The Digiday Content Marketing Awards 2018 finalists were focused on developing more interactive, relatable campaigns in order to increase consumer engagement. The shortlisted entries show the campaigns and companies that have successfully used content in media and marketing.
These finalists, with themes such as social responsibility, collaboration, shoppable content, and storytelling, are helping to create campaigns that have a greater impact.
Amazon Ads’ groundbreaking film series ‘The Spark’ made waves in the year 2023. The company won a first place award for Best Branded Content Series B2B. This series focused on the stories of SMBs. The series, which was a departure for B2B cases studies, infused cinematic flare into the stories of entrepreneurs at Nyssa Foods, EQUO, and Iya Foods. This series was released across multiple platforms, such as strategic events and organic Social. The series achieved its goal and tripled the positive perception of Amazon Ads and the traffic on their website. The Spark was a success in raising brand awareness, and resonating with the audience. It received acclaim from its innovative approach.
Reddit Social was the next finalist for Best Product Launch Campaign. Reddit Social’s iconic digital canvas r/Place returned to the world in 2023 and captured millions of people around the globe. The April Fools’ joke that was r/Place has evolved to a community art project uniting people. The campaign, which was launched amid Reddit’s API update, aimed to grow the platform and surpass 2022’s success, on platforms such as TikTok. The campaign achieved unparalleled engagement with 218 millions organic impressions, and 54% more social followers. This helped foster positive sentiments while managing user tensions. R/Place’s enduring popularity is a testimony to the fact that it has thrived well beyond its roots, cementing its status as Reddit’s dynamic hub and a cultural phenomena.
MTV Entertainment Studio’s @RuPaulsDragRace campaign on social media was nominated for the Best Use of Social Award. RuPaul’s Drag Race is an audience that has a high level of engagement and always seeks out new content. The @RuPaulsDragRace Social has also become the most popular destination for Drag Race fans worldwide. The platform has a keen eye on the LGBTQ+ Community and delivers engaging show moments. It also interacts with the talent, creates original content, and engages in conversations. Its strategy is to create shareable, buzzworthy clips that are tailored for each platform in order to increase engagement and expand its audience. In Season 15, @RuPaulsDragRace, by leveraging the short-form platform and adopting pop culture trends, achieved a record-breaking level of success. It racked up 377 millions views, 31,000,000 engagements, and 500,000 followers.
The shortlist for this year has demonstrated that creating community by using social media and leveraging fandoms helps brands and advertising partners to reach their target audiences in a more effective way and resonate with more consumers. The finalist’s use of social media is aimed at achieving the campaign goals set by their partners. They also employ multi-platform strategies to maximize results. The media is committed to improving messaging and embracing innovation.
The complete list is below.
Best Agency/Client Collaboration
DIMES COOL
Microsoft WorkLab
Nimbus, Inc.
The Foundry
Webex by Cisco
ZAG Creates
The Best Brands Publication
Buy eBay Tickets
Microsoft WorkLab
Tripadvisor x Corona
Wistia
Best Brand/Influencer Collaboration
BIC
Buy eBay Tickets
Hearts & Science x Wellstar
Knorr and Edelman Canada
Nimbus, Inc.
Pfizer
The Best Branded Series for B2B
Accomplishing a Added Value
Amazon Ads – “The Sprout”.
Amazon Ads “The Spark”.
Fortune Brand Studio & Salesforce
Seiko Epson Corporation
Wistia
The Best Branded Series for B2C
Hartbeat
NBCUniversal and Sephora
New Media and Woolworth
Pepsi & Schibsted Partnerstudio
Viral Nation X Seven-Eleven Canada
Visit Laguna Beach – Radical Origins
The Best Branded Site for B2B
Axios x Amgen
BNY Mellon
Fortune Brand Studio & Salesforce
Snowflake Blog
B2C Best Branded content site
BDG Studios and Mindshare, Tyson Foods
NBCUniversal – Adventures in Saudi
NBCUniversal – Macao
OMD U.S.
Sephora + On Board Experiential
Visit Laguna Beach – Radical Origins
The Best Branded podcast
Financial Times Next Five
Gympass & Caspian Studios – Murder in HR Podcast
StrollerCoaster: A Parenting Podcast
Tenable & Caspian Studios – The Hacker Chronicles
Vox Creative – “Into the Mix”.
The Grinch Holiday podcast – Wondery
Best Community Building Campaign
American Dental Association
Kansas City Chiefs
MTV
OMD USA and MTN Dew
The Best Content Marketing Platform
5GRV
Curacity
Materials
MNTN
nDash
THE LINE
Best Event
Comedy Central
Buy eBay Tickets
Hearts & Science
NBC News Custom Productions Unit
Paramount
PEOPLE x Recording Academy x Sephora
The Best Experience Marketing Campaign
Comedy Central
Ferrero North America & Golin
Intuit Mailchimp
The Foundry at DDM & Olay
TIDAL
Quaker Chewy & FleishmanHillard
Brand Studio/Best In-House Content
Atlas Obscura
BDG Studios
Intuit Mailchimp
PepsiCo’
The Foundry at DDM
Wanderlab at Tripadvisor
The Best Content Created by Influencers
Carnation Milk & A Grandma
Dialogue NY + Little Spoon
Knorr and Edelman Canada
Peacock + Wpromote
Pfizer
Shoplooks & Alo Yoga
The Best Interactive Content Series or Piece
3M & WP Creative Group
BDG Studios and Mindshare, Tyson Foods
Macao
Nexxen
theSkimm
Weather Channel Television Network
The Best Multi-Channel Strategies
Carat + Microsoft
e.l.f. Cosmetics + Movers+Shakers
Pattrn
Sephora + On Board Experiential
Telenor Schibsted Partnerstudio
Wondery
New Personalization Strategy
The Audible
BDG Studios and Team One
Life Cereal
The Best Product Launch Campaign
Giant Spoon
HelloFresh & Marvel Studios
Jack in the Box
Mindshare Content+ Chex Mix
Reddit Social
Shoplooks Coach
AI generated content: Best use
Coke AI Studio
Rembrand
Smoothie King
STIHL
Western Union x Persado Motivation
The Best Use of Data
M&S x Persado
Peacock
USAFacts
Visier & Walker Sands
Vodafone & CreativeX
Zenith Global & Wella Pro
The Best Way to Use Facebook NEW
MTV Entertainment Studios
The Best Way to Use Instagram NEW
MTV Entertainment Studios
The Best Live Video Use – NEW
MTV Entertainment Studios
New: Best use of long form video
Barkley & Justin’s
e.l.f. Cosmetics + Movers+Shakers
MTV Entertainment Studios
Philip Morris International
Seiko Epson Corporation
Best Use of Native Advertising/Sponsored Content
ELLE & BOX
Fortune Brand Studio and Slack
Bear Naked Granola Outside
The Foundry at DDM & Campbell’s
The Foundry @ DDM Starbucks & SPARK
Weather Channel Television Network
The Best Way to Use Shoppable Content
Carhartt Digital x January
Buy eBay Tickets
OMD U.S.
The Foundry @ DDM and Christian Louboutin
The Foundry at DDM & Target
Today x target
New: Best use of short form video
Make of Millions
Chuck E. Cheese Material
Planet Fitness
White Claw and Ranker
Snowflake
The Hunger Games X Digital Voices
The Best Way to Use Social Media
BIC
Carnation Milk & Grandma
KCL & Splenda
Make of Millions
MTV Entertainment Studios
Planet Fitness
Metaverse: Best Use
e.l.f. Cosmetics on Roblox
EssenceMediacom
Hearts & Science x AT&T
P+ Roblox x Teen Wolf
Bomb Pop
TikTok: Best Way to Use it
Carnation Milk & A Grandma
Knorr and Edelman Canada
QYOU
Smarts
Starry
Totino’s
The Best Way to Use User-Generated Material
DIMES Cool Lime Base
The Best Way to Use YouTube NEW
Hartbeat x Zyrtec
The Content Marketing Partner for the Year
BDG Studios
Fortune Brand Studio
Pace
Schibsted Partnerstudio
SPH Content Lab
Zenith Global & Wella Pro
The Most Measurable/Effective Campaign
FORTUNE Brand Studios and JBS USA
Paramount+
Smarts
BlueTriton Bands Saratoga Spring Water Lab
BlueTriton Bands, Pure Life Water
The Walt Disney Company
The Most Innovative Use of Content
American Century Investments
Amnesty Schibsted Partnerstudio
Nexxen
OMD U.S.
Pepsi
Telenor Schibsted Partnerstudio
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