Dove took home the award for Best Multi-Channel Content Distribution Strategy for its ‘#ShowUs’ social campaign, which aimed to break through the standard perceptions of beauty reinforced by traditional media. The campaign utilized multi-channel creative to urge women to take care of themselves, focusing on warning women about digitally altered photos in the media with the message, “take care of your beauty.” The relatable campaign brought Dove’s message to the forefront, and the brand exceeded sales expectations.

LADbible Group snagged several wins this year. The first was the Best Use of Social award for their campaign with Tampax. Their women-focused social publisher, Tyla, worked with Tampax to create a social campaign designed to ease fears around using tampons for those between 16 and 24. With 59% of readers struggling to use tampons despite the included instructions, Tyla and Tampax developed a relatable comic strip busting common myths. The campaign reached five million people, 70% of whom felt more positive about Tampax as a result.

Best Use of Native Advertising/Sponsored Content was the next win for LADbible Group, which worked with PlayStation and Mediacom on this campaign to mark the launch of the PS5. LADbible Group gave its staffers the day off and paused editorial output while promoting the news that its employees were spending the day playing video games on the new PS5 console. The 24-hour social media blackout strategy helped LADbible Group produce its most engaging branded content campaign to date, with the campaign reaching over 24 million people.

LADbible Group’s next win was for Best Branded Content Series for their work with Brew City. Their sport-focused media outlet, SPORTbible, united Brew City’s branding with the Euro 2020 tournament while embodying the mission of raising the game. They created a social-first original sports show inviting different football legends each week to sit with audience members and discuss how the team could raise their game while enjoying Brew City snacks. The campaign delivered over 16 million impressions and increased purchase intent by 22%.

This year, the final award for LADbible Group was for Most Innovative Use of Content for their work with Capita and the British Army. They worked together to create perception-changing content featuring female soldiers on the job to replace some of the male-dominated imagery on the British Army’s sites. Diversifying these images has made headway toward changing general perceptions about gender in the army. The campaign has reached 13 million people so far and driven …read more

Source:: Digiday

Author: Aaron