Thursday, June 8, 2023

    Latest Posts

    HARIBO, Twitch, Regeneron and WSJ’s The Trust are among this year’s Digiday Content Marketing Awards finalists

    As new platforms and AI technologies emerge, and younger audiences such as Gen Z dominate digital ecosystems, an increasing number of brands are investing in content creation efforts that personalize experiences and reflect diversity, equity and inclusion values. These developments are reflected in this year’s Digiday Content Marketing Awards shortlist.

    HARIBO partnered with Barkley and introduced Chewy Games, the world’s first gummi gaming studio, to increase brand awareness and engagement across social media channels, earning them a Best Use of Social nomination. HARIBO implemented an interactive Instagram arcade to better connect with Gen Z audiences — 81% of which have played a game in the last six months. The brand and its studio offered bite-sized gameplay that turned stories into quizzes, posts into puzzles and introduced new interactive AR filters. These initiatives and features are helping HARIBO deepen relationships with fans by boosting engagement rates across social channels. Compared to previous content campaigns, the average engagement rate increased by 26.87% on Instagram and over 105% on Facebook.

    For Best Use of Video, Regeneron is a finalist for its video series highlighting the company’s innovation in health and technology. After a substantial increase in brand recognition following its COVID-19 response efforts, the biotechnology company took a fresh creative approach, developing one-minute videos highlighting its journey through medicine, including discoveries and innovations. To increase awareness while gaining trust, offering meaningful storytelling and resonating with relevant audiences, Regeneron employed a digital-first media strategy across owned and paid channels to reach users on multiple platforms. It also leveraged ad testing and channel optimization techniques to improve performance continuously and set audience-specific benchmarks. As a result, the video series received 100 million impressions, exceeding the company’s goal by 211%.

    E-commerce agency BORN Group received a nomination for Best Use of Shoppable Content. Working with French luxury goods conglomerate Cartier International, the brands launched a ‘Set For You’ marketing program to encourage customers to purchase and design their diamond rings. BORN helped Cartier create an immersive website that could take customers through the diamond purchase and ring design processes, offering stunning UI and UX services to enable a smooth global campaign launch. The Cartier site is now fully responsive and offers enhanced educational content for buyers.

    Twitch, the world’s leading live-streaming service, was nominated for Best In-House Content/Brand Studio. The company’s content studio, Brand Partnership Studio (BPS), helps brands and creators collaborate to craft innovative campaigns that stand out from traditional advertising initiatives. From its project with Pringles that broke a character out of a game live on-stream to a campaign with Nike that highlighted Black voices in sports, BPS is paving the way for culture-shifting ad projects. As a result, Twitch is building stronger connections with Gen Z through these initiatives and helping create greater representation in the streaming world.

    The WSJ’s creative studio, The Trust, was nominated for Content Marketing Partner of the Year. The agency’s award-winning writers, editors, videographers and strategists have prioritized performance-backed, technology-led and journalistically fueled insights to craft holistic programs to remain a competitive force in the industry. Throughout the past year, the content projects have become more innovative to reach audiences in new ways with ad innovation, web stories and more interactive formats. Today, 97% of its brand lift study participants are responding positively to content campaigns produced and launched by The Trust.

    Altogether, the companies nominated in 2023 showed how organizations are creating innovative, personalized and interactive content that increases engagement with younger audiences and brings underrepresented voices to the forefront.

    See the complete list of finalists below.

    Best Advertising Partner
    QYOU Media Presents ‘OKAY, Hyundai’ in partnership with Hyundai and Culture Brands

    Best Agency/Client Collaboration
    Bonobos x CBS Sports Present “Decades of Drip”
    Girlie Action Media & Marketing and Jean-Michel Basquiat: King Pleasure© NYC
    Intel x The Daily Show with Trevor Noah – Kosta vs Machine featuring Michael Kosta & Nate Burleson
    Microsoft 365 and Godfrey Dadich Partners – Creation and Production of Microsoft WorkLab
    NP Digital for NCSA College Recruiting
    Paramount Brand Studio – Coors Banquet x Yellowstone S5
    The Boundless Bucket List Contest, empowered by the Marriott Bonvoy Boundless® Credit Card from Chase

    Best Brand Publication
    Barkley and ARAG – Legally Ever After
    Big Human and Rockefeller Center — The Center Magazine
    dentsu creative
    Dentsu Creative, St James’s Place
    Foundry 360 at Dotdash Meredith x Mars Petcare: Paw Print
    Mahlab and RSL NSW – Reveille magazine relaunch

    Best Brand/Influencer Collaboration
    e.l.f. Cosmetics & Dunkin’ Donuts
    Hudson Rouge – The 100 Faces of Lincoln
    Rapyd and Known – Hack the Galaxy
    Wieden + Kennedy – Michelob ULTRA

    Best Branded Content Series – B2B
    McKinsey & Company – Launch of McKinsey Explainers
    McKinsey & Company – McKinsey Global Institute’s “Pixels of Progress” interactive series
    MIT Technology Review and JPMorgan Chase – Chasing Technology
    NBC News Brand Studio & EY – Real Time Insights
    Sanoma Content Marketing and UPM – grabbing the attention of global B2B leaders

    Best Branded Content Series – B2C
    Bloomberg Media x Hyundai Motors – Art + Technology Season 5
    Launch of HigherDOSE Biohack-hers
    Narcity Media Group & Kruger Products – Cashmere Collection
    Paramount Brand Studio and Hasbro Nerf
    Roku, Roku Brand Studio, Mast-Jägermeister US and The Lesbian Bar Project.
    Sky Bet x LADbible Group – H1 Partnership

    Best Branded Content Site – B2B
    Custom Content from The Wall Street Journal
    Foundry and OpenText – Digital Futures
    Generation Twitch – Forget What You Think You Know
    Houghton Mifflin Harcourt (HMH) Shaped Blog
    Interac Corp. and Group SJR
    NJI Media

    Best Branded Content Site – B2C
    Depositphotos – Creative Trends 2023
    Expedia Media Studio
    Linkwell Health and Optum
    Linkwell Health and SilverSneakers
    NBC News Brand Studio & Mayo Clinic – Caregivers Resource Guide

    Best Branded Podcast
    “The New Rules of Business” Podcast by Chief
    dentsu – More Than That With Gia Peppers, Season 2
    iHeartMedia and 23andMe “Spit” Podcast
    LifeStance Health’s “Convos from the Couch” Podcast
    Microsoft and Godfrey Dadich Partners – The WorkLab Podcast
    Vox Creative and Mattress Firm – “Are You Sleeping?” Podcast

    Best Campaign Pivot
    Dreamscape Marketing LLC – Harmony Hills 

    Best Community Building Campaign
    Duolingo – “Dear Duolingo” weekly advice column for language learners
    Rapyd and Known – Hack the Galaxy
    Sacramento Kings
    The Community of Blue Man Group TikTok – Cirque du Soleil Entertainment Group
    The Container Store – Launch of “Welcome to the Organization”

    Best Content Marketing Platform
    Alpha Precision Media- 5GRV: Gamers on the Road
    Captiv8 – Creation Of Influencer Velocity Index (IVI)
    Decision Counsel – DCX Marketing Platform
    GlobalData- Chevron Campaign
    Wistia – Launch of Wistia Live and Webinarpalooza

    Best Event
    Cheil USA
    FleishmanHillard and Cap’n Crunch – Cap’n’s Commute
    Pop-Tarts & Hypebeast: Crazy Good Skate Jam
    Sparks – Michelob ULTRA
    The Infatuation + Chase x On Board Experiential: EEEEEATSCON
    USAA & We Are The Mighty Present Top Gun: Maverick

    Best Experiential Marketing Campaign
    Absolut Vodka and United Entertainment Group – Absolut.Land
    Durex, LADbible Group and Zenith: The Glory Wall
    Mosaic – Michelob ULTRA
    MTV Entertainment Studios & Paramount Media Networks – Yellowstone Season 5 Fort Worth Premiere Event
    Netflix – The Queen’s Ball: A Bridgerton Experience

    Best In-House Content/Brand Studio
    Doing Things
    Expedia Media Studio
    Insider Studios: Best In-House Content Studio
    PepsiCo’s In-House Content Studio
    Salesforce and Fortune Brand Studio presents ‘THE ECOPRENEURS’

    Best Influencer-Generated Content
    Alka-Seltzer and Linqia Offer Hangover Relief with influencers and T-Pain
    Cheil USA
    Kyra and The Weather Channel – The Weather Channel x Creator App Campaign
    SheSpeaks & Fidelity Investments – Women Talk Money Influencer Activation

    Best Interactive Content Piece or Series
    BDG Studios, Spark Foundry, & Macy’s: “The Holiday Hotel”
    Marriott Bonvoy and Data Axle – Onboarding Pathways
    Paramount Brand Studio – Ram x Yellowstone Set Tour
    SCMP Morning Studio and Audemars Piguet – Icon Forged in Steel: Royal Oak 50th Anniversary
    Twitch x WhatsApp – Privacy Protectors
    Visit Florida and WP Creative Group – Secrets of Florida and Florida Kid-Cation

    Best Metaverse Campaign
    Absolut Vodka and United Entertainment Group – Absolut.Land
    eos X Mariah Carey’s Winter Wonderland on Roblox
    Metro by T-Mobile – The Metaverse AR Virtual Store
    Oral B & Enthusiast Gaming  – ToothBrush Tycoon Custom Map

    Best Multi-Channel Strategy
    NP Digital for Ascent Funding
    Rapyd and Known – Hack the Galaxy
    Sanoma Content Marketing and UPM – creating a conversation with a new generation
    The Wild & Brew City – Represent A Proper Snack, Gary
    Wieden + Kennedy – Michelob ULTRA

    Best Product Launch Campaign
    BDG Studios and Genesis – Launch of Electrified GV70
    Britvic/Tango, LADbible Group and mSix@Partners: How the peach emoji parody got GenZ tangoed
    Popeyes – Blackened Chicken Sandwich Launch
    Schibsted Partnerstudio and Elkjøp Nordic: Introducing the Google Pixel 7 to Norwegians
    Well+Good x Lexus RX – The Longevity Project

    Best Real-Time Strategy
    InMarket x STIHL
    Wieden + Kennedy – Michelob ULTRA

    Best use of AI Generated Content
    FCB Agency – Michelob ULTRA
    L.L.Bean x Movable Ink’s Da Vinci
    REAL Messenger

    Best use of Data
    Captiv8 – Creation Of Influencer Velocity Index (IVI)
    CreativeX and Nestle
    InMarket x STIHL
    Walker Sands & Entrust – The Great Payments Disruption Campaign

    Best use of Native Advertising/Sponsored Content
    BDG Studios, Lexus, and Team One: “Ruby Red Rims”
    Foundry 360 at Dotdash Meredith x Synchrony Bank: Millie x The Daily Show with Trevor Noah – Investigating Perfection with Desi Lydic
    Madwell and Visible – Singes Registry
    Pop-Tarts/Kellogg: The Gingerbread Zillow Program
    Zynga & Progressive Introduce Flo to Mobile Gaming

    Best use of Shoppable Content
    Bonnier News Brand Studio and Westfield – Launch of Westfield Live
    BORN Group
    Circle K & Pokémon Go – Bringing Retail to Life Through Augmented Reality
    First Media and Kraft Heinz – 2022 Holiday Campaign with So Yummy
    Horizon Media & Petco – Shoppertainment
    ShopStyle Collective x Vuori Always-On Campaign

    Best use of Social
    Barkley and HARIBO – Chewy Games Social
    Paramount Brand Studio and Squishmallows – Vidcon 22′
    Pearson+ and VMLY&R – Fall 2022 Back to School Campaign
    TMA and State Farm – Jake from State Farm Tiktok
    Twitch & WhatsApp – Privacy Protectors
    Wieden + Kennedy – Michelob ULTRA

    Best use of TikTok
    Bomb Pop x GALE: #AFlavorForEveryYou TikTok
    Cirque du Soleil TikTok Account & Livestreams – Cirque du Soleil Entertainment Group
    DiGiorno Made Us Do It – Reach Agency
    Praytell Agency and Fender Guitars – Launching Fender on TikTok
    The Container Store – Launch of “Welcome to the Organization”

    Best use of Video
    Brand Studio – a part of Bonnier News
    Intuit TurboTax Canada – What Did You Make This Year?
    OMD and Ancestry “A Dream Delivered:  The Lost Letters of Hawkins Wilson”
    Regeneron – Corporate & Digital Communications
    SCMP Morning Studio and HSBC

    Best User-Generated Content
    AMC Networks Content Room

    Content Marketing Partner of the Year
    Custom Content from WSJ by The Trust
    Foundry 360 part of DotDash Meredith
    Wpromote’s Key To Sustainable Growth Is Content

    Most Effective/Measurable Campaign
    Folkeinvest and Schibsted Norway with Torghatten Aqua Crowdfunding
    Partnerstudio and Kjempetroll – Gourmet at affordable prices
    Partnerstudio and Neptune Energy – The Pizza Oven
    Regeneron – Corporate & Digital Communications
    Schibsted Partnerstudio x Regnskogfondet – How can Schibsted protect the Rainforest?

    Most Innovative Use of Content
    BDG Studios, Spark Foundry, & Macy’s: “The Holiday Hotel”
    FCB Agency – Michelob ULTRA
    Long & unfunny; how Reach Agency promoted HULU’s #1 comedy
    STYLECASTER and Chase Sapphire Present the Culture Issue
    Twitch x WhatsApp – Privacy Protectors

    Latest Posts

    Don't Miss

    Stay in touch

    To be updated with all the latest news, offers and special announcements.