Mindshare, Xaxis, Samba TV and Campfire are Digiday Marketing and Advertising Awards Europe finalists

By Estelle Reich

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. With an eye on Gen Z audiences, they leaned into the persistent power of influencers. They doubled down on strategies that brought personalized, meaningful messages to the cohorts they strove to reach.

Whether it was positioning outdoor experiences as a positive alternative to restriction-riddled lifestyles or body-positive messaging, campaigns that put applicants on this year’s shortlist acknowledged the very human face of advertising that consumers expect. Meanwhile, new channels and the expanding power of video in spaces such as SVOD marked campaign achievements for advertisers diving deep into the future of first-party data.

The shortlisted candidates for the Digiday Marketing and Advertising Award Europe re-emphasized what remains true about advertising in the present: Authenticity and context are twin rulers of the marketing landscape, and the shifting nature of audience targeting is (once again) ascendant. Highlights from the shortlist include the following campaigns.

Mindshare and Xaxis boosted holiday bookings with dynamic creative for Landal GreenParks

MindShare and Xaxis are shortlisted for Best Use of AI, Best Use of Data and Most Effective/Measurable Campaign for their work with Landel GreenParks. The campaign was marked by data powering increased off-season bookings for the company’s Danish holiday bungalow parks.

To accomplish this goal, bespoke messages were delivered to audiences, which was a tall order given the company’s ever-changing occupancy level data. To tackle the challenge, Xaxis developed a live occupancy-level dashboard, tracking the collection and segmentation of Landel GreenPark’s first-party sales data as well.

The development of an algorithm that used all of this data provided a continuous, optimized and highly adaptive programmatic buying setup for dynamic banner ads that catered unique messages to customers. As a result of these personalized ads, off-season occupancy grew overall and on weekdays — making a significant positive impact when the tourism industry was still feeling the effects of the pandemic.

Samba TV helped Acuvue see its target audience clearly — thanks to first-party data

Samba TV, shortlisted for Best Use of Data and Most Effective/Measurable Campaign, allowed Acuvue to leverage first-party, privacy-compliant data to identify and reach its target audience.

The vision-correction brand partnered with Samba TV to leverage the first-party data provided by its proprietary content recognition technology. With this data, Acuvue could see the TV shows, channels and services with which their audience engaged and how to connect them across multiple devices. More than that, the brand was also able to achieve a clearer view of the ROI of its advertising campaign.

By reaching consumers through non-traditional media channels and using safe, opted-in data, the partnership allowed Acuvue to grow awareness, consideration, and purchase intent among vision-impaired audiences.

Campfire leveraged micro ‘skinfluencers’ to create scroll-stopping content

Campfire and The Inkey List are shortlisted for Best Use of Social for their work on the #AskINKEY TikTok campaign that amplified the …read more

Source:: Digiday