The Drum B2B Awards are back for 2019, in search of the most talented B2B marketers and teams out there.
B2B is fuelled by amazing tech, agencies and talented people and these awards give you a platform to be recognised for your contribution in transforming businesses and the lives of millions.
Last year, the likes of MRM McCann, Samsung, Duncan Channon and Twitter took home the coveted Drum gong. Here, The Drum takes a look back on these innovative campaigns.
MRM McCann and Microsoft
Xbox Design Lab launched in 2016 which allowed gamers to customise their own controllers. The downside, the devices had a high price point, retailing in at around 50% more than standard controllers.
Taking the cost out of the equation, Xbox brought the gamer community together and turned them into entrepreneurs.
MRM McCann and Microsoft reimagined the shopper's journey and allowed gamers to claim ownership of their controller designs. The more people who bought their designs, the more money you earned. This changed the traditional buyer-seller dynamic, putting the gamers in the front seat, selling Microsoft's product.
Gamers promoted designs through their own social channels, with Xbox amplifying them in-store, online and in ATL media leading to a 350% sales lift.
Samsung: Doing bigger things in business
With such a highly saturated market in Europe for smartphones, Earnest developed a content-led campaign exploring how big and small businesses embrace technology for the Samsung Galaxy Note8 European launch.
A research report was commissioned, alongside a panel debate to focus on the theme of ‘Big + Small: how to do bigger things in business’. Two short films were also created to document a ‘day in the life’ of two very different businesses using the Galaxy Note 8 to ‘Do Bigger Things’.
As well as showcasing the Note8, the campaign helped drive a 26% sales increase.
Duncan Channon and Upwork
Duncan Channon was challenged to inspire middle managers of Upwork, a global network of freelance talent, to help them see the website as much more than a mob of freelancers from around the world. The vision, a unified movement of motivated people — freelancers and managers alike — to roll up collective sleeves and make stuff happen.
A series of radio and outdoor marketing was created to grab the attention of the middle manager on their daily commute. By tackling some of today’s most topical subjects, the campaign showed the variety of ways Upwork could lend a hand.
The results have been significant with a double-digit increase in first-time users in all markets where the campaign ran. As of this entry, one in five Fortune 500 companies is now using Upwork.
The holiday conversation on Twitter is huge, three times the size of the Super Bowl chat. However, some marketers didn't think of Twitter as the place for their holiday campaigns. To get brands onboard and connect with their consumers during the holidays, Twitter partnered with Brandwatch and the Cheddar LIVE news network to help marketers stay up to date on the latest trends and topics on the platform.
By identifying the most-wanted products and brands of the season, the trio provided deep insights as to what could take in the biggest sales, giving marketers real-time insights on all of the popular holiday happenings.
The global awards are open to B2B agencies/clients/companies based anywhere in the world. Make sure you submit your entries before August 2 to receive a special rate discount.