6
Social Media: Advertising
Company
Havas Media Group
Client
BBC
Summary
R1BW was a huge social campaign for the BBC this year, with big goals for it to be a top title for U35s; largely supported by our activity to drive significant volumes of traffic for consumption.
With us being granted a six figure budget, over a two week period – we strategically broke down our flighting to reflect and represent the Pre, During and Post festi hype to capitalise on wants and needs of our music-based audience across multiple platforms.
For this, we heavily leant into pre served R&F buys – generating huge cut through of between 75%-100% of our target audience. This was alongside further biddable activity to smaller segments to really brings fields of depth to our campaign. R1BW was to be unmissable for those swapping wellies for tellies, and for those reliving the hype after and clicking to consume to avoid those post-festival blues.
Creative attention and execution was a huge part of the success, knowing an authentic festival feel would require reactive native style posts throughout the weekend – meaning the Havas Paid Social and BBC Creative team were on hand 24/7 to make sure there was zero chance of FOMO; letting users join in the action through the small screen.
TikTok, Meta and Snapchat delivered in immense success delivering 95.2M impressions – 20.8M more than forecast and 11.5M video views (nearly x3 the 3.M planned!) Plus, 721K clicks to site to soak in that Big Weekend brilliantness.
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Company
dentsu, 84 Paris, VCCP & fischerAppelt
Client
LinkedIn
Summary
A new way to distribute 'Always-on' social content globally, to drive uplift in brand perception among our target audience in the most efficient way; France served as our pilot market. If our hypothesis held true and these goals were met, this approach would be adopted in 6 more markets globally.
Previously ‘Always On’ social media for LinkedIn meant sporadic, low production, static only, disparate content bringing limited value to our audience. Assessing success relied on proxy metrics such as engagement or video views, non-correlating to LinkedIn’s brand objectives. This held true across all markets. Something had to change.
To impact our brand goals at scale, we hypothesised that we needed:
1. To cover a higher percentage of our defined audience.
2. To reach this audience consistently over time.
3. To release fewer but higher quality, creator-led pieces of video content, with strong added value supporting our audience in their career advancement.
Importantly, the solution needed to be measurable against LinkedIn’s overall brand marketing objectives.
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Company
Rethink
Client
Kraft Heinz North America
Summary
We launched a fully integrated campaign that exposed the truth: restaurant owners have been refilling Heinz bottles with generic ketchup. In other words, they’ve been committing Ketchup Fraud. Our campaign featured caught-in-the-act style assets and a twist on our tagline: Even when it isn’t Heinz, it has to be Heinz.
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Company
Ogilvy UK
Client
Argos
Summary
Make Yourself, at Home content delivered significant shifts in perception
• +4pt lift in brand favourability
• +3.1pt lift in perception that “Argos gives me idea and inspiration to find what I’m looking for”
• +7pt lift in perception that “Argos sells high quality home and furniture products”
Head-turning ROI
MMM data shows that Make Yourself, at Home generated £77 of revenue for every £1 spent.
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Company
The Social Shepherd
Client
Passenger
Summary
Passenger tasked us with promoting their Green Friday offer over the Black Friday period in November 2022. The campaign launched on the 18th of November and ran through to the 30th of November. The offer consisted of 5 trees being planted per order rather than the usual 1 and protecting 1,000 sqm of rainforest. The target was to drive as many orders as possible so we can protect a larger area of rainforest.
In this award entry, we explain the strategy behind the campaign, implementation and challenges faced, as well as how we overcame them.
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Company
January Digital
Client
Carhartt
Summary
January Digital collaborated with Carhartt to develop a unique, data-backed, marketing strategy that would stand alone in the congested retail market. January Digital utilized Carhartt’s iconic beanie to build the original virtual experience. Using the Augmented Reality lens, the feature allowed users to try on different colored beanies for users to get a personalized store experience from their mobile device. To further drive engagement, January Digital created two additional experiences using AR technology: a shoppable holiday-inspired cabin featuring Carhartt’s top products and a game giving users an opportunity to grow an urban farm, collecting tokens for the highest score (a nod to Carhartt’s in-market video creative. Utilizing Snapchat’s shoppable AR tools, January Digital’s holiday 2022 strategy exceeded ROI and client revenue goals by driving +28% YoY growth. The campaign drove a 13 percentage-point lift in ad recall–3x greater lift than US retail norms–by harnessing the effectiveness of shoppable lenses and gamification experience with relevant creative and product assortment. In the US retail market, the campaign successfully increased purchase intent by 14 percentage-points–14x greater lift than US retail norms–and drove a 50% positive return on investment for the AR execution, Improving traffic to Carhartt.com by +22% YoY. expanded reach by driving 34,563 shares of the augmented reality experience to other Snapchatters, with 2x greater swipe up rate and 3x greater lens playtime than Snapchat benchmarks.
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6
Social Media: Agency Team of the Year
Company
Battenhall
Summary
Record year
Battenhall is the communications agency for the social media age, and this was our record year. Revenue grew by £2.2m to £8.8m, we achieved a 95% pitch win rate, and we invested more than ever in D&I and client innovation, whilst expanding into North America, the Middle East and Asia.
Agency innovation
Battenhall was founded on the vision that a culture of innovation and inclusivity could deliver transformative agency growth. This year saw the launch of a 20-person Social Insights team, the appointment of the agency’s first Chief Innovation Officer and creation of a four-person Innovation Team. We also launched Battenhall Studios, the agency’s social media production house, doubling the size of London HQ.
Talent & inclusion
Battenhall has pioneered ways of working to attract and retain talent. This year, Battenhall’s ‘20% time’ initiative, which gives employees one day a week to pursue cause-led work, side projects and training, delivered D&I campaigns for Stonewall, Action Tutoring and The Prison Service, the latter seeing founder Drew Benvie teaching social media safety at a women’s prison.
Media profile
This year saw Battenhall become a staple on TV screens, providing thought leadership on social media news. Alongside featuring 39 times as a social media commentator on BBC News, Battenhall was featured in a Channel 4 film on social media safety, and on ITV Sunday Morning Breakfast, where we launched our movement campaigning for safety in social media for young people.
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Company
Brands2Life
Summary
Brands2Life is ‘The Agency for the Brands Transforming our World’, with 200+ staff doing transformative work for 100+ of the world’s most exciting, disruptive brands across earned, paid, owned and organic. Social is the fastest-growing capability in the agency.
The social team has had a record year:
- Revenue growth, 35% YOY
- Increased headcount, +29%
- Delivering five training modules to all staff, giving everyone a ‘Digital Diploma’
- 19 of the agency’s PR accounts now include a social remit – up 60%, from last year
- Delivered innovative new services and company-wide consultancy in line with a rapidly evolving social landscape
The team is now 45-strong (23% from BAME backgrounds), comprising JAEs through to PDs, led by MD, Kinda Jackson. 34% of the team have been with us for 3+ years. The team also has a majority female leadership team.
This is down to a people-first strategy when it comes to building our team of specialists, and a business development approach that targets ambitious marketers who value the creativity and impact of social and digital as much as we do. We’re social-first thinkers and makers, who help businesses transform through the power of digital communication.
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Company
Favola
Client
Favola (agency), Biotiful Gut Health, Victoria Health & Southern Housing New Homes
Summary
It’s fair to say that we’ve had a fantastic 2022/2023 at Favola. Our team of content creators, community management specialists, paid gurus and fun-loving social media connoisseurs have delivered revenue growth of 21% from 1st September 2022 to 30th June 2023 (29% in our full financial year) all against a tough economic backdrop.
Our team has onboarded new retained clients, including housebuilders Higgins and Vabel, delivered campaigns for international events business Banana Split and hosted an in-person event in collaboration with TikTok with over 50 attendees.
We’ve also delivered outstanding results for clients including FMCG brand Biotiful Gut Health (80k new followers), health and beauty retailer Victoria Health (for whom we’ve achieved a ROAS of 14.2) and top UK housebuilder Southern Housing New Homes (we’ve launched paid TikTok lead gen ads with a CPA as low as £20) ... AND still had time to go viral on our own TikTok channel on a consistent basis.
We’ve achieved all of this despite being a small, owner-managed boutique agency that still hot desks in a WeWork, as we like the fact we can look after other people’s dogs. To facilitate our growth, we’ve increased our headcount from 12 to 17, bringing in senior hires and junior content experts to make sure we haven’t stretched our team.
We’ve also deliberately stayed clear of the trap of offering other services (we don’t offer Google Ads, app development, PR… we’re a social media agency and that’s that).
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Company
WiredCo.
Client
WiredCo.
Summary
MATESHIP REALLY DOES MAKE COMMERCIAL MAGIC AND 18% GROWTH.
We’ve had an incredibly successful couple of years, growing 238%. But success will never come at the cost of our culture. And in these tough and fairly relentless times, everyone needs some mateship and magic to make them go - as Kylie says - Padam.
By putting our mates first, we’re able to create an environment where mateship really is making commercial magic happen for this social agency. Two years ago, we decided to focus on our people and clients by saying no to pitches. As an indie, this was hard. But this year, that investment really paid dividends. The magic our team created achieved a client satisfaction score of 95%, grew our revenue by 18% and won 10 new clients - including a global account win. But where the magic really happened was when we got recognised as AdNews Digital Agency of the Year and a Campaign Asia Content, Social and Specialist Agency of the Year.
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Company
OneFifty Consultancy
Client
N/A
Summary
We're a specialist digital marketing consultancy, with data and behaviours at the heart. Everything we do, and advise, comes back to prove it. Because you should know what every marketing pound you spend, could deliver. We've grown every year since launching in 2016 - including over pandemic - and we have a client list we're enormously proud of. From OVO Energy, DHL and Mazda Europe, to Sage, Airbnb and Toby Carvery.
In the UK, we've been recognised by the PRCA as the Best Digital Agency this year, in 2021 Lthe FT named us as one of Europe’s Fastest Growing Companies.
We've grown by a third in the last year. How? By delivering strategic counsel, great execution and genuine, commercial impact.
It's also about our people - they're incredible. Over half are homegrown (they started their career with us), and we focus on benefits that matter - 30 days holiday, unlimited training budget, sabbaticals and we encourage them to get greener on their travel and buy their bikes! The free bar doesn't hurt either.
This is our best year yet.
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Company
Coolr
Client
N/A
Summary
Coolr is a social media and influencer marketing agency with 80+ employees based in Farringdon, London. We’re on a mission to reinvent water cooler moments for the digital age – that’s why we’re called Coolr!
Since launching with just a couple of employees two years ago, 2023 has been a huge year of growth for Coolr’s in-house studio team. Consisting of creative producers, designers, creators, editors and videographers, Coolr Studios now consists of 30 full time members of staff and a network of 50+ freelancers. The team have created 750+ videos in 2023 alone, for some of the world’s biggest brands including Samsung, Lidl, Burger King, Deliveroo and PepsiCo.
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3
Social Media: Automotive
Company
eight&four
Client
Genesis Motors Europe
Summary
Available exclusively on the all-electric Genesis GV60, Face Connect is part of a keyless biometric vehicle entry and engine start. Debuted in May 2023, Face Connect is a world-first application of this technology in the automotive sector.
The objective of this launch campaign was to drive significant awareness of Face Connect and build understanding of the feature and its benefits, encouraging audiences to learn more. Our approach was to demonstrate that Face Connect enables effortless freedom for the driver to explore and escape the everyday, to pursue their ambition without being held back by logistics.
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Company
MSQ Partners
Client
Shell Helix
Summary
Time and time again, brands often use influencers for one-off events, but these activations have started to lack depth and impactful in today's social landscape. In May 2023, Shell Helix saw an opportunity to
turn a partnership event with the Scuderia Ferrari Formula One team into a unique social influencer road trip that would capture the attention of the automotive industry.
#OnTheRoadToMaranello brought together 12 influencers from key markets to experience "Ultimate Performance" at the Ferrari Factory and Fiorano circuit. The event was turned into a full-fledged social media campaign that ran for over three months, with more than 200 pieces of content created.
The event was unique not just to the automotive industry but to all, showing how all influencer activations can be more than just a one-off event. It was a strategic social campaign that leveraged the power of influencers to create long-lasting content and engagement.
Running for over three months #OnTheRoadToMaranello allowed Shell Helix to achieve its objectives and generate ultimate performance results: over 303 million impressions, over 80 million people reached, over 64 million engagements and a +6% Brand Awareness which is 4.9% higher than the Energy and utilities global benchmark and 3.9% higher than the APAC all-verticals benchmark (initial result)
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Company
Battenhall
Client
Morgan Motor Company
Summary
In February 2023, Battenhall was briefed by British sports car manufacturer, Morgan Motor Company, to help increase brand awareness with a younger demographic, and luxury lifestyle lovers, through a paid social campaign on Meta platforms and LinkedIn.
The brand wanted to expand its reach in the UK and Europe, as well as with its ‘cold’ audience: older people (50+) who may not be aware of Morgan, but were more likely to be imminent customers.
The strategy involved promoting the brand to new audiences that could be converted into future customers. It was important to identify ‘lookalikes’ of other luxury car brands, and lifestyle brands using data from a 2022 brand audit and additional research to target specific groups.
Two phases of ads were created, with static images and videos used to maximise impact. Visuals from the Morgan Motor Company catalogue were recreated, using different calls-to-action, copy length and tone, in order to A/B test. A range of content themes and shot types were also used to keep the campaign fresh.
The campaign has been a huge success and is still ongoing. With a total ad spend across the three platforms of £5,500 a month (£3,500 on Meta / £2,000 on LinkedIn), it has reached 10.4m+ new users, with over 18k clicks, and has smashed industry benchmarks. Crucially it has produced 44 open leads and 20 in-person meetings to discuss a car purchase. Before the campaign, Morgan had 0 sales leads from its social ads.
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5
Social Media: B2B
Company
Five by Five
Client
Screwfix
Summary
This campaign to raise awareness of an innovative delivery service was a new approach for Screwfix and for the B2B trade sector. We set out to make the brand famous for 60 minute delivery and do so with influencers in a way that was authentic, fun and engaging, whilst also never losing sight of the key benefit of the service for tradespeople - the fact that they can stay on site and get their job done.
The campaign proved to be ahuge success with 28 influencers creating 57 pieces of content, achieving a reach of over 5M, which in turn increased awareness by 14% and increased sales by 18%.
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Company
Transmission
Summary
B2B has a bad reputation when it comes to creativity. As the platform that’s become synonymous with B2B marketing, LinkedIn found itself painted with the same broad brushstroke.
In a push for greater creativity in how B2B Marketers used its platform and to encourage more creative thinking in B2B, we won a pitch among LinkedIn’s Marketing Partners to create a resource that could provide best practice guidance for its Marketing Solutions and expert commentary on B2B creativity.
Our solution? Hubbub. A standalone content and creative hub packed with how-to guides, thought leadership, and platform toolkits designed to give Marketers everything they need to produce stand-out creative content on LinkedIn.
Each content piece benefitted from our subject matter experts’ insights and commentary on B2B creativity, content, and LinkedIn’s Marketing Solutions. And to bring the campaign to life, we leveraged Transmission’s extensive full-service expertise to ensure each piece was seen by the right persona, at the right time, on the right channel.
The result? A wealth of assets wrapped in eye-catching creative supported by a brand-to-demand campaign. Our programme smashed benchmarks and performance predictions – paving the way for an expansive second phase and the deepening of our LinkedIn partnership globally.
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Company
Dentsu Creative
Client
Northrop Grumman
Summary
Since 2020, Northrop Grumman (NG) has been on a journey to establish their new brand ethos and mantra: "Defining Possible." Research showed that there was a barrier: perception. To many, the bureaucratic "black box" that is Aerospace and Defense (A&D) could never be innovative. The truth is that some of the most innovative technologies were sparked in the A&D industry.
Our goal: increase positive perception of Northrop Grumman, despite the stereotypes we faced.
Enter: "Overheard at Northrop Grumman" ("Overheard"), the first serialized comedy built for LinkedIn, letting break through the preconceived notions of key tech talent audiences, re-defining what they know about NG. "Overheard" painted a picture of life at NG through the eyes of its employees while also putting them firmly ahead of the competition as the shapers of what's possible.
Spots were placed on users' feeds across the platforms where our audiences are most active: LinkedIn, Facebook, Instagram, Twitter, YouTube, and Reddit–with post copy tailored to each channel and timing infused into culturally relevant moments.
The reaction has been incredible across all channels–as of November 2022, impressions across social channels have totaled ~50M, with video plays alone totaling ~43M. Compared to other creative running across social within the last year, "Overheard" performed at least 2x higher across every platform.
Overall, "Overheard" has been Northrop Grumman's most successful social campaign to date—and arguably across the entire aerospace industry—with no signs of stopping any time soon.
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Company
Gravity Global
Client
Payoneer
Summary
Background:
Payoneer – an ambitious fintech business offering a global payment platform to digital commerce SMBs for sending and receiving international payments.
The platform covers more countries than any other provider and makes the transactions easy/easier than the competition. Payoneer also cover markets that other providers avoid because they are too difficult.
The Task:
The task was to raise brand awareness in some very challenging international markets and drive new business registrations. Previously the business had never embarked on a brand campaign and solely focused on demand tactics.
The brief from the Client was to develop, launch and get a result before the end of the year giving the agency team just 4 months to show a return targeting an increase in brand awareness and 100% uplift in monthly lead volumes.
This was no mean feat and required an army of people from the agency developing market insight, brand strategy development, creative, GTM, test the work in each region and launch in The Philippines, United Arab Emirates, Brazil and India.
Results:
The business targeted a 15% uplift in new registrations and the campaign smashed the targets. The business achieved an uplift of 27% (almost 45,000) incremental registrations.
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Company
CSM Sport & Entertainment
Client
Sage
Summary
As Official Insights Partner of Six Nations Rugby, Sage is associating itself with data, insights and decision-making. By owning key decision-making moments, insights, and technologies in sport, Sage is showcasing how it can fuel confidence in better decision-making in business. Sage intended to not only power critical, game-changing data and insights, but tell the story – through the lens of its brand values – that it’s what you do with the data that really matters.
To communicate this narrative around insight-led decision-making, Sage utilised social media as a key touchpoint to engage target audiences. TikTok is one of the most effective channels utilised by Sage in achieving its goals.
Sage’s TikTok strategy;
Pre-tournament, Sage’s TikTok strategy was developed with three key goals in mind:
1. Raise awareness of Sage’s sponsorship status
2. Leverage talent and creators to showcase this
3. Drive awareness of Sage’s integral role in the sport and how this applies to decision making
In order to pursue these goals, Sage created a strategy focused on Creator Content, TopView and In-Feed ads.
As the tournament continued, Sage focussed on the following objectives:
1. Drive brand fame during peak moments throughout the tournament
2. Leverage talent and creators to showcase the partnership
3. Drive traffic to the search hub
4. Engage fans on the platform
In order to achieve these goals, Sage initiated a Search hub sponsorship, Smartball TikTok Insights page, Editorial content partnership, TopView and In-Feed ads
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7
Social Media: Brand Storytelling
Company
HSBC UK
Summary
How many financial services brands do you know with a Drag Queen in their ranks?
Not many, so this is something HSBC UK were keen to celebrate as part of our 2023 Birmingham Pride campaign.
Our creative execution in support of Birmingham Pride allowed our brand to show up authentically on social media by:
● Spotlighting the people in our organisation who are a part of the LGBTQ+ community.
● Giving a truly authentic POV of life at HSBC UK through the eyes of our very own Drag Queen.
● Working with LGBTQ+ influencers – the majority of whom are HSBC UK customers – highlighting our connection to the community.
● Everyone involved having a really great time!
The story of a colleague who is a Drag Queen is both powerful and truly authentic. Not just in how Nancy delivered her experience of the event, but also the creative showcase via her outfit and her involvement in the parade (as can be seen in our Pride highlight - included as one of the entry and web address links).
Combining Nancy’s story with content showcasing how HSBC UK are championing LGBTQ+ inclusion (influencer content examples included as entry links) was a perfect narrative for our social media audience, as demonstrated by the results shared.
The creative formats used, together with the creative output from our influencers enabled us to showcase something special and specific to HSBC UK.
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Company
McCann
Client
Mastercard
Summary
Between September 2022 and August 2023, Mastercard, a prominent sponsor of the UEFA Champions League, embarked on a strategic mission to strengthen its bond with football enthusiasts in key markets such as the UK, France, Germany, and Spain. Their central objective was to harness the power of video and film content to promote awareness of the new mascot uniform kit while turning a routine meet-and-greet into an extraordinary and unforgettable experience. The heart of this initiative lay in the "Team of Leos" campaign, a brilliantly executed homage to Lionel Messi's unparalleled legacy.
Mastercard's A Team of Leos campaign skillfully celebrated Messi's iconic status, effectively captivating the passion of football fans across these vital European markets. Examining two decades of data, we observed a notable increase in the popularity of kids named "Leo." We departed on a mission to connect with parents who chose this name in honor of the football star, Lionel Messi. Through interviews with these parents, we not only introduced the children named Leo to their idol but also revealed to Messi the profound impact his name has had on people worldwide.
Through this initiative, Mastercard successfully forged deeper connections with football aficionados, underlining its role as a dedicated supporter of the beautiful game. By integrating their sponsorship with creative storytelling, they elevated their brand presence, resonating with their audience on an emotional level. This campaign exemplified the potential of combining sports sponsorship with innovative content marketing, showcasing how Mastercard's commitment to crafting priceless experience.
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Company
The Maverick Group
Client
The Adecco Group
Summary
If you were a young Gen Z adult, scrolling social media, wouldn’t you be interested in scaling up your career by being a CEO for One Month? This is the opportunity provided by Adecco Group, one of the best places in the world for top talent as ambitious applicants work under the Global CEO, Denis Machuel, not just shadowing him all day every day for a month, but travelling with him and earning a CEO salary!
For this year’s campaign, the Maverick Group aimed to really tell the story of Adecco and the program, using social channels and a mix of media to attract applications, and create a talent pipeline for the client.
With an already ambitious target of 150,000 applications, we delivered over 190,000 quality candidates across over 40 countries; particularly difficult to do considering its aimed at the difficult-to-attract Gen Z audience.
What made this campaign successful was also telling the Adecco brand story, not just driving recruitment, and in deploying a robust test strategy across Paid and Organic, and launching two new channels: TikTok and LinkedIn, for the programme.
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Company
Volt Studio, Molson Coors In-house Agency
Client
Coors Light
Summary
Nowadays, fewer people are drinking beer even though everyone and their mother brews it. With a bajillion breweries on the rise and non-alc being all the rage, how does Coors Light remain top of mind? Our challenge was to stay relevant with our younger target audience and show them that Made to Chill is Made for Everyone.
We took the unique, cold-activated technology in our cans and applied it to a trend that was hot with our audience - nail art. Made for ladies and gents alike, this nail polish changes from silver to blue when it gets cold, in exactly the same way as a can of cold, refreshing Coors Light.
We launched just in time for the holidays, giving people a way to look Chill during the holiday party season and make sure their beer was Chill, too. By placing their fingers on their pint glass they could tell if their beer was not just cold, but Coors Light cold.
With more than 5500 units sold, over 719 million impressions and 982 organic media placements we can say this was the coolest holiday gift.
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Company
Sky Media, PHD and BBH
Client
Audi UK
Summary
In 2022, Audi became Sky Sports Official Innovation Partner to strengthen their position as a leader in technology.
After our first innovation in cricket’s The Hundred with the “Power Meter”, we switched to Football - broadening our reach to a wider pool of sports fans. We recruited England stars Beth Mead and Mason Mount to reveal game-changing innovations in their football careers.
Our content scored an absolute “worldie” with our audience – it was the highest-performing piece of branded content on Sky Sports social in 2022 with engagement and view through rates that smashed all metrics!
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Company
Twitch Ads
Client
WhatsApp
Summary
WhatsApp wanted to build awareness of its multiple layers of protection that keep messages private. So, they turned to Twitch - the digital playground of choice for Gen Z and Millennials and home to a community that values authenticity, collaboration and inclusiveness. Together, they set out to immerse WhatsApp in the digital gaming environment through a fun, entertaining, experience.
Twitch’s content is built by streamers, who engage with their communities for hours on end – but they of course need to take a break now and then. The challenge for streamers is that when they take a break, their audience drops off and their revenue shrinks.
WhatsApp and Twitch recognised the opportunity to help streamers by filling the breaks and keeping audiences engaged. And so Privacy Protectors was born - a first-of-its-kind mini-game where Twitch chat work together to protect their favourite streams from space invader-style threats, using projectiles representing WhatsApp privacy features. Success earned the community free WhatsApp subscriptions, and streamers took the opportunity to lead discussions of WhatsApp privacy.
This innovative gaming format transformed a moment when audience numbers and attention typically drop into a rewarding experience for viewers. In the process it engaged the Twitch community with the detail of WhatsApp privacy features, blasting awareness to new levels and powering up message association for WhatsApp as the platform that protects users’ privacy.
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Company
Tipico x Code and Theory
Client
Tipico
Summary
The doors to online sports betting were about to open and to ‘Win Ohio,’ as the brief stated, we knew we had to make Tipico — a Europe-based sportsbook and newcomer — the Cinderella story of Q1.
We scoured Reddit forums, Ohio meme Instagram accounts, ESPN, Facebook — everything to capture the rhythm, tone, dreams, and nemeses of Ohio sports bettors. We tapped into LLMs to create a living persona using first-party app data, desk research and audience interviews, which effectively trained ChatGPT on four personas that we could now have conversations with.
Audience development can take weeks. With AI, we did it in less than 48 hours.
“Bet Like You’re From Ohio” was born — a campaign combining hyperlocal art, an irreverent voice, and strategic media buying to reach and resonate with Ohioans. Focusing on Columbus, Cincinnati, and Cleveland, we activated across digital, social, and traditional media, Tipico's app, and within Tipicos MLS Columbus Crew partnership, deploying OOH and in-stadium screens during key home games.
Numbers don’t lie:
- 57% of 2023 acquisition target reached
- 32% share of voice in Ohio.
- Top 5 sportsbook
- 40K registrations in 1 month
- NFL Playoff weekend broke records: Highest single-day first-time deposits, Highest-ever unique activity (active users), Highest-ever handle (total bets), Earned more on Playoff Sunday than in a month in New Jersey.
The speed and accuracy of the AI strategy paid dividends, pinpointing Tipico's target audience, who we infused in every piece of art, messaging and media buy.
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5
Social Media: Brand/In-House Team of the Year
Company
NatWest Group
Summary
The social media team has been in existence for just over a year and began its main development just 9 months ago with arrival of team head, Robert Anderson. In this short time we've won major awards, achieved professional certifications, implemented a tech stack and have been highlighted by our social platform partners as setting best practice. We are defining an approach to modern marketing with renewed focus on creativity, as well as use of data and insight, and extending our permissions set. This approach is very different from the conventions of the financial services industry and embraces the spirit of social-first thinking. Our ambition is to turn this capability into competitive advantage. However, our ultimate accolade is a vote of confidence from colleagues - we're now a team others want to join.
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Company
Propel, WestJet and Swoop In-House Agency
Client
WestJet / Swoop
Summary
With the global economy bracing for a downturn, WestJet and Swoop’s resources were limited, despite high demand for travel and fierce competition across the airline industry. PROPEL, was perfectly suited to help, being more cost-effective, nimble, and having a better understanding of WestJet and Swoop’s business needs. So, despite limited budgets, we doubled down on creativity, when other airlines cut back.
For 2023, the priority was driving sales while still conveying WestJet and Swoop’s core values through compelling work. Over the course of the year, we completed an incredible 3373 projects for different parts of the business, including WestJet Rewards, WestJet Cargo and destination partners across the USA, Canada and Europe. We also helped WestJet launch new Transatlantic routes, and Swoop expand their network domestically.
As a result, WestJet and Swoop invested more in PROPEL. This is evident in the team’s 340% increase in headcount. And, thanks to PROPEL’s strong creative showing and cost-effectiveness, 2023 also saw PROPEL take on more “tier 1” work, typically done by WestJet’s external AOR. Compared to 2022, PROPEL business grew by 63%, accounting for 90% of WestJet’s total marketing efforts – playing a key role in WestJet and Swoop’s success.
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Company
Space NK
Summary
Space NK’s social team is 4-person content powerhouse that has delivered a +250% increase in reach YoY across our social channels, including a +400% reach increase on Tiktok, and a +20% follower growth YoY.
The team have delivered these outstanding results in a few different ways including our ability to develop and deliver scroll-stopping activations for Space NK and our partner brands.
In partnership with Byoma – a new to Space NK brand, we created a social out of home moment with two giant mascots: a giant Byoma product and a giant Space NK bag which was taken to Covent Garden. After launch week, we saw a 400% increase in engagement vs the week prior and a +250% increase in social reach vs our benchmark.
An example of cross-team collaboration was for the opening of our new store in Liverpool in June, to create social content to drive buzz and excitement - we had people queuing up from 6.45am for a 10am opening!
Space NK’s CEO, Andy Lightfoot put it best when he said: “With a young, digitally native marketing team their approach was ut the same people behind the screen as you want to attract to the screen. Our crack team of 4 effortlessly combine A-list celebrity content with bedroom selfies and raw, one-take interviews. Now with the fastest growing social following amongst competitors in the UK it just goes to show what can be done with the tools to succeed and the freedom to express.”
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Company
The Kitchen North America
Client
The Kraft Heinz Company
Summary
The Kitchen is the in-house agency for Kraft Heinz, built to take iconic brands into a new era of marketing, powered by culture, creativity, and collaboration.
What makes us different? The way we work. Our pod-based structure breaks down traditional silos and brings together creatives, strategists, producers, designers, and content creators - all working directly with our brand partners to unlock creativity and deliver breakthrough ideas at the speed of culture.
Built from the ground-up, we’re intentionally “bottom heavy”, dominated by Gen-Zers, as diverse as the world around us, passionate about culture in all its forms. We don’t make ads, we make content that reaches communities and cohorts in all those hard-to-reach places where mass advertising falls short.
A trusted social and digital partner for 15 globally recognized Kraft Heinz brands, including: Heinz Ketchup, Kraft Mac & Cheese and Oscar Mayer. By leveraging our superpower of integration, we react to our brands’ business needs with unprecedented agility and speed - in ways only an in-house agency could.
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Company
Volt Studio, Molson Coors In-house Agency
Client
Molson Coors
Summary
Molson Coors set a clear vision to build brands people want to hang out with.
Enter VOLT Studio, Molson Coors in-house social media team, tasked to spearhead this vision and bring brands and audiences closer together by moving at the speed of culture.
In the past year, it grew into a 50-person team in two countries, US and Canada, with top tier creatives, editors, account and project managers, and strategists, becoming the go to creative resource for Molson Coors’ 30+ brands.
With its Newsroom Model, we helped Molson Coors brands be relevant when it mattered most. We brought the team together each morning (whether in the office or at home) to share ideas and collaborate on what was hot in culture and activated in real-time.
VOLT Studio is a low cost, high output agile solution that has allowed Molson Coors to reduce its external Agency spend across marketing by 26% this past year, by bringing more work in-house. In addition, tighter production controls and better utilization of VOLT Studio helped drive production spend down by 38%. These savings helped reduce overall non-working expenses by 10% year-over-year.
These efforts have led to 15% team growth, maintaining at least 30% diversity and surpassing employee satisfaction benchmarks.
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Social Media: Community Management
Company
Volt Studio, Molson Coors In-House Agency
Client
Simply Spiked
Summary
When Simply, America’s #1 juice brand, announced it was launching an alcoholic version, Black Twitter (the collective expression of Black culture on Twitter) went wild. Instead of making these superfans part of our launch plan, we gave them the lead role, building a community around them. We gave them exclusive access to the product, amplified their voices and engaged with them constantly. This organic outreach contributed to 1 billion impressions with 16.4 million views on TikTok alone. In a market saturated with seltzers, we sold almost 2 million cases in 3 months, making Simply Spiked the biggest launch in Molson Coors’ history.
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Company
Infernozilla
Client
Victura
Summary
Within 7 days we had to conceptualize, strategize, plan and execute the marketing efforts around the Early Access launch of our client's game Six Days in Fallujah. We built their social platforms from scratch including their Discord server. As well as craft engaging lead up social content and a community event to help direct the hype around the launch into their community facing platforms. Securing a strong foundation for the game and it's future marketing efforts.
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Company
We Are Social
Client
Activision Blizzard
Summary
We gamified Call of Duty’s EMEA Twitter channels to run a giveaway that fed the fandom.
In Call of Duty, players customise their weapons with small, decorative cosmetic items. Imagine a keyring, if your keys were a computer-generated Assault Rifle.
Our task was to give away free codes which could redeem one of these keyring-style digital objects. The weapon charm was a cartoon bar of soap with a winky face: a playful representation of the plucky Scottish soldier John ‘Soap’ MacTavish, one of the game’s most legendary characters.
To get a code, players had to earn it. Our followers had to cooperate as a team by commenting enough soap emojis to reveal the mystery in-game item. The more emojis they replied with, the more of the Soap cosmetic was revealed in a Twitter thread where we shared static illustrations of the item gradually appearing from behind a wall of suds.
The response gained such momentum, creators and influencers got involved without any outreach. They just wanted part of the hype.
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Social Media: Community Manager of the Year
Company
The Social Element
Client
Mind
Summary
Bekah Ellis (they/she) has battled trolls, managed life and death emergencies, provided support to and proactively engaged with thousands of people about mental health across the UK. Not only this, but they have built, maintained and grown a caring community across multiple social media platforms. Most often executed with a wry sense of humour, this is no mean feat.
How? In their role for agency The Social Element handling mental health charity Mind’s social media.
In the wake of both the pandemic and the murder of George Floyd, Mind wanted to move away from ‘soft and safe’ comms to a more ‘bold and brave’ stance. Bekah was brought on by The Social Element, a social media agency, to activate this on Mind’s social media, based on Bekah’s own credentials as a mental health activist and experience managing large social followings. Bekah has propelled Mind’s social strategy, driving 13% follower growth and 18% engagement growth YOY.
Bekah’s role is to ensure marginalised voices feel protected by Mind. This means standing up for its principles by being bold, clear and sometimes tongue-in-cheek when responding to negative comments. Navigating the line between humour and the seriousness of mental ill health is a huge challenge, and one that Bekah has risen to triumphantly.
Facing a complex topic, a sometimes hostile social media environment, and a huge brand ambition to stand for something - Bekah continues to build a robust and positive community space on social media that tackles mental health openly and honestly.
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Social Media: Consumer Goods
Company
SuperHeroes
Client
Lenovo Yoga
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3
Social Media: Consumer Services
Company
Viral Nation
Client
Chegg, Inc.
Summary
Chegg, a leading education technology company, approached Viral Nation to rebrand, relaunch, and reposition their TikTok presence to connect with college-level learners on a deeper level.
To achieve this, Viral Nation aimed to disrupt the norm of educational accounts on TikTok and do #edutok differently by creating content that was both entertaining and educational.
While most educational accounts offer nothing more than entertaining clickbait, Viral Nation saw an opportunity to disrupt the norm and give students a meaningful and compelling hook to the content they consume–helping students with coursework on TikTok by providing bite-sized learning lessons from subject matter experts and working with college-aged creators to produce relatable and trendy content about the student experience.
This strategy paid off, the campaign resulted in over 300 pieces of top-tier college-level lessons in almost every subject, garnering over 475 million views (owned and earned), engaging with over 3.5 million students, and seeing an owned channel growth of over 471%
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Company
House 337
Client
Santander
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Company
Twitch Ads
Client
WhatsApp
Summary
WhatsApp wanted to build awareness of its multiple layers of protection that keep messages private. So, they turned to Twitch - the digital playground of choice for Gen Z and Millennials and home to a community that values authenticity, collaboration and inclusiveness. Together, they set out to immerse WhatsApp in the digital gaming environment through a fun, entertaining, experience.
Twitch’s content is built by streamers, who engage with their communities for hours on end – but they of course need to take a break now and then. The challenge for streamers is that when they take a break, their audience drops off and their revenue shrinks.
WhatsApp and Twitch recognised the opportunity to help streamers by filling the breaks and keeping audiences engaged. And so Privacy Protectors was born - a first-of-its-kind mini-game where Twitch chat work together to protect their favourite streams from space invader-style threats, using projectiles representing WhatsApp privacy features. Success earned the community free WhatsApp subscriptions, and streamers took the opportunity to lead discussions of WhatsApp privacy.
This innovative gaming format transformed a moment when audience numbers and attention typically drop into a rewarding experience for viewers. In the process it engaged the Twitch community with the detail of WhatsApp privacy features, blasting awareness to new levels and powering up message association for WhatsApp as the platform that protects users’ privacy.
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Social Media: Data and Insights
Company
Molson Coors In-House Agency
Client
Simply Spiked
Summary
When Simply, America’s #1 juice brand, announced it was launching an alcoholic version, Black Twitter (the collective expression of Black culture on Twitter) went wild. Instead of making these superfans part of our launch plan, we gave them the lead role, building a community around them. We gave them exclusive access to the product, amplified their voices and engaged with them constantly. This organic outreach contributed to 1 billion impressions with 16.4 million views on TikTok alone. In a market saturated with seltzers, we sold almost 2 million cases in 3 months, making Simply Spiked the biggest launch in Molson Coors’ history.
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Company
The Kitchen
Client
Heinz
Summary
How we sparked a global conversation about Heinz Tomato Ketchup with a single tweet…
With the cost of living crisis pushing up prices, we had to reinforce the iconic status of Heinz Tomato Ketchup amidst growing competition from own-brand alternatives. We devised a disruptive social stunt to reignite the nation's love for the classic condiment and remind them that when it comes to ketchup, it has to be Heinz.
With a limited budget we had to be strategic to disrupt and lean into an insight Heinz could own. Recognising that the British love a good debate, we decided to settle the age-old question of where you store your ketchup: fridge or cupboard?
By partnering with the popular No Context Brits account, we disrupted Twitter feeds with a simple tweet, "FYI: Ketchup. goes. in. the. Fridge!!!" Not only did this trigger a nationwide conversation around Heinz across social platforms, but it also ignited a global frenzy with news coverage from around the world.
Our insight driven tweet had disrupted both social feeds and the news agenda, with the campaign generating billions of media impressions and becoming Heinz’s most successful tweet ever.
The engagement around our disruptive social stunt confirmed we had successfully tapped into a universal insight and talkable tension: where to store ketchup. Through a single tweet, we provoked irrational love for not just ketchup, but for Heinz too. Our campaign reaffirmed Heinz Tomato Ketchup's unparalleled place on tables – proving that for ketchup lovers, it has to be Heinz.
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Company
OneFifty Consultancy
Client
Watchfinder & Co
Summary
High end watches - very popular with a core audience BUT how do you use social to go beyond your enthusiasts and create a new audience, who will actually buy?
Use data and understand audience behaviours. This is how we created a new audience for an established luxury good.
This data fuelled and behavioural led campaign generated long and short-term commercial value - relying upon proprietary techniques which come from academia and behavioural science.
As a result, Watchfinder & Co - the market leader for pre-owned luxury watch resale - successfully acquired a new audience that will fuel sales tomorrow AND generated meaningful sales today.
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Company
BENlabs
Client
Overwolf
Summary
Overwolf partnered with BENlabs to rip up the rule book on traditional "Ambassador" formulas in order to deliver a 12-month program to help support creators with stable, regular incomes and scale their channels by partnering with brands that are relevant and authentic to their content.
The campaign was strategically designed to deliver full-funnel results, driving mass awareness through channel-relevant integrations that drive installs by audiences at scale for a selection of free-to-use Overwolf Apps.
BENlabs implemented its innovative AI Audience Clustering tool to explore various audience segmentations based on engagement, performance, and comparisons to similar clusters. These insights identified 5 audience segmentations with an affinity for Overwolf, including 2 top performing segmentations with 380+ creators to target and test.
BENlabs focused on creators across Twitch and YouTube, scaling the program from 1 creator in the first month, to over 100 active creators by the end of twelve months.
The results speak for themselves. Over 100 million views in the 12 months, 517,975 clicks, 152,393 installs, 5,000+ hours of content delivered, and 2,923 pieces of content.
BENlabs continued to optimize campaign performance, driving CPV down by over 50% across the campaign window, achieving a CPV over 5x lower than the industry average.
On the tail of an overwhelmingly successful campaign, Overwolf has renewed its contract with BENlabs for 2023, with the campaign model scaling to new project launches in the pipeline.
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Company
the tree
Client
Boost Drinks
Summary
Boost challenged us to grow the brand beyond loyalists, so we boosted the insights-finding process to understand drinkers more deeply.
A large, high growth segment emerged from initial panels and surveys; thrifty and outgoing shoppers. We called them "Social Savers", and their number one priority was to make the most out of every day. We decided to make it our ambition to get them to say "yes" more often.
But that wasn't enough. GWI helped us enrich our audience knowledge with a further 40,000+ data points, mapping out their routines and social media usage. Demographics Pro provided a closer look at their interests through follower data, from which football, fitness, music and fashion came out on top.
Our content pillars would mirror the reasons that Social Savers scroll, for discovery and distraction, and to hack everyday challenges. But how could Boost connect with their interests authentically? We decided to cut through the elite footballers and chart topping musicians that our competitors featured to create truly audience-first content. This was for the fans on the terraces, the early-morning gym-goers and the headphone commuters.
In our influencer campaign with Tom Skinner, audiences gave him no choice but to say "yes" to a challenges across London, from driving a black cab, to going down Britain's longest slide.
All in all, we increased positive sentiment by 14% YoY and delivered a follower increase of 1,685%. Not to mention getting Brits to say "yes" a little more often.
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Social Media: Disruptive or Innovative Idea or Stunt
Company
United Esports
Client
Old Spice
Summary
With the audacious plan to literally burst through a wall live on camera, United Esports and Old Spice obliterated the lines between livestreaming and ordinary branded content, setting the stage, and the bar, in a cornerstone moment that would redefine livestreaming history. By initially tricking fans watching live by recreating world-famous Fornite player SypherPK's home set-up in a studio but directing the livestream Twitch from a professional control room, The Give Odor the Bird campaign shattered the boundaries between what defines produced and live stream content, establishing an unprecedented moment that left tens of thousands of live viewers in awe and reached tens of millions in the elaborate ad campaign on Twitch and YouTube that leveraged live captured contents and reactions.
The campaign consisted of two key elements: produced promotional media and a seemingly organic livestream with Fortnite creator, SypherPK. Drawing inspiration from live broadcasts like SNL, the livestream featured a dynamic cast of characters, including the custom-designed Odor character and our hero, the Old Spice Eaglefangs mascot. The meticulously crafted run-of-show spanned four hours, the focal point being Odor's persistent (yet hilarious) presence, growing increasingly bothersome to SypherPk throughout his stream. The broadcast ultimately led to the defining moment when SypherPK finally had enough and gave Odor “THE BIRD”—specifically, Eaglefangs by Old Spice. As if ripped from imagination, in an impressive stunt, a colossal Eagle broke through Sypher’s wall, surprising the audience and tackling Odor, literally and figuratively, proving that Old Spice can take on any body odor.
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Company
The Kitchen
Client
Heinz
Summary
How we sparked a global conversation about Heinz Tomato Ketchup with a single tweet…
With the cost of living crisis pushing up prices, we had to reinforce the iconic status of Heinz Tomato Ketchup amidst growing competition from own-brand alternatives. We devised a disruptive social stunt to reignite the nation's love for the classic condiment and remind them that when it comes to ketchup, it has to be Heinz.
With a limited budget we had to be strategic to disrupt and lean into an insight Heinz could own. Recognising that the British love a good debate, we decided to settle the age-old question of where you store your ketchup: fridge or cupboard?
By partnering with the popular No Context Brits account, we disrupted Twitter feeds with a simple tweet, "FYI: Ketchup. goes. in. the. Fridge!!!" Not only did this trigger a nationwide conversation around Heinz across social platforms, but it also ignited a global frenzy with news coverage from around the world.
Our insight driven tweet had disrupted both social feeds and the news agenda, with the campaign generating billions of media impressions and becoming Heinz’s most successful tweet ever.
The engagement around our disruptive social stunt confirmed we had successfully tapped into a universal insight and talkable tension: where to store ketchup. Through a single tweet, we provoked irrational love for not just ketchup, but for Heinz too. Our campaign reaffirmed Heinz Tomato Ketchup's unparalleled place on tables – proving that for ketchup lovers, it has to be Heinz.
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Company
D3
Client
Frito-Lay North America
Summary
Ever since Lionel Messi’s announcement of joining Inter Miami came to light, the celebratory mood hasn’t stopped in the United States. Whether you are a soccer fan or not, Americans have been hyped about the GOAT’s arrival.
With a natural connection to the GOAT (the brand recently featured him in a TV advertisement and put Messi’s face on limited-edition chip bags to celebrate the UEFA Champions League) the potato chip brand knew they needed to jump in on the excitement. And what better way to welcome the GOAT than with 807 (now 808) actual goats representing each one of Messi’s goals.
Frito-Lay’s in-house agency D3 created content showing a farmer shepherding 807 (mostly CGI) goats—one for each of Messi’s career goals—out into a field to form Messi’s face and set to the tune of the unofficial anthem for Argentine soccer. This content went live just before Messi’s first game and memorable goal in Miami. So, naturally, a new version was released with an extra goat to match the 808 goals from Messi throughout his career.
In less than 21 days this went from an idea pitched over text message to the Frito-Lay US CMO to three pieces of content garnering 12 MILLION Total Impressions, 8.4 MILLION Total Video Views, 34.4K Followers Gained and an almost 10% Average Video View Rate across platforms.
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Company
Rethink
Client
Kraft Heinz Philadelphia Cream Cheese
Summary
When Nike announced the Montreal Bagel Dunk Lows, Philly saw an opportunity to hijack the shoe giant’s most anticipated launch of the year. Going from concept to launch in 48 hours, Schmear Socks became the must-have accessory for hype-hungry sneakerheads, proving that no bagel is complete without Philly, even if that bagel is a shoe.
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Company
D3
Client
Frito-Lay North America
Summary
From epic TV series to worldwide phenomenon, Breaking Bad is one of the most successful TV shows of all time.
Frito Lay’s PopCorners partnered with the show’s creators and talent to bring the show to life. By pooling the talent of cast and crew, we turned branded content into a global frenzy with fans delighting in the launch of a new flavor of PopCorners.
The campaign aligned the brand message and the delivery mechanism perfectly, tapping into the mega-fandom of Breaking Bad ensured massive organic coverage for the brand and the show, bringing millions of intrigued fans into contact with PopCorners.
PopCorners generated billions of earned impressions across 1,625 media placements, and was the #1 talked about brand on Reddit leading up to the Super Bowl.
We have seen our business grow along with the campaign roll out in 2023
U.S.
50% increase in Retail $ Sales vs. year ago
1 million new buyers (32% increase) vs. year ago
Canada
190% increase in Retail $ Sales vs. year ago
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Company
Hello Social
Client
Paramount Pictures
Summary
Our brief was to create a salient and disruptive social media stunt to drive awareness and incentive-to-view for new horror film SMILE. The key markers of success were total social impressions, quality metrics (such as engagements, shares and minutes consumed) as well as box office performance. Our mob of 'SMILERS' descended on Sydney CBD, putting punters in the shoes of the film's protagonist Rose who is haunted by smiling strangers wherever she turns. Paired with real-time social activity, creator partnerships and fast turn-around social content, the disruptive stunt went viral on tiktok and Instagram in the week leading up to the film's premiere. It amassed a total of 2.6 million views (up 99% on forecast) across both social platforms, garnering 82,601 likes and comments plus 90.5% positive sentiment. Content from the stunt was watched on social for a total of 4,253 hours which was up 254% on our forecast. The stunt gained media coverage around the globe and was heralded by social media users as 'the best movie marketing since The Blair Witch Project'. In terms of box office performance, SMILE was Australia's highest grossing horror film of the year. Globally, it took pole position as the #1 movie in the world at the time.
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Company
Maybelline UK
Summary
The most viral Maybelline video of all time!
Powerful conversation driver:
- Over 150 million views in first week, with limited media support
- Over 7 million engagement in first week
- Incredible PR picked up: 298% increase EMV (earned media value) on Maybelline Sky High mascara vs month before
Powerful sales driver:
- Highest ever sales period for Sky High mascara, +110% YoY and highest ever sales during peak week of virality
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7
Social Media: Food and Drink
33m video views? 1,400% increase in community? TikTok that doesn’t suck? It’s all about Chupa Chups…
Company
McCann Birmingham PR & Social
Client
Chupa Chups UK
Summary
The McCann and Chupa Chups partnership is built on an ongoing test and learn approach to evolve and adapt to the everchanging social media landscape.
Our ongoing objective with Chupa Chups is to increase brand awareness and become THE sweet brand to choose amongst their now Gen Z target audience (18+). This has meant that over the last few years our channel roles have evolved to remain relevant – an approach that has led to a level of video time watched that is the equivalent of watching all 10 series of Friends 806 times in the first 7 months of 2023 …
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Company
Reach Agency
Client
DiGiorno
Summary
In order to stand out from ‘Delivery Giants’ competitors like Domino’s and Pizza Hut, DiGiorno needed to engage Generations Y and Z – our primary growth audiences. With the launch of DiGiorno’s Fully Stuffed Crust Pizza, we had an exciting product innovation to set us apart. But how could we break through when the ‘Delivery Giants’ and their massive budgets outspend us 10 to 1?
Our goal was to drive sales and steal attention and share away from our delivery competitors, but in a manner that was more entertainment-focused, less salesy. We honed in on the power of music on TikTok and decided to create an original musical anthem to capture consumer attention.
First, we partnered with creator Kyle Exum to co-create a debut single called “DiGiorno Made Us Do It” that integrated what Kyle really loved about our pizza.
Six months later, we doubled down on the song’s success and developed “Rise”, a cross-genre album celebrating DiGiorno’s Fully Stuffed Crust.
The results were delicious. DiGiorno saw a 3.1%+ sales lift, generating the #1 ROAS for Food and Beverage advertisers on TikTok ($4.89). New buyers' sales increased 13%. The campaign generated 216M impressions, 209M views, and 11.5% ER (55% above benchmark), even earning a VTR 17% higher than the industry median benchmark. Sales were supported by a CTR 20% above industry median. Brand awareness boosted 3.6% and consumer attitudes towards DiGiorno improved by 6.8%, demonstrating our success in driving brand relevance and cultural connection.
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Company
Rethink
Client
Kraft Heinz North America
Summary
Heinz AI - When A.I. text-to-image generators took the Internet by storm, Heinz saw an opportunity to tap into the cultural conversation. The campaign started with a simple question: what would A.I. generate when asked to generate “ketchup”? The result was the first-ever campaign with visuals generated entirely by A.I. An experiment in brand ubiquity using emerging technology, proving that even to A.I., ketchup looks like Heinz.
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Company
The Kitchen
Client
Heinz
Summary
How we sparked a global conversation about Heinz Tomato Ketchup with a single tweet…
With the cost of living crisis pushing up prices, we had to reinforce the iconic status of Heinz Tomato Ketchup amidst growing competition from own-brand alternatives. We devised a disruptive social stunt to reignite the nation's love for the classic condiment and remind them that when it comes to ketchup, it has to be Heinz.
With a limited budget we had to be strategic to disrupt and lean into an insight Heinz could own. Recognising that the British love a good debate, we decided to settle the age-old question of where you store your ketchup: fridge or cupboard?
By partnering with the popular No Context Brits account, we disrupted Twitter feeds with a simple tweet, "FYI: Ketchup. goes. in. the. Fridge!!!" Not only did this trigger a nationwide conversation around Heinz across social platforms, but it also ignited a global frenzy with news coverage from around the world.
Our insight driven tweet had disrupted both social feeds and the news agenda, with the campaign generating billions of media impressions and becoming Heinz’s most successful tweet ever.
The engagement around our disruptive social stunt confirmed we had successfully tapped into a universal insight and talkable tension: where to store ketchup. Through a single tweet, we provoked irrational love for not just ketchup, but for Heinz too. Our campaign reaffirmed Heinz Tomato Ketchup's unparalleled place on tables – proving that for ketchup lovers, it has to be Heinz.
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Company
Billion Dollar Boy
Client
Lipton Ice Tea
Summary
Lipton Ice Tea is the ultimate summer brand and they want people to enjoy it as much as they do. The quickest way to cement this position among its experience-thirsty audience was to dive into summer festivals. So the brand hit Sziget Festival 2023 – one of Europe’s largest music festivals – and embraced festival life through a multichannel, experiential, influencer and paid campaign.
Lipton Ice Tea wanted to be the most talked about brand among the 450k festival fans and win share of voice online. However, as one of 47 official brand partners vying for attention, with a limited budget, standing out would be hard. So the brand had to be tactical and unconventional.
Lipton Ice Tea chose a team of 11 international social media creators and actors to create the world’s first S.L.U.R.P. (Sziget Lipton Ultimate Refreshment Patrol) to surprise festival-goers with unexpected solutions to festival problems. Their Roaming Cool Off solutions included leaf-blowers, fire extinguishers, hoses - and the repurposed yellow fire truck Cool Off HQ. Lipton invited an additional 18 creators to capture the stunts as they happened for Instagram and TikTok, ensuring the activation reached far and wide.
S.L.U.R.P. brought moments of surreal joy, resulting in 312 pieces of content, 132M video views, which smashed Instagram’s engagement rate benchmark by a whopping 157%. Lipton was the brand winner of Sziget 2023, with more than a fifth of all brand mentions, putting the competition in the shade.
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Company
Leith Agency
Client
IRN-BRU
Summary
IRN-BRU wanted to address the demand for variety of flavours and thus created two bold, fun limited edition flavours: IRN-BRU Xtra Ice-Cream and Tropical.
Challenged with creating a creative campaign concept that would engage and bring new consumers into the IRN-BRU Xtra brand through these summer flavours, we developed a strategy that leveraged both novelty and scarcity (and the Scottish Summer is notoriously scarce) to drive trial and engage new consumers.
As part of the resulting campaign, centred on TikTok, we used creative elements that strongly feature in native TikTok content intertwined with that classic bold and unique IRN-BRU humour to create what turned out to be best-in-category performing TikTok films and a wider campaign that was highly celebrated and shared among our audience.
Results were extremely strong exceeding both the client objectives and category performance over the period, leaving a sweet taste in everyone's mouths.
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Company
Edelman
Client
Hellmann's
Summary
Vegan food gets a bad reputation. It’s boring, it’s plain, lacking flavor and fun. Or so people think. To launch Hellmann’s NEW Vegan Dressings, we wanted to flip the narrative and shape people’s perceptions of vegan food, the objective was to raise awareness of their vegan offerings and grow their category share.
Introducing, The Vegans: the world’s first award show to celebrate delicious, vegan food. In a month-long campaign, we built a content ecosystem featuring foodie influencers, their delicious vegan recipes, and our new Hellmann’s Vegan Dressings. The campaign culminated in one eventful awards ceremony exclusively on TikTok to bring delicious award-worthy vegan meals—and our dressings—to Canadians on the platform.
The Vegans captivated users on TikTok, raising awareness of Hellmann’s Vegan Dressings with 17M+ video views across all content and driving a 27.5% increase in share within the vegan dressings category. With the help of Hellmann’s Vegan Dressings, vegan meals were finally getting the love they deserved, achieving a 95% positive sentiment rate. And more people were inspired to explore vegan eating on their own with a 22% increase in vegan searches on TikTok within Canada!
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2
Social Media: Healthcare and Pharma
Company
Publicis Health Media
Client
Astellas
Summary
How does a condition go from being banished from polite conversation to being shouted from one of
culture’s most prominent stages? Publicis Health Media developed a robust content strategy to shift the
cultural discourse around menopause, removing stigmas to allow for greater understanding of the
prevalence and impact of the symptoms of menopause on the lives of millions of women each year. As a
result of this campaign, Vasomotor Symptoms of Menopause (VMS), more commonly known as hot
flashes and night sweats, went from the shadows to helping to inspire a commercial parody on SNL
approaching 1 MM views on YouTube, a cultural indication of its increased visibility in society.
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Company
MG OMD
Client
Specsavers
Summary
Amid pandemic-related store limitations and customer hesitancy, Specsavers faced a pressing decline in eye test appointment bookings due to a limited pool of customers they can contact for recall appointments.
Our challenge was clear: reverse the decline and invigorate growth by driving more bookings in a fiercely competitive market against the competition. The strategy demanded scaling paid social performance campaigns and driving Eye Test Booking appointments while maintaining a cost-effective CPA.
Despite substantial investment in Meta, engaging the sought-after 18-34 audience proved elusive and costly. The solution emerged in TikTok, boasting a 69% user base within the desired age bracket. However, success hinged on crafting authentic, native content. Partnering with TikTok's Creative Exchange Programme and creative agency "Uncovered," we produced 6 tailored assets embodying Specsavers' core brand values.
The campaign's impact was remarkable, and the number of eye test bookings exceeded all expectations:
• 26.8K eye test bookings (vs 3.6k target)
• 30% below the target CPA
• 5x below the CPA ceiling
Notably, the asset using the native "Video Reply" creative feature emerged as a star performer, underscoring the significance of platform-specific content. The campaign's ripple effect extended beyond immediate gains, rejuvenating the declining 18-45 audience.
Our journey with Specsavers illustrates the power of strategic innovation, authentic engagement, and data-driven insights. By harnessing TikTok's potential and tailoring content to resonate with audiences, we not only revitalized the brand's target demographic but also redefined their paid social investment strategy.
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9
Social Media: Influencer Partnership
Company
Collectively
Client
Dove
Summary
Dove's influencer work in 2023 reflects its unwavering dedication to inclusivity, empowerment, and social impact. Dove has effectively magnified its message through strategic collaborations with influencers, engaged a wider audience, and sparked meaningful interactions. The brand's campaigns mirror its commitment to creating meaningful change, harmonizing with its renowned Personal Care and Beauty & Wellbeing products. The impressive results and positive audience responses prove the impact of Dove creator marketing initiatives.
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Company
Digital Voices
Client
Duolingo
Summary
Get ready to embark on an electrifying journey into the world of language learning!
In order to propel Duolingo, the unrivalled free language-learning mobile app, to dazzling new heights, Digital Voices were called upon to design a stellar Influencer Marketing campaign that would complement the brand’s bold presence on TikTok and build a new narrative for language education amongst Gen Z.
The key objectives were:
To test whether creative partnerships with YouTube creators could unlock a UK Gen Z audience demographic
Raise awareness of the Duolingo app amongst UK Gen Z audiences
Drive brand engagement and downloads for Duolingo
With British Gen Z’s favorite YouTube duo Chunkz and Yung Filly as the face of the campaign, the YouTube, Instagram, TikTok, and Twitter content produced drew in a whopping 3 million views – and counting! The content produced completely encapsulated Duolingo's vision, showcasing the app's brilliance with the creators’ unparalleled charm that is so adored amongst Gen Z.
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Company
BBC Studios Creative
Client
BBC Studios Marketing
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Company
That Lot
Client
Adobe
Summary
From sceptical to sold… how Adobe changed the perception of generative AI, by putting eyes on content and bums on seats.
Adobe’s game-changing AI tool, Firefly arrived in 2023, greeted by a creative community that was sceptical of AI technology. We needed to show them that with Firefly, the creator is the hero.
To do this we developed ‘Create For Tomorrow’; an entire month where every piece of content on the Adobe Instagram feed came from one of our carefully curated influencer partnerships, all prompting them to ‘Create For Tomorrow’, celebrating their creativity and exploring the possibilities of Firefly.
Launching to coincide with Adobe’s flagship IRL event, Abobe Max London, we had three goals:
1. Increase registrations for Adobe Max London.
2. Increase impressions and interactions on the Adobe Instagram feed in the priority countries for the business (UK, France, Germany).
3. Secure positive sentiment for Firefly amongst the creative community.
Our results exceeded expectations:
1. We engaged our creator army to spread the word across their feeds. Within 24 hours we had sold every ticket.
2. 562 pieces of creator content achieved over 47.5 million impressions, over 26.1 million interactions, 1.6 million post engagements, 82.8k clicks and over 17.7 million video views.
3. We took our audience from a general scepticism and a feeling of “why are you taking jobs from creative people?” to game changer, “It's awesome. I mean literally, your art is limited only by your vocabulary” @savrgorr
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Company
Whalar
Client
INCH'S CIDER
Summary
Inch’s Cider is a British cider that’s perfectly crisp because they go the extra Inch in all they do.
And this summer we needed to drive awareness of Inch’s Cider, the drink’s great taste (especially with lemon) and their green credentials.
We would build on the success of their current platform of ‘Going the Extra Inch’ and bring it to the target audience of 18-34 year old alcohol drinkers, city folks.
Inch’s fresh & fun summer aesthetic could be perfectly poured into the platform where our audience spent the most time with their friends: Instagram.
The four passion points for the summer that we’d inject into our content were identified as: Food, Nature, Sustainability and Spoken Word.
We worked with ten UK creators to craft energetic, fun, feel good and summer themed content.
They embraced the creative idea and showed how they went the EXTRA INCH in their passions and for their friends and even strangers.
To punctuate Inch’s sustainability and partnership with MOB Kitchen, we hosted a unique experience: ‘The Local’ - a pop up pub where all ingredients were sourced within a 40 mile radius.
Our fantastic results were a result of a well-executed strategy and perfect match of the right creators and content style.
For going the Extra Inch with creators we attained the highest value growth of any cider in the UK (source: Nielsen/ CGA YTD data July 2023).
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Company
Billion Dollar Boy
Client
Lipton Ice Tea
Summary
Lipton Ice Tea is the ultimate summer brand and they want people to enjoy it as much as they do. The quickest way to cement this position among its experience-thirsty audience was to dive into summer festivals. So the brand hit Sziget Festival 2023 – one of Europe’s largest music festivals – and embraced festival life through a multichannel, experiential, influencer and paid campaign.
Lipton Ice Tea wanted to be the most talked about brand among the 450k festival fans and win share of voice online. However, as one of 47 official brand partners vying for attention, with a limited budget, standing out would be hard. So the brand had to be tactical and unconventional.
Lipton Ice Tea chose a team of 11 international social media creators and actors to create the world’s first S.L.U.R.P. (Sziget Lipton Ultimate Refreshment Patrol) to surprise festival-goers with unexpected solutions to festival problems. Their Roaming Cool Off solutions included leaf-blowers, fire extinguishers, hoses - and the repurposed yellow fire truck Cool Off HQ. Lipton invited an additional 18 creators to capture the stunts as they happened for Instagram and TikTok, ensuring the activation reached far and wide.
S.L.U.R.P. brought moments of surreal joy, resulting in 312 pieces of content, 132M video views, which smashed Instagram’s engagement rate benchmark by a whopping 157%. Lipton was the brand winner of Sziget 2023, with more than a fifth of all brand mentions, putting the competition in the shade.
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Company
Whalar
Client
Oatly
Summary
We needed to make people aware of Oatly and their Semi Skimmed product and encourage the audience to try it out instead of milk.
Not just as a drink but as a milk replacement in all instances.
Well, almost all instances.
Oatly isn’t afraid of being honest.
For example, their Oatly Semi Skimmed is the perfect milk alternative most times… but it probably doesn’t work in all instances.
And they’re not afraid of admitting that, which became the big idea: Oatly Works In (Almost) Everything.
To deliver this message online, they needed an authentic channel: content creators on social media.
We sourced 46 creators to reach our broad audience range across seven EU markets.
Our diverse creator selection reflected the audience’s unique and diverse passions and POVs, such as magicians, comedians, anime artists and traditional foodie creators.
We collaborated with some of the biggest names in the social (and IRL) food scene to really put Oatly on the map.
From breakfast to chai, tingly ASMR to sumptuous cinematography, milk rolls to national dishes it was all delicious.
Well, not all. One creator presented an instance when our oat-based alternative just wasn’t the right ingredient.
The audience appreciated creators’ honesty and Oatly being open to the truth - a refreshing treat for social media.
13.1M organic Views.
2.8 years (1,047 days) of Playtime. Or the time it takes to hand milk 300,000 cows.
11.48M Reach
788K total Engagements
97.7k Link clicks
And @Poppycook’s video went VIRAL with 7.8M organic Views!
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Company
ZAK
Client
England and Wales Cricket Board
Summary
Women’s cricket is growing, but it hasn’t benefitted from the mainstream attention of women’s football over the last few years. And that’s because cricket still feels irrelevant to most young women. And yet the England women’s team are a prime example of young women from a range of backgrounds coming together to express their individuality while being part of a cohesive team unit. It was our job to demonstrate to a new Next Gen audience that this game has a place for them. So we created the ‘We Got Game’ creative platform. And we brought it to life through an influencer-led social campaign, working with creators alongside the elite professional players.
We created over 107 outputs, with bespoke creators in comedy, fashion and lifestyle, and featured on cultural podcasts like Gal-Dem. This allowed us to broadcast from beyond our own channels and show up in the communities we were trying to reach.
The campaign culminated with ‘Our House’, a takeover of one of the hospitality boxes at the England Women’s team’s first ever Test Match at the Home of Cricket, Lord’s. And alongside a team of engaged creators who we had worked with throughout the campaign, we created an event that paid it forwards and celebrated all things women’s cricket in an empowering, inclusive, carnival like atmosphere that represented the values of the team, the creators, and the campaign.
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Company
Playmaker Films
Client
Clarks
Summary
Playmaker Films was tasked with creating a supporting TikTok campaign to win the attention, consideration and affection of Millennial parents - whose children are likely to be commencing a new primary school year in September 2023. The brief was to create something playful and humorous to live on TikTok, Instagram and YouTube, with an authentic, organic feel and bundles of ‘old school’ nostalgia inspired by kids being kids. As part of the campaign, Clarks wanted to expose its new ‘Goal’ kids shoe to prospective customers.
Stylistically, Playmaker opted for a comedic style popular with millennial audiences: a dry, stilted comedy of reactions, fuelled by numbing awkwardness and bumbling, try-hard authority figures, echoing the style of early 2000-2010s comedy classics like People Just do Nothing and This Country. A mockumentary style with first-person narration cues offered a natural platform for straight-faced surprises and misunderstandings, founded on understated, self-mocking performances.
The videos followed Raheem Sterling as he takes a trip back to school, encountering a series of different scenarios - from music and PE, to breaktime and the classic ‘school photo day’. The comedic twist being that, where Raheem assumed he’d be the most popular guy on campus, he soon finds out that kids can be rather difficult to please…
After the first week of the campaign, Clarks has experienced an extraordinary Social post engagement rate of 6.6% on the main campaign video, driving over 10,000 campaign website visits and a sales uplift of 165%.
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3
Social Media: Integrated
Company
MG Empower
Client
Tangle Teezer
Summary
As a collaboration between brands known for innovations in beauty and their inclusive worldviews, the Barbie X Tangle Teezer brush was ripe with brand synergy, creative opportunity, and potential to bring new audiences by connecting with millennials who grew up with Barbie. Looking to seize this opportunity and ensure the new product landed globally with a bang, Tangle Teezer asked MG Empower to drive awareness, consideration and affinity by creating a social media storm.
Our holistic 360° approach to this campaign interwove storytelling across three key touchpoints – influencer, experiential and digital marketing – elevating the collaboration into a transformative experience. The idea hinged on a breakthrough: through hair, you can become anything. This insight infused each channel with the same narrative: Great hair starts with imagination.
Phase one merged experiential and influencer marketing at the Cannes Film Festival, leveraging the cinematic setting to drive association with the forthcoming Barbie movie. By effectively immersing mega influencers and celebrities in the Barbie world and the narrative we crafted around the collaboration, we increased visibility and fuelled trust in the brand through UGC – generating 4.5m in reach and 321k engagements. Seamlessly integrating digital with the overarching narrative, the campaign’s second phase involved the creation of world-building still and video content – embodying the transformative potential of the brush – to be deployed across Tangle Teezer’s digital and social channels, the hero of which was a commercial produced in-house by our creative team which amassed 488k views in less than three weeks.
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Company
Cubaka
Client
Avanti West Coast
Summary
Train driving has a great starting salary and excellent benefits, but only 6% of train drivers are women.
On a mission to achieve 50% female applicants by 2030, Avanti West Coast tasked us with launching a campaign to double female driver applications in 2023.
By understanding the behavioural and attitudinal barriers preventing women from applying, we were able to plan and execute an extremely effective campaign.
Ultimately, we achieved a 400% increase in female driver applications, doubling the target.
This is the story of how we did it, using an industry-first innovation - a chatbot - as part of the campaign.
It underscores the importance of understanding your audience when planning a campaign to address inequality.
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Company
DEPT®
Client
eBay
Summary
eBay, the global online marketplace, is a pioneer of thoughtful commerce. It strives to encourage shopping choices that are better for people, their pockets, and the planet.
Within its fashion category, one of eBay’s core objectives is to inspire consumers to swap fast fashion for pre-loved. And what better way to disrupt the norm and spark a movement towards a more conscious way of shopping than by partnering with hit dating series Love Island; breaking up the show’s long standing relationship with fast fashion brands, and influencing audiences to buy pre-loved, planet-friendly items instead.
To promote the partnership throughout season 9, and spark a movement towards a more conscious way of shopping, DEPT® developed a campaign rooted in insight of how people view the show, understanding that social creators often gain more views than the series itself.
DEPT® flipped the script. Rather than simply using social media as a channel to deliver the message, DEPT® put social creators front and centre of every channel of its TTL campaign, including TV, VOD, digital, social, and the dedicated Love Island app.
The social-first campaign concept, strategy and delivery cemented eBay and Love Island as a match made in heaven, generating 217 million impressions across social channels, 1,400% more searches for ‘pre-loved fashion’ on its site and a 24% increase in new circular businesses joining the marketplace compared to series 8.
The social-first campaign concept, strategy and delivery cemented eBay and Love Island as a match made in heaven.
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3
Social Media: Leader of the Year
Company
Coolr
Client
N/A
Summary
Coolr is a social media and influencer marketing agency based in Farringdon, London and with an office in LA.
We are on a mission to reinvent water cooler moments for the digital age – that’s why we’re called Coolr!
We proudly nominate Adam Clyne, the driving force behind Coolr as Leader of the Year.
Adam Clyne’s exceptional leadership, unwavering commitment to DE&I, and his best-in-class results have set Coolr apart as an industry trailblazer which is underpinned completely by Coolr’s expansive growth.
And the company’s Glassdoor rating back up this nomination – with industry defining results that give Adam 100% approval rate from past and present employee reviews and 4.8 stars out of 5 for the agency.
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Company
The Social Element
Summary
Leadership in the social media space takes empathy, drive, and adaptability; three qualities that Melinda Peacock has in spades. Melinda has been with The Social Element for 11 years. In the past three years, The Social Element made a strategic shift in the agency’s approach from focusing on brand reputation engagement to community management solutions that aid clients in discovering and connecting with their communities on social media. Melinda’s high performance led to her being tapped as one of the agency’s first Social Media Managers at this time, a role that established our agency model and set us on the path for future success.
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Company
Neil van Ginsburg, Managing Director of Preen
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4
Social Media: Media and Entertainment
Company
Hello Social and Wavemaker
Client
Paramount+
Summary
To drive awareness for the new Yellowstone Origin Story '1923', we were tasked with producing a surprise and delight social media activation to drive earned social activity. Our key marker of success was earned social media reach and our KPI for this campaign was set at 1 million total earned social reach.
We drew on the prohibition themes of the series to produce a social media gifting activation, partnering with Australia's no.1 distillery 'Archie Rose' to produce a limited run 1923 Moonshine. We then doubled down on the sneaky prohibition element of 1923 by producing a branded shipping crate which would deliver our ‘banned’ Moonshine into the hands of 200 influencer, creator and personality recipients. The crate included an interactive, prohibition-themed element that saw recipients crack the code to find the Moonshine bottle that was 'hidden' in a fresh produce delivery.
The campaign exceeded all expectations, with creators and influencers posting the experience to an audience of 4.2 million. Among the personalities that published our gift were Chantel Mila (1.8m followers), Joshua Cavallo (823,000 followers), Adam Farrugia (240,000 followers) and Tanya Hennessy (237,000 followers). Due to the overwhelming response, our campaign generated a total earned influencer media value of over $104,000. Our benchmark of 1 million earned social media reach was exceeded by 320%. In terms of program performance, 1923 was a smash hit with audiences in Australia, quickly becoming Paramount+’s biggest new launch of 2023.
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Company
MG OMD
Client
Sony Pictures
Summary
Spider-Man: Into the Spider-Verse was the initial blockbuster release of the trilogy in 2018 and as expected, set the bar extremely high for the release of the sequel (Spider-Man: Across the Spider-Verse), for both campaign performance and box office success.
Just as Spidey navigated the intricate web of the Spider-Verse, our approach to paid social saw us explore the dynamic landscape of the social-verse through an array of social platforms, buying objectives and ad placements. Our strategy focused on three distinct phases for the new release of Spider-Man Across the Spider-Verse this year. The first stage being to drive that initial awareness and introduce a new audience to the Spider-Verse trilogy. The second phase was focused around increasing consideration and utilising a range of platforms to support that. The final stage was all out to get as many users to book tickets to the cinema as possible. This was executed by targeting multiple audiences across a range of platforms and ensuring our core Spider-Verse fans were excited as possible to enable them to organically push the content and help to create that buzz.
The film went on the be a box office hit and the campaign was a huge success, driving 267M impressions, 64m video views and 1.2m clicks. This led to an increase in our overall UK box office target by 50%, grossing £30m in cinema sales across the UK.
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Company
Havas Media Group
Client
BBC
Summary
Eurovision is the world’s biggest live music event in Media and Entertainment, reaching nearly 200 million people each year.
Our role was to translate this outrageously infectious and rambunctious energy, to captivate the hearts and minds of both existing fans, and those who have not yet discovered the wonderful world of Eurovision. Using paid social ads to deliver this message in the build-up, during and post-event to promote the BBC Sounds podcast. We needed to make it unmissable. Cutting through a noisy environment.
The record nature of the campaign was down to reaching fans (85%) through ingenious formats, platforms, and creative putting the BBC at the centre of conversation. This approach not only delivered attention metrics with a whooping 21.6m views, and 101m impressions, but truly served up a world class helping of bespoke, hyper-relevant, social first adverts. From downloadable party packs on Pinterest to hit pre-planning junkies (+41% VR), to leaning into a viral TikTok trend which has gained 440m views in the last 6 months. Ads bursting with personality, talent, geo-relevance, and not forgetting a cultural nod to Ukraine – we simply whipped the audience into a frenzy ahead of the live show! All of this was crafted following a fan survey/interviews, to truly get under the skin of Eurovision mania!
The BBC saw this translate into TV figures with a 9.9m overnight audience (the highest on record) with Eurovision content reaching 27m across UK audiences, record numbers of young audiences (the highest since 2011!)
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Company
QYOU Media, Inc.
Client
Paramount Pictures
Summary
To excite new and existing fans of SCREAM, Paramount tapped QYOU to generate mass awareness, engagement and anticipation for Scream VI via a large scale, short form video campaign on TikTok, Instagram Reels and YouTube featuring top Creators, custom creative and in-house production.
We strategically identified and partnered with 16 Creators to produce 36 pieces of interactive, bespoke content that leaned into the film’s key themes, locations and characters, including the infamous “Ghostface.” The campaign featured unique creative executions that all funneled into the overall campaign creative, “Ghostface Unleashed” in which the film’s recurrent character was “unleashed” on NYC to terrorize unsuspecting creators. Ghostface infiltrated their worlds and skillfully killed Creators off, one by one, establishing the notion that Ghostface is ubiquitous, keeping audiences engaged and terrified in one "swipe."
Overall, the entire campaign generated 17.5M+ views, 1.9M+ engagements, a 10.83% ER and 145K+ clicks directly to the ticketing site, resulting in an overall CTR of 2.48% which comes in at nearly 3x the platform benchmark of .87%.
In its opening weekend, Scream VI was #1 at the Box Office, setting a franchise record with a $67M debut at global box office with 42% of the audience in the key 18-24 demographic. Our content created an overwhelming amount of intrigue for Scream VI through original creative and the strategic use of key characters, talent and themes from the franchise.
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6
Social Media: Not-For-Profit, Charity and Government
Company
Swwim
Client
Look Good Feel Better
Summary
There is no escaping the fact that a cancer diagnosis will change your life. It can challenge your identity, isolate the social and force even the most active to watch life through a window. It’s an experience that you can’t really comprehend unless you have lived it. The antidote to isolation is creating a community that understands and unites in ‘Facing Cancer Together’. Ultimately the new strategy is about growth for the charity so that it can support more people struggling with the physical and emotional impacts of cancer treatment. Social media marketing plays a crucial role in building growth for the organisation. How do we do this? Embody that friend who knows exactly what a cancer diagnosis and treatment is like. Ensure volunteers are front and centre of social media content - they are the lifeblood of the charity. Tell beneficiary stories to demonstrate togetherness and eradicate loneliness amongst the cancer community. Lift the lid on the charity’s workshops by providing practical guidance on beauty and grooming for during and after cancer treatment. And Lastly, leverage strategic use of social media advertising to reach relevant audiences. In just three months this social media strategy has generated: 702 volunteer leads and1,390 workshop attendee leads and reached 281,751 accounts and engaged 8,474 people.
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Company
Digital Voices
Client
HeadCount
Summary
In America, it’s estimated that 73% of young adults aged 18-29 didn’t cast a ballot in 2022, and it’s HeadCount’s mission to change this. HeadCount joined forces with Digital Voices, a global Influencer Marketing Agency, to orchestrate a campaign with an emphasis on social purpose, encouraging young people to exercise their right to vote.
United by a shared vision to create long-lasting change in the culture of younger generations and the US democracy through the power of music and digital campaigns, Digital Voices and HeadCount worked together to inspire 100,000 young people to use their power to vote during the pivotal 2022 Midterm Elections.
Internet Mom Ash, Try Guys, SMOSH, ZHC, Chad Chad, Michelle Khare, VSauce, The Game Theorist, Courtreezy, and Anthony Padilla were amongst 22 diverse, visionary creators who were called upon to make this campaign a success alongside celebrity advocates like Billie Eilish, Harry Styles, Lizzo and more.
We drove a staggering 485,201 voter actions and achieved an outstanding 142,754 new voter registrations, igniting lasting change in young people's attitudes toward politics.
Through inspiring artistry and unwavering determination from the creators involved, HeadCount and Digital Voices set a new standard for transformative campaigns, where music and digital expertise converged to change the narrative of democracy, especially amongst the younger generations.
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Company
British Red Cross
Summary
On Monday 6 February a 7.8 magnitude earthquake struck southern Türkiye (Turkey) and Syria. The Red Cross is a global movement and the Turkish Red Crescent and Syrian Arab Red Crescent teams were at the heart of the response providing vital support to those in need. Within hours the British Red Cross launched the Turkey-Syria earthquake emergency appeal.
Raising over half a million pounds, the social media team played a key role in raising awareness of the response, driving engagement and generating urgent funds. We knew we had to communicate information quickly, clearly and effectively for the greatest impact across our organic channels. Using learnings from previous appeals and our specialist knowledge, we achieved this, creating dynamic, bold content and maximising social-first fundraising opportunities. Utilising the power of celebrity was essential in amplifying our appeal to wider audiences, while community management and social listening were crucial elements in shaping our content strategy.
Through organic social media, we reached over eight million people, and saw a 2000% uplift of Red Cross mentions. Our launch tweet alone raised over £250k in only four days - with multiple celebrities boosting its momentum. Teamwork was essential with colleagues globally and locally, supporting each other and driving forward our activity.
At the British Red Cross, wherever and whenever a crisis hits, strategic and impactful social media ensures the public are provided with trusted information and a clear and meaningful way to show their support for people in need of help.
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Company
Motive Agency
Client
Guide Dogs UK
Summary
We have established a practical and creative social media strategy that is fulfilling KPI’s and business priorities. Social media has the potential to be the entry point to a brand, and we are using this potential to open up a traditional brand to a new audience, excited about the future of the charity. We are using our expertise to support brand, PR, fundraising, services etc and ensuring that the unique demands of social media are considered from the outset – both in the paid and organic space.
Guide Dogs social presence has been praised across the industry as leading the way in engaging and relevant content. We are consistently outperforming targets and are multi-award winning, including a highly commended award for Guide Dogs TikTok presence.
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Company
eight&four
Client
Mind
Summary
Nearly 80% of suicides in the UK are men, yet males make up less than half of NHS therapy referrals. 1 in 8 men also admit to suffering from some form of mental health issue. We wanted our campaign to address these issues, and position Mind as the go-to charity when people need to seek help.
Mind’s Christmas campaign is one of their largest for both income and volume of new donors. They asked us to create a social acquisition campaign that focused on tackling the stigma of men’s mental health in the UK. Our campaign needed to drive cash donations while simultaneously creating awareness of Mind's vital work in providing life-changing services for the people who need them the most.
The campaign kicked off with an outstanding start in the first week and doubled the amount raised from the previous year. . This early success set a positive tone and fuelled momentum throughout the rest of the campaign.
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Company
Hubbub Foundation UK
Summary
A spine chilling 22.2 million Halloween pumpkins were expected go to waste in 2022. That’s £32.6 million worth of edible food in the bin, because people simply don’t know that carving pumpkins are edible, or how to eat them. This is part of a much wider problem, as most people don’t think they waste food, yet it costs the average UK family £730 a year.
Enter Hubbub. Our #EatYourPumpkin campaign aimed to make pumpkin eating as big a tradition as pumpkin carving. The campaign covered multiple touchpoints, including cinema, digital, social, radio, press and on-the-ground events.
This was our largest social media campaign ever, lead by our hero video; A spooky film showing the horror of wasted pumpkins, as well as the solution and benefits of eating them. This film headed up our organic and paid social, and was even aired in cinemas to 1.5 million viewers! We worked with viral social media chefs as influencers to break the barriers of how easy, versatile and delicious pumpkin is to cook, and ran a multi channel paid social campaign to raise awareness and inspire action.
From 8 unique partnerships and 35 community events saving 5427kg of food, to 11.8m reach and over 1.8m engagements in total, #EatYourPumpkin smashed targets and reached more people than ever before. Four months later, nearly 70% of 16-24 year olds and 61% 25-34 year olds remember seeing a message about eating your pumpkin last Halloween - and social media was the top channel recalled.
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5
Social Media: Real-Time Response or Activation
Company
D3
Client
Frito-Lay North America
Summary
Ever since Lionel Messi’s announcement of joining Inter Miami came to light, the celebratory mood hasn’t stopped in the United States. Whether you are a soccer fan or not, Americans have been hyped about the GOAT’s arrival.
With a natural connection to the GOAT (the brand recently featured him in a TV advertisement and put Messi’s face on limited-edition chip bags to celebrate the UEFA Champions League) the potato chip brand knew they needed to jump in on the excitement. And what better way to welcome the GOAT than with 807 (now 808) actual goats representing each one of Messi’s goals.
Frito-Lay’s in-house agency D3 created content showing a farmer shepherding 807 (mostly CGI) goats—one for each of Messi’s career goals—out into a field to form Messi’s face and set to the tune of the unofficial anthem for Argentine soccer. This content went live just before Messi’s first game and memorable goal in Miami. So, naturally, a new version was released with an extra goat to match the 808 goals from Messi throughout his career.
In less than 21 days this went from an idea pitched over text message to the Frito-Lay US CMO to three pieces of content garnering 12 MILLION Total Impressions, 8.4 MILLION Total Video Views, 34.4K Followers Gained and an almost 10% Average Video View Rate across platforms.
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Company
Tangerine Communications
Client
Specsavers
Summary
Alt text is no joke, it’s there to serve an important purpose as an accessibility tool, to help people navigate the internet more easily and understand what images are present.
When brands started using this space as a place to leave a joke, Specsavers reminded everyone about the true purpose and importance of ALT text with one simple tweet.
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Company
The Works, part of Capgemini
Client
Destination NSW
Summary
2023 saw the biggest and most ambitious Vivid Sydney festival ever light up the city of Sydney. We had a lot to communicate – and we knew that people were more connected and immersed than ever, now expecting more social content, delivered faster than before. But we had a plan up our sleeve: Making this year’s Vivid Sydney the most connected ever.
To ensure that we achieved this, we leveraged real-time responses to engage and build a community of cultural seekers from around the globe. We did this by creating a dedicated team who had unprecedented access to social listening tools to actively seek out and respond to any trends, enquires or feedback as they happened. All of which helped turn Vivid Sydney into the most unmissable social sharing event of this year.
Meaning that we were able to turn the Vivid Sydney’s social channels into a live event information hub
We created content in-the-moment that connected everyone.
We posted a total of 1,257 posts during the festival campaign period across 6 social channels, to connect with as many audiences as possible — from Sydney to the rest of the world.
We invited our community to feel part of the festival through immersive and live social content and share their Vivid Sydney experiences, which we showcased on Vivid Sydney’s social channels and at the festival itself for the first time.
Above all else, we created a campaign centred on bespoke, personal connection with our community.
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Company
The Kitchen
Client
The Kraft Heinz Company (Oscar Mayer)
Summary
Every year, the Oscar Mayer Wienermobile team gets tons of requests from students asking for a ride to prom in the Wienermobile. But last year, teens took to TikTok and the topic started trending in the middle of prom season!
Without a brief, budget or time to spare, we rushed to create #OscarTakeMeToProm — a agile social UGC contest to give one lucky student plus three friends a chance to win a ride to prom in the Wienermobile.
We launched our contest with scrappy, TikTok-teen friendly content that asked fans to post a video telling us why they want to arrive at the prom in the Wienermobile using #OscarTakeMeToProm.
Then, we made prom dreams come true when the Wienermobile took Liz and three of her friends to prom.
In only 2 weeks of identifying the opportunity and with only $5,000 production dollars we launched #OscarTakeMeToProm — our social promposal contest. The contest was promoted entirely on TikTok and Instagram utilizing only 2.3% of the brand’s media budget.
Our reactive, low-budget strategy had a huge halo effect. The opportunity for a once-in-a-lifetime experience caught the attention of millions of students, fans and media outlets alike.
- Over 20 million views of #OscarTakeMetoProm content on TikTok.
- 260 Earned media placements - 310M earned media impressions
- 442M total engagements
But most importantly, the contest and content helped Oscar Mayer gain new, younger followers — including a +65% increase in reach on Instagram – helping drive brand relevance in a younger generation.
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Company
Propel / Oliver
Client
WestJet
Summary
Fall is a time for heading back to school. It’s also when Canadians start to book their winter holidays – making it a key opportunity for WestJet to drives sales. The problem is that the market is flooded with back-to-school sales, as brands duke it out, trying to one-up one another with the biggest discount.
We needed to come up with an idea for WestJet’s back-to-school sale that set it apart from the thousands of others: we placed the sale on the hands of the pet's teacher.
We enlisted the help of everyone’s favorite classroom pet. We put a hamster on a wheel that displayed various discounts, leaving it up to them to determine how big WestJet’s back-to-school offer would be.
We streamed it on Facebook and invited people to tune in and see how much they’d save on flights. The promotion was hugely successful, resulting in tons engagement, organic shares and most importantly, 12005 flights booked and a 2168% ROI.
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6
Social Media: Retail
Company
MG OMD
Client
John Lewis & Partners
Summary
Nothing says Christmas more than the launch of the John Lewis Christmas ad that the nation is anticipating, as it marks the start of the festive season. This year’s launch was particularly important as we had not only to entertain our audience but also to land a very important purpose and show that John Lewis is committed to supporting young people in the care system.
In 2022 John Lewis was already established as the brand for all life’s moments and we wanted to bring this to life across all communications. Our aim was to make Christmas more memorable by bringing joy with an emotionally engaging video. This approach was organised under our communications framework of ‘Happier Christmas moments that bring people together’.
Our strategy was developed around three main challenges: TV inflation, World Cup disruption and finally stiff competition. We addressed these by diversifying our AV plan to have a bigger role for Social and enhanced use of data and innovation to build on previous success and drive optimal reach to core audiences.
The ad captured the hearts of millions and brought joy to the holiday season, with emotional storytelling and impactful messaging that made this campaign a resounding success.
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Company
Red Ant and Carbon
Client
CREED
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Company
Ogilvy UK
Client
Argos
Summary
Make Yourself, at Home content delivered significant shifts in perception
• +4pt lift in brand favourability
• +3.1pt lift in perception that “Argos gives me idea and inspiration to find what I’m looking for”
• +7pt lift in perception that “Argos sells high quality home and furniture products”
Head-turning ROI
MMM data shows that Make Yourself, at Home generated £77 of revenue for every £1 spent.
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Company
DEPT®
Client
eBay
Summary
eBay, the global online marketplace, is a pioneer of thoughtful commerce. It strives to encourage shopping choices that are better for people, their pockets, and the planet.
Within its fashion category, one of eBay’s core objectives is to inspire consumers to swap fast fashion for pre-loved. And what better way to disrupt the norm and spark a movement towards a more conscious way of shopping than by partnering with hit dating series Love Island; breaking up the show’s long standing relationship with fast fashion brands, and influencing audiences to buy pre-loved, planet-friendly items instead.
To promote the partnership throughout season 9, and spark a movement towards a more conscious way of shopping, DEPT® developed a campaign rooted in insight of how people view the show, understanding that social creators often gain more views than the series itself.
DEPT® flipped the script. Rather than simply using social media as a channel to deliver the message, DEPT® put social creators front and centre of every channel of its TTL campaign, including TV, VOD, digital, social, and the dedicated Love Island app.
The social-first campaign concept, strategy and delivery cemented eBay and Love Island as a match made in heaven, generating 217 million impressions across social channels, 1,400% more searches for ‘pre-loved fashion’ on its site and a 24% increase in new circular businesses joining the marketplace compared to series 8.
The social-first campaign concept, strategy and delivery cemented eBay and Love Island as a match made in heaven.
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Company
Jungle Creations
Summary
In December 2022, Currys came to us with one goal: establish Currys as the ‘Home of Gaming’.
Our insights showed that whilst the stereotypical view of gamers is that they are ‘young, male and white’, 46% of gamers are female, 29% identify as disabled, and 15% are from minority ethnic groups (Publicis Play).
So we worked with SPP and Spark Foundry to launch a campaign to dethrone gaming stereotypes and show our 16+ audience that gaming is for everyone, and Currys is the place to shop for it.
Across Instagram, Facebook, Youtube and Twitter we partnered with major gaming brands Xbox, Nintendo or Intel to create a series where we removed the anonymity of gamers, celebrated the diversity of their gaming experience and, most importantly, dispelled the myth of who a typical gamer is.
And it was truly game changing…
We delivered 15.4M impressions, 11.3M views and 76K engagements to 100% of our 16+ target audience - over-delivering by 40%.
But above all, we encouraged authentic conversations within the gaming community and even caught the attention of the media, resulting in features in Campaign and Marketing Week.
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Company
The Social Element
Client
Wrangler
Summary
Executive Summary:
In an effort to help them reshape their identity and expand their audience appeal for a new era, heritage brand Wrangler tapped the Social Element with one clear objective: Leverage social media dynamics—particularly on TikTok—in order to authentically connect with both existing and new audiences.
No easy feat, and yet The Social Element devised and executed a collaborative strategy which artfully blended reactive and proactive engagement, creating genuine human interactions that naturally resonate on a deeper level. By seamlessly integrating the brand into conversations through both tagged and untagged moments, as well as non-branded interactions, they expanded the brand's presence in ways which had never previously been done.
Over the course of a 16-month period, the agency’s TikTok initiative boosted Wrangler's follower count from 10.2K to an impressive 42.8K—a remarkable growth of 319.6% between September 1, 2022 and July 20, 2023—reflecting a refreshed connection between the brand and its enthusiasts. The partnership exemplifies the ways in which the agency was able to seamlessly weave together elements of both heritage and contemporary relevance, demonstrating the sort of consumer engagement which is possible when a brand intentionally cultivates authentic connections.
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5
Social Media: Social Commerce
Company
PMG
Client
Old Navy
Summary
With live shopping still new to the U.S., Old Navy saw an opportunity to lean into innovation by testing into this emerging tactic as a new way to reach and engage customers and be a first-mover in the space. The primary goal of the video commerce initiative was to up-level Old Navy’s flagship e-commerce website with the most cutting-edge, video-driven technology available. With its digital marketing partner, PMG, and in collaboration with Who What Wear and the Firework platform, Old Navy hoped to see its fashion products brought to life in a way that connects with today’s online shoppers, and help to drive website engagement and conversions.
On their path to successfully implementing the video commerce solution, Old Navy ran into two primary challenges — one internal and another external. The first hurdle centered on concerns around whether the implementation of video commerce capabilities would compromise site performance or hinder the customer experience. The other challenge came from our first attempt at video commerce using Instagram Livem, which delivered viewership but not so many conversions. However, once Old Navy brought video commerce to their own digital channel where customers are inherently primed to shop, they found that not only did shoppers convert, but they did so at markedly higher rates than normal e-commerce shoppers.
The brand’s livestream event garnered over 3 million views and led to a 21.2% increase in add-to-cart visits, a nearly 6% uptick in conversion rates, and a 5.1% increase in average order size.
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Company
Smarts
Client
ASICS
Summary
ASICS have long been the sneakers loved for their technical qualities by athletes, but over the past five years the firm has transformed its position in the lifestyle and fashion markets. The brand knew a key challenge was connecting with Gen Z consumers – they were in danger of missing out on engaging and selling to an generation of both athletes and fashion-conscious individuals through the platform.
Our work was at the heart of this pivot: delivering one of the brand’s first ever TikTok campaigns, and its first ever paid campaign on the platform.
Our brief was to create product-focused, paid ads for ASICS Running’s Colour Injection collection. We enabled ASICS to not only fulfill this brief of executing a successful paid ad campaign on TikTok, but also generated real co-creation with running enthusiasts who were intrinsic to TikTok.
We explored where and how running audiences were genuinely engaged on the platform; identified the right creators (including narrowing down more than 700 of ASICS’ own FrontRunner ambassadors); and worked with our chosen four creators to develop six different creative concepts, that spoke to specific audiences within the #RunTok community.
With over 2,900 sales in one day alone, 2.9m impressions, 16k clicks, and 50k new followers – the metrics speak for themselves.
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Company
PSOne
Client
Folgers
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Company
Twitch
Client
Deutsche Telekom, Bulldog, PICO, WarnerBros Games, Frontier Games, Krafton PUBG and Xbox
Summary
Social commerce is changing shopping, with predicted growth of more than 250% per year. Twitch is the digital playground of choice for the Millennials, Gen Zs and Gen Alphas driving this change – and an environment in which they’re open to discovering and buying new products. Nearly all Twitch viewers visit online retail sites such as Amazon, shopping or browsing products online and will buy brands a Twitch streamer recommends.
Data like this shows that Twitch and social commerce are a match made in heaven. However, it’s equally clear that social commerce experiences on Twitch needs to be unique. The Twitch audience values authenticity, spontaneity, inclusion and collaboration. Its members aren’t interested in dated shopping-channel formats where presenters endlessly plug products. They’re also turning away from the idealised self-images of social media influencers who are paid to promote different brands.
To unlock the full potential of social commerce on Twitch needed a new live shopping format that fitted with the livestreaming experience and its values.
Enter POG Picks - a branded shopping experience for the Twitch community, live in Europe for the first time ever. POG Picks Black Friday Battle Deals brought together streamer teams from the UK and Germany for an in-person gaming party on one of the biggest shopping days of the year. It gave brands and Twitch viewers a core role in the action, drove spontaneous brand awareness for sponsors, and increased purchase intent!
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Company
Propel / Oliver
Client
WestJet
Summary
Fall is a time for heading back to school. It’s also when Canadians start to book their winter holidays – making it a key opportunity for WestJet to drives sales. The problem is that the market is flooded with back-to-school sales, as brands duke it out, trying to one-up one another with the biggest discount.
We needed to come up with an idea for WestJet’s back-to-school sale that set it apart from the thousands of others: we placed the sale on the hands of the pet's teacher.
We enlisted the help of everyone’s favorite classroom pet. We put a hamster on a wheel that displayed various discounts, leaving it up to them to determine how big WestJet’s back-to-school offer would be.
We streamed it on Facebook and invited people to tune in and see how much they’d save on flights. The promotion was hugely successful, resulting in tons engagement, organic shares and most importantly, 12005 flights booked and a 2168% ROI.
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5
Social Media: Social Film
Company
CARBONDIGITAL, INC.
Client
Nature's Spring
Summary
Nature's Spring needed to address a recent controversy involving one of its streetside vendors without sounding defensive and, at the same time, advocating for the dignity of the many smalltime vendors relying on the brand's products for their day-to-day survival.
Through the digital film "A Day in the Life of a Water Vendor", Nature's Spring succeeded in bringing back the public’s trust towards water and street vendors, and restored confidence in the brand and its products.
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Company
Leith Agency
Client
IRN-BRU
Summary
IRN-BRU wanted to address the demand for variety of flavours and thus created two bold, fun limited edition flavours: IRN-BRU Xtra Ice-Cream and Tropical.
Challenged with creating a creative campaign concept that would engage and bring new consumers into the IRN-BRU Xtra brand through these summer flavours, we developed a strategy that leveraged both novelty and scarcity (and the Scottish Summer is notoriously scarce) to drive trial and engage new consumers.
As part of the resulting campaign, centred on TikTok, we used creative elements that strongly feature in native TikTok content intertwined with that classic bold and unique IRN-BRU humour to create what turned out to be best-in-category performing TikTok films and a wider campaign that was highly celebrated and shared among our audience.
Results were extremely strong exceeding both the client objectives and category performance over the period, leaving a sweet taste in everyone's mouths.
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Company
Eulogy
Client
Sharp's Brewery
Summary
This summer, Sharp’s Brewery launched Solar Wave, a ground-breaking new cask IPA that fused their legacy as the brewer of the UKs best-selling cask pint - Doom Bar – with the hop-forward, fruity, and hazy craft styles experiencing rapid growth in the UK.
The challenge is that the overall cask market is shrinking while the preferences of Millennial and Gen-Z drinkers’ tastes are evolving, with bold craft brands increasingly dominating both in terms of share of voice and market share, causing cask to appear outdated in comparison.
Launching a new cask ale in this challenging environment required a unique approach. In addition to product innovation (a cask IPA that was born hazy and brewed juicy), the strategy and creative needed to go against the grain. Taking cues from the social and cultural impact of the AI revolution, Eulogy collaborated with Sharp’s to develop a campaign centred on a subversive and irreverent social film that lampooned the rise of AI whilst celebrating Sharp’s natural home: the British pub.
Paired with an innovative experiential campaign that reflects Sharp’s passion and commitment to elevating beer to the status of wine when it comes to pairing with food, millennials couldn’t get enough of Solar Wave this summer. They consumed nearly 600,000 pints nationwide and engaged with Solar Wave content in their millions.
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Company
Ten35
Client
STARRY® (PEPSICO)
Summary
Starry plugged into Hoops Culture to connect with the dynamic Gen Z audience. With the NBA partnership as a springboard, we brought charismatic players and two irreverent pieces of citrus together in this unique Mockumentary telling the shockingly “true” origin story of the biggest shot in the Game. Our goal was to burst onto the scene as the NBA’s official beverage partner and the champion of the beloved 3-pt shot. Our ambitions were high: we aimed for 5 billion+ impressions, an electrifying social buzz, and a 90%+ positive sentiment. Our strategy was built on two profound insights: the three-point shot's game-changing impact on basketball and the iconic status of NBA players who transcended the sport. Results not only met but far-exceeded expectations: within 24 hours, we had earned a staggering 2.4 billion impressions. Our main video soared with a record-shattering 8.3 million+ views on YouTube alone. Playoff game integration added layers of intrigue, fostering a remarkable surge in favorable opinion, even among proven competitors. This campaign authentically positioned Starry within the vibrant tapestry of Gen Z and Hoops Culture. Our NBA partnership was fortified, and the campaign demonstrated the transformative power of innovative storytelling and creative engagement. "3>2: A STARRY® Story" didn't just win hearts; it set a new standard for brand engagement across sports and Gen Z culture.
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Company
Playmaker Films
Client
Clarks
Summary
Playmaker Films was tasked with creating a supporting TikTok campaign to win the attention, consideration and affection of Millennial parents - whose children are likely to be commencing a new primary school year in September 2023. The brief was to create something playful and humorous to live on TikTok, Instagram and YouTube, with an authentic, organic feel and bundles of ‘old school’ nostalgia inspired by kids being kids. As part of the campaign, Clarks wanted to expose its new ‘Goal’ kids shoe to prospective customers.
Stylistically, Playmaker opted for a comedic style popular with millennial audiences: a dry, stilted comedy of reactions, fuelled by numbing awkwardness and bumbling, try-hard authority figures, echoing the style of early 2000-2010s comedy classics like People Just do Nothing and This Country. A mockumentary style with first-person narration cues offered a natural platform for straight-faced surprises and misunderstandings, founded on understated, self-mocking performances.
The videos followed Raheem Sterling as he takes a trip back to school, encountering a series of different scenarios - from music and PE, to breaktime and the classic ‘school photo day’. The comedic twist being that, where Raheem assumed he’d be the most popular guy on campus, he soon finds out that kids can be rather difficult to please…
After the first week of the campaign, Clarks has experienced an extraordinary Social post engagement rate of 6.6% on the main campaign video, driving over 10,000 campaign website visits and a sales uplift of 165%.
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7
Social Media: Social Media For Good
Company
Cubaka
Client
Avanti West Cost
Summary
Train driving has a great starting salary and excellent benefits, but only 6% of train drivers are women.
On a mission to achieve 50% female applicants by 2030, Avanti West Coast tasked us with launching a campaign to double female driver applications in 2023.
By understanding the behavioural and attitudinal barriers preventing women from applying, we were able to plan and execute an extremely effective campaign.
Ultimately, we achieved a 400% increase in female driver applications, doubling the target.
This is the story of how we did it, using an industry-first innovation - a chatbot - as part of the campaign.
It underscores the importance of understanding your audience when planning a campaign to address inequality.
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Company
MG OMD
Client
giffgaff
Summary
It's never been more important for businesses to take responsibility and make a positive impact. Since its inception in 2009, giffgaff have always been motivated by doing the right thing for people, the planet, and their member base, resulting in being crowned the Best UK Network seven times by uSwitch.
In 2023, the business relaunched the giffgaff brand with a new brand platform - ‘We’re up to Good’. The promise was to deliver the best plans for members in a category that has historically worked against its customers’ interests and, alongside this, a commitment to creative production and media executions that limited environmental impact.
The challenge was to relaunch giffgaff's brand by collaborating with responsible media partners, all while achieving cost-effective paid social results. This culminated in what we referred to as the focal point of our campaign, "Responsible Reach."
Our task was clear – deliver a positive message at the top of the funnel to reach new audiences with the new giffgaff brand message (in line with its recent B-Corp certification) to drive effective audience reach and measurable uplift in ad awareness. With such an authentic and engaging brand promise, we had to make sure we delivered a campaign worthy of this statement, which resulted in a 178% over delivery in net reach, impressions and clicks against forecast.
Crucially, the holistic campaign brand launch drove a carbon saving of 7,314KG in Co2, £30,600 in donations to climate focussed charities showing that giffgaff are well and truly Up To Good.
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Company
MG OMD
Client
Office for Health Improvement and Disparities
Summary
In any given week, one in six people in England struggles with a mental health problem. Our campaign aimed to empower people to take action to address their mental health difficulties by directing them to Better Health-Every Mind Matters NHS-approved self-help resources. But, with budget pressures, we needed a smart way of pinpointing people struggling with sub-clinical mental health problems. There is robust academic literature categorising the type of language used by individuals experiencing poor mental health. So, we partnered with Texture AI to deliver a media first across Government: the use of linguistic targeting across social channels to identify and then connect with people showing implicit signs of mental distress. The activity drove cost efficiencies (25% uplift in CTR versus standard targeting techniques). Critically, the campaign generated a reported 3.2m mental health self-care actions, exceeding our target by 59% and it also drove sustained behaviour change, with 78% of those who’d reported taking action continuing to do so at least 2 months post-campaign, 56% above our target.
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Company
The Social Element
Client
Mind
Summary
In a groundbreaking collaboration with 'The Social Element,' the esteemed mental health charity 'Mind' embarked on a social media campaign for the greater good. This transformative journey began with a courageous departure from convention, as Mind transitioned from its traditional 'soft and safe' communication approach to a more resolute and audacious 'bold and brave' stance.
This strategic transformation sought to empower and elevate marginalised communities, with a particular focus on those often overlooked; racialised groups, individuals grappling with poverty, and the youth.
Though the campaign encountered initial turbulence and controversy, it ultimately evolved into a potent force for good in the last 12 months, adeptly guided by The Social Element's innovative crisis communication expertise and engagement team.
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Company
Seasoned
Client
BuzzFeed UK
Summary
Seasoned, a social media brand championing the diversity of Black British identity, has matured remarkably over the past year. Emphasizing the authentic Black experience through entertainment, food, and culture, we've redefined the digital narrative surrounding Black stories. Under Ada Enechi's astute leadership, we've been pioneering in our portrayal of Black British identity. Our distinctive content formats have captivated our vast audience, reflecting in metrics such as 28M YouTube views. Strategic alliances with brands like NHS and Amazon Books further enhance our societal impact. Beyond just content creation, Seasoned is sparking essential conversations and ardently supporting diversity.
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Company
1000heads, DoAble, ID PR, AdVenture Media, Gold Standard Gaming
Client
Shine A Light
Summary
Driven by purpose, Shine A Light is resolutely committed to unveiling the various forms of antisemitism and propelling societal change. The campaign’s foundation lies in the essence of Chanukah, where a single light pierces through darkness. This analogy underscores its core objective: to instigate change through education, allyship, awareness, and advocacy.
A multi-faceted amplification strategy spanned across social, digital, and public domains, through five main engagement pillars: Partnerships, DEI and Workplace, Education, Policy and Media and Communications
Notably, the campaign expanded into the gaming sphere through collaboration with Gold Standard Gaming, addressing hate within this realm. Across North America, over 120 events were orchestrated, uniting diverse communities through menorah lightings, interfaith gatherings, and cultural engagements. Remarkably, major sports leagues, including NFL and NHL, rallied in unity.
Social media became a canvas of solidarity, as an image symbolising light circulated, endorsed by celebrities and allies. Partnerships surged by 50%, encompassing 100+ organisations, including influential Black communities. The educational landscape felt the impact, with widespread engagement in illuminating curricula.
Support emanated from celebrities and elected officials alike. Through strategic planning, partnerships, innovation, and the resonance of influential voices, Shine A Light emerged as a beacon of hope, fostering unity in the fight against antisemitism. As shadows loomed large, Shine A Light grew brighter, proving the power of collective action against hate.
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Company
Tangerine
Client
Bodyform
Summary
How do you get an audience to reappraise a brand that’s already famous?
Challenge the status quo around women+’s health; uncensor the words that most social media channels ban… Vagina. Vulva. Clitoris. Uncomfortable? Are you wanting to edit this award entry and ‘tone it down’? Why? Women+ need to be able to say these words and talk openly about their health.
Bodyform uncensored 40 words that women+ shouldn’t be afraid / censored from saying to create a permanent change that will benefit our audience and future generations to come. Bodyform not only became front of mind today, but made a positive difference that will last a lifetime.
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5
Social Media: Travel, Leisure and Sport
Company
McCann
Client
Mastercard
Summary
Between September 2022 and August 2023, Mastercard, a prominent sponsor of the UEFA Champions League, embarked on a strategic mission to strengthen its bond with football enthusiasts in key markets such as the UK, France, Germany, and Spain. Their central objective was to harness the power of video and film content to promote awareness of the new mascot uniform kit while turning a routine meet-and-greet into an extraordinary and unforgettable experience. The heart of this initiative lay in the "Team of Leos" campaign, a brilliantly executed homage to Lionel Messi's unparalleled legacy.
Mastercard's A Team of Leos campaign skillfully celebrated Messi's iconic status, effectively captivating the passion of football fans across these vital European markets. Examining two decades of data, we observed a notable increase in the popularity of kids named "Leo." We departed on a mission to connect with parents who chose this name in honor of the football star, Lionel Messi. Through interviews with these parents, we not only introduced the children named Leo to their idol but also revealed to Messi the profound impact his name has had on people worldwide.
Through this initiative, Mastercard successfully forged deeper connections with football aficionados, underlining its role as a dedicated supporter of the beautiful game. By integrating their sponsorship with creative storytelling, they elevated their brand presence, resonating with their audience on an emotional level. This campaign exemplified the potential of combining sports sponsorship with innovative content marketing, showcasing how Mastercard's commitment to crafting priceless experience.
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Company
Cubaka
Client
Avanti West Cost
Summary
In the UK, 22% of us are registered with a disability, and this number is rising.
For this group, navigating a busy train station can be more difficult.
Assistance can be booked in advance, but what about those times when life throws up unexpected problems?
Avanti wanted to help future proof their service for these customers and make their lives easier today with real time customer support.
So with the help of Cubaka we set about to launch a new service; Travel Companion.
Travel Companion is a support service delivered through Whatsapp that supports disabled passengers in real time.
This is a story of how the service was successfully launched.
And provides a blueprint for companies looking to make a positive change to the lives of their customers.
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Company
Cubaka
Client
Avanti West Cost
Summary
Train driving has a great starting salary and excellent benefits, but only 6% of train drivers are women.
On a mission to achieve 50% female applicants by 2030, Avanti West Coast tasked us with launching a campaign to double female driver applications in 2023.
By understanding the behavioural and attitudinal barriers preventing women from applying, we were able to plan and execute an extremely effective campaign.
Ultimately, we achieved a 400% increase in female driver applications, doubling the target.
This is the story of how we did it, using an industry-first innovation - a chatbot - as part of the campaign.
It underscores the importance of understanding your audience when planning a campaign to address inequality.
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Company
Team Whistle
Client
Adobe + Wavemaker
Summary
Adobe and Wavemaker partnered with Team Whistle, the global sports media and entertainment company, timed to surround the Women’s World Cup to support female sports, on “The Beautiful Game” video series, which was featured across social channels for Whistle and Adobe and on former USWNT player channels. Through social-first short form videos, audiences relived the world's top female soccer players' like Carli Lloyd and Ashlyn Harris’ most inspiring moments and memories, all created using Adobe Express - Adobe’s new fast, easy and fun all-in-one content creation app - offering a high-quality, expressive visual experience that celebrates the beautiful game while telling the players’ unique stories. Adobe Express empowers everyone to create standout content and now anyone can use the app to easily to hone their creativity. In each episode, these Women's World Cup legends share empowering stories about their journey to greatness, the legacy-defining plays, their off-field contributions to the next generation, and their everyday lives.
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Company
Propel / Oliver
Client
WestJet
Summary
Fall is a time for heading back to school. It’s also when Canadians start to book their winter holidays – making it a key opportunity for WestJet to drives sales. The problem is that the market is flooded with back-to-school sales, as brands duke it out, trying to one-up one another with the biggest discount.
We needed to come up with an idea for WestJet’s back-to-school sale that set it apart from the thousands of others: we placed the sale on the hands of the pet's teacher.
We enlisted the help of everyone’s favorite classroom pet. We put a hamster on a wheel that displayed various discounts, leaving it up to them to determine how big WestJet’s back-to-school offer would be.
We streamed it on Facebook and invited people to tune in and see how much they’d save on flights. The promotion was hugely successful, resulting in tons engagement, organic shares and most importantly, 12005 flights booked and a 2168% ROI.
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Social Media: User-Generated Content
Unfortunately, the judges didn't think the entries in this category reached the standard they were looking for and therefore have not given any nominations. We can't guarantee feedback on specific entries but if you would like to know more about the judging process to help explain, then please let us know