HBO, TurboTax and Mattel are Digiday Content Marketing Awards winners
Successful content marketing has always found itself inextricably connected to the ideals and interests of contemporary audiences. Many of this year’s Digiday Content Marketing Awards winners explored themes of social consciousness, seizing on subjects ranging from climate change to racial justice. Others simply captivated consumers with innovative, creative — and often hilarious — executions.
Winners utilized emerging channels and cutting-edge technologies to tell stories, formulate strategies and forge partnerships. In the process, they envisioned what that future could be, and then showed it to us.
Atlantic Re:think and HBO — ‘Watchmen: The Massacre of Black Wall Street’: HBO partnered with The Atlantic’s sponsored content arm to create a graphic novella and associated article exploring the events surrounding the 1921 Tulsa race massacre — an event harrowingly depicted in the Watchmen TV series. The winners approached their subject with the proper historical reverence and moral horror, inspiring a momentous conversation and driving 347,000 page views.
H Code and TurboTax — ‘#TaxMitos’: With the #TaxMitos campaign, H Code and TurboTax engaged Hispanic influencers to address key entry barriers for the U.S. Hispanic community when it comes to filing taxes. Running across Instagram, Facebook and YouTube, the campaign landed nearly 3.5 million impressions — about double the initial goal.
Eko, Walmart and Mattel — ‘KidHQ’: Powered by interactive video pioneer Eko, a multi-floor virtual toy store KidHQ enabled kids to explore branded experiences from Walmart and Mattel through their smartphone screens, then share toy wish lists with their parents. All told, parents received 139,000 wish lists — just in time for the holidays.
Explore all the winners of the 2020 Digiday Content Marketing Awards below. In each section, you’ll find a quick rundown of the campaigns, along with insights into why they won and what we can learn from them. You can also download the full guide here.
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