Hearts & Science, Spectrum Reach, Champion, Madewell and Comfort Dental are finalists for this year’s Digiday Media Buying & Planning Awards

By Digiday Awards

For the agencies and brands in this year’s Digiday Media Buying & Planning Awards, far and wide, the most critical investments of the past year have been marked by innovative ways to use data and emerging channels to propel advertising campaign success stories.

In the Best Use of Data category, nominees include Spectrum Reach for its campaign with the Space Coast Florida Office of Tourism. Located on the east coast of Florida, the Space Coast is home to miles of coastline and the Kennedy Space Center Visitor Complex. Spectrum Reach partnered with Adara, a leading travel category attribution measurement company, to develop a custom, data-driven, multi-screen media campaign and attribution impact study. First, Spectrum Reach used traveler mapping software Neustar E1X to identify the markets with the highest concentration of Space Coast travelers. Neustar E1X further hyper-targeted travelers within the three feeder markets. Finally, Spectrum Reach identified the news, entertainment and sports networks that appeal to self-identified Space Coast visitors in each market. More than $20 million in bookings was attributed to Spectrum Reach households that saw the Space Coast advertising campaign. Those households generated one-fifth of all Space Coast hotel revenue, searches and bookings.

Marketing agency Hearts & Science is shortlisted in 10 categories, including Media Plan of the Year, for its work with HBO Max around the launch of the drama series ‘Winning Time’ about the 1980s Los Angeles Lakers. While the series focuses on a basketball team, the agency leveraged Super Bowl LVI — which took place in LA and featured the LA Rams — to launch the show’s first trailer. Before the big game, trailers were teased on social media, targeting NBA fans and fans of director Adam McKay, while an out-of-home campaign around LA showcased the cast and the Lakers legends they were playing. The Super Bowl commercial received 101.4 million impressions across linear and digital and 8.5 million views on YouTube. The March 2022 debut of ‘Winning Time’ was one of the most-watched linear premieres of a new HBO series since 2020, but Hearts & Science also helped grow the show’s week-over-week viewership. To sustain the conversation, an omnichannel plan spanned 30-second spots on cable and sports shows, sponsorships of the Winter Olympics and March Madness, takeovers of relevant websites and integrations with former NBA player JJ Reddick’s podcast.

The creation of widely accessible and inclusive digital content has also continued to be a top priority for many.

Sportswear brand Champion and its agency of record Kepler are finalists in a new category, Best Multichannel Experience. One of Champion’s primary goals in 2022 was to evolve its audience profile to focus on women and establish the brand’s place in the growing and highly competitive women’s sportswear and athleisure market. Kepler worked to amplify the brand’s sponsorship of ESPN’s Fifty/50, a celebration of the 50th anniversary of Title IX in June 2022 that culminated in a new documentary release. The agency negotiated premier placements to promote both the documentary and Champion’s ‘Get It Girl’ creative campaign across …read more

Source:: Digiday