Marvel Studios, eBay, HelloFresh and Peacock are Digiday Content material Advertising and marketing Awards winners

By Digiday Awards • Might 7, 2024 •

This yr’s Digiday Content material Advertising and marketing Awards efficiently leveraged video content material and personalization to craft compelling narratives that resonated with audiences. Person-generated content material and content material collaboration additionally emerged as priorities as manufacturers seemed to develop attain and viewers engagement.

For example, within the Finest Occasion class, eBay gained 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. In the course of the livestream, tens of millions of viewers may store her look on eBay’s web site in a first-of-its-kind e-commerce integration. Followers additionally watched Ice Spice dress for the after-party in eBay-sourced Prada and Pucci classic. The marketing campaign drove a 29% improve in model consciousness, greater than 29 million video views and $1 million earned social media worth.

HelloFresh and Marvel Studios are winners of the Finest Product Launch Marketing campaign. HelloFresh teamed up with Marvel Studios round ‘Guardians of the Galaxy Vol. 3’ earlier than its cinematic launch in Might 2023. The partnership launched a limited-edition Guardians Snack Journey equipment and a Guardians Recipe Journey sequence impressed by the movie. Every 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 by way of the film’s halo impact.

NBCUniversal’s premium streaming service Peacock gained the Finest Use of Knowledge class. Peacock leveraged Movable Ink, Braze, PickAxe and mParticle to construct a personalised year-in-review marketing campaign specializing in particular person viewer engagement. The workforce wished to harness its intensive information, showcasing every subscriber’s viewing exercise via dynamic inventive content material, highlighting genres and titles consumed. In contrast with the management viewers, the audience noticed a 20% lower in churn charge over 30 days, a 6% greater improve charge from free to paid subscriptions and a 2-point elevate in return charge to view content material on Peacock.

Discover all of the 2024 Digiday Content material Advertising and marketing Awards winners beneath:

Finest Company/Consumer Collaboration

Microsoft WorkLab

Finest Model Publication

Tripadvisor x Corona

Finest Model/Influencer Collaboration

Knorr with Edelman Canada

Finest Branded Content material Sequence – B2B

Seiko Epson Company

Finest Branded Content material Sequence – B2C

Viral Nation X 7-Eleven Canada

Finest Branded Content material Website – B2B

Salesforce & FORTUNE Model Studio

Finest Branded Content material Website – B2C

BDG Studios, Tyson Meals, and Mindshare

Finest Branded Podcast

StrollerCoaster – A Parenting Podcast

Finest Group Constructing Marketing campaign

Kansas Metropolis Chiefs

Finest Content material Advertising and marketing Platform

Curacity

Finest Occasion

eBay

Finest Experiential Advertising and marketing Marketing campaign

Ferrero North America & Golin

Finest In-Home Content material/Model Studio

Atlas Obscura

Finest Influencer-Generated Content material

Knorr with Edelman Canada

Finest Interactive Content material Piece or Sequence

Nexxen

Finest Multi-Channel Technique

e.l.f. Cosmetics x Movers+Shakers

Finest Personalization Technique – NEW

BDG Studios, Lexus, and Staff One

Finest Product Launch Marketing campaign

HelloFresh & Marvel Studios

Finest Use of AI Generated Content material

STIHL

Finest Use of Knowledge

Peacock

Finest Use of Fb – NEW

The Household Stallone Fb (MTV Leisure Studios)

Finest Use of Instagram – NEW

Ink Grasp (MTV Leisure Studios)

Finest Use of Reside Video – NEW

MTV’s RuPaul’s Drag Race Season 15 RuVeal (MTV Leisure Studios)

Finest Use of Lengthy Type Video – NEW

Barkley & Justin’s

Finest Use of Native Promoting/Sponsored Content material

Outdoors and Bear Bare Granola

Finest Use of Shoppable Content material

Carhartt x January Digital

Finest Use of Brief Type Video – NEW

Manufactured from Tens of millions

Finest Use of Social

Carnation and Attain Company

Finest Use of the Metaverse

EssenceMediacom

Finest Use of TikTok

Murderer’s Creed Mirage and QYOU

Finest Use of Person-Generated Content material

DİMES Cool Lime Base

Finest Use of YouTube – NEW

Hartbeat x Zyrtec

Content material Advertising and marketing Accomplice of the Yr

BDG Studios

Most Efficient/Measurable Marketing campaign

The Walt Disney Firm

Most Progressive Use of Content material

Telenor and Schibsted Partnerstudio

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