NEWS IN ENGLISH | WARC Media Awards 2018
Twelve winners - One Grand Prix, four Golds, three Silvers and four Bronzes - have been awarded in the Best Use of Data category, recognising the role of data in an effective communications strategy.
The jury, chaired by Nicole Kane, VP of Media & Performance, Epsilon, also awarded three Special Awards for particular areas of expertise: Personalisation Award for the best example of a campaign that used data to segment effectively; Attribution Award for the best example of a channel attribution model; and Data-Driven Insight Award for a campaign where data helped to identify the right audience at scale.
The Grand Prix winner is Mindshare, India, for 'The Adaptive Data Lighthouse' campaign for Lifebuoy, India's largest soap brand owned by Hindustan Unilever.
Lifebuoy continued to face problems reaching rural consumers, working with the challenges of low literacy rates and low traditional media penetration. The brand created an infection warning system by crunching government data to predict outbreaks, and then targeted marketing on a micro-local level to spread awareness of the importance of hand hygiene. As a result, Lifebuoy increased its rural brand metrics, penetration and sales, and helped to reduce infection rates.
Commenting on the Grand Prix winning campaign, Ian Forrester, SVP, Research & Analytics at Whalar, said: "It was a lovely story. There is a lot of social value around what they're doing and it's a complex model that was implemented by calling people up on the phone, which is what you need to do India. That was a nice mix of old and new."
The full winners list of WARC's Media Awards 2018 -- Best Use of Data is:
The winners of the Effective Channel Integration, Effective Use of Partnerships & Sponsorships and Effective Use of Tech categories will be announced later this month.
The top winning case study papers of the WARC Media Awards will share a $40,000 prize fund.