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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