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

The 2022 Digiday Awards winners illustrated how companies are navigating innovative technologies and taking a stand for inclusivity. Many of this year’s entrants and subsequent winners are also partnering with charities on large-scale initiatives and experimenting with new tactics for Gen Z.

Inclusivity was at the heart of why the judges, for example, recognized Havas Atlanta and The Coca-Cola Company this year. The partnership won Best Use of Influencer Marketing with a campaign to bridge the pay equity gap for BIPOC creators. Havas Atlanta and Coca-Cola contracted 20 BIPOC creators as part of the #ShareTheMagic TikTok challenge. While in 2021, TikTok creators of color were earning approximately 1/10th of the compensation of their non-BIPOC counterparts, the contracted creators were paid equitably for their contributions. To date, #ShareTheMagic has more than 11.9 billion views, and Coca-Cola’s TikTok handle has grown by 71%.

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
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