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:
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
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