2021 Award Winners: TikTok, Instagram, Facebook, Launch, D2C eCommerce and Video categories
We continue our review of the winners of the 2021 Effective Digital Marketing Awards with an overview of the winners in the Most Effective TikTok, Instagram, Facebook, Launch, D2C eCommerce, and Video Campaign categories.
Most effective TikTok campaign
Converse, Foot Locker and obviously – Converse CX x Foot Locker
The goal of this campaign was to increase social awareness and buzz for the new Converse Chuck Taylor All Star CX available at FootLocker, Instagram and TikTok. The companies also wanted to create high-quality, reusable feed and story content to drive traffic to the Converse CX product page.
Obviously, partnering with 21 Instagram influencers and three TikTok macro-influencers, using data science and AI to find the best influencer partners, based on an analysis of vertical, age, gender and other factors. Once the best candidates were compiled, Obviously contacted 354 influencers, of which 298 chose to participate in the campaign. The 21 influencers were chosen from this group. Obviously, we then developed three creative briefs based on Converse’s goals and performed regular quality checks on the various influencer content.
Obviously, the projection of 1.4 million impressions was exceeded by 56% with a total of 2.3 million impressions. A total of 126 unique pieces of content were created. Additionally, Obviously’s work generated 5,527 clicks to the Converse CX product page and the TikTok videos garnered over 6.9 million views and 1.9 million likes.
Judges’ opinion: âA meager budget that generated significant engagement among the target audience. It’s great to see how influencer selection and management has been executed.
Most effective Instagram campaign
Vivel and the digital street – Vivel #VoiceOfArt
This campaign in India had great ambitions – to inspire a more egalitarian society. He celebrated the voices of reason, strength, change and passionate expressions against patriarchy – whether it was stereotyping on the basis of gender or dress, and highlighting pay gaps and society’s expectations. He created socially relevant content during the lockdown by asking people to make their voices heard, creating a community of prolific change makers who embrace and promote gender equality.
Throughout August 2020, Vivel opened its social networks to artists and users to contribute with their #VoiceOfArt. The campaign was launched with a video encouraging people to share their art with Vivel by uploading the works to their social media, tagging Vivel and using #VoiceOfArt.
In addition, 18 works of art commissioned from artists from all over India such as Srishti Gupta Roy, Sriya Singh, Namrata Kumar, among others, were presented on the platform, highlighting the societal issues facing them. women face. A number of partners, including The Indian Idiot and The Great Wall of India, have shared the campaign with their communities and university networks are also getting involved.
In total, the campaign generated 769,000 posts and 2.2 million views of over 550 works of art, a huge and inclusive effort.
Opinion of the judges: âA truly innovative and inclusive campaign that harnessed the power of the chosen topic and effectively used the Instagram platform for promotional purposes. “
Most effective Facebook campaign
Best Friends Animal Society and ForwardPMX – Fundraising for Animals in Need with the Power of Facebook
The challenge here was to convince people, in the midst of a global pandemic, that pets still deserve attention and support. The charity and its agency decided to tap into #GivingTuesday, which in 2020 was May 5, meaning they only had four weeks to complete the campaign. The team devised a strategy to target the charity’s current donor base, people who watch their videos on Facebook, as well as a similar audience, to attract potential new donors with a cohesive paid social campaign for s ‘extend over the week leading up to Giving Tuesday.
The campaign creator explained how people can help animals during a crisis like COVID-19, as well as how they should take care of their own pets at home, in addition to calling for donations and correspondences. The team also included an advertisement for their Best Friends coloring book, which featured a fun activity to do while on lockdown. So, while the team aimed to raise as much money as possible to fund shelters, they also hoped the campaign would help educate the public on why animals need more help than ever before, and on the means to get involved.
On a very small budget, paid social campaigns on Facebook raised over $ 91,000 during the seven-day flight. Donation volumes and revenue also saw steady day-to-day increases as the campaign progressed, and one ad creation alone generated a whopping $ 55,000 in sales.
Opinion of the judges: âGreat results on a modest budget – every dollar was made to work hard in a campaign well thought out and executed. “
Most effective launch campaign
Roli and Nuuk – LUMI e-commerce launch
The ambitious goal of the campaign was to raise awareness of Roli’s LUMI musical instrument globally and generate Â£ 1million in online sales in the first month. The main market was the United States with a small test budget for the United Kingdom and Europe.
The campaign ran on Facebook, Instagram, Messenger, YouTube, Search, Display and via email. Nuuk has generated landing pages and generated exclusively paid social media traffic there with the goal of generating leads. It also optimized performance for lead generation as a primary focus and offered a kickoff discount as a primary magnet to all subscribers. 157 targeting variations were tested in the two months prior to the ad launch, along with 10 different creative variations in each targeting test, for a total of 1570 unique combinations. This 2 month period helped Nuuk identify the people most likely to purchase the product when it became available.
The campaign exceeded its targets, generating Â£ 1.2million in sales in the first weekend, with a return on investment across all paid media of 538%. Pre-launch subscribers generated Â£ 569,000 in revenue in the first weekend and a total of Â£ 641,000 in the first month.
Opinion of the judges: âA very clear entry with excellent levels of detail. A wide variety of channels have been well managed to achieve the best results. It seems like a campaign led by experts in their field. And the results exceeded the targets set by some extent.
Most Effective DTC Ecommerce Campaign
TIM and Vantagens – Tim Brasil prepaid customer campaign
This campaign by Vantagens for the Brazilian operator TIM Brasil aimed to increase engagement, loyalty, ARPU (Average Revenue Per User) and adoption of TIM’s digital channels by the network’s prepaid customers.
The campaign included a loyalty app, segmented communications, and plenty of gamification elements, including instant winnings, sweepstakes, special missions, long-term rewards, and weekly surprises, all of which offered customers the opportunity to earn anything from more data on their plan. to big ticket items such as smartphones, cars, motorcycles and cash.
In its first seven months since launch, the app recorded 2.5 million downloads, with 33.5 million parts of a slot game, 1.6 million missions completed, and 4.1 millions of benefits exchanged.
Judges’ Opinion: Did a great job with a stimulating brief for an even more demanding audience that is generally difficult to remember. They’ve come up with several engagement and retention mechanisms that are extremely impressive. “
Most effective video campaign
Shopkick and Moburst – Moburst / Shopkick TikTok Triumph
Shopkick is a retail shopping rewards app where consumers scan products for free gift cards. With the onset of the pandemic, the number of in-store purchases dropped dramatically, and Moburst and Shopkick shifted their strategic focus to online shopping and drove acquisition there through social platforms. A social media audit found that in Shopkick’s immediate competitive set, attention was heavily saturated on Facebook, Instagram, and Twitter, and there was much less competitive attention and investment on TikTok. The campaign therefore targeted an audience aged 18 to 30 on TikTok.
The first iteration of the campaign did not go well. To get it out quickly, assets were used from other platforms. These didn’t resonate well with TikTok audiences, so Moburst returned to the drawing board to develop a much more native TikTok campaign.
This gave much better results, offering an 87% reduction in cost per installation and an 89% reduction in cost per record. In addition, the initial cohort analysis shows that this new generation of customers is very active, retains very strong loyalty and offers higher lifetime value.
Opinion of the judges: âAn honest campaign analysis – impressive that they were ready to go back to the drawing board and rethink their strategy when the initial creations didn’t work. A riskâ¦ because it likely involved higher costs and delays, but which has paid off with solid results, while providing the opportunity to learn from mistakes and make improvements.