2018 Award Winners: Social, Performance Marketing and Integrated campaigns

Following last week’s Effective Mobile Marketing Awards Ceremony, we continue our round-up of the winning campaign in each category with a look at the winners in the Most Effective Social Campaign, Most Effective Performance Marketing Campaign and Most Effective Integrated Campaign Categories.

Most Effective Social Campaign: Auto Trader – #AutoTraderGoals
Seeking to capitalise on the excitement around the World Cup, the #AutoTraderGoals used an ambitious multi-channel campaign, played out across mobile and social media to engage second screeners. The campaign sought to boost and broaden the brand’s social following, while also driving visits to the Auto Trader website and reaching a wide audience by connecting the brand with the World Cup.

The campaign focused on a contest to win a brand-new car for every goal England scored during the World Cup, with entrants using the #AutoTraderGoals hashtag on Facebook, Twitter and Instagram to be in with a chance of winning. The contest was promoted with a cross-channel campaign that included digital out-of-home, print, paid social and more, and during the matches themselves, the team behind the campaign assembled a ‘war room’ of social staff to produce content, comment on events and respond to replies.

The contest resulted in #AutoTraderGoals trending in the top 10 for the UK after every goal, with Auto Trader achieving a 62 per cent share of voice on Twitter across its competitor set during the tournament, outperforming official sponsors. The hashtag was used over 270,000 times, with over 160,000 individual engagements, and gained Auto Trader just under 25,000 new followers. In addition to winning this category, the campaign also took the Chairman’s Award.

Judges’ View: “Combined a clear strategy, identifying the opportunity surrounding the World Cup and KPIs that define success; innovation through engaging content; and great execution, leading to over-delivery against campaign KPIs.”

There was also a Highly Commended award in this category. That went to Tado for their Antarctica: #NoPlanetB low-budget campaign, which aimed to share the climate control brand’s mission to reduce energy consumption and help fight climate change.

A photography contest on social media offered one winner an adventure trip to Antarctica, where he took photos and video diaries during his trip to show off the amazing Antarctic landscape. The campaign generated approximately 800,000 video views and gained Tado around 1,000 new followers on social media.

Judges’ View: “This campaign achieved great results with a very small budget, and the supporting materials are really interesting, innovative and ultimately make you want to know more and help. An excellent campaign.”

Most Effective Performance Marketing Campaign: Britvic (Pepsi Max), Weve and OMD – Maximum Taste. No Sugar. Simple
For this campaign, Weve partnered with Pepsi to enhance its Pepsi Max Taste Challenge campaign for its second year. In summer of 2017, Pepsi ran the first Pepsi Max Taste Challenge where it asked shoppers to pick their favourite out of Coke, Pepsi reg and Pepsi Max in a blind taste test. This original activity was heavily led by experiential, POS and secondary selling space and ran in Tesco main estate stores only.

In 2018, the Pepsi Max Taste Challenge would also take place in Tesco Express stores – unlocking more locations, but meaning the format changed due to space restrictions. In this format, it was about challenging consumer perceptions and driving trial of Pepsi Max by connecting to the shopper pre-store and then converting with a price promotion and secondary selling space in store.

This meant Weve had a significant role to play in raising awareness and connecting with shoppers pre-store, ensuring they converted and assisting in driving traffic in-store. Ultimately, the goal was to deliver a significant sales uplift and positive ROI results.

Weve used contract-verified age and gender data to target 18+ males and females with 100 per cent accuracy. Weve built an audience of those residing within a 5-10 minute drive time from select Tesco Express stores. But, driving people in store at a particular time is no easy feat so Weve’s creative strategy had to be simple and effective to cut through. Weve Messaging was used to deliver messages direct to users’ phones.

The SMS drove through to a personalised store locator where users could find their nearest Tesco Express store. Weve also built a simple MMS to accompany the message and drive high impact awareness without distracting from the store locator.

The campaign drove significant uplift in sales of the featured product – Pepsi Max 1.5L – as well as the wider Pepsi Max range, and in the wider overall cola category, proving the old adage that keeping things simple really does work, delivering results, and an award.

Judges’ View: “A simple, but highly effective campaign, with detailed results showing a positive impact on the SKU being promoted, as well as the wider Pepsi range and indeed the overall category.”

Most Effective Integrated Campaign: The Telegraph and Fetch – Words Chosen Well
The Telegraph identified the need to start building the next generation of loyal, Telegraph readers. With their traditional print audience (male, 55+, affluent) naturally in decline, and in the face of rapidly-changing consumer behaviour, it was now more important than ever to make the Telegraph brand relevant to a new, younger, mobile-first audience. Most of this submission was marked confidential, which limits the amount we can say about it. But in essence, the key objective was to drive more registrations since registered readers are more likely to become paying subscribers than non-registered readers.

By connecting data and editorial on a real-time media basis, and using a combination of mobile, out of home, social, programmatic and podcasts, the Telegraph drove a significant shift in brand relevancy and exceeded its targets for the number of new registered users. The campaign also outperformed its KPIs in a number of other areas. These results were shared with the judges in confidence. In addition to winning this category, this campaign also took the award for Most Effective Brand Campaign.

Judges’ View: “A clear, unanimous winner. A really solid, integrated campaign using multiple channels, with clever, smart use of dynamic messaging to deliver on campaign objectives.”

You can see details of all the winning entries here