Marvel Studios, eBay, HelloFresh and Peacock are Digiday Content Marketing Awards winners

By Digiday Awards  •  May 7, 2024  •

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.

NBCUniversal’s premium streaming service Peacock won the Best Use of Data category. Peacock leveraged Movable Ink, Braze, PickAxe and mParticle to build a personalized year-in-review campaign focusing on individual viewer engagement. The team wanted to harness its extensive data, showcasing each subscriber’s viewing activity through dynamic creative content, highlighting genres and titles consumed. Compared with the control audience, the target audience saw a 20% decrease in churn rate over 30 days, a 6% higher upgrade rate from free to paid subscriptions and a 2-point lift in return rate to view content on Peacock.

Explore all the 2024 Digiday Content Marketing Awards winners below:

Best Agency/Client Collaboration

Microsoft WorkLab

Best Brand Publication

Tripadvisor x Corona

Best Brand/Influencer Collaboration

Knorr with Edelman Canada

Best Branded Content Series – B2B

Seiko Epson Corporation

Best Branded Content Series – B2C

Viral Nation X 7-Eleven Canada

Best Branded Content Site – B2B

Salesforce & FORTUNE Brand Studio

Best Branded Content Site – B2C

BDG Studios, Tyson Foods, and Mindshare

Best Branded Podcast

StrollerCoaster – A Parenting Podcast

Best Community Building Campaign

Kansas City Chiefs

Best Content Marketing Platform

Curacity

Best Event

eBay

Best Experiential Marketing Campaign

Ferrero North America & Golin

Best In-House Content/Brand Studio

Atlas Obscura

Best Influencer-Generated Content

Knorr with Edelman Canada

Best Interactive Content Piece or Series

Nexxen

Best Multi-Channel Strategy

e.l.f. Cosmetics x Movers+Shakers

Best Personalization Strategy – NEW

BDG Studios, Lexus, and Team One

Best Product Launch Campaign

HelloFresh & Marvel Studios 

Best Use of AI Generated Content

STIHL

Best Use of Data

Peacock

Best Use of Facebook – NEW

The Family Stallone Facebook (MTV Entertainment Studios)

Best Use of Instagram – NEW

Ink Master (MTV Entertainment Studios)

Best Use of Live Video – NEW

MTV’s RuPaul’s Drag Race Season 15 RuVeal (MTV Entertainment Studios)

Best Use of Long Form Video – NEW

Barkley & Justin’s

Best Use of Native Advertising/Sponsored Content

Outside and Bear Naked Granola

Best Use of Shoppable Content

Carhartt x January Digital

Best Use of Short Form Video – NEW

Made of Millions

Best Use of Social

Carnation and Reach Agency

Best Use of the Metaverse

EssenceMediacom

Best Use of TikTok

Assassin’s Creed Mirage and QYOU

Best Use of User-Generated Content

DİMES Cool Lime Base

Best Use of YouTube – NEW

Hartbeat x Zyrtec

Content Marketing Partner of the Year

BDG Studios

Most Effective/Measurable Campaign

The Walt Disney Company

Most Innovative Use of Content

Telenor and Schibsted Partnerstudio

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