CAMPAIGN AWARDS
Best Multi-Channel Campaign
Gold Winner:
Buttermilk Agency x Dior Brand Fans
Buttermilk Agency has secured another gold award for their work on Dior’s Brand Fans campaign. This was Dior’s largest influencer activation to date, producing more than 5000 pieces of branded content across Instagram, TikTok and YouTube.
Buttermilk successfully aided Dior in producing content that could foster an authentic social community, onboarding over 1600 brand advocates.
This content solution offered both variety and reactivity, providing Dior with learnings that it can implement in future campaign strategies.
Silver Winner:
Ogilvy US: Country Financial
Finalists
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Grason Agency & Fendi: Luxury Influencer Marketing Campaign Tests the Waters of New Social Platforms
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INCA & Mediacom: Wolf Blass Christmas 2020
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Ogilvy & LG: Elevated by OLED
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Ogilvy UK & Vodafone: Small Business Heroes
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Ogilvy UK: British Airways BA100
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Reach Agency & Pockets 4 Bits: Gamer Snacks Level Up
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Sky TV | I Hate Suzie Influencer Campaign
Best Multi-Platform Campaign
Gold Winner:
Ogilvy UK & Vodafone: Small Business Heroes
Ogilvy UK produced an outstanding list of firsts for Vodafone Business, including its first influencer podcast integration, first V-Hub lecture content, first time breaking 500+ sign ups for a webinar, and first influencer-led mentoring session.
This campaign supported 8.5 Million people in the UK’s Small Business sector with free, helpful advice during lockdown, generating 88% positive sentiment across the team’s ambassador partnerships, despite one of the most difficult periods for British small businesses in recent history.
Judges noted how this was a true multi-platform campaign which was excellently executed, adding how the Ogilvy UK and Vodafone teams came together to generate a smart method of utilising various platforms to reach a tough-to-find audience.
Silver Winner:
Ogilvy & LG: Elevated by OLED
Bronze Winner:
Grason Agency & Fendi: Luxury Influencer Marketing Campaign Tests the Waters of New Social Platforms
Best Pro Bono Campaign
Gold Winner:
PING Helsinki: #CoronaFacts
Judges noted how PING Helsinki were among the first to launch a campaign in response to the pandemic, paving the way for others
to follow.
The main goal was to provide social media influencers with reliable information from the authorities, encouraging them to share it with their followers. It was also critically important to modify the message and tone of voice in such a way that young people would take it seriously, minimising the tone of official government language.
Using Instagram, TikTok, Snapchat and Facebook, the relevant audience successfully engaged with the campaign.
Silver Winner:
Ogilvy UK & World Health Organisation: #ProtectYourHero
Finalists
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SEEN Connects: #ClapForOurCarers – Pro Bono Work To Raise £5M For The NHS
Best Social Commerce Campaign
Gold Winner:
Reach Agency & Pockets 4 Bits: Gamer Snacks Level Up
Reach Agency’s work with Hot Pockets enabled the brand to connect with its ‘eater’ and sold over 8000 units within the length of the campaign. What was meant to be a six-week initiative shut down successfully after just three weeks due to GenZ gamers’ love for Hot Pockets.
The teams set out to create an integrated campaign with the objectives to improve brand sentiment, break through on Twitch, and drive gamers to purchase Hot Pockets by connecting with them on their level – this was achieved triumphantly.
Judges noted how the campaign was bold, yet authentic, and clearly worked well.
Silver Winner:
MediaMonks & Johnson & Johnson: #CareWithPride Influencer Campaign
Bronze Winner:
Ogilvy US: Philips One
Finalists
-
Socially Powerful & Tefal’s “Sold Out” Influencer Marketing Programme
Best Sustainability or Purpose-Driven Campaign
Gold Winner:
PrettyGreen and Pantene present: My Hair Wont Be Silenced
This sparked a much-needed conversation and streams of comments resonating with the fight to end discrimination against
Afro hair.
The campaign achieved 183 emotive social posts from an advisory board, ambassadors and influencers. Judges commented on the use of an advisory board, noting how it is something they would like to see more of when it comes to diversity and inclusion.
With over one million views of the campaign film and 1.6BN OTS through media coverage, Pantene also set a long-term commitment to increase positive representation and understanding of Afro hair through education, aligning with Pantene’s overall mission of creating more great hair days for everyone.
Silver Winner:
Bottle PR & Rowse Honey: #FeedTheBees Campaign
Bronze Winner:
Hjaltelin Stahl, Red Cross, National Gallery of Denmark & Coop: Touched – a response to Covid-19
Finalists
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Cult Beauty: Healthcare & Care Worker Campaign
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IMA & MediaMonks: Johnson & Johnson #CareWithPride Influencer Campaign
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INCA, Wavemaker & Nationwide: Together Against Hate
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Mind+Matter: Superdrug Faces of the Future
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Ogilvy UK: Hellmann’s Animal Crossing
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Ogilvy US: IKEA Let’s Have an I-KIKI
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Pepper Studio, Wavemaker & THINK! Be The Mate Who Won’t Speed
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The Goat Agency & Purple Goat: Tesco – A Little Help Is
Best Use of a Small Budget
Gold Winner:
Bob’s Your Uncle: Ontario Beef Burger Battle 2020
A province-wide road trip to discover Ontario’s best beef burger was grounded by Covid. A quick pivot was needed. Through the use of multi-tiered influencers, Bob’s Your Uncle were able to successfully create a social media fueled burger recipe challenge.
With a modest budget, the team was able to deliver a rich online experience for their social media fans. Video content from influencers was the centerpiece for the campaign and delivered on awareness and engagement.
Influencer content from this campaign was incredibly efficient and effective at driving the audience to the campaign microsite for more Ontario Beef recipe inspiration. One of our judges said reading this entry made them order a burger!
Silver Winner:
Most Effective Campaign on a Small Budget: Buddy Media Group: ‘More Than Just Music’ Spotify campaign
Bronze Winner:
THE FIFTH x #SQUAREBYIT
Finalists
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Gifta, Green Vie, Georganics and Human Food
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Impact & ForwardPMX for Foot Locker: Smart Partnerships & Top Notch Content Drive Powerful Results
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Sparkloft Media: Promperu’s Influencer Zoom Cooking Class
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‘Women Who Don’t Hold Back’ by Häagen-Dazs and PRM Global
Best Data-Driven Campaign
Influencity is the most complete AI-powered influencer marketing platform with over 70 million influencers across the globe. It offers a full stack of solutions that will allow you to obtain total Influencer Relationship Management on a single comprehensive platform. With over 60 functionalities like influencer discovery, influencer stats, audience overlap, fraud detection, campaign management and tracking, Influencity is the platform of choice of worldwide brands and agencies like Nestle, IPG, Amazon, among others.
Gold Winner:
Citizen Relations Zevo Marketing Moneyball: Using Data to Change the Game
In this extremely popular category, the work of Zevo and Citizen Relations truly stood out to judges because of how its strategic and logical approach drove excellent results.
This entry provided great detail, and judges were fascinated to see the development of the use of data in influencer marketing and the depth of analysis. When content can be measured and quantified, so much insight is unlocked into what’s working to drive engagement and sales, and importantly, why that content is working. This campaign achieved this.
This approach to influencer marketing has helped build the brand for the last two years, meaning they’re now able to use their learnings and their model to build and expand future plans to drive high ROI.
Silver Winner:
CreatorIQ & STAINMASTER®: Doubled Brand Resonance Engagement via Proprietary Sentiment Analysis
Bronze Winner:
rewardStyle x Harvey Nichols
Finalists
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Best Use of Data: Portal from Facebook & Collectively, Inc.
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Jane
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rewardStyle x Missguided
Most Effective Campaign for ROI
Gold Winner:
Pepper Studio & Dennis Publishing: The Week Junior Influencing Subscriptions
Through a human approach, Pepper Studio partnered with The Week Junior to drive considerable ROI for its weekly children’s magazine. During the Covid lockdowns, there was a higher than usual demand for The Week Junior magazines, presenting the perfect opportunity to encourage subscriptions.
Thanks to the power of influencers, The Week Junior and Pepper Studio lead the way by driving high subscription ROI through relatable social content.
The judges found this to be a detailed-focused entry, with good use of Instagram polls and smart execution.
Silver Winner:
Thinkerbell & General Mills: How a social challenge united tennis stars & drove headlines and sales.
Bronze Winner:
GRIN & MuteSix + Snibbs
Finalists
-
Bottle PR & Rowse Honey: #FeedTheBees Campaign
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gen.video & HP: Black Friday Campaign
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GRIN & nutpods
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rewardStyle x MATCHESFASHION
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‘Women Who Don’t Hold Back’ by Häagen-Dazs and PRM Global
Most Effective Collaboration or Partnership
Gold Winner:
Digital Voices X BBC Sounds: Sounding It Out
In this campaign, Digital Voices collaborated with BBC Sounds in order to leverage influencers to promote BBC Sounds’ podcast, music, and radio offerings. Alongside Havas’ JUMP, Digital Voices crafted the BBC’s first ever YouTube creator campaign.
On average, YouTube creators drove huge awareness of BBC Sounds amongst their audiences, and inspired average BBC Sounds sessions of 8 minutes 49 seconds, outperforming the guarantees for this campaign by over 231%.
Something that the judges also recognised was how impressive the casting was for the campaign, focusing on niche talent that represent the topics of the podcasts.
Silver Winner:
Ogilvy Spain & Zalando x Google Maps ‘Street it all’
Finalists
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MediaMonks & L’ORÉAL (U.K.) LIMITED: #WonderWaterWhip Influencer Campaign
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MSL UK: PUMA SUEDE – For All Time
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rewardStyle x Amazon Fashion EU
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rewardStyle x Harvey Nichols
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Riddle & Bloom x Prime Student
Most Creative Campaign
NeoReach is a world-class influencer marketing agency that has run viral campaigns for brands such as Walmart, Netflix, Facebook, Airbnb, DraftKings, TikTok, and many more. NeoReach is a leader in multi-platform content creation and strategy to empower brands to run their strongest campaigns backed by data and managed by a team of experts.
Gold Winner:
Ogilvy UK: Hellmann’s Animal Crossing
Another success for Ogilvy UK’s Hellmann’s Animal Crossing campaign. As well as the campaign’s cause-led approach, the creativity of the initiative was also highly commended by judges.
The use of Animal Crossing and Twitch as a social platform to work on, and the support of a charity to donate was described as unique and interesting by judges, who also congratulated the great influencer selection and planning.
The easy and innovative in-game donation mechanism, led by influencers, allowed the community to unite for a cause, and raised an incredible 50,000 meals for people in need at Christmas.
Silver Winner:
MG Empower & Bumble: #MyLoveIsBlackLove
Bronze Winner:
TAKUMI: Secret Sofa by Häagen-Dazs
Finalists
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Ketchum UK & Colgate-Palmolive: #PoutFree
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MSL UK & DISNEY+: A Taste Of More
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New Moon & One Green Bean for Hotels.com: Creature Critics
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Ogilvy US: LG Second Act
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Relatable & Adobe: Photoshop Fantastic Voyage – Creativity for all with Adobe
Best Brand Engagement Campaign
Gold Winner:
Hjaltelin Stahl & Visit Denmark: #JustDenmark
When reviewing this category through an engagement lens, the judges felt as though this entry was extremely strong, noting how the Visit Denmark campaign was a deserving winner thanks to its high engagement and focus on engagement.
With the tourism industry taking a hit due to Covid-19 lockdowns, it was essential to compensate for the missing tourists coming to Denmark, so it was time for the Danes to step in. Many Danes consider vacation in Denmark to be a compromise, this campaign aimed to change the discourse while encouraging the Danes to rediscover Denmark.
Influencers were introduced into this campaign to share their own experiences of Denmark, encouraging the audience to fall back in love with their native country.
Silver Winner:
MediaMonks & L’ORÉAL (U.K.) LIMITED: #WonderWaterWhip Influencer Campaign
Bronze Winner:
Bottle PR & Rowse Honey: #FeedTheBees Campaign
Finalists
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Digital Voices X BBC Sounds: Sounding It Out
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Fanbytes x ACCA: Getting a Gen Z audience to engage with accounting
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rewardStyle x Missguided
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Riddle & Bloom & Amazon: Prime Student Fall 2020 Social Influencer Program
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THE FIFTH x #SkySportsUnwrapped
CREATOR & AGENCY AWARDS
Global Influencer Marketing Agency of the Year
Gold Winner:
Ogilvy UK
Securing another gold award is Ogilvy UK, which has been recognised for its excellent and consistent approach to influencer marketing.
Home to the world’s leading influence tech stack, Ogilvy UK Influence is the first agency globally to introduce a Maximum Margin Rate to help combat the influencer pay gap. Alongside this, it introduced quarterly diversity audits, improving diversity casting from an average of 5% to 15% across Ogilvy UK. On TJX for example, seeing a 233% increase in influencers from BIPOC backgrounds in less than 12 months.
Despite the pandemic Ogilvy’s UK branch is one of its fastest growing teams, with its influencer arm increasing revenues by 60%, whilst still retaining one of the lowest staff turnovers in the network.
Silver Winner:
Billion Dollar Boy
Bronze Winner:
THE FIFTH
Finalists
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Collectively, Inc.
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Fanbytes
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Pulse Advertising
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rewardStyle + LIKEtoKNOW.it (LTK)
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The Influence Agency
Boutique Influencer Marketing Agency of the Year
Gold Winner:
Pepper Studio
Pepper Studio is championing new levels of professionalism, sophistication and transparency within the influencer marketing industry, servicing campaigns from small businesses to large corporations, all with a personal and human approach.
When founding Pepper Studio, the team noticed gaps in the market that they could fill, notably by offering reassurance by treating influencer marketing as a media space. The team’s second year began as soon as the pandemic hit, yet they have adapted and excelled despite the hurdles, putting people at the forefront of their business.
Judges congratulated how Pepper Studio focussed on its unique business approach from its infancy, setting themselves up for success and in the future, continuing to scale their impact.
Silver Winner:
Buttermilk Agency
Bronze Winner:
ChannelMumTalent.com
Finalists
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A Breakthrough Year for SEEN Connects
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Happy Cat
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R-Squared Agency
INDUSTRY EXCELLENCE AWARDS
Best Industry Initiative
Gold Winner:
American Influencer Council
With the launch of the American Influencer Council – career creators are finally on course to define their profession, establish standards, prove their vital contributions to the GDP, and build a think tank powered by knowledge sharing.
Creator professionalism is evolving, and the American Influencer Council is ushering in a new era where influencers are recognised as small business owners.
Judges were pleased to see this initiative launch in the US, and hope to see similar initiatives become implemented globally.
Finalists
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R-Squared Agency
Best Food & Beverage Campaign
Gold Winner:
Ogilvy UK: Hellmann’s Animal Crossing
In this creative collaboration, Ogilvy UK introduced influencers into a unique gaming solution that aimed to tackle the issue of food waste in the UK. The message had the intended effect, with 67% of people saying they would think differently about their food waste habits as a result.
Animal Crossing was an extremely popular game at the time of the campaign, which took place over the Christmas period. The easy and innovative in-game donation mechanism, led by influencers, allowed the community to unite for the cause, and raise an incredible 50,000 meals for people in need at Christmas.
Hellmann’s Island saw an interactive, innovative in-game activation capitalise on trending popularity, as well as succeeding in supporting an important cause.
Silver Winner:
Ogilvy UK & Bombay Sapphire: ‘Stir Creativity’
Bronze Winner:
TAKUMI: Secret Sofa by Häagen-Dazs
Finalists
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Digital Voices X Magnum: True to Pleasure Campaign
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Hjaltelin Stahl: Matilde Cocoa – The Cancelled Birthdays
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MediaMonks, Malibu Rum & Vice Virtue: #TheCoconutChallenge Influencer Campaign
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Reach Agency & Pockets 4 Bits: Gamer Snacks Level Up
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Social Studies x Panera: Always-On Micro-Influencer Marketing
Best Sport, Wellness & Fitness Campaign
Gold Winner:
New Moon for Hotels.com – Match Day Rituals
By delving into the deep cultural roots surrounding football, New Moon identified the subject matter that resonated most with their consumer. New Moon was able to collaborate with a cast of influencers who spoke authentically to this segment of the Hotels.com audience.
The campaign was centred around the ritualistic culture of football and its fans, rather than the 90 minutes on the pitch. The content stood out and captured the audience’s attention.
This entry stood out to judges for it’s combination of quantitative and qualitative reporting. With football being the conduit for these stories, the audience were at no point alienated if they were not fans of the game, and those that were mega-fans would find the content highly relatable. The connection to Hotels.com felt like a natural part of the narrative.
Finalists
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Ogilvy UK: SKODA V-Women’s Tour
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THE FIFTH x #SkySportsUnwrapped
Best Fashion & Beauty Campaign
Gold Winner:
Buttermilk Agency X Dior: Love Your Skin Without Compromise
Following on from last year’s award winning 67 Shades of Dior, the luxury brand wanted to broaden its messages of inclusivity and self- acceptance by calling on Buttermilk Agency to execute Dior’s most inclusive campaign to date.
The team onboarded a combination of micro and macro influencers to produce 1886 pieces of unique branded content that could be
used across Dior’s social channels, aligning with the brands message as well as showcasing the influencers personalities.
This winning campaign achieved a 96% positive brand sentiment, with judges noting that the Buttermilk and Dior teams had taken positive learnings from last year’s campaign in order to be best-in-class.
Silver Winner:
PrettyGreen and Pantene present: My Hair Wont Be Silenced
Bronze Winner:
Ketchum UK & Colgate-Palmolive: #PoutFree
Finalists
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eaeo global x Geologie: Skincare As Unique As You
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Ethnic Reach & Vatika UK: #StrongerRoots – Every Strand Tells a Story
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MediaMonks & L’ORÉAL (U.K.) LIMITED: #WonderWaterWhip Influencer Campaign
PLATFORM AWARDS
Best Use of Instagram
Gold Winner:
Billion Dollar Boy & method: Spread Joy. Not Germs
Billion Dollar Boy worked with 78 influencers to create 599 pieces of joyful quality content for Method. The content was shared across Instagram in a very quick turnaround, resulting in an incredibly high positive sentiment of 99.9%.
This campaign saw the highest engagement rate to date for Method, leading to Method’s Instagram account increasing by +24% during the campaign period.
Following the reactive campaign’s success of spreading a little joy during Covid-19 via Instagram, Method now adopts joy bundle gifting as a ‘surprise and delight’ mechanic for those needing a boost.
Silver Winner:
Meditopia by TATAM
Best Use of TikTok
Captiv8 is a full service influencer marketing solution that redefines end-to-end, inspiring you to think bigger, enabling you to plan smarter and empowering you to execute better. Through our intuitive workflow, brands can uncover actionable insights on trends, discover and vet influencers, seamlessly activate campaigns at scale, amplify branded content across the digital ecosystem, and prove business impact through our measurement dashboard. Our platform gives you the tools you need to build relationships and engaging content, while our teams lend experiences and strategic services to steer you clear of common influencer marketing pitfalls.
Gold Winner:
opr, MediaCom & Ogilvy Australia: KFC Buckethead Challenge
Teamwork makes the dream work with this entry, as opr, MediaCom and Ogilvy Australia joined forces with KFC to launch the Buckethead challenge on TikTok. With Covid-19 presenting challenges for KFC, who usually see an increase in sales during the cricket season, they wanted to enable cricket fans to join in the ‘Buckethead Army’ with or without spectators in the stadium.
The campaign successfully got Aussies creating and sharing their love of KFC, with TikTok stating that the campaign produced the highest ad recall lift it had ever seen in Australia.
Judges noted how the campaign executed a seamless connection from the real world to virtual world in a time where we really needed it, as well as being fun and playful.
Silver Winner:
Ogilvy UK & World Health Organisation: #ProtectYourHero
Bronze Winner:
QYOU Media & DreamWorks: The Croods Take TikTok
Finalists
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MediaMonks & L’ORÉAL (U.K.) LIMITED: #WonderWaterWhip Influencer Campaign
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Moose Toys & NeoReach: #OhMyGIF Influencer Campaign
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Pulse Advertising: #BeatsDaisyChallenge
Best Use of YouTube
Gold Winner:
Digital Voices X MADE.COM: MADEover
Digital Voices take home another gold award for its collaboration with MADE.COM on the MADEover campaign. The team produced an authentic and engaging YouTube series that taps into a wide range of personal and inclusive stories.
Judges noted that they were pleased to see a brand like MADE.com put their trust in talent to create longer-form platform-centric content, Digital Voices expertise in YouTube aided seamless execution.
Another thing that judges picked up on was the use of closed captions through the campaign, hoping that this is something that more brands and agencies will adopt.
Silver Winner:
Digital Voices X Stereo
Finalists
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TATAM Digital: Blinkist by TATAM
TEAM AWARDS
Best Team in Influencer Marketing
Gold Winner:
ChannelMumTalent.com
Channel Mum stole the hearts and minds of judges this year, recognised for its holistic approach to supporting a female-only team. The team’s unique structure and flat hierarchy means every team member is empowered to speak up and make change happen.
Judges were particularly impressed with how over two thirds of the team’s business is repeat business – noting how it is commendable that Channel Mum is keeping clients as well as winning them.
This success speaks to the quality of work that the team delivers, as well as the care that is provided to both clients and employees.
Silver Winner:
Ogilvy UK
Bronze Winner:
ITB Worldwide – Talent + Influencer Marketing Agency
Finalists
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Cult Beauty
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rewardStyle EMEA Brand Partnerships
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Team Tesco at Goat
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Viral Nation Influencer Marketing Team of the Year
Rising Star of the Year
Gold Winner:
Allen Mao – Collectively, Inc.
Allen found his way into the influencer marketing industry from a non-traditional path. Allen moved away from his computer science career into marketing in the startup space.
He has been instrumental part of Collectively’s team. His mastery of social listening technology and Boolean development meant he was quick to lend his skills to build social listening queries around COVID-19 and the Black Lives Matter movement – monitoring social conversation trends and proactively recommending influencer content pauses and campaign pivots for clients.
Allen also volunteers time as a founding member of the agency’s Diversity Committee to help shape Collectively’s D&I efforts, from cultural events planning to hiring best practices and staff development.
Finalists
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Beckii Flint – Pepper Studio
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Fatima Scott – Collectively, Inc.
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Kelly McGarry – Ketchum
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Marre Paone – Collectively, Inc.
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Molly Doyle Young – Impact Tech
TECHNOLOGY AWARDS
Best Emerging Technology or Startup
Citizen is an award-winning integrated communications agency who creates mutually-beneficial, human relationships with influencers. Their industry-leading tech and a startup mindset fuels an innovation pipeline and thoughtful attribution models for maximum efficiency. At Citizen, every influencer campaigns goes beyond vanity metrics with pretty pictures to deliver tangible, business results every time.
Gold Winner:
Q83
Q83 is an Aussie tech start-up building products that help simplify and professionalise the workflows of some of the world’s leading social media talent, their agents, PR, Creative and Influencer Marketing Agencies.
Q83 were recognised by judges for trying something new, adding how they’re looking forward to seeing how the platform, Kitly, develops.
Kitly Business provides businesses a suite of tools to help simplify and professionalise the way they manage and execute their talent relationships.
Silver Winner:
Viral Nation: Influsoft
Finalists
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gen.video
Best Influencer Marketing Platform
Gold Winner:
Tagger Media
In an extremely strong category, Tagger takes home the Gold. Tagger has proven itself to be one of the most innovative and cutting edge tools for marketers looking to scale their global influencer programmes with ease and efficiency.
With their proprietary technology and seamless end-to-end campaign experience, Tagger is shaping the future of how brand marketers will plan, manage and measure their growing investments in influencer marketing.
Judges were impressed with Tagger’s emphasis on security, as well as a stand-out ability to completely customise reports as needed and build them from scratch.
Silver Winner:
Traackr
Bronze Winner:
Activate, an Impact Company, Influencer Marketing Solution
Finalists
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Captiv8
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CreatorIQ for Best Influencer Marketing Platform
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GRIN
-
LIKEtoKNOW.it (LTK)
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MagicLinks
-
Post For Rent
-
Vamp
Best Influencer Marketing Platform or Technology
Gold Winner:
Influencity
Influencity, takes the gold award in this category. It impressively hosts a stack of tools, with more than 60 features to find, analyse, organise, forecast, manage and measure with some very sophisticated AI technology. There is no surprise that Influencity grabbed the judges attention.
The speed that Influencity can generate results for both small and enterprise brands, and the multitude of areas of the industry that it can support really stood out in terms of being innovative and best-in-class.
Judges noted the rapid customer adoption of the self-funded technology alongside the desire to to help agencies and brands, regardless of their size, professionalize their influencer marketing strategies, being more productive and effective, while saving time and money.
Silver Winner:
Refersion
Bronze Winner:
Captiv8
Finalists
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HypeAuditor’s technology helps marketers create effective influencer marketing campaigns
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LTK Shopping Video
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Tribe Dynamics
VERTICAL AWARDS
Best Automotive Campaign
Gold Winner:
Ogilvy UK & SKODA V: Women’s Tour
Despite being an international automotive manufacturer, cycling is in ŠKODA’s DNA. As a sponsor of the Women’s Tour cycling race which was unable to take place in person due to the pandemic, the Women’s Tour organisers created the world’s first virtual stage race for women. It made perfect sense for ŠKODA to play its part in keeping the sport alive.
With the support of Ogilvy, live from the living room generated three times more Instagram Lives post-race days, with guest interviews generating over 40,000 views, and audience engagement through reactions, insights, and questions.
The ŠKODA V-Women’s Tour had a positive impact on overall social sentiment, as favourable mentions were up 10% for the period, and negative sentiment decreased by 72%.
Silver Winner:
SHELL HELIX INDONESIA OHD CAMPAIGN
Bronze Winner:
Shell & Zircom: Global Trade Rewards Campaign
Finalists
-
Gleam Solutions & Jaguar F-Type Invigoration 2020 Campaign
Best Home and Garden Campaign
Gold Winner:
Digital Voices X MADE.COM: MADEover
Digital Voices and MADE.COM collaborated successfully on the MADEover YouTube campaign, with the videos produced holding viewer’s attention for over seven minutes on average – nearly double YouTube’s four minute benchmark.
This was the brand’s first ever influencer campaign with YouTube creators at the heart. Digital Voices enabled the brand to outperform their organic guarantees by an additional 125% through well-thought-out casting and elevation of MADE.COM’s brand message ‘design your happy place’.
Judges noted how MADE.COM, with the support of Digital Voices, has taken time to really understand influencer marketing and this can be seen at every step of the way in this campaign.
Silver Winner:
ForwardPMX, Frontgate & LIKEtoKNOW.it: Celebrating Interior Products During the Holidays
Bronze Winner:
Billion Dollar Boy & method: Spread Joy. Not Germs
Finalists
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CreatorIQ & STAINMASTER®: Doubled Brand Resonance Engagement via Proprietary Sentiment Analysis
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Ogilvy US & PPG Paints: #SpiceUpYourSpace
Best Telecoms Campaign
Gold Winner:
Riddle & Bloom x Comcast: 2020 Xfinity College Influencer Program
Comcast is a telecom giant with stellar streaming media, but when it came to the fast-growing Gen Z audience, the brand was losing ground to competitors. Enter Riddle & Bloom, which recruited student influencers in order to engage Gen Z in the brand’s Xfinity streaming product.
The seamless and impactful integration of Comcast partners was achieved through a robust content calendar inviting influencers to host show-specific social contests and activations.
Judges were particularly pleased with how Riddle & Bloom committed to its creative idea – showcasing passion points across different territories.
Silver Winner:
Ogilvy UK & Vodafone: Small Business Heroes
Bronze Winner:
inzpire.me: How Telia Raised Brand Awareness by 50%
Finalists
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Awin, Carphone Warehouse & Google: Influencing the Smartphone Market Through the Pixel Lens
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Best Telecoms Campaign: Portal from Facebook & Collectively, Inc.
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Gleam Solutions & BT Complete Wi-Fi 2020 Campaign
Best Gaming Campaign
Irwin Mitchell is a law firm with a leading practice of Media and Entertainment lawyers who have worked in the influencer marketing space for many years advising some of the industry’s best known talent, brands and agencies. Irwin Mitchell’s experience means that they are perfectly placed to de-risk and streamline the commercial deals that drive businesses operating in this space.
Gold Winner:
Ogilvy UK: Hellmann’s Animal Crossing
Judges were extremely impressed by this entry, not just because of the cause behind the campaign, but because of how this cause-led initiative was so successfully implemented into a popular game, with influencers spreading the message.
The combination of a branded gaming environment, a variety of influencers and charity mechanics created an impact in a virtual world as well as the real world.
During the time that the campaign took place, the pandemic meant that there was a rise of interest in gaming, making it the perfect time to execute such a campaign.
Silver Winner:
INSTINCT3 GmbH & Google Play: Play On Campaign – Wild Rift
Bronze Winner:
Viral Nation & Tencent: PUBG MOBILE PROMOTION
Best Family & Parenting Campaign
Gold Winner:
Ogilvy UK & Fisher-Price Community Influence Program
Ogilvy UK were tasked with elevating the well-established Fisher-Price brand to align with younger parents, presenting how the
brand has adapted to modern parenting challenges. The Ogilvy UK team successfully launched Fisher-Price’s social first, influencer led community engagement initiative.
The initiative provided 2.2 Million of the UK’s new parenting community with an informative and interactive communication channel in a period where normal communication was restricted. Influencer content was successfully integrated into Fisher-Price’s multi channel execution, proving influence can play an integral supporting to always-on brand marketing.
The campaign achieved a 92% positive sentiment with a sample audience of 20-35 year old parents, across a year-long program despite the year being dominated by the difficulties of COVID, ultimately showing that Fisher-Price has successfully repositioned itself as a brand for modern parents.
Silver Winner:
Citizen Relations & Duracell Inc.: Power Safely – Launching a Life Saving Innovation
Bronze Winner:
Best Family & Parenting Campaign: Portal from Facebook & Collectively, Inc.
Finalists
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Gleam Solutions, Kellogg’s & Carat: Coco Pops Back to School 2020 Campaign
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Ogilvy UK & SKODA: The SKODA SUV Family Showdown
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PrettyGreen & Hasbro present: Play Doh Colour of The Year
Best Fashion and Style Campaign
Gold Winner:
Ogilvy Spain & Zalando x Google Maps ‘Street it all’
The Ogilvy Spain team executed a first-of-its-kind, innovative Google partnership activating a creative e-commerce mechanic directly through Google Street View, which drove 96,000 product views in just two weeks.
There was a huge media uptake from the exciting creative partnership, securing features across national publications including Glamour, GQ, Cosmo and Vogue, with a combined audience of 20 million.
The engagement rate of the uniquely executed initiative was vast – achieving 12.5k QR code scans across the interactive OOH formats, supported by an organic influencer reach of 3.5M and 10k instagram swipes-ups.
Silver Winner:
Billion Dollar Boy: Zalando Zerotypes
Bronze Winner:
MSL UK & PUMA SUEDE: For All Time
Finalists
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ITB Worldwide & UGG: ‘Feel’ Global Influencer Campaign
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rewardStyle x Amazon Fashion EU
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rewardStyle x MATCHESFASHION