This year's Digiday Content Marketing Awards leveraged video content and personalization to create compelling stories that resonate with viewers. User-generated content and content collaboration have also emerged as priorities as brands look to expand their reach and audience engagement.
For example, in the Best Event category, eBay won for its partnership with Vogue and rapper Ice Spice for the 2023 Met Gala. With this campaign, eBay aimed to put used and vintage fashion at the heart of fashion's biggest event. For Ice Spice's first Met Gala, eBay has curated a vintage fashion collection for the Gen Z star. During the livestream, millions of viewers were able to purchase her fashion on her website on eBay with unprecedented e-commerce integration. Fans also spotted Ice Spice changing to the afterparty wearing vintage Prada and Pucci pieces sourced on eBay. The campaign increased her brand awareness by 29%, earned her over 29 million video views, and earned her $1 million in social media value.
HelloFresh and Marvel Studios are the winners for Best Product Launch Campaign. HelloFresh has partnered with Marvel Studios on Guardians of the Galaxy Vol. 2. 3 minutes left until the movie's release in May 2023. The partnership has launched limited edition Guardians Snack Adventure Kits and Guardians Recipe Adventure Series inspired by the movie. Each recipe is themed after a member of the beloved intergalactic band of misfits, taking home cooks on a flavorful adventure. This partnership created excitement and buzz for the HelloFresh brand, increased brand awareness by leveraging Guardians' large audience, and strengthened brand recognition and affinity through the film's halo effect.
NBCUniversal's premium streaming service Peacock won in the Best Use of Data category. Peacock leveraged Movable Ink, Braze, PickAxe, and mParticle to build his personalized annual review campaign focused on individual audience engagement. The team wanted to leverage that vast amount of data to showcase each subscriber's viewing activity through dynamic creative content, highlighting the genres and titles consumed. Compared to the control audience, the target audience had a 20% lower churn rate in his 30 days, a 6% higher upgrade rate from free to paid subscriptions, and a higher return rate for watching content on Peacock. Increased by 2 points.
See the 2024 Digiday Content Marketing Award winners below.
Best agency/client collaboration
Best Brand Publication
Best Brand/Influencer Collaboration
- Knorr and Edelman Canada
Best Branded Content Series – B2B
Best Branded Content Series – B2C
- Viral Nation X 7-Eleven Canada
Best Branded Content Site – B2B
- Salesforce & FORTUNE Brand Studio
Best Branded Content Site – B2C
- BDG Studio, Tyson Foods, Mindshare
best brand podcast
- StrollerCoaster – Parenting Podcast
Best Community Building Campaign
The best content marketing platform
best event
The best experiential marketing campaigns
- Ferrero North America & Golin
Best Internal Content/Brand Studio
Best Influencer Generated Content
- Knorr and Edelman Canada
Best Interactive Content Work or Series
The best multichannel strategy
- Elf Cosmetics x Movers + Shakers
Optimal personalization strategy – NEW
- BDG Studio, Lexus, Team One
Best product launch campaign
- Hello Fresh & Marvel Studios
Get the most out of AI-generated content
Optimal use of data
Best ways to use Facebook – NEW
- Family Stallone Facebook (MTV Entertainment Studios)
Best ways to use Instagram – NEW
- Ink Master (MTV Entertainment Studios)
Get the most out of live video – NEW
- MTV RuPaul's Drag Race Season 15 RuVeal (MTV Entertainment Studios)
Optimal use of long-form videos – NEW
Optimal use of native advertising/sponsored content
- eat naked granola outside
Get the most out of your shoppable content
- Carhartt x January Digital
Optimal use of short-form video – NEW
Get the most out of social
- carnation and leech agency
Optimal use of the metaverse
Best ways to use TikTok
Get the most out of your user-generated content
Get the most out of YouTube – NEW
Content Marketing Partner of the Year
Most effective/measurable campaigns
The most innovative way to use content
- Telenor and Schibsted Partner Studio
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