Marvel Studios, eBay, HelloFresh and Peacock are Digiday Content Marketing Awards winners
This year’s Digiday Content Marketing Awards successfully leveraged video content and personalization to craft compelling narratives that resonated with audiences. User-generated content and content collaboration also emerged as priorities as brands looked to expand reach and audience engagement.
For instance, in the Best Event category, eBay won for its partnership with Vogue and rapper Ice Spice for the 2023 Met Gala. With the campaign, eBay aimed to put pre-owned and vintage fashion center stage for fashion’s biggest event. For Ice Spice’s first Met Gala, eBay curated a vintage fashion collection for the Gen Z star. During the livestream, millions of viewers could shop her look on eBay’s website in a first-of-its-kind e-commerce integration. Fans also watched Ice Spice get dressed for the after-party in eBay-sourced Prada and Pucci vintage. The campaign drove a 29% increase in brand awareness, more than 29 million video views and $1 million earned social media value.
HelloFresh and Marvel Studios are winners of the Best Product Launch Campaign. HelloFresh teamed up with Marvel Studios around ‘Guardians of the Galaxy Vol. 3’ before its cinematic release in May 2023. The partnership launched a limited-edition Guardians Snack Adventure kit and a Guardians Recipe Adventure series inspired by the film. Each recipe was themed to members of the beloved band of galactic misfits and took home cooks on a flavorful adventure. The partnership generated excitement and buzz for the HelloFresh brand, boosted brand awareness by tapping into the massive Guardians audience and strengthened brand perception and affinity via the movie’s halo effect.
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Source:: Digiday
