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2020 Content Marketing Awards Winners Aspire and Deliver Big Results
Seeing all the amazing initiatives and outstanding creators highlighted in this year’s Content Marketing Awards, it’s clear that even the most challenging times aren’t stopping brands from delivering content experiences worth celebrating.
They look for opportunities to reach new levels of business growth, drive creative and technical innovation, and deliver increased audience satisfaction. And they do this as our industries, our culture, and our media landscape evolve.
Accomplishing the most aspirational of business goals with content is what the field of finalists and winners from the 2020 Content Marketing Awards proves possible regardless of the obstacles.
Now in their 16th year, the awards recognize the impressive accomplishments of content marketers in 77 categories that span strategy, distribution, editorial, and design. In all, the judges selected 85 winners from hundreds of submissions, including seven best-in-show prizes announced Oct. 14 at Content Marketing World:
- Project of the Year
- Agency of the Year (fewer than 100 employees)
- Agency of the Year (more than 100 employees)
- Best B2B Branded Content Campaign
- Best B2C Branded Content Campaign
- B2B Content Marketer of the Year
- B2C Content Marketer of the Year
If you’re looking to move your content in exciting new directions, check out the efforts produced by the 2020 Project of the Year winner, as well as a few of the category’s top finalists. Then learn the agency, branded content, and content marketer of the year winners.
Winner: Project of the Year, Best Content Marketing Program, Best Content Marketing Program in Retail
A big challenge for marketers is how to gain the trust and loyalty of younger audiences who are increasingly difficult to reach through traditional advertising channels and who block or skip online ads. To overcome this, Europe’s largest electronics retail chain – Saturn – developed a multi-platform content play that doesn’t just talk about the latest devices and doodads, it enables the audience to experience that technology and contribute their skills and style to the brand’s content conversations.
TURN ON – Das Saturn Magazin is created for and by members of this lucrative audience segment. Saturn gathered a team of 20 influential creative minds – including gamers, tech enthusiasts, binge watchers, and photographers – who live and breathe technology. These deeply engaged members of the Saturn online community serve as a hybrid focus group/storytelling team: Their interests and expertise drive the editorial. Their language sets the tone. Their online behaviors guide its channel strategy.
Not only has this approach benefited Saturn’s youth audience, it’s also been valuable for the brand’s promotional partners, such as Samsung, Microsoft, Bose, and Dyson. Instead of appearing as advertisers, they’re featured players in the community’s tech-driven stories.
In addition to the TURN ON print publication and website, Saturn has amassed engagement across its relevant social channels like YouTube, Instagram, and Twitter, leading to impressive and sustained marketing performance for both the brand and its partners. For example, in its content marketing campaign for a new Samsung Galaxy smartphone, users spent 4.6 million minutes with the product – even though the smartphone had been on the market five months. In addition, more than 1 million viewers watched the video on YouTube – 650,000 of them as a pre-roll ad served before other Saturn content.