Marvel Studios, eBay, HelloFresh and Peacock are Digiday Content Marketing Awards winners

This year’s Digiday Content Marketing Awards successfully leveraged video content and personalization to craft compelling narratives that resonated with audiences. User-generated content and content collaboration also emerged as priorities as brands looked to expand reach and audience engagement.

For instance, in the Best Event category, eBay won for its partnership with Vogue and rapper Ice Spice for the 2023 Met Gala. With the campaign, eBay aimed to put pre-owned and vintage fashion center stage for fashion’s biggest event. For Ice Spice’s first Met Gala, eBay curated a vintage fashion collection for the Gen Z star. During the livestream, millions of viewers could shop her look on eBay’s website in a first-of-its-kind e-commerce integration. Fans also watched Ice Spice get dressed for the after-party in eBay-sourced Prada and Pucci vintage. The campaign drove a 29% increase in brand awareness, more than 29 million video views and $1 million earned social media value.

HelloFresh and Marvel Studios are winners of the Best Product Launch Campaign. HelloFresh teamed up with Marvel Studios around ‘Guardians of the Galaxy Vol. 3’ before its cinematic release in May 2023. The partnership launched a limited-edition Guardians Snack Adventure kit and a Guardians Recipe Adventure series inspired by the film. Each recipe was themed to members of the beloved band of galactic misfits and took home cooks on a flavorful adventure. The partnership generated excitement and buzz for the HelloFresh brand, boosted brand awareness by tapping into the massive Guardians audience and strengthened brand perception and affinity via the movie’s halo effect.

NBCUniversal’s premium streaming service Peacock won the Best Use of Data category. Peacock leveraged Movable Ink, Braze, PickAxe and mParticle to build a personalized year-in-review campaign focusing on individual viewer engagement. The team wanted to harness its extensive data, showcasing each subscriber’s viewing activity through dynamic creative content, highlighting genres and titles consumed. Compared with the control audience, the target audience saw a 20% decrease in churn rate over 30 days, a 6% higher upgrade rate from free to paid subscriptions and a 2-point lift in return rate to view content on Peacock.

Explore all the 2024 Digiday Content Marketing Awards winners below — including a quick rundown of the campaigns and insights into why they won and what marketing teams can learn from them. Download the complete guide here.

Full 2024 Digiday Content Marketing Awards winners list below:

Best Agency/Client Collaboration

  • Microsoft WorkLab x Godfrey Dadich Partners

Best Brand Publication

  • Tripadvisor x Corona

Best Brand/Influencer Collaboration

  • Knorr with Edelman Canada

Best Branded Content Series – B2B

  • Seiko Epson Corporation

Best Branded Content Series – B2C

  • Viral Nation X 7-Eleven Canada

Best Branded Content Site – B2B

  • Salesforce & FORTUNE Brand Studio

Best Branded Content Site – B2C

  • BDG Studios, Tyson Foods, and Mindshare

Best Branded Podcast

  • StrollerCoaster – A Parenting Podcast

Best Community Building Campaign

  • Kansas City Chiefs

Best Content Marketing Platform

  • Curacity

Best Event

  • eBay

Best Experiential Marketing Campaign

  • Ferrero North America & Golin

Best In-House Content/Brand Studio

  • Atlas Obscura

Best Influencer-Generated Content

  • Knorr with Edelman Canada

Best Interactive Content Piece or Series

  • Nexxen, Say It Now, Troy-Bilt and Marcus Thomas

Best Multi-Channel Strategy

  • e.l.f. Cosmetics x Movers+Shakers

Best Personalization Strategy – NEW

  • BDG Studios, Lexus, and Team One

Best Product Launch Campaign

  • HelloFresh & Marvel Studios 

Best Use of AI Generated Content

  • STIHL

Best Use of Data

  • Peacock

Best Use of Facebook – NEW

  • The Family Stallone Facebook (MTV Entertainment Studios)

Best Use of Instagram – NEW

  • Ink Master (MTV Entertainment Studios)

Best Use of Live Video – NEW

  • MTV’s RuPaul’s Drag Race Season 15 RuVeal (MTV Entertainment Studios)

Best Use of Long Form Video – NEW

  • Barkley & Justin’s

Best Use of Native Advertising/Sponsored Content

  • Outside and Bear Naked Granola

Best Use of Shoppable Content

  • Carhartt x January Digital

Best Use of Short Form Video – NEW

  • Made of Millions

Best Use of Social

  • Carnation and Reach Agency

Best Use of the Metaverse

  • EssenceMediacom

Best Use of TikTok

  • Assassin’s Creed Mirage and QYOU

Best Use of User-Generated Content

  • DİMES Cool Lime Base

Best Use of YouTube – NEW

  • Hartbeat x Zyrtec

Content Marketing Partner of the Year

  • BDG Studios

Most Effective/Measurable Campaign

  • The Walt Disney Company

Most Innovative Use of Content

  • Telenor and Schibsted Partnerstudio

Interested in entering the Digiday Content Marketing Awards? Sign up to receive deadline reminders, entry tips, category recommendations and more.

https://digiday.com/?p=544114

More in Awards

Salesforce, TIME and Fortune Media are among this year’s Digiday Media Awards winners

This year’s Digiday Media Awards winners celebrate new technologies and the power of partnerships throughout their digital media campaigns. Themes across 2024’s winners include leaning into a surge in short-form video content as consumption for the format increases, implementing more interactive storytelling and tech like VR and AR, as well as harnessing collaborations for impactful […]

The NFL, Nickelodeon, Food Network and Harvard Business Review are Digiday Media Awards finalists

Integration of emerging technology, audience engagement, unique content formats, branding and cross-promotion emerged as significant themes among this year’s Digiday Media Awards shortlist. With publishers and brands looking to reinforce their positions as industry leaders, they are also emphasizing quantifiable metrics and real-world impact to highlight the success of their initiatives. In the Best Use […]

Amazon Ads, Reddit and MTV are 2024 Digiday Content Marketing Award finalists

This year’s Digiday Content Marketing Awards finalists focused on creating more relatable, interactive campaigns to improve consumer engagement. These shortlist entries showcase the companies and campaigns successfully using content to modernize media and marketing.  With themes spanning social responsibility, personalization, collaborative campaigns with shoppable content and messaging with storytelling and humanization at the core, these […]