Last week the Performance Marketing Award’s ceremony took place to celebrate Innovation, Creativity & Excellence in the Performance Marketing industry, and PHD walked away with two wins as well as being highly commended for our UK clients.
We picked up a win in the Best Use of Paid Social category for our Volkswagen team, which created a campaign to make Volkswagen #1 for EV consideration, likeability, and strength and raise more awareness than its competitors.
Their campaign, entitled ‘Using the Force to create buzz for the VW ID. Buzz’ made use of platforms such as Reddit, META, TikTok, YouTube, and Twitter. Reddit was a site for innovation and uniqueness with its lack of competitors and relevant audience. Video-only campaigns were run across the available META video placements, and this helped drive mass reach. TikTok encouraged the team to be playful and creative with their approach to the campaign by creating a community for Star Wars fans on the platform. YouTube was the perfect platform to tap into the relevant content from Disney and partner with them to deliver the creative for Star Wars content. Twitter provided a seamless connection with Disney’s audience and allowed for Obi-Wan-themed assets as pre-roll to their Obi-Wan trailers to be posted from their relevant Twitter handles.
The second win was by our HSBC team in the category of Partnership for Good with their campaign titled ‘Financial Abuse’. The campaign highlighted an important and often overlooked link between finance and abuse. Moreover, the campaign aimed to inform everyone that all 352 HSBC UK branches are now ‘Safe Spaces’ where those experiencing domestic abuse can take their first step to regaining control through specialist advice and support. Even if you don’t bank with HSBC UK.
The campaign featured a PR stunt where a woman was bound to a giant OOH site with puppet strings and data-driven targeted OOH formats in discreet locations like bars, gym changing rooms, motorway services, and hospitals. As well as print titles targeting women from ethnic minority backgrounds.
And finally, our Volkswagen team again was highly commended in the Best Programmatic Campaign category for their campaign titled, ‘ID.5: Have we got your attention?’. This campaign’s key objective was to drive desire and consideration for ID.5 through the amplification of premium product features. These include Aerodynamic coupe design, Panoramic glass roof, GTX (dual motor AWD), over-the-air software updates, natural voice control, and an augmented reality head-up display!
To learn more about the Performance Marketing Awards and see the full list of results, click here.