Data-Driven

Data-driven media is the application of data and technology to identify and match the right audiences to the right message at the right moments.

2018 BRONZE

Premmie Proud

This entry demonstrates how a Challenger brand can take on a dominant category leader and win with a budget of only $100,000. It did so via a deep psychological understanding of a complex and traumatised target audience; those that gave birth to babies prematurely. It harnessed new technology to reduce their grief and guilt in a way that was creative, and truly beneficial. Out spent 14:1 by Huggies, the Premmie Proud initiative increased sales 13%, as well as having a positive effect on the performance of the BabyLove Masterbrand.

Brand: BabyLove
Client: BabyLove
Agency: BWM Dentsu
Language: English

2018 BRONZE

Creating Media Faster than the Flu

When you’re a cold and flu brand, your media needs to move quicker than a germ can turn into a sniffle. By using data in a new way, we were able to create media that moved faster than the flu, so that wherever the flu hit, Theraflu was top of mind and front of shelf.

Brand: Theraflu
Client: GSK
Agency: PHD
Language: English

2018 BRONZE

Oreo Tmall's Super Brand Day

Oreo re-vamped the 2017 Music Box to DJ box in 2018, announcing it exclusively on Tmall’s Super Brand Day. Through celebrity endorsement, product innovation, and the great success of 2017 Super Brand Day, Oreo bridged the gap between e-commerce and social media by passion points-based & data-informed consumer aggregation, differentiated channel tailored segmentations, and real-time re-targeting. Significant purchase conversion & Media ROI are easily recognized, resulting in media ROI gain enhancement vs. last year, historical record high online biscuit market share.

Brand: OREO
Client: Mondelez International
Agency: BAOZUN
Language: Mandarin

FINALISTS

MEDIAS NOCHES BIMBO Y BIMBOLLOS BIMBO LA GRAN GUÍA DE JOCHOS Y HAMBURGUESAS

Nosotras Intimawear Nosotras Intimawear: Una Revolución Sostenible y Empática en el E-commerce

Inca Kola La teoría de la retornabilidad de “Albert E”.