This 12 months’s Digiday Content Marketing Awards efficiently leveraged video content material and personalization to craft compelling narratives that resonated with audiences. User-generated content material and content material collaboration additionally emerged as priorities as manufacturers regarded to increase attain and viewers engagement.For occasion, within the Best Event class, eBay received for its partnership with Vogue and rapper Ice Spice for the 2023 Met Gala. With the marketing campaign, eBay aimed to place pre-owned and classic vogue middle stage for vogue’s greatest occasion. For Ice Spice’s first Met Gala, eBay curated a classic vogue assortment for the Gen Z star. During the livestream, thousands and thousands of viewers may store her look on eBay’s web site in a first-of-its-kind e-commerce integration. Fans additionally watched Ice Spice dress for the after-party in eBay-sourced Prada and Pucci classic. The marketing campaign drove a 29% enhance in model consciousness, greater than 29 million video views and $1 million earned social media worth.
HelloFresh and Marvel Studios are winners of the Best Product Launch Campaign. HelloFresh teamed up with Marvel Studios round ‘Guardians of the Galaxy Vol. 3’ earlier than its cinematic launch in May 2023. The partnership launched a limited-edition Guardians Snack Adventure package and a Guardians Recipe Adventure sequence impressed by the movie. Each recipe was themed to members of the beloved band of galactic misfits and took dwelling cooks on a flavorful journey. The partnership generated pleasure and buzz for the HelloFresh model, boosted model consciousness by tapping into the huge Guardians viewers and strengthened model notion and affinity through the film’s halo impact.
NBCUniversal’s premium streaming service Peacock received the Best Use of Data class. Peacock leveraged Movable Ink, Braze, PickAxe and mParticle to construct a customized year-in-review marketing campaign specializing in particular person viewer engagement. The staff wished to harness its in depth information, showcasing every subscriber’s viewing exercise by way of dynamic inventive content material, highlighting genres and titles consumed. Compared with the management viewers, the audience noticed a 20% lower in churn price over 30 days, a 6% increased improve price from free to paid subscriptions and a 2-point elevate in return price to view content material on Peacock.
Explore all of the 2024 Digiday Content Marketing Awards winners under:
Best Agency/Client Collaboration
Best Brand Publication
Best Brand/Influencer Collaboration
Knorr with Edelman Canada
Best Branded Content Series – B2B
Best Branded Content Series – B2C
Viral Nation X 7-Eleven Canada
Best Branded Content Site – B2B
Salesforce & FORTUNE Brand Studio
Best Branded Content Site – B2C
BDG Studios, Tyson Foods, and Mindshare
Best Branded Podcast
StrollerCoaster – A Parenting Podcast
Best Community Building Campaign
Best Content Marketing Platform
Best Event
Best Experiential Marketing Campaign
Ferrero North America & Golin
Best In-House Content/Brand Studio
Best Influencer-Generated Content
Knorr with Edelman Canada
Best Interactive Content Piece or Series
Best Multi-Channel Strategy
e.l.f. Cosmetics x Movers+Shakers
Best Personalization Strategy – NEW
BDG Studios, Lexus, and Team One
Best Product Launch Campaign
HelloFresh & Marvel Studios
Best Use of AI Generated Content
Best Use of Data
Best Use of Facebook – NEW
The Family Stallone Facebook (MTV Entertainment Studios)
Best Use of Instagram – NEW
Ink Master (MTV Entertainment Studios)
Best Use of Live Video – NEW
MTV’s RuPaul’s Drag Race Season 15 RuVeal (MTV Entertainment Studios)
Best Use of Long Form Video – NEW
Best Use of Native Advertising/Sponsored Content
Outside and Bear Naked Granola
Best Use of Shoppable Content
Carhartt x January Digital
Best Use of Short Form Video – NEW
Best Use of Social
Carnation and Reach Agency
Best Use of the Metaverse
Best Use of TikTok
Best Use of User-Generated Content
Best Use of YouTube – NEW
Content Marketing Partner of the Year
Most Effective/Measurable Campaign
Most Innovative Use of Content
Telenor and Schibsted Partnerstudio
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https://digiday.com/announcement/awards/marvel-studios-ebay-hellofresh-and-peacock-are-digiday-content-marketing-awards-winners/
