This category is for efforts that effectively reached their audience through the creation of original branded content that is not advertising. The award honors branded content led ideas that are the heart of the communications program.
Tu sie gotuje!
It’s hard to create culinary content which stands out from the culinary clutter and contributes to realise brand’s marketing goals. We’ve made it! The content was based on consumer insight about social aspect of cooking – in „Tu się gotuje!” emotions explode and cooking is an opportunity to bound and spend time together. We presented Winiary’s image in a believable way as a trustworthy partner in everyday modern cooking, positively reflecting on consumer’s opinion.
Client: Nestle Polska
Agency: Mediacom Warszawa
Maybelline Make Up In The City
In 2017 we've managed to achieve lidership in terms of Total C olour C osmetics C ategory - being ahead of the biggest competitor Rimmel. Proper strategy & content allowed us to create a YouTube mini series of how-to videos called Make Up In The C ity - as a result we've improved not only the marketing metrics, share of market, but most importantly we've created an emotional bond between the customers and products as well as image of an expert.
Brand: Maybelline New York
Client: L'Oreal Polska
Agency: VML Poland
Kuchnia Lidla on Youtube
Kuchnia Lidla was facing a challenge to enforce the brand as a leader in culinary competence and retailer offering high quality fresh food and grocery products. Using the advantages of the brand - renown and popular chefs, communication reach and available media support, in every week of the 65week long campaign we published at least 3 videos. C ombined watch time of our content reached 2705794 minutes. We have become one of the top brand channels on polish Youtube, with a great position to take over the lead in the category.
Brand: Lidl Poland
Client: Lidl Polska
Agency: Fundacja Kosmos dla Dziewczynek