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Roll of honour: how to win at The Drum Content Awards 2018


By Dani Gibson, Senior Writer

July 24, 2018 | 5 min read

The Drum Content Awards 2018 are now open to entries, but what makes an award winner?

These awards continue to seek the top talent in content marketing to reward those who are showing excellence and innovation.

Following are six examples of the best campaign winners of 2017.

ITV: The heatwave of 2017 - how Love Island fired up social media

Best Use of Content on Social Platform

ITV​ ​Digital​ ​Studios​ ​were​ ​tasked​ ​with​ ​increasing​ ​brand​ ​awareness​ ​for​ ​Love​ ​Island, specifically​ ​to​ ​attract 16-24​ ​year​ ​old​ ​viewers and​ ​ensure​ ​it​ ​was the​ ​most​ ​talked​ ​about​ ​television​ ​event​ ​of​ ​the​ ​summer.​

It became ITV2’s​ ​most​ ​successful​ ​programme and​ ​the​ ​most​ ​watched programme​ ​for​ ​16-24​ ​of​ ​2017​ ​on​ ​​all​​ ​channels.

A​ ​daily​ ​preview​ was created to ​publish content​ ​natively and was​ ​watched​ ​on​ ​average​ ​1.6​ ​million​ ​times​ ​daily.

Otis: Made to move you

Best B2B Content Marketing Strategy/Campaign

To give Otis, the 164-year-old elevator company, a distinct position in a competitive market, TVC Group rolled out a bold event and accompanying content-led integrated communications plan that pushed all the right buttons and shook up the market.

Warner Bros: Continuity Bat

Best News/Media/Publishing Content Marketing Strategy/Campaign

In a unique partnership with Channel 4, Drum OMG gave Lego Batman a job as their continuity announcer for a weekend, making eighteen short films that had him talking about some of the most popular shows on TV while showcasing his hilarious need to always be the centre of attention.

The partnership allowed Drum OMG to reach a wide variety of people across multiple touchpoints from TV to Twitter. They worked closely with Channel 4 to negotiate early access to their schedules and totally integrated Lego Batman into the fabric of the channel.

‘Continuity Bat’ was seen by 40% of the population in four days, and 80% of them did something as a result – either watching the trailer or booking tickets.

National Association of Realtors: Phil's -osophies

​Most Native Ad Format

Havas Media Group needed to impact millennials into trusting realtors when buying a home and so developed an association with the Modern Family Show, where the main character is a realtor and decided to go for a product integration strategy.

They integrated the brand into the storyline during an episode and continued to create content afterwords on digital and social.

Age UK: No-one should have no-one at Christmas

Best Not-for-Profit/Charity Content Marketing Strategy/Campaign

Drum OMG helped Age UK generate the largest number of volunteers the charity had ever seen and helped the charity in their goal to alleviate loneliness in older people all across the UK.

The team used the power of one real person’s story, which they elevated into a moving piece of dramatic content and captured the plight of the one million lonely people in the UK. They built a campaign around this content with smart use of data, delivering a loneliness message via out of home, digital, Facebook, Spotify and Age UK’s owned channels.

Nando's: First Heat

Best Creative Content Idea using Video

Adjust Your Set biggest challenge in establishing Nando’s Southern African roots, was how to talk about heritage to an ad-blocking generation who aren't interested in brand origin stories.

The agency came up with ‘First Heat’, a new take on food and travel programming, featuring Maya Jama, and Allan 'Seapa' Mustafa from ‘People Just Do Nothing’ in three stereotype-busting episodes.

Have you created amazing work that should be shouted out about? The awards are now open for entries, download the entry pack and show the world your hard, outstanding work. Next time, your projects/campaigns could be showcased on TheDrum.com.

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