2021 Award Winners: Advertising, FMCG / CPG, Innovative, International and Tech Platform categories


We conclude our look at the winners of the 2021 Effective Digital Marketing Awards by looking at the winners in the Most Effective Advertising, FMCG / CPG, Innovative and Global Campaign, and Technology Platform categories.

Most effective advertising campaign
Artiphon and Nuuk – Orba: Make music in seconds
The objective of this campaign was to generate interest and sale of Artiphon’s Orba musical creation device, with a particular emphasis on social engagement. The ads ran on Facebook, Instagram, and posted via Google with plenty of audience and creative testing early on to determine what to optimize. Creative testing took place during the first month, with the top three performing ads being chosen for the remainder of the campaign.

The results speak for themselves. The campaign generated 332,630 video views on Facebook and Instagram, including 248,000 views of completed videos. In addition, it generated 12,500 post reactions, 5,063 social shares, 1,184 comments and 7,415 post saves.. And in just two months, it generated $ 307,819 in sales with a 12.6x ROI. Impressive numbers.

Judges Opinion: “A great campaign across the funnel including a premium paid media campaign across all channels that generated great social media traction and ROI. “

Most effective FMCG / CPG campaign
Russian Standard Vodka, The Village Communications and TabMo – a
Raise your standards in vodka

The challenge here was to stand out in a crowded UK vodka market. Awareness was described as a KPI for the campaign, as was ROI. This was measured through integration with IRi, a market leader in tracking product sales at major retail outlets.

The ads were served in the App and Mobile web inventory with a full combination of mobile display formats, including high impact full screen units, as well as attractive MPUs and banners, using demographics. , location, household and purchase for targeting. The Midlands were chosen as the control area, not exposed to the campaign to assess the impact of the ads on those who saw them versus those who didn’t. The IRi study took place in the background while the campaign was live to monitor product sales in supermarkets (Asda, Morrisons, Sainsbury’s, Tesco) where Russian standard vodka is sold.

The campaign generated 70,000 clicks on a dedicated microsite: 70,000 and an increase in sales of £ 172,500 for a return on investment of £ 2.78. The IRI results showed that by week one stores in the target locations saw increased sales of Russian Standard products compared to the Midlands control area. The increases continued throughout the campaign and beyond. Data from the IRI also showed that Russian Standard Vodka stole voice shares from almost every competing brand, including Smirnoff, Absolut and JJ Whitley.

Opinion of the judges: “A thoughtful strategic approach, ensuring to measure the objectives set by tangible KPIs. A great combination of partners too, and I really liked that the success was measured against a control group.

Most innovative campaign
Bruynzeel Keukens and Fingerspitz – Pinterest SEO: Inside the Black Box
As part of his SEO work for the kitchen company Bruynzeel Keukens, Fingerspitz was tasked with optimizing the company’s Pinterest pages on a relatively small budget, with the aim of building brand awareness.

This isn’t an area that has received a lot of attention and Pinterest doesn’t have a keyword planner, so Fingerspitz turned to the auto-suggest feature in the search bar, and for each component category. (kitchens, countertops, cupboards, faucets, etc.), copied the 50 related terms from the three most relevant keywords with the highest search volume. She then analyzed the keywords using the Google Cloud Natural Language API, which helped the agency establish the dominance of adjectives, as opposed to verbs, on Pinterest. This observation led him to incorporate adjectives in the name and description of the company; name and description of the table; and the name, description, and tags of the Pin. As part of the project, Fingerspitz also carefully reviewed the classification of tables by category to ensure that each table was properly categorized in order to attract the greatest number of relevant viewers.

Comparing the site’s performance between April 1 and August 18, 2020 versus December 18, 2019 and March 31, 2020, the campaign saw a 47% increase in impressions, a 29% increase in impressions. total audience and a 64% increase in mobilization actions. And using a platform called BlueConic to link online and offline behaviors, Fingerspitz found that SEO improvements on Pinterest resulted in 91 appointments and 39 actual orders worth an average of $ 10,500, with a return on investment of 20.6 times. Fantastic results.

Opinion of the judges: “This campaign shows that sometimes small innovations can mean big victories. With a relatively small budget, they generated incredible ROI and also discovered insight that will help make the business more sustainable in the future.

Most effective international campaign
Deutsche Telekom and Mindshare – What we do next
It was a big, big budget campaign, designed to Celebrate Generation Z activism and the positive contribution they make to society, such as advocating for gender equality, fighting for human rights, building businesses and campaigning for change, with their mobile often the key tool at their disposal.

He focused on six inspiring young talents chosen by Deutsche Telekom (DT) to take part in the campaign, and presented a film called “What We Do Next” with Billie Eilish which showcased the achievements of Generation Z. The campaign featured launched in nine markets on the occasion of United Nations International Youth Day, an awareness day designated by the United Nations to draw attention to the issues of young people around the world. Billie shared the film with her 68 million followers on Instagram and YouTube, while simultaneously the six Gen Z influencers amplified the launch on their social accounts. The film was then shared organically by millions of viewers around the world.
Subsequently, scaled-down thumbnails from the film were used to target Gen Z via paid social media across Europe, complemented by bespoke Instagram stories and an exclusive video featuring Billie and the six influencers.

The second phase of the campaign kicked off on September 2, when short videos highlighting more inspiring Gen Z stories were released on paid media. Finally, DT launched a fun AR filter challenge, encouraging Gen Z’s engagement in building a better future through small, everyday actions like sharing the work of LGBTQ + artists, donating clothes to charity. or go vegan for a day with a friend. .

The campaign launch generated over 350 editorial coverage articles across Europe, with 100% brand attribution and 97% positive or neutral sentiment. The brand’s visibility more than tripled after the campaign began, and Telekom Electronic Beats’ social channels saw Gen Z growth of 14% on their Instagram account and 9% on their YouTube channel.
Overall, the campaign generated over a billion impressions across paid and acquired media, social media, online and public relations internationally. “What We Do Next” movie has been viewed over 142 million times, with a completion rate of 72%

Most efficient technological platform
Yext – No Wrong Answers
Yext has always been focused on accurate and verified information. Its main platform enables retailers and other businesses with multiple physical locations to ensure that information about their location and hours of operation is returned accurately when people search for them on a myriad of search engines and of platforms. No Wrong Answers is a more recent development, which aims to give brands control over what people see when looking for brand information.

It was born from the disinformation that is rampant on the Internet. Most often, information disseminated on third-party sites is not verified by the brand and comes from non-validated sources which provide inaccurate or obsolete information.

Yext Answers (the Platform) and the No Wrong Answers campaign aim to help companies meet their customers the moment they express their intention to research, with information that comes straight from the source – the company itself. With Yext Search Experience Cloud, businesses can create a personalized knowledge graph, a fact database structured for research and optimized to answer consumer questions. By relying on a company’s knowledge graph, search engines are able to understand a company’s information, extract meaning from it and present it with more confidence to researchers on more than 150 services. , including Google and Amazon Alexa.

The No Wrong Answers campaign was launched in April 2020. Yext created a personalized website, nowronganswers.com, where marketers could participate in the No Wrong Answers Challenge: an interactive quiz-like experience. A participant simply entered their business or organization name and URL, and were presented with the top 10 most asked questions about their brand online, followed by screenshots of how their website responds. – or does not answer – these questions. The participant then rates these responses as “correct” or “incorrect”, which generates a score and a preview of their website performance by Yext.

Armed with this information, brands could then take advantage of a 90-day trial of Yext Answers to integrate a powerful search engine into their website that uses natural language processing (NLP) to understand complex questions it needs. it could be a query to a health care provider about the effectiveness of hand sanitizer, an airline about their cancellation policies, or a grocery store about the availability of bottled water.
Organizations that have embraced the power of the Yext Answers platform to date include the World Health Organization, the State of New Jersey, Diageo, and Specsavers.

Here’s what Kasia Rudnik, Director of Ecommerce at The Langham Hotels and Resorts, says about the platform: “Yext is a critical part of our digital strategy. We need to make sure everything that goes through third-party sites is 100 percent accurate, but also representative of our brand in the same way a physical interaction would be. Yext gave us visibility and control, allowed us to manage our reviews and provided rich content to our clients.

Judges Opinion: “Yext Answers does a great job of bringing back control to brands. Misinformation is rife on the Internet, it is a concerted attempt to fix things. “

Congratulations to all of our 2021 winners. Stay tuned for the launch of the 2022 edition of the Effective Digital Marketing Awards in January.

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