HARIBO, Twitch, Regeneron and WSJ’s The Trust are among this year’s Digiday Content Marketing Awards finalists
As new platforms and AI technologies emerge, and younger audiences such as Gen Z dominate digital ecosystems, an increasing number of brands are investing in content creation efforts that personalize experiences and reflect diversity, equity and inclusion values. These developments are reflected in this year’s Digiday Content Marketing Awards shortlist.
HARIBO partnered with Barkley and introduced Chewy Games, the world’s first gummi gaming studio, to increase brand awareness and engagement across social media channels, earning them a Best Use of Social nomination. HARIBO implemented an interactive Instagram arcade to better connect with Gen Z audiences — 81% of which have played a game in the last six months. The brand and its studio offered bite-sized gameplay that turned stories into quizzes, posts into puzzles and introduced new interactive AR filters. These initiatives and features are helping HARIBO deepen relationships with fans by boosting engagement rates across social channels. Compared to previous content campaigns, the average engagement rate increased by 26.87% on Instagram and over 105% on Facebook.
For Best Use of Video, Regeneron is a finalist for its video series highlighting the company’s innovation in health and technology. After a substantial increase in brand recognition following its COVID-19 response efforts, the biotechnology company took a fresh creative approach, developing one-minute videos highlighting its journey through medicine, including discoveries and innovations. To increase awareness while gaining trust, offering meaningful storytelling and resonating with relevant audiences, Regeneron employed a digital-first media strategy across owned and paid channels to reach users on multiple platforms. It also leveraged ad testing and channel optimization techniques to improve performance continuously and set audience-specific benchmarks. As a result, the video series received 100 million impressions, exceeding the company’s goal by 211%.
E-commerce agency BORN Group received a nomination for Best Use of Shoppable Content. Working with French luxury goods conglomerate Cartier International, the brands launched a ‘Set For You’ marketing program to encourage customers to purchase and design their diamond rings. BORN helped Cartier create an immersive website that could take customers through the diamond purchase and ring design processes, offering stunning UI and UX services to enable a smooth global campaign launch. The Cartier site is now fully responsive and offers enhanced educational content for buyers.
Twitch, the world’s leading live-streaming service, was nominated for Best In-House Content/Brand Studio. The company’s content studio, Brand Partnership Studio (BPS), helps brands and creators collaborate to craft innovative campaigns that stand out from traditional advertising initiatives. From its project with Pringles that broke a character out of a game live on-stream to a campaign with Nike that highlighted Black voices in sports, BPS is paving the way for culture-shifting ad projects. As a result, Twitch is building stronger connections with Gen Z through these initiatives and helping create greater representation in the streaming world.
The WSJ’s creative studio, The Trust, was nominated for Content Marketing Partner of the Year. The agency’s award-winning writers, editors, videographers and strategists have prioritized performance-backed, technology-led and journalistically fueled insights to craft holistic programs to remain a competitive …read more