The list of winners of the 2023 Digiday Content Marketing Awards highlights how companies are leaning on immersive video and interactive social media content to create meaningful connections with growing Gen Z audiences. DE&I initiatives remain top priorities for brands as they develop new ways to share the voice of underrepresented groups.
For example, QYOU Media, in partnership with Hyundai, took home the Best Advertising Partner award for their ‘OKAY Hyundai’ campaign. The goal was to deliver expanded awareness, purchase consideration and audience engagement with Black communities by working alongside Black content creators, ensuring messaging was conveyed with authenticity and cultural relevance. All in all, the campaign produced positive social sentiment within the Black community, significantly surpassing view and engagement goals.
For Best Agency/Client Collaboration, CBS Sports and Bonobos claimed the award for their “Decades of Drip” campaign, which used social-first branded content videos to promote Bonobos’ golf wear line. To tell the story of golf fashion through the years, the campaign featured PGA star Justin Rose wearing a series of era-defining looks and playing with clubs used throughout the sport’s history, including his modern-day Bonobos gear. This video content was then optimized for TikTok and Instagram in an engaging short-form format while featuring the full-length ad on CBS Sports’ YouTube, Facebook and Twitter profiles. This branded content alone drove 7.5 million impressions and 3.4 million video views. It surpassed CBS Sports TikTok benchmarks, garnering 700% more engagements than the average post on the platform.
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