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2017's Grand Prix winner, Brutal Cut by Weber Shandwick
This year's judges include experts from: Direct Line Group, Dentsu Aegis Network, The Sun, The British Heart Foundation, SEEN Connects, Diageo, TalkTalk, Barclays, O2 UK, Dixons Carphone, Cancer Research UK, Nasa, Jellyfish, FleishmanHillard and The Fashion Digital.
Head of social at The British Heart Foundation, Athar Abidi believes that Social media is the great leveler when it comes to digital platforms. He said: "Everyone has the same access to the same tools so these awards more than any other can reward and validate the creativity of the very best campaigns.
"I want to see entries that show more than an awareness of trends and buzzwords but demonstrate an understanding of how to make them sing. Part of being great at social media is knowing what isn’t right for a brand/campaign and waiting for the right moment."
Samantha Glynne, head of social at Barclays is looking forward to seeing campaigns which are truly built on insight from the customer- as opposed to what people ‘assume’ they want to see in their newsfeeds and social platforms. "What was the brief and where did the idea come from?" she asked. "I’m also looking forward to seeing how brands have overcome more external factors which our industry has been faced with this year."
Ultimately, our judges want you to tell a great story. Something that has pushed creative boundaries, overcame challenges and driven brilliant results by doing something different.
Glynne concluded: "I love hearing where the initial insight came from - especially if it originated from social listening. The other thing is that often entries list out their KPIs and then their results don't align to those key measures. Tell a story but make sure it’s consistent and use that character count efficiently, like you would on any social post."
Sponsor of the awards is UGCA