The checklist of winners of the 2023 Digiday Content Marketing Awards highlights how corporations are leaning on immersive video and interactive social media content material to create significant connections with rising Gen Z audiences. DE&I initiatives stay high priorities for manufacturers as they develop new methods to share the voice of underrepresented teams.
For instance, QYOU Media, in partnership with Hyundai, took residence the Best Advertising Partner award for his or her ‘OKAY Hyundai’ marketing campaign. The purpose was to ship expanded consciousness, buy consideration and viewers engagement with Black communities by working alongside Black content material creators, making certain messaging was conveyed with authenticity and cultural relevance. All in all, the marketing campaign produced optimistic social sentiment inside the Black group, considerably surpassing view and engagement objectives.
For Best Agency/Client Collaboration, CBS Sports and Bonobos claimed the award for his or her “Decades of Drip” marketing campaign, which used social-first branded content material movies to advertise Bonobos’ golf put on line. To inform the story of golf style by way of the years, the marketing campaign featured PGA star Justin Rose carrying a sequence of era-defining appears and enjoying with golf equipment used all through the sport’s historical past, together with his modern-day Bonobos gear. This video content material was then optimized for TikTookay and Instagram in an attractive short-form format whereas that includes the full-length advert on CBS Sports’ YouTube, Facebook and Twitter profiles. This branded content material alone drove 7.5 million impressions and 3.4 million video views. It surpassed CBS Sports TikTookay benchmarks, garnering 700% extra engagements than the common submit on the platform.
AB InBev/Michelob ULTRA and Wieden+Kennedy earned the Best Brand/Influencer Collaboration award for his or her Super Bowl marketing campaign, ‘It’s Only Worth It If You Enjoy It,’ which was designed to strengthen the model’s stance on gender equality in sports activities. The model and its company created a 60-second Super Bowl spot that dropped at life a fictional world impressed by classics akin to ‘The Big Lebowski’ and ‘Kingpin.’ This marketing campaign highlighted sports activities legends discovering pleasure of their skilled journeys. Throughout the Super Bowl weekend, it generated 3.8 billion impressions, changing into the second most searched advert on Google throughout the sport.
Explore all the 2023 Digiday Content Marketing Awards winners under — together with a fast rundown of the packages and insights into why they gained and what advertising and marketing groups can study from them.
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Full 2023 Digiday Content Marketing Awards winners checklist under:
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”
Best Brand Publication
- Foundry 360 at Dotdash Meredith x Mars Petcare: Paw Print
Best Brand/Influencer Collaboration
- Wieden + Kennedy – AB InBev / Michelob ULTRA
Best Branded Content Series – B2B
- GoDaddy
Best Branded Content Series – B2C
- Launch of HigherDOSE Biohack-hers
Best Branded Content Site – B2B
- Foundry and OpenText – Digital Futures
Best Branded Content Site – B2C
- Expedia Media Studio
Best Branded Podcast
- “The New Rules of Business” Podcast by Chief
Best Campaign Pivot
- Dreamscape Marketing LLC – Harmony Hills
Best Community Building Campaign
- Rapyd and Known – Hack the Galaxy
Best Content Marketing Platform
- Alpha Precision Media- 5GRV: Gamers on the Road
Best Event
- Pop-Tarts & Hypebeast: Crazy Good Skate Jam
Best Experiential Marketing Campaign
- Netflix – The Queen’s Ball: A Bridgerton Experience
Best In-House Content/Brand Studio
- Expedia Media Studio
Best Influencer-Generated Content
- Kyra and The Weather Channel – The Weather Channel x Creator App Campaign
Best Interactive Content Piece or Series
- Paramount Brand Studio – Ram x Yellowstone Set Tour
Best Metaverse Campaign
- eos X Mariah Carey’s Winter Wonderland on Roblox
Best Multi-Channel Strategy
- The Wild & Brew City – Represent A Proper Snack, Gary
Best Product Launch Campaign
- Britvic/Tango, LADbible Group and mSix@Partners: How the peach emoji parody acquired GenZ Tango’d
Best Real-Time Strategy
- Wieden + Kennedy – AB InBev / Michelob ULTRA
Best use of AI Generated Content
- FCB Agency – AB InBev / Michelob ULTRA
Best use of Data
- Captiv8 – Creation Of Influencer Velocity Index (IVI)
Best use of Native Advertising/Sponsored Content
- Pop-Tarts/Kellogg: The Gingerbread Zillow Program
Best use of Shoppable Content
- Circle Okay & Pokémon Go – Bringing Retail to Life Through Augmented Reality
- First Media and Kraft Heinz – 2022 Holiday Campaign with So Yummy
Best use of Social
- Barkley and HARIBO – Chewy Games Social
Best use of TikTookay
- The Container Store – Launch of “Welcome to the Organization”
Best use of Video
- OMD and Ancestry “A Dream Delivered: The Lost Letters of Hawkins Wilson”
Best User-Generated Content
- AMC Networks Content Room
Content Marketing Partner of the Year
- Foundry 360 a part of DotDash Meredith
Most Effective/Measurable Campaign
- Barkley
Most Innovative Use of Content
- Long & unfunny; how Reach Agency promoted HULU’s #1 comedy
https://digiday.com/?p=504304
…. to be continued
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