Judges from The Drum Awards for Content give us a rundown of the biggest trends emerging from this year’s winning work.
We also caught up with the judges of the 2022 show to hear their thoughts on this year’s entrants and about the innovative trends in the experiential space. Here’s what they had to say…
1. ‘Show up authentically or not at all’
Mike Goddard, head of campaign, Cheil Worldwide: “One major theme that consumers are desperately looking for in advertising is authenticity. This was apparent throughout many of this year’s submissions when analyzing the work and outcome; those that created a real, relatable message saw tangible successful results. Today, consumers have access to information at the tip of their fingertips and brands need to find a way to show up in an authentic way while creating a lasting memory.
“I truly enjoyed reviewing submissions within the Most Effective and Creative User-Generated Content category. It’s difficult for brands to stand out in normal circumstances, but inspiring loyal fans to participate in a campaign is a big challenge. All submissions within this category creatively executed campaigns that attracted thousands of authentic responses from consumers, some even generating their own content. This way of marketing your brand reverses the traditional form of advertising where brands speak first by instead providing a platform for consumers to share their own opinions and stories.”
2. ‘Freshening up the client and consumer needs’
Chris Brody, marketing director, global content architect, Mars: “In the Best Branded Content Strategy category, we had the chance to see so many amazing examples of ways in which teams have been able to infuse new meaning and power in brands through creativity, resourcefulness and unexpected twists. The top submissions varied wildly in size, campaign style and company type – from a job placement site in Australia to the tourism board in Singapore to a big smartphone brand in the UK – but they all excelled at channeling big personality (from the brand and from the talent they partnered with), mining consumer insights packed with the tensions of real human needs, and meeting those needs in a very fresh and memorable way that only their brand could.
“In terms of opportunities for the future, I’d love to see more submissions showcasing a holistic strategy and content ecosystem beyond the hero long-form videos and more examples of brands embracing purpose and positive social impact in a distinctive way.”
3. ‘The best content had next to no branding’
Mel Ho, head of content, LadBible Australia: “It was great to review incredible work across the board. I loved seeing brands work on campaigns that reflected the context of the world around them and create elegant outputs in an authentic approach.
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