Content LabZenith Global & Wella Pro
Most Effective/Measurable CampaignFORTUNE Brand Studio and JBS USAParamount+SmartsThe Lab @ BlueTriton Bands, Saratoga Spring WaterThe Lab @ BlueTriton Bands, Pure Life WaterThe Walt Disney Company
Most Innovative Use of ContentAmerican Century InvestmentsAmnesty and Schibsted PartnerstudioNexxenOMD U.S. and The Home DepotPepsiTelenor and Schibsted Partnerstudio
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https://digiday.com/announcement/amazon-ads-reddit-and-mtv-are-2024-digiday-content-marketing-award-finalists/
