European entrepreneurs grew to alter into to the necessary pillars of audience engagement as the pandemic and quarantines persevered to upend and alter the slide and formulation to taking a stare in 2020 and 2021. With an understanding on Gen Z audiences, they leaned into the persistent vitality of influencers. They doubled down on solutions that brought personalized, meaningful messages to the cohorts they strove to attain.
Whether it was positioning commence air experiences as an even replacement to restriction-riddled existence or body-optimistic messaging, campaigns that set candidates on this Twelve months’s shortlist acknowledged the very human face of promoting that customers ask. Meanwhile, serene channels and the rising vitality of video in spaces equivalent to SVOD marked campaign achievements for advertisers diving deep into the formulation ahead for first-occasion files.
The shortlisted candidates for the Digiday Advertising and Advertising Award Europe re-emphasized what stays licensed about promoting in essentially the latest: Authenticity and context are twin rulers of the advertising and marketing and marketing landscape, and the transferring nature of audience targeting is (once extra) ascendant. Highlights from the shortlist comprise the following campaigns.
Mindshare and Xaxis boosted holiday bookings with dynamic inventive for Landal GreenParks
MindShare and Xaxis are shortlisted for Most attention-grabbing Use of AI, Most attention-grabbing Use of Data and Most Effective/Measurable Advertising campaign for their work with Landel GreenParks. The campaign was marked by files powering increased off-season bookings for the company’s Danish holiday bungalow parks.
To connect this purpose, bespoke messages had been brought to audiences, which was a huge expose given the company’s ever-changing occupancy stage files. To tackle the order, Xaxis developed a dwell occupancy-stage dashboard, tracking the sequence and segmentation of Landel GreenPark’s first-occasion sales files as successfully.
The development of an algorithm that extinct all of this files supplied a actual, optimized and highly adaptive programmatic procuring setup for dynamic banner adverts that catered outlandish messages to potentialities. As a results of these personalized adverts, off-season occupancy grew overall and on weekdays — making a necessary optimistic impact when the tourism commerce was aloof feeling the effects of the pandemic.
Samba TV helped Acuvue ogle its purpose audience clearly — due to the first-occasion files
Samba TV, shortlisted for Most attention-grabbing Use of Data and Most Effective/Measurable Advertising campaign, allowed Acuvue to leverage first-occasion, privateness-compliant files to title and attain its purpose audience.
The imaginative and prescient-correction brand partnered with Samba TV to leverage the first-occasion files supplied by its proprietary scream material recognition technology. With this files, Acuvue may perhaps well ogle the TV displays, channels and companies and products with which their audience engaged and put them across a couple of devices. Extra than that, the logo was also in a sigh to assemble a clearer stare of the ROI of its promoting campaign.
By reaching customers through non-gentle media channels and the exhaust of safe, opted-in files, the partnership allowed Acuvue to grow awareness, consideration, and procure intent among imaginative and prescient-impaired audiences.
Campfire leveraged micro ‘skinfluencers’ to connect scroll-stopping scream material
Campfire and The Inkey Checklist are shortlisted for Most attention-grabbing Use of Social for their work on the #AskINKEY TikTok campaign that amplified the skincare brand to Gen Z customers.
By partnering with hundreds of TikTok micro-influencers in the skincare sigh — each and each dermatologists and belief leaders — the campaign generated scream material that would shield a tricky balance between instructional and titillating.
The in moderation curated brand representatives utilized their experience in TikTok scream material advent, along with their files of skincare and Inky Checklist products, to connect compelling, viral-mighty scream material. The considerate influencer replacement and their scream material helped attach brand awareness and drove sales, with a couple of products promoting out within days after the campaign’s commence. Inky Checklist accrued six instances the replacement of views Campfire had on the origin place, all within the first month of launching on the platform.
St. Tropez and Campfire: Imprint awareness milestones through body optimistic messaging
With the reputation of TikTok exploding into life in 2020, St. Tropez wished to ignite brand awareness and following on the platform, appealing to class-centered Millenial and Gen Z audiences. With the target of a necessary upward push in visibility on the platform, St. Tropez aimed to connect higher sales of their serene Glow Equipment alongside various varied tanning products.
In collaboration with essential plus-dimension model Ashley Graham, Campfire helped St. Tropez commence their serene Glow Equipment, accumulating thousands and thousands of views and rising their brand page whereas growing body-optimistic experiences for females with a trending moment on the TikTok platform. It was a necessary accomplishment, given that it was the logo’s first foray into TikTok, and it highlighted the vitality of an even formulation to an audience that wants every form of class to be represented in the inventive with which they have interaction.
Next up, the announcement of this Twelve months’s winners will pick place on February 10, 2022. Occupy tuned for our judges’ closing choices.
Most attention-grabbing Imprint/Influencer Collaboration
OneFifty Consultancy and Green Cola – 21 Days
THE FIFTH – #SQUAREBYIT
THE FIFTH – YouTube Originals: Satisfaction
Influencer.com and Isobel – DoYouAlmond?
Fanbytes and ACCA
Initiative Russia – Rexona IGTV Series
Most attention-grabbing Use of Social
LADbible Neighborhood and Tampax – Contemplate Outside the Field
OneFifty Consultancy and Mazda UK – Aesthetic is on the Horizon
Campfire and The INKEY Checklist – #AskINKEY
Hootsuite and Clarins
CHS – Petplan Most attention-grabbing Care
CHS – The British Horse Society: Together We Can
Most attention-grabbing Use of Video
CHS – HSBC My Funding
Crunchyroll
On Running
Gumtree UK
CNN Global Commercial – BMW – The Art of Leadership
Mixmag and Social Chain – Zalando’s Longest Situation of Summer season
Most attention-grabbing Artistic
Thomson Reuters – “Westlaw Edge, The Identical outdated for Appropriate Review” 2021 campaign
Thomson Reuters – Functional Law
Thomson Reuters – Shaping Tomorrow to come, Together 2021 campaign
Most attention-grabbing User-Generated Scream
Fanbytes and Warner Music Neighborhood – #TheStarman
Campfire and The INKEY Checklist – #AskINKEY
Campfire and St. Tropez – Ashley Graham Glow Equipment Inaugurate
Most attention-grabbing Use of Native Advertising/Subsidized Scream
LADbible Neighborhood
Børsen Brands and Mercedes-Benz
CNN and The Macallan – “In Collaboration With”
Outbrain and Royal Canin
Most attention-grabbing Use of AI
D-ID – Creation of Deep Nostalgia for MyHeritage
Xaxis, Mindshare and Landal Green Parks
Most attention-grabbing Use of Data
Merkle and QueryClick
Realtime Agency and OVO Energy
Samba TV and ACUVUE®
Xaxis, Mindshare and Landal Green Parks
Nespresso and Greenhouse
Bestbesetzung Wagawin and Deutsche Telekom
Most attention-grabbing Use of Technology
Crealytics and Otrium
Next, iProspect & Google
Uberall and Cushman & Wakefield
Zorka Agency – YouTube Growth Bar
Burt Intelligence
Xandr – Inaugurate of Xandr Curate
Most attention-grabbing New Product or Inaugurate Advertising campaign
On Running – Cyclon
LADbible Neighborhood
Campfire and The INKEY Checklist – #AskINKEY
Fingerspitz, TDE & RacingNews365
Campfire and St. Tropez – Ashley Graham Glow Equipment Inaugurate
Sifted and Piano
Most attention-grabbing Paid Social Advertising campaign
CHS – The British Horse Society: Together We Can
CHS – Petplan Most attention-grabbing Care
ROAST and CCUK
Most Effective/Measurable Advertising campaign
Meta and MADE.com
Xaxis, Mindshare and Landal Green Parks
Piano and Funke Mediengruppe
Samba TV and ACUVUE®
Crealytics and New Search for
Circus PPC Agency and #1 Plates
Most attention-grabbing Branded Scream Series
LADbible Neighborhood
Insider and ING
On Running – Budge the City Guides
Most attention-grabbing Scream Space
Imprint Movers and Satair – The Satair Data Hub
Biites.com
Tool AG – Digital Customer Event conXion 2021
Imprint Movers and Beumer Neighborhood
Most attention-grabbing Search Advertising campaign
Plug Extra and 247 Blinds
Crealytics and Otrium
Most attention-grabbing Multi-Channel Scream Distribution Formulation
Initiative Russia – Dove #ShowUs 2020
LADbible Neighborhood – Lynx: Java’s Coming House
Most Modern Use of Scream
LADbible Neighborhood – Navy: A Soldier is a Soldier
Tool AG – Digital Customer Event conXion 2021
Most attention-grabbing In-House Scream/Imprint Studio
On Running
Miniature Dot Studios
Haymarket Automobile Studio
CNN Artistic
Agency of the Year
The Keenfolks
Plug Extra
THE FIFTH
Crealytics
Campfire
OneFifty Consultancy