Reach

The insight, strategy and planning enabling brands to effectively engage consumers, at scale, and be heard amid the ongoing battle for attention.

  • Creative Data

    The Creative Data Lions celebrate the interplay of ideas and information. Entries in the Creative Data categories must clearly demonstrate how the execution/campaign was enhanced or driven by the creative use, interpretation, analysis or application of data. The creative use of data must sit at the core of the idea and the results/impact must be clear and robust.

    • A number of criteria will be considered during judging and weighted as follows: 30% strategy; 30% application; 20% innovation; 20% impact and results.
    • There is no overall limit to how many times the same piece of work can be entered into Creative Data.

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    • A. Creative Data

      • A01 Data-enhanced Creativity

        Creative campaigns elevated through their use of data or data-driven methods, including, but not limited to, personalisation, interactivity and relevance. The enhancement should demonstrably improve both customer experience and outcome.

      • A02 Data Driven Targeting

        The creative use or interpretation of data to deliver effective targeting. Entrants should show how data contributed either to programmatic targeting or provided a key quantitative insight that helped define the target, brand message or channel, allowed for better personalisation or increased a brand's position in the market.

      • A03 Data-driven Consumer Product

        Products developed using data and research. Entrants should supply a thorough breakdown of any client business objectives, research and goals that relate to the product's evolution, as well as including the product's journey to improvement from the use of data.

      • A04 Data Storytelling

        Campaigns in which data has contributed to successful brand/consumer stories. Entrants will show how the story was developed through data in order to drive a meaningful consumer engagement or how messages derived from data were presented to provide a powerful brand narrative. Including data journalism.

      • A05 Data Visualisation

        Bespoke visualisations of complex data that communicate information clearly and efficiently to consumers in a way that led to a change in behaviour. Including online dynamic, static, interactive or real-time infographics and offline visualisations such as visual installations and activations.

      • A06 Data-technology

        Including but not limited to, models, tools, platforms, apps and algorithms. Entries must demonstrate how the application or invention of innovative data technology enhanced a creative message. You must clearly illustrate how the data technology improved a campaign, including a breakdown of audience, message, channels and delivery.

      • A07 Use of Real-time Data

        Data created or used in real-time, which provides dynamic content or enables an on-going consumer relationship. Entries must clearly discuss the responsive relationship between real-time data and the creative output, showing how the data improved the consumer experience by making the creative more relevant, timely or personalised.

      • A08 Social Data & Insight

        The creative interpretation of data specifically generated from social media platforms in order to target, engage or develop a relationship with a specific audience or community. Insights gained through the strategic use of social data and associated targeting methods will be considered.

      • A09 Creative Data Collection & Research

        Data-driven research (including market research), data sourcing and/or data aggregation, carried out in order to deliver a stronger campaign or client strategy. Entrants must thoroughly outline how the selected processes, research methodologies, technologies, channels and/or resources influenced the overall outcome.

      • A10 Data Integration

        Entries in this category must clearly demonstrate how disparate data streams were integrated to provide new insights from planning through to delivery of a creative campaign or client strategy. This may include, but is not limited to, data collection, fusion, technology enabled integration of data from various sources and connecting data streams.

  • Direct

    The Direct Lions celebrate response-driven and relationship-building creativity. Entries will need to demonstrate the pursuit and application of customer relationships, directly targeting a specific audience with a call-to-action which produced measurable and meaningful results.

    • A number of criteria will be considered during judging and weighted as follows: 30% idea; 20% strategy; 20% execution; 30% impact and results.
    • The same piece of work can be entered up to four times in Direct. However, the same piece of work may only be entered once in 'A. Direct: Sectors'.

    • A. Direct: Sectors

      In these categories, the jury will reward the best direct campaigns for the sector selected.

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

      • A01 Food & Drink

        All food and drinks.

      • A02 Other FMCG

        Beauty, cleaning products, other household goods, other FMCG.

      • A03 Healthcare

        Pharma, OTC drugs, wellness.

      • A04 Consumer Durables

        Technology, homewares, furniture and lighting, toys, fashion, home appliances, other durables.

      • A05 Automotive

        Vehicles, other automotive.

      • A06 Retail

        Retail, eCommerce, restaurants, fast food.

      • A07 Travel

        Travel, tourism, transport.

      • A08 Leisure

        Live events, museums & galleries, gambling, sports, gaming, other recreation.

      • A09 Media / Entertainment

        Music, film, television, publications & media, books, news, digital platforms, other media.

      • A10 B2B

        Legal, financial, B2B technology, consultancies & professional services, other business services, internal & corporate comms.

      • A11 Consumer Services

        Financial & insurance, telecommunications, private education, veterinary, energy, other consumer services.

      • A12 Corporate Social Responsibility (CSR) / Corporate Image

        Non-product based social responsibility campaigns aimed to address social, ethical and environmental issues. Corporate Image campaigns including event sponsorship to build the image/ raise the profile/ shape the perceptions of a brand.

      • A13 Not-for-profit / Charity

        Government, public information, other not-for-profit, military, charities, non-profit.

    • B. Channels

      Work in these categories will be judged specifically on how the channel was used as a piece of direct communication for a brand.

      • B01 Mailing

        One dimensional and multi-dimensional mailings. This may include greeting cards, invitations, samples, pop ups and all other types of mailed collateral.

        Please send physical samples for the jury to experience.
      • B02 Use of Ambient Media: Small Scale

        Non-mail and print collateral, including items in bars & restaurants and all other hand-held (or equivalent in size) items.

        'Small Scale' refers to the physical size of the ambient item, not the scale of the distribution.
      • B03 Use of Ambient Media: Large Scale

        Non-traditional media, including direct response stunts, street teams, direct response events, outdoor/ambient media and other mediums which encourage direct interaction and seek a measurable response.

        'Large Scale' refers to the physical size of the ambient item, not the scale of the distribution.
      • B04 Use of Broadcast

        Direct campaigns using Cinema, TV or Radio. Entries should demonstrate how the chosen medium led the other direct elements in the campaign.

      • B05 Use of Print / Outdoor

        Direct campaigns using Print or Outdoor. Entries should demonstrate how the chosen medium led the other direct elements in the campaign. Including, but not limited to, newspapers, magazines, inserts, trade journals, traditional billboard or poster sites, bus shelters and transit advertising using standard advertising space.

        Augmented billboards to be entered into B03. Use of Ambient Media: Large Scale
      • B06 Use of Technology

        Use of existing or new technology to execute or support a direct campaign. Including, but not limited to, digital installations (POS & Outdoor), interactive screens, augmented reality, virtual worlds, 3D printing and wearable technology. Does not include prototypes of early stage tech.

    • C. Data

      Work in these categories should demonstrate how a direct campaign was enhanced or driven by the creative use of data which enhanced the customer experience and led to measurable business results.

      • C01 Data Strategy

        Entries in this category should show how the application of data significantly formed the basis of the direct campaign strategy. Entrants should also provide evidence of how their data-driven strategy helped to profile customer's behaviour and segmentation, which ultimately led to successful direct marketing activities.

      • C02 Data-Driven Targeting

        Entries in this category should clearly demonstrate how the interpretation and analysis of data was used to build a targeted communication with a specific audience. Entrants should also show how data contributed to generating insights that helped define the target and messaging, allowing for better personalisation within a direct campaign.

      • C03 Use of Real-time Data

        Entries in this category should illustrate how real-time data drove immediate conversation with the targeted audience or was utilised in promoting an ongoing relationship with the consumer. Entries should clearly demonstrate how the responsive relationship initiated by real-time data led to measurable and meaningful results.

    • D. Digital & Social

      Work in these categories will be judged on how well the digital and social mediums and techniques were used as a piece of direct communication for a brand.

      • D01 Use of Digital Platforms

        Online platforms or associated technologies harnessing a digital environment in a promotional campaign. This can include, but is not limited to, websites, microsites, games, search engines, banner ads and instant messaging.

        Social media-led campaigns should be entered in D03, D04 and D05.
      • D02 Use of Mobile

        Entries in this category must feature targeted communication with a clearly identifiable call to action or response mechanism delivered through mobile/portable devices such as mobile phones and mobile technology.

      • D03 Use of Social Platforms

        Direct marketing campaigns that use social networking sites, blogs, wikis, video-sharing sites, hosted services etc. to create and/or enhance relationships with a community/consumers.

      • D04 Real-time Response

        Targeted social activity that utilises social platforms in order to respond to world events, public affairs and other real-world, real-time activity in an immediate and meaningful way, which prompts social sharing and elicits a measurable response.

      • D05 Co-creation & User Generated Content

        Social activity designed to encourage a community/fanbase to contribute or collaborate with a brand initiative through a clear call to action. Engagement may be intended to drive long term value through collaborative interaction.

    • E. Excellence in Direct

      • E01 Copywriting

        A campaign or individual communication showcasing outstanding copywriting skill that has led to a successful and measured response.

      • E02 Art Direction / Design

        A campaign or individual communication showcasing outstanding art direction that has led to a successful and measured response.

      • E03 Experience Design

        A campaign or individual communication showcasing outstanding design in the customer experience that has led to a successful and measured response.

      • E04 Acquisition & Retention

        Direct marketing used to maintain, drive new and reinvigorate lapsed relationships with B2B and B2C audiences.

      • E05 Launch / Re-launch

        Direct marketing campaigns created to launch or re-launch a product or service on the market.

      • E06 Low Budget / High Impact Campaign

        Direct campaign within a limited budget. Entrants must detail the total budget as well as providing information about any direct tactics used to deliver the campaign.

        Entrants must provide details of the total budget.
      • E07 Single Country Campaign

        This category celebrates the success of a Campaigns that are implemented in a single country which are initiated, led or driven predominantly by Direct marketing. Entries should describe how the campaign was designed for the target market and the tangible business and/or awareness results achieved.

  • Media

    The Media Lions celebrate the context of creativity. Entries will need to demonstrate an inspiring and innovative implementation of ideas. That is, work which is enhanced and amplified by a game-changing channel strategy.

    • A number of criteria will be considered during judging and weighted as follows: 30% insight and idea, 20% strategy and targeting; 20% execution; 30% impact and results.
    • The same piece of work can be entered up to four times in Media. However, the same piece of work may only be entered once in 'A. Media: Sectors'.

    • A. Media: Sectors

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

      • A01 Food & Drink

        All food and drinks.

      • A02 Other FMCG

        Beauty, cleaning products, other household goods, other FMCG.

      • A03 Healthcare

        Pharma, OTC drugs, wellness.

      • A04 Consumer Durables

        Technology, homewares, furniture and lighting, toys, fashion, home appliances, other durables.

      • A05 Automotive

        Vehicles, other automotive.

      • A06 Retail

        Retail, eCommerce, restaurants, fast food.

      • A07 Travel

        Travel, tourism, transport.

      • A08 Leisure

        Live events, museums & galleries, gambling, sports, gaming, other recreation.

      • A09 Media / Entertainment

        Music, film, television, publications & media, books, news, digital platforms, other media.

      • A10 B2B

        Legal, financial, B2B technology, consultancies & professional services, other business services, internal & corporate comms.

      • A11 Consumer Services

        Financial & insurance, telecommunications, private education, veterinary, energy, other consumer services.

      • A12 Corporate Social Responsibility (CSR) / Corporate Image

        Non-product based social responsibility campaigns aimed to address social, ethical and environmental issues. Corporate Image campaigns including event sponsorship to build the image/ raise the profile/ shape the perceptions of a brand.

      • A13 Not-for-profit / Charity

        Government, public information, other not-for-profit, military, charities, non-profit.

    • B. Channels

      Work in these categories will be judged specifically on creativity and innovation within a channel as a medium regardless of the product/service advertised.

      • B01 Use of TV & Other Screens

        Including TV, video-on-demand platforms (VOD) and other online service providers. Screens other than TV might include, but are not limited to, screens that require interaction with the consumer e.g. touch screens and responsive displays.

      • B02 Use of Audio Platforms

        Including radio, podcasts and other audio technology.

      • B03 Use of Print / Outdoor

        Including, but not limited to, newspapers, magazines, inserts and trade journals. Outdoor channels include traditional billboard or poster sites, bus shelters and transit advertising using standard advertising space.

      • B04 Use of Ambient Media: Small Scale

        Including items in bars & restaurants and all other hand-held (or equivalent in size) items.

        'Small Scale' refers to the physical size of the ambient item, not the scale of the distribution.
      • B05 Use of Ambient Media: Large Scale

        Non-traditional outdoor/billboards, including 3D and non-standard shaped sites, ticket barriers, signage, wallscape, digital billboards, window clings, building wrapping, helicopter banners and other executions that utilise a space or an existing permanent feature.

        'Large Scale' refers to the physical size of the ambient item or execution, not the scale of the distribution.
      • B06 Use of Events

        Including live shows, festivals, concerts, sporting events, event sponsorship etc.

      • B07 Use of Stunts

        Including guerrilla marketing, large and small scale stunts, one off experiential events, etc.

      • B08 Use of Digital Platforms

        Online platforms or associated technologies and the harnessing of a digital environment in a media campaign. These might include, but are not limited to, websites, microsites, games, search engines, banner ads and instant messaging.

        Social media-led campaigns should be entered in B10. Use of Social Platforms.
      • B09 Use of Mobile

        Mobile technology including smartphones, tablets, Bluetooth, SMS, MMS, WAP, GPS, mobile games and applications, QR codes, etc.

      • B10 Use of Social Platforms

        Media campaigns that use social networking sites, blogs, wikis, video-sharing sites, hosted services, etc. to create and/or enhance relationships with consumers.

        Work entered in this category should be planned and executed on social platforms as opposed to campaigns that went social.
      • B11 Use of Technology

        Use of existing or new technology to execute or support a media campaign. Including, but not limited to, artificial intelligence, augmented and virtual reality, robotics, gadgets and electronics, wearable and interactive technology etc. Does not include prototypes of early stage tech.

    • C. Data

      Entries in these categories must demonstrate how a media execution was enhanced or driven by data.

      • C01 Use of Data-driven Insight

        Entries in this category should demonstrate how data was used to uncover or generate insights that contributed to the effectiveness of a media campaign.

      • C02 Use of Real-time Data

        Entries in this category should demonstrate how data, created or used in real-time, provided dynamic content or enabled an on-going consumer relationship.

      • C03 Data-driven Targeting

        Entries in this category should demonstrate how the creative use or interpretation of data delivered effective targeting. Entrants should show how data contributed either to programmatic targeting, or provided a key quantitative insight that helped define the target, brand message or channel.

    • D. Branded Content & Entertainment

      Work in these categories will be judged on how successfully the content was used to engage with the consumers and deliver measurable results. Please note that the entries in these categories will not be judged on the content itself, but the role of media in creating, leveraging, and amplifying the content.

      • D01 Use of Brand or Product Integration into a Programme or Platform

        Including film, TV, mini-series, web series, music video, online/digital, sponsorship, etc.

      • D02 Use of Branded Content created for Digital or Social

        Including branded social media, websites, microsites, mobile applications, games, native advertising, etc.

    • E. Excellence in Media

      • E01 Excellence in Media Insights & Strategy

        Entries in this category will be judged on how a media campaign succeeded in unlocking insights and understanding consumer behaviour/needs in order to develop a customised media strategy that is in line with a client's specific business objectives, marketing goals and overall brand's positioning.

      • E02 Excellence in Media Planning

        Entries in this category will be judged on how successfully media platforms were sourced and selected to deliver a brand's message. Entrants should detail reach, penetration and frequency of the message to generate the desired response.

      • E03 Excellence in Media Execution

        Entrants should demonstrate how media thinking and skilful negotiations with media owners contributed to the execution of a campaign across selected channels and achieved business goals. Consideration will be given to the buying of media as part of brand storytelling and to the creative delivery.

      • E04 Use of Integrated Media

        Entrants will be judged on how successfully they have integrated the chosen media throughout the campaign and must demonstrate how well the different mediums complement and build on each other to communicate the brand's message.

        Entries in this category must show that multiple types of media were used in the campaign (e.g. Screens, Social, Outdoor).
  • PR

    The PR Lions celebrate creative work which successfully builds trust and cultivates relationships with credible third-parties, utilising mainly earned-media tactics or channels to influence public dialogue and ultimately change perceptions and behaviours in ways that protect and enhance the reputation and business of an organisation or brand with its target audiences.

    • A number of criteria will be considered during judging and weighted as follows: 20% idea; 30% strategy; 20% execution; 30% impact and results.
    • The same piece of work can be entered up to four times in PR. However, the same piece of work may only be entered once in 'A. PR: Sectors'.

    • A. PR: Sectors

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

      • A01 Food & Drink

        All food and drinks.

      • A02 Other FMCG

        Beauty, cleaning products, other household goods, other FMCG.

      • A03 Healthcare

        Pharma, OTC drugs, wellness.

      • A04 Consumer Durables

        Technology, homewares, furniture and lighting, toys, fashion, home appliances, other durables.

      • A05 Automotive

        Vehicles, other automotive.

      • A06 Retail

        Retail, eCommerce, restaurants, fast food.

      • A07 Travel

        Travel, tourism, transport.

      • A08 Leisure

        Live events, museums & galleries, gambling, sports, gaming, other recreation.

      • A09 Media / Entertainment

        Music, film, television, publications & media, books, news, digital platforms, other media.

      • A10 B2B

        Legal, financial, B2B technology, consultancies & professional services, other business services, internal & corporate comms.

      • A11 Consumer Services

        Financial & insurance, telecommunications, private education, veterinary, energy, other consumer services.

      • A12 Not-for-profit / Charity

        Government, public information, other not-for-profit, military, charities, non-profit.

    • B. Digital & Social

      In these categories, your entry will be judged specifically on how well the digital medium/social platform was used to support or execute the PR campaign.

      • B01 Mobile & Apps

        Campaigns delivered through mobile/portable devices and technology, including the use or creation of any application (native, hybrid, web based or pre-installed) for a mobile device (smartphones, tablets etc.).

      • B02 Social Community Building & Management

        Social activity that is designed to build or maintain an online community that may result in an enhanced brand affinity and/or change in attitudes among targeted audiences. Community activity, engagement levels and the tone of targeted conversation will all be considered.

      • B03 Real-time Response

        Real-time social activity designed to respond and engage in the conversation around world events, public affairs and other real-world, real-time activity in a creative and meaningful way.

      • B04 Co-creation & User Generated Content

        Social based activity designed to engage with a community/fanbase and encourage them to contribute or collaborate with a brand initiative. Engagement may be intended to drive long term value through collaborative interaction. Further creative use and placement of content generated will also be considered.

      • B05 Innovative Use of Social Media

        Creative utilisation of existing or emerging social platform(s). Evidence of innovative use of the social medium, levels of engagement, social reach and strategy will all be considered.

      • B06 Websites & Microsites

        Purpose built websites, microsites or digital content hubs etc.

    • C. Data

      In partnership with AMEC, these categories showcase excellence in using data to drive creative inspiration and effective communications strategy. Your entry will be judged on the deliberate and thoughtful introduction of data-led insight to develop campaigns that have had a real impact on the performance of an organisation. Entries should demonstrate the effectiveness of activity that tackles the wide range of reputational and stakeholder challenges that non-advertising communications has to address.

      If you're looking to enter either of these categories, we have industry experts on hand through our AMEC Cannes Lions Advisory Scheme. Get in touch to be matched up with one of our advisors, who can help you with your submission.

      • C01 Research, Data Analytics & Insight Generation

        Research, data-led or actionable insight that provides a meaningful contribution or input to a public relations program. Entrants should provide evidence of research or insight, quality of thinking and the development of a strategy.

        In partnership with AMEC - the International Association for the Measurement and Evaluation of Communication
      • C02 PR Excellence in Effectiveness

        Recognises creative campaigns that have produced a measurable and proven impact on a client's business and reputation. Please provide details of the evaluation methods, measurement tools and post-campaign analysis. Consideration will be given to the effect on outcomes, business results and the quality and quantity of media.

        In partnership with AMEC - the International Association for the Measurement and Evaluation of Communication
    • D. Techniques

      In these categories your entry will be judged on the creative implementation of your chosen PR technique in order to earn attention and achieve desired campaign outcomes.

      • D01 Media Relations

        PR that puts journalism at the heart of the campaign, with evidence of a high-degree of innovation intended to engage, educate or influence editorial. Entries should explain the relevance of media outcomes, including depth, quality and messaging. Consideration will be given to how this strategy achieved or supported the desired campaign outcome.

      • D02 Use of Events & Stunts

        Campaigns that use stunts, events, competitions, promotional games, pop-up events, street art, guerrilla marketing, corporate events, launch parties, live streamed events, festivals etc. to build the value and reputation of a brand or communication project as part of a wider public relations strategy.

      • D03 Use of Celebrity, Influencers & Key Opinion Leaders

        Campaigns that associate a personality or expert of great influence with a product/service in order to reach specific awareness/business goals and/or to help establish trust with the target audience.

      • D04 Launch / Re-launch

        Campaigns created to launch or re-launch a product or service.

      • D05 Brand Voice & Strategic Storytelling

        Customised strategy designed to communicate it's particular point of view/story of a brand/organisation in a consistently relevant way and to build an emotional connection with employees, shareholders and customers alike.

      • D06 Content-led Engagement & Marketing

        Creation and distribution of brand or company owned media assets in order to drive engagement, earn attention and tell a story to promote or protect a company or brand. Includes thought leadership, surveys, reports, blogs, newsletters etc.

        Please send physical sample if submitting offline content.
      • D07 Use of Technology

        Existing or new technology that pushes the boundaries of digital innovation to execute or support a PR campaign, including artificial intelligence, virtual reality, robotics, gadgets and electronics, wearable and interactive technology, etc.

    • E. Excellence in PR

      In these categories your entry will be judged on the demonstration of exceptional and creative best practice within your chosen PR specialism.

      • E01 Corporate Image, Communication & Reputation Management

        Campaigns to build the image/raise the profile and shape the perceptions of a corporate brand, organisation or corporation.

      • E02 Public Affairs & Lobbying

        Campaigns planned to influence or inform the public policy agenda using either lobbying or wider public affairs strategies, as well as political or ballot initiatives.

      • E03 Crisis Communications & Issue Management

        Campaigns to plan and/or handle the consequences of a crisis or an issue that may affect a company's credibility and reputation. Entries should demonstrate evidence of the planning and/or implementation of a crisis communication strategy and how the desired outcome was achieved.

        Content of entries in this category can be kept entirely confidential and used for judging purposes only.
      • E04 Corporate Social Responsibility

        Campaigns designed to address social, ethical or environmental issues and promote positive change. Consideration will be given to how the campaign relates to the brand or organisation's wider ethos and demonstration of measurable impact.

      • E05 Internal Communications & Employee Engagement

        Business to employee communications and engagement, including change management.

      • E06 Sponsorship & Brand Partnership

        Campaigns that utilise sponsorship and/or partnership programs in order to meet specific awareness/business goals as well as to enhance the image of a brand, organisation or corporation.

      • E07 Low Budget / High Impact Campaign

        This category celebrates the success of a PR campaign within a limited budget. Entrants must detail the total budget as well as providing information about any PR tactics used to deliver the campaign.

        Entrants must provide details of total budget excluding agency fees. Client must not be a charity or not-for-profit organisation.
      • E08 Multi-country Campaign

        Campaigns that are implemented across multiple countries. Entries should explain how the campaign was customised for each country and the tangible business and/or awareness results achieved.

      • E09 Single Country Campaign

        Campaigns that are implemented in a single country. Entries should explain how the campaign was designed for the target country and the tangible business and/or awareness results achieved.

  • Social & Influencer

    The Social and Influencer Lions celebrate creative social thinking and strategic influencer marketing solutions. Entries will need to demonstrate how levels of engagement, social reach and the creative use of social networks & platforms, brand ambassadors and influencers led to commercial success.

    • A number of criteria will be considered during judging and weighted as follows: 30% Idea; 20% strategy; 20% execution; 30% results.
    • There is no overall limit to how many times the same piece of work can be entered into Social & Influencer as long as the categories chosen are relevant. However, the same piece of work may only be entered once in 'A. Social & Influencer: Sectors'.

    • A. Social & Influencer: Sectors

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

      • A01 Food & Drinks

        All food and drinks.

      • A02 Other FMCG

        Beauty, cleaning products, other household goods, other FMCG.

      • A03 Healthcare

        Pharma, OTC drugs, wellness.

      • A04 Consumer Durables

        Technology, homewares, furniture and lighting, toys, fashion, home appliances, other durables.

      • A05 Automotive

        Vehicles, other automotive.

      • A06 Retail

        Retail, eCommerce, restaurants, fast food.

      • A07 Travel

        Travel, tourism, transport.

      • A08 Leisure

        Live events, museums & galleries, gambling, sports, gaming, other recreation.

      • A09 Media / Entertainment

        Music, film, television, publications & media, books, news, digital platforms, other media.

      • A10 B2B

        Legal, financial, B2B technology, consultancies & professional services, other business services, internal & corporate comms.

      • A11 Consumer Services

        Financial & insurance, telecommunications, private education, veterinary, energy, other consumer services.

      • A12 Corporate Social Responsibility (CSR) / Corporate Image

        Non-product based social responsibility campaigns aimed to address social, ethical and environmental issues. Corporate Image campaigns including event sponsorship to build the image/ raise the profile/ shape the perceptions of a brand.

      • A13 Not-for-profit / Charity

        Government, public information, other not-for-profit, military, charities, non-profit.

    • B. Innovation in Social

      • B01 Emerging Platforms

        The creation or creative utilisation of emerging social platform(s) and/or social activity to impact business objectives and/or to enhance relationships with a brand, community or consumers. Levels of engagement, social reach and the creative strategy will all be considered.

      • B02 Innovative Use of Community

        Creative utilisation or interpretation of existing social platforms and/or online communities to impact business objectives and/or to enhance relationships with a brand, community or consumers. Levels of engagement, social reach and the creative strategy will all be considered.

    • C. Social Influencer & Content Marketing

      Entries in this category must demonstrate how a social campaign was enhanced through the use of a social influencer and implementation of content marketing.

      • C01 Reach & Impact

        Brand-led social campaigns that cut through popular culture and as a result, are recognised/picked-up by a celebrity, social ambassador or influencer, further expanding the campaign's reach and impact. Entries here will be judged on the impact the influencer had on the overall campaign objectives.

      • C02 Partnerships

        Social initiatives or executions where brands partner with a social ambassador or influencer in order to engage with a specific audience. Entries here will be judged on how effective and mutually beneficial the partnership was and how target audiences were involved in compelling ways.

      • C03 Content Creation

        Social 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.

      • C04 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.

      • C05 Social Video

        Online videos 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.

      • C06 Co-creation & User Generated Content

        Social based activity designed to encourage a community/fanbase to contribute or collaborate with a brand initiative. Engagement may be intended to drive long term value through collaborative interaction. Further creative use and placement of content generated will also be considered.

    • D. Social Insight & Engagement

      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.

      • D01 Community Building & Management

        Social activity that is designed to engage, build or maintain an online social community. Community activity (passive fans vs active fans), engagement levels and the appropriateness of targeted conversation/communication directed at active/non-active users will all be considered.

      • D02 Audience Targeting / Engagement Strategies

        Social activity customised for predefined communities, groups or individuals based on social insights such as behaviour, interests, friendships, geo-location etc. This can include, but is not limited to, native advertising and programmatic campaigns. Audience insights, the customisation of the social message, its relevance and its creative execution will all be considered.

      • D03 Real-time Response

        Targeted social activity that utilises social platforms in order to respond to world events, public affairs and other real-world, real-time activity in an immediate and meaningful way, which may prompt social sharing and engagement.

      • D04 Social Data & Insight

        Social campaigns elevated through their use of data or data-driven methods to engage or develop a meaningful relationship with a specific audience or community. Insights gained through the strategic application of social data/analytics will be considered.

      • D05 Social Customer Strategy

        Customer-focused social activity designed to improve a brand's customer service/experience online.

      • D06 Brand Storytelling

        Social campaigns that use exceptional brand/consumer stories to drive meaningful engagement with a specific audience.

    • E. Excellence in Social & Influencer

      • E01 Multi-platform Social Campaign

        Social campaigns that utilise multiple media platforms. One of the elements can be offline providing it either drives or is inherently necessary to the overall execution of the social campaign.

      • E02 Sponsorship & Brand Partnership

        Social campaigns that utilise sponsorship and/or partnership programs to support a product or service in order to meet specific awareness/business goals as well as to enhance the image of a corporate brand, organisation or corporation.

      • E03 Low Budget / High Impact Campaign

        Low budget social campaigns that meet or exceed campaign objectives. Performance should be evaluated against the campaign's impact on business objectives and/or proven ability to enhance relationships with a brand, community or consumers.

      • E04 Social Purpose

        Social campaigns/initiatives designed to engage consumers through authentic, meaningful experiences with clear proof of impact. Entries should harness the core values and culture of the brand, product or service through focus on a wider social purpose. These can also include, but is not limited to, non-profit social responsibility initiatives.

      • E05 Single Country Campaign

        Celebrating social campaigns with the measurable impact of creative work in a single country. Entrants will need to demonstrate how their social campaign or initiative in a single country drove social engagement, tangible business results, was instrumental to cultural change or integral to achieving a brand's purpose.