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.

2022 GOLD

This Is Our Shot

When the COVID-19 pandemic hit and vaccines became available, Walgreens faced its largest immunization challenge yet: administer 30M vaccines. There were many complexities to navigate – differing consumer eligibility, opinions, and misinformation surrounding the vaccine. Walgreens created a custom “Vaccine Readiness Data Model” to predict individuals most likely to want a vaccine before seeking one out. The model scored prospects, considering behavioral, cultural, and geographical factors affecting vaccine uptake. Based on vaccine readiness, people were dynamically served relevant messages, playing a critical role in administering 34.6M COVID-19 vaccines at Walgreens.

Brand: Walgreens
Client: Walgreens
Agency: The Pharm Global
Language: English

2022 SILVER

Millions Of Personalised Social Impact

Social Impact reports were originally created to help customers make better-informed choices about supporting those companies with the greatest social, economic or environment in their communities. Alas, they’re usually too boring to be read and thus, fail in influencing socially-impactful consumer choices. The Reinvention of Social Impact Reports was long overdue - and this Effie case is about how Grab got millions of ordinary people to read a report by using data to personalise a unique report for every single Grab user.

Brand: Grab
Client: Grab
Agency: Grab
Language: English

2022 BRONZE

L'Eggo WITH Eggo

COVID brought in new category and Eggo buyers, taking our penetration to its highest. Our 2021 challenge? Keep those newly acquired families. With morning chaos reaching new heights on lockdown, data showed parents needed real help. We repositioned Eggo to L’Eggo WITH Eggo and created a first-of-its-kind, data-led platform, the L’Eggometer. Fed by Google and Twitter data, the L’Eggometer created a weekly index of parent pressure. Relevant social content was created and deployed, restoring breakfast harmony in real-time. Eggo not only retained households but grew +0.6pp, while the category declined.

Brand: Eggo
Client: Kellogg's
Agency: Starcom
Language: English

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”.