The Škoda Octavia sedan is understood for being inexpensive and dependable amongst its hometown followers within the Czech Republic. However within the U.Ok., it additionally has a popularity for being protected and boring. When the carmaker was launching the refreshed 2024 mannequin of its bestseller, Leo Burnett and PHD UK wanted to alter perceptions. The media company turned to a group of Octavia superfans on Reddit within the r/CarTalkUK discussion board and requested them to revamp any facet of the automobile to how they need it to be.

Their customizations, which members voted on, turned “The Redditor Edit,” which was became an actual, purchasable mannequin—with Reddit superfans getting the primary check drives. Their evaluations turned testimonial movies and the copy for the 2024 Octavia’s launch adverts, serving to the U.Ok. see the automotive by means of the eyes of its largest followers. The tactic resulted in Octavia gross sales outperforming targets by 255%.

Cesar x TripAdvisor | Canine-Pleasant Journey

Media Company: EssenceMediacom
Class: Greatest Use of Branded Content material/Leisure ($500,000-$1 Million)

For some pet house owners, taking a trip with out their furry buddy can be like leaving a member of the family behind. To assist them discover extra dog-friendly lodging, Cesar, Mars Inc.’s premium pet food model, partnered with Tripadvisor to create a digital content material hub for pet-friendly itineraries, together with an AI journey builder. Corporations seeking to cater to pet house owners may entry a enterprise hub advocating the advantages of pet inclusivity. And the platform launched a Vacationers’ Alternative Awards class for pet-friendly inns. Neighborhood engagement was fostered by means of boards and a sweepstakes, whereas influencers, paid search, and PR amplified attain.

Over 5 million pet mother and father visited the hub, with over 40,000 journeys deliberate. Cesar’s model consciousness rose by 11% and consideration jumped 50%, whereas pet-friendly venue listings on Tripadvisor rose 16% for eating places and 18% for inns. The initiative was so profitable, Tripadvisor is rolling it out to different elements of the world.

Dove | “Actual Magnificence Redefined for the AI Period”

Inventive Company: SOKO
Media Company: Mindshare
Class: Greatest Use of AI/Machine Studying