Casper is this year’s Most Innovative Brand at the 2016 Digiday Awards
Mattress company Casper, digital agency Huge and women’s lifestyle media company Refinery29 took home top honors at the 2016 Digiday Awards tonight, celebrating the best creative marketing and advertising being done today by brands, agencies, publishers and platforms.
Casper won Most Innovative Brand for a whimsical marketing strategy and uses of tech that went beyond just selling mattresses. The company’s Web-only, direct-to-consumer business model is a complete departure from how mattresses have been sold traditionally: in a department store, at a huge markup. This year, the brand launched the chatbot Insomnobot 3000, which sent texts to sleepless people, and “Late Night Snap Hacks,” snaps that users posted to their own Snapchat accounts to trick followers into thinking they’re out on the town, instead of home on bed.
“We’re super-honored to be here,” said Taryn Laeben, chief experience officer at Casper. “We are in incredible company and we’re absolutely flattered.” When asked how the company stays innovative, Laeben’s answer was simple: “We’re a debate culture.”
Huge took home Most Innovative Agency for the second time. (The first was in 2012 for its work in developing the HBO GO app.) The agency has experimented with Pokémon Go in its Atlanta café, launched a print magazine called Magenta for tech and design aficionados and tackled its own challenges around internal growth. What started as a 10-person agency in Brooklyn to a shop has now become a 1,400-person operation in offices around the world.
Refinery29 is this year’s Most Innovative Publisher. In the past year, the media company has been at the forefront of adopting distributed platforms including Snapchat and Facebook Live; expanded its operations into Europe and branched out into new editorial areas in an authentic way. In an era where some publishers seek to scale their audiences at any cost, Refinery29 has been laser-focused on its audience of millennial women by providing them with useful, entertaining content. This focus has paid off, literally: In April 2015, it received a $50 million investment from agency holding company WPP.
Best Branding Consumer Campaign
GE and Thrillist – “The Science of Hot”
Best Branding B2B Campaign
HPE Matter – “The Idea Economy”
Best Direct Response Campaign
UM London – “Getting Smart with Real-Time Data” for The Economist
Best Product Launch
The Engine Group – “All Dressed” Ruffles chips
Best Use of Mobile
TVGla – PetMOJI
Best Use of Social
PMG & R/GA’s Hustle for Beats by Dre – “Straight Outta Somewhere”
Best Social Good Campaign
Georgia Center for Child Advocacy & Moxie – #WeStandTogether Lip Sync Challenge
R/GA for Samsung – AntiDiaRy
Best Brand Platform
NPR – NPR Player & Sponsorship Products
Best Publishing Platform
Best in Show
R/GA for Samsung – AntiDiaRy
Audible, Artsy and VidMob are Digiday Greater Good Award Winners
The Greater Good Awards, presented by Digiday, Glossy and Modern Retail, showcase the work being done around social causes, its impact and ultimately those working toward the greater good.
Bumble, Dove and Pepsi are winners of the 2021 Digiday Awards
The Digiday Awards celebrate excellence in advertising and marketing over the last year with a full slate of winning brands, publishers and platforms.
Mindshare, Xaxis, Samba TV and Campfire are Digiday Marketing and Advertising Awards Europe finalists
European marketers turned to the primary pillars of audience engagement as the pandemic and quarantines continued to upend and alter the pace and approach to shopping in 2020 and 2021.
SponsoredHow the relationship between live events and mobile devices is evolving in 2022
Sponsored by AdColony The pandemic has accelerated changes in the way people consume content — and live events are part of that transformation. For advertisers, the questions are the kind on which campaign success depends: In what ways (and numbers) have people returned to watching sports, e-sports and events such as the Grammys? Are they […]
Audible, Buzzer and Vox Media are 2021 Worklife Awards winners
The way business operated continued to transform in a year marked by profound challenges of a persistent pandemic, but amidst it all, there was a return of hope as quarantines lifted and a reconfiguration of office structures emerged that included the long-term adoption of remote teams.
LivePerson, Drift and Hootsuite are Digiday Technology Award winners for 2021
The 2021 Digiday Technology Awards recognize the companies advancing the digital media industry by fostering tech-focused innovation over the past year, powering relevant and personalized advertising.