Edelman, Procter & Gamble, The Atlantic and Popeyes are finalists for this year’s Digiday Awards
This year, immersive brand journeys and multi-platform campaigns have become essential strategies for brands to tap into new markets and diverse audiences with innovative and unique offerings. Finalists for the 2023 Digiday Awards have also leaned on influencer marketing, brand collaborations and visual storytelling to foster deeper connections with their audiences.
For instance, in the Best Use of Influencer Marketing category, Edelman turned to celebrities and social media influencers to spread awareness and spark conversations as part of its ‘Up The Antibodies’ campaign with biopharmaceutical company AstraZeneca. To increase awareness of EVUSHELD, a long-acting monoclonal antibody, the campaign enlisted Academy Award winner Jeff Bridges and Oscar-nominated couple Emily V. Gordon and Kumail Nanjiani. To expand reach, the campaign also featured 20 macro and micro-influencers in target audience categories (immunocompromised individuals, healthcare providers and caregivers). In six weeks, the campaign achieved 4.3 billion earned, social and paid impressions, while awareness of monoclonal antibodies increased by 38%.
In the Best E-Commerce Strategy category, Procter & Gamble tapped eight of the NFL’s most skilled ping-pong players for a table tennis tournament. P&G’s campaign strategy focused on authenticity, leveraging the popularity of table tennis among NFL stars. The tournament, which aired live on Twitch and Amazon, drove consumer engagement and awareness of its brands — including Gillette, Head & Shoulders, Old Spice and Tide — ahead of Super Bowl LVII. The inaugural P&G Battle of the Paddles generated 1.33 billion impressions. The Twitch livestream attracted 3.8 million viewers, while the Amazon Live Shopping Integration drew 561,000 views for an event total of 4.3 million.
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Source:: Digiday
