Campaigns for Vans, Nike and Talk Talk, in the US, China and UK respectively, are among the winners in the Best Use of Data category in the 2019 WARC Media Awards announced today.
A total of nine winners – one Grand Prix, two Golds, three Silvers and three Bronzes – have been awarded in the category which recognises the role of data in an effective communications strategy; the jury, chaired by Scott Marsden, SVP, Head of Marketing, Parachute, also awarded three Special Awards for particular areas of expertise.
The Grand Prix, as well as the Personalisation Award, went to Starcom, MRY in the US for its Not Just One Creator campaign for footwear and clothing brand Vans. Capitalising on the increased customisability of its shoes, Vans used influencers to successfully broaden its appeal among teens and young adults in the US, generating both revenue and brand awareness.
Commenting on the Grand Prix winning campaign, jury member Benoit Weisser, Chief Strategy Officer, Ogilvy Asia, said : “Vans went niche but also maximised a commercial audience, and data played a central role in unlocking that.”
A campaign by Mindshare China for Nike’s Next% running shoe won a Gold and the Data-Driven Insight Award. By using data from running apps to make speed a currency, Nike was able to target the Next% shoe at the most dedicated runners with a promise to help them achieve their fastest-ever pace.
This approach rewarded the fastest runners while stimulating desire among ordinary runners, even if they weren’t fast enough to qualify for the Next%, and driving up brand preference.
Telco TalkTalk built a data-led model to increase efficiency of its marketing spend, drive uptake of subscriptions and increase the value of existing customers. The Econometrics optimisation campaign by m/SIX and The&Partnership delivered cost savings in seven figures and won a Silver and the Attribution Award.
Read more details of all the winners in the Best Use of Data category in the WARC Media Awards here. The winners of the Effective Channel Integration, Effective Use of Partnerships & Sponsorships and Effective Use of Tech categories will be announced over the next few weeks.
Sourced from WARC