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2022 Award winners spotlight: FMCG/CPG, B2B and Influencer campaigns and Most Effective Attribution Solution

David Murphy

We continue our round-up of the winning entries in the 2022 Effective Digital Marketing Awards with a look at the winners in the Most Effective FMCG/CPG Campaign, B2B Campaign, Attribution Solution, and Influencer Campaign...

Most Effective FMCG/CPG Campaign 
Nescafe and tmwi – Searching for the Perfect Coffee

Tmwi’s brief here was to resolve a previous unsuccessful global site migration that had resulted in a significant dip in visibility and organic traffic, refreshing the old, outdated content to make it relevant to the audience, helping Nescafe to “own” the coffee space.

The agency first ran its proprietary Audience & Search Intent Modelling (ASIM) strategy to identify audience data insights and use these to fuel a personalised content strategy This is collecting and analysing data on the audience and a lot of work on keyword research and refinement. The content plan was split to cater for two target audiences: Nescafe Original/Nescafe Gold lovers who are aged 45 and over, more traditional and down to earth, looking for content that explained coffee origins and how to make different coffee types. And Nescafe Azera lovers. These are GenX, trendsetters and discoverers, who like to share coffee experiences.

tmwi produced more than 40 unique, long-form content pieces and published it in newly-created, dedicated sections of the website. Using a topic modelling structure, tmwi created categories and pillar/post pages. The content had clear journeys mapped out to guide users and connected them to relevant product pages. All content was optimised with SEO best practice to allow consumers to easily find it via search engines.

Each of the 42 content pieces was based on audience and search insights from the ASIM. For example, tmwi established that the Azera audience over-indexed in a love of travel, particularly European breaks, and discovered large search volumes for keywords such as 'French coffee', 'Italian coffee' etc. To cater for this, tmwi created a section on the website called ‘Coffee Hotspots of the World’.

Meanwhile, the Original/Gold audiences wanted to understand how to make great coffee at home, so tmwi tapped into search volumes around ‘what is a [coffee type]’ and ‘how to make [coffee type]’. These guides covered the most popular coffee types along with illustrations.

On the ‘what is’ coffee pages, twmi ensured the H2s included the keyword and the answer under the H2 was below 58 words so the answer was not cut off. This helped the content achieve featured snippets/position 0. tmwi also used a table format for some content as Google likes to pull through different formats that they think users will find more helpful.

The campaign was a phenomenal success, smashing all targets and leading to record-breaking levels of organic traffic. Organic pageviews saw an increase of 78 per cent year-on-year and time spent on the Nescafe site increased by 35 per cent year-on-year. A target of achieving over 400 keywords on page 1 was passed easily, with 678 keywords ranking on page 1. Organic traffic grew by 50 per cent year-on-year, against a target of 40 per cent.

As one judge concluded: “With this campaign, the brand set out to ‘own’ their space and it would be hard to argue that they didn’t succeed. A broad range of quality content delivered sizeable increases in web sessions and session duration, smashing the campaign’s initial targets.”
 

Most Effective B2B Campaign

Raja Workplace and tmwi – Dream Job
The goal of this campaign was to raise awareness of Raja Workplace, which sells industrial workplace equipment across the UK. tmwi were asked to create a story that was relevant to Raja Workplaces B2B audience but could be deemed newsworthy enough to be picked up by national publications. The agency was targeted with securing at least 20 pieces of online coverage across the web, and more than 10 backlinks to the Raja Workplace domain from authoritative publications.

In response, tmwi created a story surrounding the topic of dream jobs. It surveyed 2,000 workers aged 16-64 across multiple industries, and asked what they look for when applying for a job. Questions included: ‘What would your ideal salary be?’ ‘What is your ideal boss like?’ As well as questions looking at ideal working hours, ideal working environment, and preference on working from home.

As well as understanding audience behaviours the survey results helped to identify current trends in pandemic working habits, and the effect of the pandemic on people's attitude towards work. The results helped to shape a press release that was not only interesting to British audiences but likely to be shared around the workplace.

tmwi targeted national publications and industry titles relevant to the Raja Workplace audience, as well as the B2B audience through native display ads.

To secure backlinks to the Raja Workplace website, tmwi created a landing page for readers who wanted to view the full survey results. The landing page had extensive survey findings, eye-catching banners and infographic tiles displaying the most newsworthy statistics from the survey. It gave publications a reason to link back to the Raja Workplace website in their coverage.  

On a small budget, the campaign performed brilliantly. The target of coverage in 20 publications was smashe, with tmwi achieving 119 pieces of coverage in total, in the Guardian, Mirror, The Times, Telegraph, Independent, Sun, Daily Mail, Yahoo, Metro, AOL, Ladbible, Men’s Health and Grazia, among many more. Coverage gained 8.9m views with a daily readership of 2.38m and 48 backlinks from the coverage. The story was also featured on BBC London Radio, which has a reach of 978,000 listeners. The landing page became the most visited page on Raja’s website, with 1021 sessions and a 4-minute average dwell time.

As one judge put it: “Great strategy, using the insights gained from the survey to inform the campaign, and the amount of coverage generated in mainstream titles was incredible, and all on budget that would barely buy you a second-hand car.”

Most Effective Attribution Solution
QueryClick – The Way the Cookie Crumbles: Paving the Way for AI-driven Attribution

QueryClick’s Corvidae platform is founded on the premise that marketers are making decisions based on data that is 80 per cent inaccurate, because the cookie, which has been relied on for analytics since the dawn of digital marketing, is fundamentally broken.

Corvidae is the first, and only, cookie-free attribution tool.?Its AI-driven approach, Visit Level Attribution (VLA), allows marketers to unravel the complexity of the wide variety of interactions – a from first touch point through to conversion – to determine which interactions are the most valuable within that journey. This enhanced level of marketing insight then provides unique opportunity to decide where to allocate spend in a much more informed way.?Using AI to completely replace the cookie has also created a fully compliant attribution model, which functions to a 95 per cent accuracy, compared to cookie-based tools.  

Corvidae uses a proprietary Machine Learning model to ingest data from each marketing channel and stitch sessions across devices and data silos using probabilistic techniques. This allows it to generate a view of individual sessions and unify their activity across all touchpoints to give a clear view of where conversions are taking place, and the touchpoints that influence these conversions.????

The platform creates new paths which are then taken and processed by the AI model. The data volume is fed into a neural network that builds a matrix out of the paths. It traces every route through the complicated network to either purchase or to fall off. It uses the intersection between journeys to generate weight, which is translated as how much an event has influenced the outcomes, enabling it to define the touchpoints that were influential in every buying journey for a client.?It maps and scores these interactions with each marketing touchpoint with powerful data-joining techniques within the Corvidae platform.?The Machine Learning algorithms also enable walled-garden data from the likes of Facebook and Google to be unbundled.?

Through deployment of Corvidae, QueryClick regularly helps marketers achieve a ROAS of 35:1 for Facebook and a ROAS of 20:1 for Google Ads.?In one particular instance, for a specific project with a footwear retailer, Corvidae was used to reallocate over £670,000 from direct to other channels, creating a true picture of the value of the marketing mix and customer journey.??

Working with Tesco, QueryClick was able to correctly attribute an additional £8m of its spend to revenue. This had not been attributed to any channel previously and as a result, hugely affected the way the retailer assessed the impact of its spend moving forward. ?

These and many more examples make QueryClick’s Corvidae platform a worth winner of the Attribution category.

Most Effective Influencer Campaign 
Thermo Fisher Scientific – This is How I Science
With this campaign Thermo Fisher Scientific, aimed to redress the underrepresentation of scientists of colour in the science field. It did so via an influencer campaign featuring video interviews with six Black scientists and influencers. Virtually all details of the campaign were supplied to the judges in confidence, but they were impressive, leaving one judge to say: “A smart, timely campaign that clearly pushed the boundaries for a more old-fashioned company. Also refreshing to see an applicant without many resources and a limited budget still producing such impactful work.”

Stay tuned tomorrow when we'll round up the winners in the Most Effective Mobile, Paid Social, Search and Retail Campaigns, and the Most Innovative Campaign. In the meantime, you can see a recording of the Awards Ceremony here.