Inventive Company: AMV BBDO
Media Company: EssenceMediacom
Class: Greatest Use of Branded Content material/Leisure Much less Than $500,000, Complete Marketing campaign Much less Than $500,000
Cats love gravy a lot that Sheba, the premium cat meals model in Mars’ portfolio, determined to show it into a contest in the course of March Insanity. Eight of the web’s most well-known cats received the total athlete therapy, with digital avatars and expertise profiles, to compete for the title of quickest licker in Gravy Race.
The marketing campaign started with behind-the-scenes “coaching” movies on social media, showing subsequent to precise sports activities content material with paid placements. The motion was accompanied by natural content material together with countdowns, polls, and remark highlights, together with play-by-play calls by 2022 Sportscaster of the Yr (and cat lover) Ian Eagle. The ultimate showdown aired stay in Instances Sq., in addition to on Instagram and TikTok. Over 16.5 million individuals watched the feline event, with a median engagement fee of 10.7% throughout TikTok and Instagram, greater than triple the business customary.
Sheba’s share of voice tripled, from 8% to 25%, accompanied by a 4% raise in consciousness and an 18% gross sales raise.
College Of Oregon Basis | “B1G Duck”
Media Company: Wieden+Kennedy Portland
Class: Greatest Use of Out of Residence Much less Than $500,000
It’s at all times robust being the brand new child at school, however the Oregon Geese soccer workforce received an particularly skeptical reception when the College of Oregon joined the Huge Ten convention (often known as B1G) as a part of a significant NCAA realignment in 2024. To make it identified that they’d be a pressure to be reckoned with, the College of Oregon Basis positioned a 65-foot inflatable Oregon Duck on the White River, which flows by means of downtown Indianapolis alongside Lucas Oil Stadium, the place the Huge Ten introduced its new members.
