Social & Influencer

The same entry can be submitted only once in this section.

A01 Consumer Goods.
All fast-moving and durable consumer goods, including food and drinks, toiletries, cleaning products, other household goods, other FMCG, clothing and accessories, furniture and consumer electronics.
* All fast food entries should be entered into A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains.

A02 Healthcare.
Pharma, OTC drugs, wellness.
* If the work has been created for a Charity/NFP then this should be entered into A07.

A03 Automotive.
Vehicles, other automobiles.

A04 Travel, Leisure, Retail, Restaurants & Fast Food Chains.
All transport- and travel-related services, including public transport and tourism boards. All entertainment- and leisure-related services, including museums, festivals and gyms. All shops, including online retailers, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafés and bars.

A05 Media/Entertainment.
Music, film, television, publications and media, books, news, digital platforms and other media.

A06 Consumer Services/Business to Business.
All commercial public services, legal, financial, B2B technology, consultancies and professional services, other business services, internal and corporate communications.

A07 Not-for-Profit / Charity / Government.
Government, public information, NGOs, military, charities, non-profit organisations.
* All corporate social responsibility work should be entered in the relevant sector and/or F07. Corporate Purpose & Social Responsibility category in section F. Culture & Context.

Work in these categories will be judged on how successfully social was used to engage with online communities and deliver measurable and meaningful results for a brand.

B01 Community Management.
Social activity that is designed to engage, build or maintain an online social community. Engagement levels and the relevance of targeted communications directed at active/non-active users will all be considered.

B02 Audience Targeting/Engagement Strategies.
Social activity customised for predefined communities, groups or individuals based on social insights such as behaviour, interests, geo-location, etc. This may include, but is not limited to, native advertising and programmatic campaigns, the customisation of messages, their relevance and creative execution, etc.

B03 Real-Time Response.
Targeted social activity that utilises social platforms to respond to world events, public affairs and other real-time activity in a meaningful, time-sensitive and creative way, that prompts social sharing and engagement.

B04 Social Listening & Insight.
Social campaigns that are elevated through their use of data and insights to engage or develop a meaningful relationship with a specific audience or community. Insights gained through the strategic application of social data / listening / analytics will be considered.

B05 Brand Storytelling.
Social campaigns that use exceptional brand/consumer stories to drive meaningful engagement with a specific audience. This could be through creators, influencers or communities (where brands speak indirectly to audiences through creators/influencers).

B06 Innovative Engagement of Community.
Creative use of existing social platforms and/or online communities to impact business objectives or enhance relationships with a brand, community or consumers. This may also include the use of new functions built for existing social platforms, levels of engagement, social reach and the creative strategy, etc.

B07 Metaverse, New Realities & Emerging Tech.
Immersive experiences that creatively push the boundaries of technology within social media. This could include, but not be limited to, AI, AR, VR, XR, wearable tech and mobile devices, voice technology, blockchain technology, gamification, virtual worlds, the metaverse and all other emerging platforms. Does not include prototypes of early-stage technology.

B08 Creator & Influencer Sourced Insight. NEW
The creative interpretation of data specifically generated from creator or influencer campaigns in order to target, engage or develop a relationship with a specific audience or community.

The work in this category should demonstrate how a social campaign was enhanced through the use of social influencers and content creators.

C01 Organic Reach & Influence.
Brand-led social campaigns that become part of popular culture and as a result are picked up by a celebrity, social ambassador or influencer, further expanding the campaign’s reach and impact. Entries must state which celebrities, social ambassadors or influencers picked up the campaign (organic and paid results to be provided separately in the Results field).

C02 Creator, Influencer and Celebrity Partnerships.
Social initiatives or executions where brands partner with an influencer, celebrity or social ambassador in order to engage with a specific audience. How effective and mutually beneficial the partnership was and how target audiences were involved in compelling ways will be considered.

C03 Innovative Use of Creators, Influencers or Celebrities.
Creative use of creators, influencers or celebrities. This could include, but not be limited to, unique content created by an influencer for the primary purpose of increasing a brand or organisation’s reach and awareness and/or to drive business results.

Work in these categories will be judged on how successfully content was used to engage with consumers and target audiences.

D01 Content Placement.
Content and editorial strategy and placement using social channels. The strategic arrangement and curation of appropriate content that may either drive or enhance a wider social campaign.

D02 Social Film.
One-off social film specifically created for online social platforms that are intended for widespread sharing. Results and number of views will be taken into consideration.

D03 Social Film Series.
Social film series specifically created for online social platforms that are intended for widespread sharing. Results and number of views will be taken into consideration during the judging process.
* Please upload all executions in a single video file with slates denoting the start of the next execution.

D04 Co-Creation & User Generated Content.
Social activity designed to encourage a community/fanbase to contribute or collaborate with a brand initiative to enhance loyalty and engagement.

D05 Social Commerce.
Work that harnesses social media, social platforms and virtual communities for e-commerce and m-commerce to drive business results.

E01 Multi-Platform Social Campaign.
Social campaigns that utilise multiple media online and/or offline platforms and live events. The work should illustrate that these elements drive or are inherently necessary to the overall execution of the social campaign.

E02 Sponsorship & Brand Partnership.
Social campaigns that utilise sponsorship and/or partnership programmes to support a product or service in order to meet specific awareness/business goals and to enhance the image of a corporate brand, organisation or corporation.

E03 Social Purpose.
Social campaigns specifically designed to engage consumers through authentic alignments with a social purpose/cause. The work should demonstrate how the core values of the brand align with the cause or wider social purpose. This may include, but is not limited to, non-profit social responsibility initiatives.

Work that is brought to life through cultural insights and regional context.

F01 Local Brand.
Work for brands that is only distributed in a single locality that resonated with a specific target audience.

F02 Challenger Brand.
Brands that have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity.

F03 Single-Market Campaign.
Work that aired or ran in a single country / region / market. The work should describe how the campaign was designed for the specific target market.

F04 Social Behaviour & Cultural Insight.
Work inspired by a specific audience or community, hinging on identifiable social behaviour or cultural insights, stemming from the ideas, customs, values and lifestyles found within a specific region or locality.

F05 Use of Humour. NEW
Work that celebrates the art of humour in branded communications. Infusing wit, satire, and cleverness into campaigns that provide amusement and create memorable, laughter-inducing connections with audiences.

F06 Breakthrough on a Budget.
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. The work should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.

F07 Corporate Purpose & Social Responsibility.
Purpose-driven work/brand activism that addresses social, ethical and environmental issues. The work should demonstrate how the brand’s purpose has created value and affected communities by connecting customers to culture.

F08 Market Disruption.
Brands that have creatively adapted their strategy in response to local / regional / global issues, embracing new ways of delivering their brand while showing consideration for the consumer.