The inaugural Digiday Media Seeking to fetch and Planning Awards marks the exhausting work agencies admire achieved amid a year of pandemic-led adjustments to the outdated trade mannequin. Businesses admire succeeded in navigating a direction forward while specializing in showcasing their fundamental-wanted cost to customers eager to raise efforts in-residence.
This year’s winners embraced replace, reaching audiences with innovative storytelling at a time when many shoppers had been both peaceable buckled down at residence or steady initiating to floor after months indoors. Hearts & Science took residence three wins for its heartstring-tugging messaging, with UM taking residence two wins for its properly-crafted campaigns.
Hearts & Science delivered a positivity-focused advertising campaign spreading words of kindness and spotlighting charities to promote HBO Max’s film ‘Superintelligence.’ The digital and OOH advertising campaign highlighted the power of utilizing extra than one channels and mediums to generate a sturdy social conversation.
The agency also won an award for its ‘Forces of Change’ advertising campaign that amplified the tales of Dim pioneers who made well-known contributions to AT&T’s historical previous of innovation. The advertising campaign shone a gradual-weight on underrepresented tales and did so with nuance and working out to a mass viewers — spirited many to have a study in these innovators’ footsteps.
Company UM also took residence extra than one wins, the first for Most effective Trace Integration into Gaming/esports. UM helped Neutrogena utilize reside video to operate new customers and ruin into the gaming space with Twitch. By leveraging female relate creators to authentically promote Neutrogena’s products, the advertising campaign connected with the factual viewers, resulting in viewers spending about 50% of their sensible day after day time on Twitch observing Neutrogena’s relate.
UM also bought the award for Most Diverse Spending for its program with Aveeno.
The 2 companies created the Skin Health Startup Accelerator Program, in partnership with Essence, to lend a hand Dim female trade owners set up fundamental-wanted shelf space within the shock industry. The advertising campaign to drive awareness for this design changed into so a success that two chubby grants had been awarded reasonably than the preliminary one, and the resource hub created for entrepreneurs saw 15,000 visits.
The 2022 Digiday Media Seeking to fetch and Planning Awards symbolize the total effort agencies set up in day after day, from tackling adjustments to their industry mannequin to vying for shopper attention. This year’s winners produced campaigns that connected with shoppers in inventive techniques, bringing of us collectively at the same time as many had been peaceable apart.
Uncover the full winners beneath, alongside with a brief rundown of the packages and insights into why they won and what advertising groups can be taught from them. Safe the total recordsdata here.
