UK Social Media Awards 2021 - Book of the Night

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UK SOCIAL MEDIA AWARDS

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Thank you to all who attended our first live event in 2021 at the Montcalm Marble Arch London. We are glad to be back, face to face, celebrating UK Social Media expertise. The UK Social Media Awards recognise the impact and influence social media has across multiple business sectors, and the creativity and innovation involved to ensure consumer engagement and brand awareness. Categories embrace creative, design, digital, marketing, advertising and PR organisations who are outstanding in their areas of expertise and who make UK Social Media recognised globally. We’d like to say a huge thank you to our esteemed panel of judges. Their experience, knowledge and expertise make the UK Social Media Awards industry respected and valued; awards that clients and colleagues can trust. Our appreciation also goes to our awards partners and sponsors; thank you to DAN Institute & Digital Agency Network, and to our category sponsors, Agorapulse, One Minute Briefs, Silverchip and Tribe Global for your incredible support. Don’t Panic have made it through the last 15 months by taking Award ceremonies virtual and the competition has remained fierce. The UK Social Media Awards was our first live event in 2021 and long may live continue. Thank you all for being part of the event and for your commitment to UK Social Media excellence. See the conversation from the night on social media using the #UKSocialMediaAwards Nicky Wake – Founder, Don’t Panic Events


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Carlotta Bonafini SEO Product Owner | Vodafone

Dylan McLaren Founder | Content Merchants

Nicole Correia Senior Social Media Executive | Ocado

Lauren Millward Communication & Engagement Lead | GMCA

Rachael Courtney Studio Three Lead | Three Paris De Reuck Content & Facebook Advertising Strategist | Consultant

Matt Read Global Social Media Director | GSMA Joana Sinel Tech SEO Manager | Property Finder

Lyndsey Evans Founder | Collaborative Folks

Danielle Smith Managing Director | Communicator London

Neil Hardy Digital Director | Mid Counties Co-op

Lynsey Smith Global Communications Senior Manager | Dove

George Hughes Founder / Creative Director | Small Films Fiona Hunt Founder | AitchCo Niusha Koucheksarai Brand Partnerships Lead | TikTok Steve Kuncewicz Head of Creative, Digital & Marketing Sector Group | BLM Law

Bianca Spada Global Senior Social Media Manager | Red Bull Matthew Tasker Head of Digital Channels | United Utilities Anita Veszeli Global Head of Social Engagement & Advocacy | Ericsson


BEST USE OF TWITTER Frank & Weetabix Weetabix n Beanz

SUMMARY OF WINNING ENTRY

WHAT THE JUDGES’ SAID

How one tweet sparked a social media furore, 600-brand pile on, 1,000+ media mentions, TV breakfast show live trial, House of Commons debate and Saturday night primetime TV mention.

The judges felt that this winning campaign really stood out. It was perfectly executed and completely aligned with everything they set out to do.

Weetabix recalibrated the ever-popular conversation starter – unusual food combinations – by injecting controversy and humour, suggesting Heinz Baked Beanz atop its golden biscuits was a perfect breakfast pairing. Timed to perfection as lockdown Britain looked for a reason to laugh, the resulting storm drove a 15% spike in sales, 10-point uptick in Weetabix’s overall Attention scores and rapid accumulation of 20k+ new social fans. Some claim it the social media moment of the year, even the decade. Frank and Weetabix are extremely proud to have achieved such success in a unique period, with modest budget. It’s true Talkability™️ in action.

Not only did it achieve its objectives and produce excellent results, it also provided a platform for other brands to show their own creativity, which all the judges thought was fantastic.


THE SHORTLIST Frank & Weetabix Weetabix n Beanz Manifest & Hotels.com Hotel Room 101 Starcom & Samsung Samsung Galaxy S21 UK Launch Twitter UK & adidas Ghost Speed Challenge Twitter UK & Great Ormond Street Hospital Charity #Whamageddon Whalecake & Loneliness Awareness Week 2020 (Marmalade Trust) One Less Lonely Voice


BEST USE OF FACEBOOK Coolr & The Nurse Heroes Nurse Heroes Live!

SUMMARY OF WINNING ENTRY

WHAT THE JUDGES’ SAID

During the pandemic, nursing and nurses have come under the spotlight like never before. But, the untold story is one of a dramatic and worrying shortage of nurses around the world. Within three years, there will be one million fewer nurses than needed in the United States, and two million fewer than needed in Europe.

All the judges felt that this winning campaign did a lot of good for a great cause. With a really impressive turn around time, the nature of the campaign was fantastic.

To raise awareness of this plight, 19-time Grammie Award winner Emilio Estefan launched the Nurse Heroes Foundation, a new philanthropic venture to support front line health workers in the US and around the world. A star-studded virtual concert called Nurse Heroes Live! would be the Coolr was brought in as the social agency of record for Nurse Heroes just four weeks before the big event. When we took over, Nurse Heroes had 34 followers on Instagram and no Facebook presence. In just four weeks, we built and executed a 360 social and digital plan, reaching millions via a Facebook Livestream and helping raise more than $500,000 in vital funds. Not to mention working with everyone from Carole King to Pitbull...

What they did during the campaign was effective and clearly led to great results. Bravo for all your hard work!


THE SHORTLIST Coolr & The Nurse Heroes Nurse Heroes Live! The Good Marketer The House Outfit


BEST USE OF INSTAGRAM PlayOJO & Cubaka Compulsion

SUMMARY OF WINNING ENTRY

WHAT THE JUDGES’ SAID

Fact: nearly 1.4 million Britons are problem gamblers, and fewer than 3% of them get help. Fact: problem gamblers display behaviours that can be identified - but only if you know what to look for. Now, put yourself in this position...

This entry had a really creative idea that broke traditions. Not only did they provide an engaging entry, but also had a solid idea to address a difficult subject. With an impressive analysis of the target audience they really understood the behaviours in order to build a campaign.

You’re an agency working with an online casino, PlayOJO. They’re positioned as the fair casino - the good guys. Each year, the gambling industry observes Safer Gambling Week, which they claim to help protect gamblers. But you think they don’t go far enough. Especially since lockdown has driven demand for online casinos to an all-time high! They pay lip service to the idea of safer gambling without making meaningful moves to help identify problem behaviours before they spiral into something more serious. Your client agrees with you.You both want to push it further this year than anyone has gone before. You want to help people identify the signs of problem gambling> Before they develop into a problem. So you develop a campaign involving a celebrity and a fake perfume launch to help people recognise the hidden signs of problem gambling. But the day before launch, you get the call from the industry asking you not to run the campaign during safer gambling week. It’s not ‘on message’! It’s not in line with the industry norms. Norms you believe are failing to prevent people from falling into problem gambling. What do you do? Buckle to the pressure? Or stand up for what you believe…

The messaging was clever and a brave thing to do. It was great to see that the campaign was a success, the judges certainly felt they hit the nail on the head. Creativity at it’s best!


THE SHORTLIST Curtis Gabriel & Taste of Hilton Celebrating Hilton’s Exceptional Food & Drink Portfolio HIGHLIGHT PR & MOST WANTED WINES #MostWantedTunesChallenge Low Cost Vans Ford Transit Custom worth £26,000 Giveaway PlayOJO & Cubaka Compulsion Superdrug team COVID social media retainer


BEST USE OF YOUTUBE Gravity Global & Embraer Incredible Journeys

SUMMARY OF WINNING ENTRY

WHAT THE JUDGES’ SAID

The Embraer ‘Profit Hunter’ campaign by Gravity outperformed competitor aircraft manufacturers globally.

The judges commented that this campaign was very strong for the budget they had at play. Their entry was a pleasure to read.

Giving the brand fame in the largest markets of the US to places where the brand has little awareness like Kazakhstan and successfully selling to these markets. In Kazakhstan the airline requested the campaign is reproduced on the nose cone of its own aircraft… hitting the front pages of international media This campaign deserves to win because the multichannel approach was truly connected and as a result outperformed all other manufacturers campaigns – some with 20x the level of spend. It’s now the industry’s number one talked about favourite globally as well as setting a new performance benchmark.

It was great to see a glowing and genuine client testimonial, that backed the results as impressive and useful for the client. Very well done.

THE SHORTLIST Gravity Global & Embraer Incredible Journeys Superdrug TV


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BEST USE OF SNAPCHAT Havas Media & BBC Little Mix, The Search

SUMMARY OF WINNING ENTRY

WHAT THE JUDGES’ SAID

BBC’s Little Mix, The Search smashed all KPIs and delivered significant lift results across key brand metrics. A true cross team synergy between client, agency and media owner pushed best practice at every stage of the planning and delivery process.

This entry showcased a detailed, creative and well-rounded campaign. The judges felt that Snapchat was definitely the right platform for their partnership, as well as the right platform to connect with their targeted demographic.

As a new programme for the BBC, we needed to compete with weekend broadcast schedules and drive impact amongst our target audience. A mix of engageable formats and best in class creative ensured cut through. The success of this campaign was down to the innovative AR (Augmented Reality) experience that put the audience in the heart of the show. By creating a unique AR experience, supported with a multi-product video approach, the campaign resonated with the target audience, driving outstanding results and huge excitement around the show itself.

They clearly showed that they understood their audience. It was great to see the strategy they adopted helped gain results against their objectives. Very well done for achieving great results.


THE SHORTLIST Havas Media & BBC Little Mix, The Search Starcom & Samsung Not A School


BEST USE OF TIKTOK JD #JDSmashingIt

SUMMARY OF WINNING ENTRY

WHAT THE JUDGES’ SAID

In December 2020, JD ambassador, Anthony Joshua, was stepping back into the ring for his fight with Bulgarian, Kubrat Pulev. We wanted to show our support for AJ in a big way, whilst also celebrating the wider TikTok community at the end of an extremely challenging year.

The judges commented that this entry used TikTok in a very impressive and creative way. They used the branded effect to get users involved in the campaign, which proved very effective and gained results.

To that end we created #JDSmashingIt – a TikTok campaign centering around a ‘screen smash’ 2D branded effect – and launched a Hashtag Challenge, encouraging users to show us how, like AJ, they’d smashed 2020. To ensure the success of the campaign, we worked with TikTok to on-board AJ onto the platform, and also worked with our in-house influencer marketing team to integrate some of the UK’s biggest TikTok creators into the campaign. In addition to our branded effect and HTC, we also created two TopView videos and a One-Day Max campaign in order to maximise awareness and drive discoverability. Overall, the campaign was a huge success, generating more than 3.2 Billion video views in total, as well as 617K video creations by 225K unique creators. A huge amount of work went into making this campaign such a big success – so this award would be worthy recognition of the efforts of the whole team.

It was clear to see all their stakeholders feel involved and a key part of its delivery. This campaign is a great example of how to get the most out of a brand ambassador for mutual benefit. Truly impressive work. Well done.


THE SHORTLIST Coolr & Pepsi Global Pepsi Global TikTok Earthtopia & 33Seconds Building TikTok’s Biggest Eco Community Havas Media, VCCP & O2 O2 Bubl Dance JD #JDSmashingIt Potato, part of ITV Studios Brainiac TikTok Account Pulse Advertising & Beats by Dr Dre #BeatsDaisyChallenge Starcom & Samsung #danceAwesome TikTok Challenge YRS TRULY & Wizards of the Coast #MTGin60s


BEST USE OF LINKEDIN Savills UK Cross Sector Outlook SUMMARY OF WINNING ENTRY

WHAT THE JUDGES’ SAID

Savills is one of the world’s leading property companies. Offering a wide range of best in class specialist services from residential, rural and commercial property, investment advice to property management. Social media activity reflects a multitude of sectors; resulting in us being the most followed UK real estate brand on social media across our channels. Largely focused on driving visitors to our insightful content, all managed in-house.

The judges commented that this entry showed strong platform knowledge with a very strategic approach. It was clear that they made the best use of paid and organic activity, which lead them to meet their target and achieve great results.

We use LinkedIn to promote our Commercial and Corporate business activity, including industry research and employee stories. LinkedIn is our largest platform for connecting with our B2B audiences, to inform, engage and consult through various formats including Video to tell our stories, Polls to capture our audience views, Carousels to showcase content visually and LinkedIn Stories for raw footage and behind the scenes stories. A combination of using these features has resulted in strong year on year growth, with a 64% increase in website referrals and 310% increase in website enquiries. Winning this award would amplify and validate our efforts in strengthening the brand on social media demonstrating how robust and effective a channel it is for telling the Savills story, and for serving our audience at any stage of their journey.

This entry was particularly acknowledged on the judging panel for their creative approach. They all thought they did a great job of using LinkedIn’s latest formats.


THE SHORTLIST AmbitionABM & Fortinet Addressing the Power of One Audience Savills UK Cross Sector Outlook


BEST AUDIENCE ENGAGEMENT CAMPA Frank & Weetabix Weetabix ‘n’ Beanz

SUMMARY OF WINNING ENTRY

WHAT THE JUDGES’ SAID

How one tweet sparked a social media furore, 600-brand pile on, 1,000+ media mentions, TV breakfast show live trial, House of Commons debate and Saturday night primetime TV mention.

All the Judges agreed that this campaign was social gold! A totally epic and hilarious campaign. They had a simple idea and a simple budget, but they tapped into British humour and stirred up a storm.

Weetabix recalibrated the ever-popular conversation starter – unusual food combinations – by injecting controversy and humour, suggesting Heinz Baked Beanz atop its golden biscuits was a perfect breakfast pairing. Timed to perfection as lockdown Britain looked for a reason to laugh, the resulting storm drove a 15% spike in sales, 10-point uptick in Weetabix’s overall Attention scores and rapid accumulation of 20k+ new social fans. Some claim, the social media moment of the year, even the decade. Frank and Weetabix are extremely proud to have achieved such success in a unique period, with modest budget. It’s true Talkability™️ in action.

They truly nailed it and achieved exceptional outcomes. The creative execution allowed for massive audience engagements with a minimal budget. Nicely done!


AIGN THE SHORTLIST Buddy Media Group & Spotify More Than Just Music Frank & Weetabix Weetabix ‘n’ Beanz Loud Mouth Media & Discover NI Promoting the ‘Giant Spirit’ Closer to Home Manifest & Hotels.com Hotel Room 101 Ready10 & McDonald’s U Using Brand Truths to Drive Online Conversation Starcom & Samsung #FromMyWindow Galaxy S20 Launch

Summit & Joules Maximising audience engagement through social during peak The Open University #OU50Words Twitter UK & Great Ormond Street Hospital Charity #Whamageddon YRS TRULY & ASUS ROG React to Survive


BEST SOCIAL INFLUENCER CAMPAIGN 33Seconds & Sky TV Discussions on Trauma, as depicted in ‘I Hate Suzie’ SUMMARY OF WINNING ENTRY

WHAT THE JUDGES’ SAID

Working together with Sky, we were tasked with the objective to drive awareness and engagement for their new comedy-drama ‘I Hate Suzie’. We produced an original interview series for YouTube that delves into the real-life experiences of the eight stages of trauma that Billie Piper’s character, Suzie goes through in the series.

This entry uses influencers in an authentic way around a sensitive subject. The way they leveraged the influencers channels to raise awareness and stimulate conversations around the topic was excellent and a clever way to bring the story to the forefront.

Hosted by Leila Farzad, the actor who plays Suzie’s manager and best friend, our influencers were Munroe Bergdorf, Stephanie Yeboah, Carl Cunard and Gina Martin. In their moving interviews with Leila, we touched upon a whole range of important modernday issues including gender identity, race, sexuality, public defamation, sexual harassment and bullying, as well as self-acceptance and growth. Overall, the campaign achieved 868,275 video views and 399,000 engagements, with a view through rate of 17% and engagement rate of 62%. A string of positive comments demonstrated both our audiences’ admiration for and association with the influencers’ stories, as well as expressing their desire to tune in to ‘I Hate Suzie’ on Sky.

All of the judges felt that the content created was not only meaningful and purposeful, but also well implemented and executed.


THE SHORTLIST 33Seconds & Sky TV Discussions on Trauma, as depicted in ‘I Hate Suzie’

Kate Johnson Low Cost Vans Ford Transit Custom worth £26,000 Giveaway

33Seconds & Vauxhall Unbox Your World With The New Mokka

Merkle & C&G baby club #LoveDontJudge

Born Social & Air Wick No Scent Like Home

OneFifty Consultancy & Green Cola 21 Days

Brands2Life & LinkedIn LinkedIn Changemakers

Sky Cinema Promising Young Woman Influencer Campaign


BEST USE OF SOCIAL MEDIA IN A CRISI Merkle & Danone Supporting Parents through a Pandemic SUMMARY OF WINNING ENTRY

WHAT THE JUDGES’ SAID

With the onset of a global pandemic we knew that parental anxiety would be heightened. We developed a 3-pronged creative approach: show Danone baby club’s support during this difficult time by informing, educating and empathising. We also tailored content to each platform to suit user mindset and behaviour.

This winning entry showcased a very straight forward but effective awareness campaign, that helped and supported individuals during what has been a very difficult time.

We ran ‘top tip guides’ on Pinterest to match user’s search behaviour, light-hearted video content on Twitter asking users to share stories, and a click-tomessenger campaign on FB/ IG allowing users to speak to Careline advisors in one click. We also served educational content across FB & Pinterest driving users to site to find out more about how each baby club could support them.

It was impressive to see they took a big shift with their strategy, which was executed fantastically and lead to great results. The campaign achieved everything it set out to do, well done.


IS THE SHORTLIST BoltLDN & Runway East Co-working Cedar & Tesco Meeting the real-time needs of the nation Gravity Global & MAN Truck and Bus Superhuman Incredible Content Limited & Leeds Credit Union ‘Protecting Communities During Covid’ Kaplan UK Instagram Live Series: COVID:19 Merkle & Danone Supporting Parents through a Pandemic Starcom & ASICS Winning the UK’s race for freedom the tree & Anglo American COVID-19 response


MOST IMPACTFUL SOCIAL MEDIA INNO Twitter UK & adidas Ghost Speed Challenge SUMMARY OF WINNING ENTRY

WHAT THE JUDGES’ SAID

Twitter NEXT is the creative arm of Twitter, partnering with brands to make ideas worth talking about. We aim to create campaigns beyond the usual ad formats. Testing, hacking and building innovative ideas on Twitter never seen before on the platform.

All the judges felt that this winning entry was a simplistic but great idea, with a brilliant use of insights and user behaviour that translated into an innovative solution.

In this campaign, adidas challenged us to drive hype & desire for their new XGhosted boots by establishing them as the fastest boot in the market. In a Twitter first, we hacked the platform and created a ‘scroll race’ in a Thread of Tweets, challenging football fans to prove they were fast enough to wear the boots. As a team we challenge ourselves to produce impactful creative solutions with our partners. Winning a Social Media Award would prove our efforts are recognised not just by our clients, but also by our peers.

The campaign had a good fit with the audience, and they used their chosen platform very effectively.


OVATION THE SHORTLIST Curtis Gabriel Helping the taxi industry survive and thrive through lockdown Twitter UK & adidas Ghost Speed Challenge Whalecake & Loneliness Awareness Week 2020 (Marmalade Trust) One Less Lonely Voice YRS TRULY & Wizards of the Coast Strixhaven on Gather


BEST LOW BUDGET CAMPAIGN Frank & Weetabix Weetabix n Beanz

SUMMARY OF WINNING ENTRY

WHAT THE JUDGES’ SAID

How one tweet sparked a social media furore, 600-brand pile on, 1,000+ media mentions, TV breakfast show live trial, House of Commons debate and Saturday night primetime TV mention.

All of the judges thought that this winning campaign definitely got everyone talking about the brand. The whole campaign was strategic and carefully planned. With solid insights and a clear creative intention, it was brilliantly executed.

Weetabix recalibrated the ever-popular conversation starter – unusual food combinations – by injecting controversy and humour, suggesting Heinz Baked Beanz atop its golden biscuits was a perfect breakfast pairing. Timed to perfection as lockdown Britain looked for a reason to laugh, the resulting storm drove a 15% spike in sales, 10-point uptick in Weetabix’s overall Attention scores and rapid accumulation of 20k+ new social fans. Some claim, the social media moment of the year, even the decade. Frank and Weetabix are extremely proud to have achieved such success in a unique period, with modest budget. It’s true Talkability™️ in action.

The clever implementation maximised reach, which lead to great results that met their objectives. Not only this, but all was achieved on a shoestring budget. Well done!


THE SHORTLIST Altecnic Ltd The Altecnic 12 Days of Christmas Carousel & Paddington Bear Inviting families to #PawsWithPaddington Clockwork Social, TableZero & CONRAD Table Zero Launch DNRG & The Golf Factory Frank & Weetabix Weetabix n Beanz Loud Mouth Media & Red Torpedo Riding Through the Fast Lane of Digital Marketing

Somebody Digital & Ultra Commerce How quick customisation converted customers at a low cost The Open University #OU50Words University of Oxford Oxford at Home & COVID Conversations livestreams Whalecake & Loneliness Awareness Week 2020 (Marmalade Trust) One Less Lonely Voice


BEST USE OF SOCIAL MEDIA FOR ENTE PlayOJO & Cubaka Compulsion

SUMMARY OF WINNING ENTRY

WHAT THE JUDGES’ SAID

Fact: nearly 1.4 million Britons are problem gamblers, and fewer than 3% of them get help. Fact: problem gamblers display behaviours that can be identified - but only if you know what to look for. Now, put yourself in this position...

The judges loved this winning entry because they said “screw the norm!”. They created a great disruptive campaign that cuts through the sector and drove home messaging in a unique way to really made a difference!

You’re an agency working with an online casino, PlayOJO. They’re positioned as the fair casino - the good guys. Each year, the gambling industry observes Safer Gambling Week, which they claim to help protect gamblers. But you think they don’t go far enough. Especially since lockdown has driven demand for online casinos to an all-time high! They pay lip service to the idea of safer gambling without making meaningful moves to help identify problem behaviours before they spiral into something more serious. Your client agrees with you.You both want to push it further this year than anyone has gone before. You want to help people identify the signs of problem gambling> Before they develop into a problem. So you develop a campaign involving a celebrity and a fake perfume launch to help people recognise the hidden signs of problem gambling. But the day before launch, you get the call from the industry asking you not to run the campaign during safer gambling week. It’s not ‘on message’! It’s not in line with the industry norms. Norms you believe are failing to prevent people from falling into problem gambling. What do you do? Buckle to the pressure? Or stand up for what you believe…

Their creative execution was incredibly well thought out and their results were evident of this. Their creative idea really made them stand out. Kudos on pushing this different approach!


ERTAINMENT THE SHORTLIST 33Seconds & Sky TV Art Is For Everyone Curtis Gabriel & DJMS Festival Live Like 85 + The North East NHS & Frontline Thank You Fest PlayOJO & Cubaka Compulsion


BEST USE OF SOCIAL MEDIA FOR FINAN Incredible Content & Leeds Credit Union ‘Saving Christmas’

SUMMARY OF WINNING ENTRY

WHAT THE JUDGES’ SAID

Leeds-based digital agency Incredible ran Leeds Credit Union’s Christmas campaign ‘Saving Christmas’, which used market research to uncover its members’ Christmas borrowing habits and promote LCU’s low interest loans as the better alternative to dangerous loan sharks.

The winner for this category had a clear audience in mind as they delivered a targeted campaign. All the judges agreed that this was a really clearly defined campaign that showed a strong understanding for their brief.

This was done through an effective and targeted social campaign which promoted content explaining the borrowing options members had for Christmas, the dangers of loan sharks and LCU’s low interest loans. The three-month campaign contributed to savings of over £1.3m for LCU’s members compared to high interest lenders and saw 5,000 loan applications.

They focused on results highlighted by clear alignment of success measures to objectives. They also showed how you can bring together commercial and CSR messaging using social. Super work!


NCE THE SHORTLIST Incredible Content Limited & Leeds Credit Union ‘Saving Christmas’ OneFifty & Sage UK Your Local Punch Comms & Legal & General The Power of Us


BEST USE OF SOCIAL MEDIA FOR RETAI Immediate Future & Auto Trader This is NOT a car advert SUMMARY OF WINNING ENTRY

WHAT THE JUDGES’ SAID

Drag Queens, Doughnuts and Dogs on a shoot… crazy? Well, it was very 2020 of us.

The judges were impressed with how this entry approached their marketing, as they were doing something that is not expected of their brand.

Our pop culture campaign, This Is Not A Drag Race entertained in order to reach a younger car-buying audience who weren’t aware of the Auto Trader brand. Achieving over 5m impressions on a limited budget and timescale, and with the media world mainly in shut down, our content quench a thirst for fun in summer 2020 and helped Auto Trader support their diversity goals. “A massive thank you for all your hard work and dedication on what was a challenging but rewarding project. It’s humbling how much we achieved while the world was (and is) upside down, and I feel proud to have worked alongside you all in making it happen.” Laura McNally, Head of Content and Social Media, Auto Trader UK Auto Trader needed a step-change in their content in order to grow brand awareness beyond their existing audience – they chose immediate future because we break the social boring! IF has been social for 17 years. That’s before LinkedIn, before Twitter – blimey, that’s even before Facebook was popular! We’re a tightly knit team of creatives, planners, marketers, copy fanatics and data geeks.

With their out of the box thinking, it is clear they are not worried about trying new things. Well done for your very modest approach.


IL THE SHORTLIST Finn Partners & Hobbycraft The nation adopts craft with #CraftTogether & Kids’ Craft Club from Hobbycraft Immediate Future & Auto Trader This is NOT a car advert Loud Mouth Media & GT Omega Staying Ahead of the Game Summit & Joules Maximising retail peak through Paid Social


BEST USE OF SOCIAL MEDIA FOR FMCG Frank & Weetabix Weetabix n Beanz

SUMMARY OF WINNING ENTRY

WHAT THE JUDGES’ SAID

How one tweet sparked a social media furore, 600-brand pile on, 1,000+ media mentions, TV breakfast show live trial, House of Commons debate and Saturday night primetime TV mention.

WOW were the words of the judges to describe this winning campaign. The results were truly phenomenal. This campaign made a nation who needed to laugh, laugh.

Weetabix recalibrated the ever-popular conversation starter – unusual food combinations – by injecting controversy and humour, suggesting Heinz Baked Beanz atop its golden biscuits was a perfect breakfast pairing. Timed to perfection as lockdown Britain looked for a reason to laugh, the resulting storm drove a 15% spike in sales, 10-point uptick in Weetabix’s overall Attention scores and rapid accumulation of 20k+ new social fans. Some claim it was the social media moment of the year, even the decade. Frank and Weetabix are extremely proud to have achieved such success in a unique period, with modest budget. It’s true Talkability™️ in action.

This was a simple idea which oozed talkability, the organic brand on brand, fan interaction, influencer involvement, plus the press coverage speaks for itself. This is a campaign that others will learn from for years to come. Just pure perfection.


G THE SHORTLIST Frank & Weetabix Weetabix n Beanz Impression & The Ice Co. Stick Christmas on Ice RocketMill & Huggies Pull-Ups The Big Kid Game Spark Foundry & Jungle Creations for Boursin From the cheeseboard to the picnic blanket


BEST CHARITY / NOT-FOR-PROFIT CAMP Twitter UK & Great Ormond Street Hosp #Whamageddon

SUMMARY OF WINNING ENTRY

WHAT THE JUDGES’ SAID

Twitter NEXT is the creative arm of Twitter, partnering with brands to make ideas worth talking about. We aim to create campaigns beyond the usual ad formats. Testing, hacking and building innovative ideas on Twitter never seen before on the platform.

The winning entry for this category had meaningful and clearly articulated objectives, along with a creative use of their budget. It was great to see a very clear target audience was found using social listening, which provided an opportunity to drive engagement.

In this campaign, we identified an untapped Twitter behaviour and turned it into an unconventional Christmas fundraising campaign for Great Ormond Street Hospital Charity (GOSH). GOSH became official partners of #Whamageddon, a game where you have to avoid hearing Wham’s classic ‘Last Christmas’ (an almost impossible task at this time of year). In an exceptionally competitive year for charity appeals and on a shoestring budget, GOSH stood out. Achieving their most engaged with Tweet ever, a 200% increase in social donation rates, a FREE daily promotion on national radio, and to top it off, ‘Last Christmas’ reached No.1 for the first time after 36 years! To win a Social Media Award would prove you don’t need huge budgets to punch above your weight. Just a great idea that really speaks to people. Winning would certainly give the whole team a sense of giving back to the NHS for all they’ve done.

This campaign was built on a clever idea and was well executed. They created a lot of noise in a really busy time of year. It was great to read this entry, as the information provided really showcased their work.


PAIGN pital Charity THE SHORTLIST Anicca Digital & Leicestershire NHS Using paid media to ensure participation from Minority and ‘hard-to-reach’ communities for hospital consultation Curtis Gabriel & Operation Healing Forces Increasing Exposure and building Social Media Presence to help secure invaluable donations Earthtopia & 33Seconds Building TikTok’s Biggest Eco Community Facebook UK & The Trussell Trust Hunger Free Future Campaign Merkle & WWF UK Purpose, not profit

One Minute Briefs & WWF #WorldWithoutNature Twitter UK & Great Ormond Street Hospital Charity #Whamageddon Welcome to Yorkshire Walkshire Whalecake & Loneliness Awareness Week 2020 (Marmalade Trust) One Less Lonely Voice Zenith UK & Macmillan Cancer Support World’s Biggest Coffee Morning Goes Virtual


BEST LONG-TERM STRATEGIC USE OF S Brands2Life & LinkedIn LinkedIn Changemakers SUMMARY OF WINNING ENTRY

WHAT THE JUDGES’ SAID

Long-standing client, LinkedIn, challenged Brands2Life to create a campaign that humanised the brand beyond the corporate world and drove quality conversation on its platform. Social listening revealed the most talked-about issues – on LinkedIn and beyond – affecting the world of work (diversity and inclusion, mental health, sustainability, disability, flexible working); we felt a force-for-good influencer campaign was pertinent to address them.

This winning campaign stood out as they delivered beyond the scope of the campaign brief. All the judges agreed that this was a well thought through campaign rooted in insights driven from social listening.

We knew a typical influencer marketing approach wasn’t the answer as influencers’ #ad activity is almost non-existent on the LinkedIn feed, and its relevance amongst a community of individuals navigating their professional lives is also questionable.

With edits of the content created for the different audience interests, they delivered results that went beyond the initial scope and outside of social. Superb work.

However, focusing on the word ‘influence’ channeled our thinking and helped shape the idea… LinkedIn Changemakers is a 12-month influencer programme challenging stigmas and outdated attitudes, by shining a spotlight on seven individuals with a genuine desire to see a shift in workplace attitudes around these topics. The campaign launched on social with promotion of an emotive video featuring all Changemakers, plus individual videos telling each person’s unique story. The campaign attracted attention from top tier media, celebrities, and world-renowned organisations, has grown Changemakers’ influence on LinkedIn to within the top 0.09% of all UK members, and has driven statistically significant lifts in brand awareness (+9%pts) and perceptions around “trust” (+13-20%pts) amongst members less familiar with the brand.


SOCIAL MEDIA THE SHORTLIST Brands2Life & LinkedIn LinkedIn Changemakers Carat & Wickes Evolving Paid Social to drive business growth for Showrooms Earthtopia & 33Seconds Building TikTok’s Biggest Eco Community Merkle & Virgin Media Small Business From driving awareness to generating ultra-fast conversion growth on Facebook Noise Media & NOW TV RocketMill & Missoma Feel Good Weekend Slimming World Touching hearts, changing lives the tree & Arlo European Social and Content Strategy


BEST INTEGRATED CAMPAIGN Republic of Media, The Scottish Governm Here For You

SUMMARY OF WINNING ENTRY

WHAT THE JUDGES’ SAID

We were all thrown into unfamiliar and uncertain territory this year. Life as we knew it closed its doors around us. For some, adapting was easy. For others, overwhelming.

The judges felt that this campaign shared an important message in a crowded conversation to great effect.

“…life should not feel normal for you right now” – First Minister, Nicola Sturgeon. Being a parent can be stressful at the best of times. During a global pandemic, mixedmessaging from schools, celebrities, news, and social media, offering their own ideas and suggestions on how parents should be behaving, many portraying ‘perfect, idyllic’ scenarios, simply weren’t achievable for the majority. Together with The Scottish Government and Parent Club, we embarked on a mission to empathise, advise and inform parents and carers across Scotland, with family wellbeing and mental health at the core. We needed to be highly prevalent across our audience’s everyday digital journeys and frequent enough to build trust and loyalty, a challenge for such a time-poor audience. Recognition for this campaign would highlight the incredible work Parent Club does for families every day and the immeasurable support and guidance that was provided in such worrying and often isolating times for parents and carers across Scotland in 2020.

The campaign was for the benefit of the wider public. They used a sophisticated use of paid media and a great use of creative ad variation. With their diverse use of cross platforms and interesting approach, it was clear to see the impact created was high.


ment & Parent Club THE SHORTLIST december19 Material Focus & Truant Hypnocat says Recycle your Electricals

RocketMill & Missoma Feel Good Weekend

Gravity Global & Embraer The Profit Hunter

Slimming World With Love from Slimming World

Gravity Global & MAN Truck and Bus Superhuman

Somebody Digital & 1E An Integrated Campaign That Turned Heads and Delivered Targets

Republic of Media, The Scottish Government & Parent Club Here For You Rise at Seven, GAME & PlayStation Search for the Shapes RocketMill & Breathe With Breathe You Can

The Media Image & Wander Beauty Leveraging Paid Search & Social For Greater ROAS


BEST DIRECT RESPONSE SOCIAL MEDIA Stand Out Digital & Akt London Born to perform

SUMMARY OF WINNING ENTRY

WHAT THE JUDGES’ SAID

Stand Out Digital is a digital media agency founded in 2014 with the goal of being an endto-end provider of digital marketing services for start-ups and SMEs. As more and more customers’ journey start online, we count on a team of seasoned biddable professionals to support our clients’ digital marketing needs, relying on three core values: integrity, innovation, and grit.

The judges commented that this winning campaign was very sophisticated. It achieved clear results and a great ROAS to scale the business and the campaign.

After running a successful crowdfunding campaign in late 2018, and a few attempts to venture into digital advertising with uneven results, AKT got in touch with Stand Out Digital to manage their paid social activity. Up to that point, paid social campaigns across Facebook and Instagram consisted of low investment, irregular optimisations towards CPA and an overall ROAS below profitability levels (established at 3). With a full funnel approach, from mid-September until the end of December we managed to increase ROAS up to 4.13, crucially upscaling business volume (purchase value increased by 177% compared to the first 9 and a half months of 2020). Ours is a relatively young agency with a small but passionate team devoted to serve our clients. Winning this award would provide a seal of quality to our work and help us growing as a business.

It also showed the importance of gaining the right marketing partnership for startups, as this took the client to a scale-up quickly and effectively. Great work and congratulations to the winner.


A CAMPAIGN THE SHORTLIST Green Cola & OneFifty Consultancy 21 Days Stand Out Digital & Akt London Born to perform


BEST USE OF PAID SOCIAL Starcom & Samsung #danceAwesome TikTok Challenge SUMMARY OF WINNING ENTRY

WHAT THE JUDGES’ SAID

Our campaign became the first global hashtag challenge orchestrated in partnership with cultural leaders (K-Pop band “Black Pink”) and influencers (selection of local heroes across markets) showcasing the “awesome” functionalities of the Galaxy A Series in interactive dance form to a Gen Z audience.

The judges thought that this entry had a great use of TikTok as the driver to reach their audience. The campaign was brilliantly done. It was a sensible, but a well-executed campaign that fitted with the primary media.

The cross platform and market activity did not only help a big corporate brand like Samsung connect to Gen Z in a way which they were willing to participate, we also created a space to inspire them to be themselves and produce content for the world to see. It further coupled our audience to their favourite K-Pop band, influencers and creators, giving them a platform to be themselves and feel connected. Winning this award would validate all the hard work from numerous One Publicis Team Samsung members working around the clock to make this happen. Breaking records and generating inspirational and memorable campaigns is what we strive for and this award will help show this more than the huge numbers this campaign generated.

The judges could see a lot of hard work went into every aspect. Well done to this entrant achieving an interesting and successful campaign that delivered strong results for the client.


THE SHORTLIST Anicca Digital & Leicestershire NHS Using paid media to ensure participation from Minority and ‘hard-to-reach’ communities for hospital consultation

ROAST, Tin Man & Get It Right (From a Genuine Site) Get It Right

Born Social & Bravissimo More Than A Measure

Somebody Digital & 1E An Integrated Campaign That Turned Heads and Delivered Targets

Extreme & Coco Boo Loves A paid social strategy that paid off

Starcom & Samsung #danceAwesome TikTok Challenge

Hydrogen & Highland Park Inner Circle Acquisition

The Good Marketer The House Outfit

Loud Mouth Media & BES Bursting Through a Leaky Strategy PMW & SEAS Promotion of Spring Live event


BEST SOCIAL MEDIA TOOL Squared.io Audit and Optimization for Facebook Ads SUMMARY OF WINNING ENTRY

WHAT THE JUDGES’ SAID

Squared.io is a category-defining product as the first fully automated audit and optimization platform for Google Ads anywhere in the world. We continue to push the boundaries of technology in advertising to a more automated and more intelligent future, providing advertisers with innovative ways of managing both their time and budgets more effectively.

This entry impressed the judges with how useful their tool was. It was expressed on the judging panel that not many tools provide paid social, analytics, and experience.

We are thrilled to have been recognized at the UK Social Media Awards and look forward to continued success in the industry.

Not only this, but the features were clear. Very well done for incorporating a combination of key components that make a tool standout, useful and successful. Great work!


EMPOWERING YOU AS AN INDEPENDENT BUSINESS. Tribe Global is a growing network of ambitious, award-winning, independent communications agencies and smart business partners. You’ll find us in more than 70 cities across Europe, the America’s, the Middle East and Asia. We stand strongly with independent agencies to deliver value and provide them with competitive advantage. We are delighted to be a sponsor of these awards, which recognise and celebrate only the very best campaigns, teams and companies in the digital sector. A huge congratulations from the Tribe to all of this year’s finalists!

Contact Ian Wright to find out how we will empower your business. i.wright@tribeglobal.net

www.tribeglobal.net


MARK HANSON AWARD Carrie Rose Rise at Seven

SUMMARY OF WINNING ENTRY

WHAT THE JUDGES’ SAID

Carrie has been a prolific business developer, winning a global content retainer for Missguided two months after launching the agency (without a pitch) and, over the next year, adding Parkdean Resorts, MyProtein, Matalan, ODEON, Halfords, Holland & Barrett, Made.com, Cath Kidston, GAME, Bumble, House of Fraser, GoCompare, UKTV, Money. co.uk, uSwitch, Playstation, Look Fantastic, Flannels and more besides. All of these wins call Carrie (she doesn’t do any outbound sales at all) because she shares exactly how she does what she does in her own content marketing for the business.

This award goes to an individual who the judges believe is most definitely an inspiration for the youth of today. What she has achieved in a short time is an inspiration to ambitious women within her industry. The examples provided of her achievements are truly amazing. What really stood out for the judges was that this individual clearly practices what she preaches. It is great to see people giving back to the industry. Well done for some exceptional work, she has done a tremendous job.


THE SHORTLIST Lisa Boyles, giffgaff Carrie Rose, Rise at Seven


BEST IN-AGENCY TEAM Brands2Life SUMMARY OF WINNING ENTRY

WHAT THE JUDGES’ SAID

Brands2Life is one of the leading agencies in the tech and digital sectors. In 2020 we became a majority employee-owned trust, meaning our staff became indirect shareholders – truly employee-centric. As an agency that truly gets tech, social and digital has always been core to our vision and this past year the team beat every metric set.

This entry blew the judges away with their employee-centric approach to business, showing that when you look after your people, your people will look after your business. It is great to see their continued growth over the last year. It is also clear that the agency are delivering across the board for their clients and team.

The Social, Influencer & Digital Content Team hit record revenue, won eight new clients and took on work that ranged from paid social media retainers to global social strategies. The deliverables for clients have been exceptional. We’ve consulted in new areas (organisational redesign for Vodafone) and increased budgets fivefold due to results (LinkedIn Changemakers) – all whilst achieving 100% client retention. This is down to every team member going above and beyond (and according to our staff survey, they’ve loved every moment). This year, especially, our team was central to Brands2Life as we saw clients redirect budgets towards social to reflect their audiences’ device-heavy lives.

They have well written team values, and it genuinely feels as though they are working towards them. Cohesion, teamwork and a data-driven approach is evident in their results.


THE SHORTLIST Brands2Life The Good Marketer


BEST START-UP AGENCY Rise at Seven SUMMARY OF WINNING ENTRY

WHAT THE JUDGES’ SAID

Rise at Seven is a search-first creative agency founded by Carrie Rose and Stephen Kenwright in June 2019. We’ve done creative campaigns across social media, PR, TV, OOH and on websites...where the purpose is always to drive results for SEO.

This entry stood out for their amazing success story of huge growth and impressive turnover figures. What they have achieved is incredible. The judges had no doubt their creativity and intelligence led them to such great success.

Our focus is to make large creative strategies work for search for the very first time, run campaigns that build brands, and strategies that move the needle in the organic market space. Our purpose is to pitch the biggest ideas to the biggest brands - against the biggest agencies - and be confident of success. We consistently beat agencies 10 or 100 times our size because we think differently and guarantee results (or we don’t send invoices). We’ve gone from generating £2.SK revenue per month to £290K revenue per month making £1.S million in our first year of operating to now hitting £266k revenue and on track to make £3.2m at the end of year 2. Throughout a pandemic our workforce has increased 70% and we have expanded our services internationally to Europe and America. We’ve worked our god damn ass off to make Rise at Seven one of the best SEO and content marketing agencies to work at and with - and winning an award for our efforts would mean the world to us.

Truly amazing development was achieved with their people, revenue and industry recognition. Amazing work.


THE SHORTLIST Art of the Possible BoltLDN Make it Social London Motor Socials Ltd Rise at Seven SOUP. Agency


BEST SMALL AGENCY Dadsnet Group SUMMARY OF WINNING ENTRY

WHAT THE JUDGES’ SAID

Dadsnet Group is a community-based media & publishing agency.

All of the judges felt that this agency included a great level of detail in their entry which really showcased their hard work. Interestingly, the agency only focuses on a specific audience, providing a strong niche. Reading about the agency and their approach showed that they are very determined with a community focus.

We create content, based on insight & data from our own community, and publish that same content to the same community & beyond. And what this achieves is twofold: 1. Unbeatable results for our clients; engagement rates at least double the industry standard. 2. Meaningful & valuable content that has an impact on one of the most crucial sectors of modern day society; Dads. Winning this award would mean so much to us - we’ve worked relentlessly for the last 5 - 7 years to get Dadsnet to where it is with minimal investment. And yet, we’re doing things that even the giant agencies can’t manage.

It really is great to see agency’s looking to put back into the community where they can. Superb work!


THE SHORTLIST Art of the Possible Dadsnet Naturally Social Oh So Social One Minute Briefs Whalecake YRS TRULY


BEST LARGE AGENCY Coolr SUMMARY OF WINNING ENTRY

WHAT THE JUDGES’ SAID

Following a phenomenal 2019 in which Coolr made a name for itself as a new breed of social agency, we were ambitious and hungry for growth. Our unique proposition of transforming brands through social inside and out was winning hearts and minds, and we were ready to bring it on.

This agency has a great holistic approach and clearly understand their projections. Not only have they recently had their best quarter, but it was clear to see they are true to themselves internally as an agency, with the wellbeing of staff at the forefront of their minds.

But, when coronavirus hit in March, all our plans went out the window. Overnight, our priorities shifted to supporting and looking after our team and standing by our clients through difficult trading. Fast forward 12 months and we’ve come through the pandemic stronger than before, with a happy and healthy (mind, body and soul) team. We had our best quarter in Q3, we’ve added some of the biggest brands on the planet to our roster, and we’re hiring aggressively. We’ve put in place the foundations for an exciting 2021 and we know that the best is yet to come...

It was great to see they had an impressive client list, and they showcased some fantastic work examples which showed they are clearly delivering great results for clients.


THE SHORTLIST Battenhall Billion Dollar Boy Born Social Coolr Mighty Social – A Small(ish) team with a MIGHTY heart OneFifty Consultancy Pulse Advertising The Good Marketer The Media Image the tree


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