Coca-Cola, Edelman and Tropicana are winners of the 2022 Digiday Awards

Edelman earned a win for Best PR Campaign for the launch of ‘Cerving Confidence,’ a collaboration between the national nonprofit Black Women’s Health Imperative (BWHI) and Hologic, Inc., a medical technology company primarily focused on women’s health. The campaign encourages Black women to commit to their well-woman exams as part of self-care and to protect themselves against cervical cancer. Grammy Award winner Ciara was chosen to launch the campaign with a PSA video, which has received more than 24 million views on Instagram. A social media organic lift survey conducted with Black women also found a 12-point lift in those who were “very likely” to ask a friend or family member to schedule their well-woman exam or Pap test.

For Most Innovative Brand, a grand-prix category, Tropicana claimed the award for its success in pushing creative boundaries and continually modernizing the brand. It was one of 14 brands to land a spot on TikTok’s 2021 Culture Driver’s List, demonstrating the power of cultural relevance to catalyze business performance by driving a significant lift in ad recall and awareness. In the spirit of innovation, Tropicana released its own limited-edition toothpaste that doesn’t ruin the taste of orange juice. The product’s strong social performance and positive consumer sentiment highlighted an encouraging consumer response to the company’s millennial-focused marketing strategy.

Explore all the 2022 Digiday Awards winners below — including a quick rundown of the programs and insights into why they won and what marketing teams can learn from them. 

Download the complete guide here.

Full DA winners list below:

Best Audio Campaign

• Bloomberg Media Studios x PGIM – The OUTThinking Investor Podcast

Best Branding Campaign B2B

• Aon – The Aon Story

Best Branding Campaign B2C

• Lil Jif – Publicis New York/Zenith/PSOne

Best Collaboration

• VICE TV, adidas, MediaCom & Religion of Sports-Running While Black

Best Creative

• Vaseline – “See My Skin”

Best Experiential Campaign

• Edelman & eBay – Wear Em Out Store
• Paramount+: Brand. Giant Spoon was the agency behind the stunt, while Sky Elements provided the drones and Drone Dudes handled content capture.

Best Gaming/Esports Campaign

• American Eagle, Anzu, and Livetopia – Making The ‘AE Members Always Club’ in Roblox

Best Metaverse Marketing Campaign

• Enthusiast Gaming, Mediacom and Adidas – Ozworld Fortnite Map

Best Multi-Platform Campaign

• Carmichael Lynch & H&R Block – A Fair Shot

Best Organic Marketing Campaign 

• theSkimm’s #ShowUsYourLeave Movement

Best PR Campaign

• Black Women’s Health Imperative and Hologic’s Project Health Equality – Launch of Cerving Confidence to Protect Black Women’s Cervical Health

Best Product Launch Campaign

• ŌURA Health – Gucci x Oura Ring

Best Search Campaign

• Wpromote & Intuit QuickBooks: Harnessing the Power of Holistic Search

Best Strategy Pivot

• Deloitte Digital and NYU Langone Health

Best Use of Influencer Marketing

• Havas Atlanta, Coca-Cola (The Coca-Cola Company), Formerly Known As, Social Center

Best Use of NFT

• Chive Media Group

Best Use of Social

• Vaseline – “See My Skin”

Best Use of Video

• Reach Agency & Hulu – Only Rudys In the Building

Leader of the Year

• Black & White Zebra – Ben Aston

Most Innovative Brand

• Tropicana Brands Group – Tropicana

Most Innovative Independent Agency

• Mother

Most Innovative Media Agency

• Spectrum Reach

Most Innovative Publisher

• Doing Things Media

Most Innovative Technology Platform

• Teads | The Global Media Platform