With the current Covid-19 situation meaning we won’t be hosting our usual celebration dinners to announce our winners, this year we’re sharing the exciting news of who won what at The Drum Search Awards 2020 via our digital channels. And Bodyform, TyresOnTheDrive.com, Dublin Airport, Deliveroo, Vodafone, Autotrader and Purina are among the brands to win big.
Taking home the coveted Grand Prix is Bind for its work with Tyres On The Drive. A supply and demand challenge overcome through proprietary van routing dataset, the campaign saw £2.6m sales opportunity delivered and Tyres On The Drive driving 250,000 fewer miles over the next 12 months.
Aiste Krevneviciute, who is the head of growth at fintech company Tide and was on this year’s awards jury, said the campaign stood out for being a “bold and innovative“ approach. “Learning company operation capabilities allowed it to focus on inventory, geopositioning and even turning search off to save money and time when it mattered.
“Using GPS, tyres stock, fleet management and search data, Bind built an algorithm that automates bidding and serves ads to the right customers at the right time in the right geographies.
“The campaign is also environmentally ethical, not only exceeded set targets in increasing sales and budget savings but saved 3m tons of carbon! I am convinced it is the best way to sell tyres and encourage other tyre companies to follow this approach. Brilliant and impressive project!“
Aother of the big winners of the Search Awards was, of course, the Chair Award winner. This year it was GSK’s global SEO director Adrian Phipps who headed up our judges and his choice went to Wolfgang Digital for its work with Dublin Airport.
Check out the video below for Phipps’s reasoning in choosing his winner.
The award Most Effective Use of PR went to Zenith Worldwide and Bodyform for the campaign ’Period Sex: Why the Taboo?’
In mid-2018, pulp prices began to rise which meant that the manufacturing costs of Bodyform’s period products rose as well. Bodyform’s marketing budget reduced and Zenith was tasked to plan and execute a new digital marketing strategy that drove sustainable long-term growth among its target audience.
Zenith created a campaign that embodied Bodyform’s brand identity in pushing boundaries. It created a newsworthy story for publications and media outlets to cover and linked back to the site to maximise the search value of the campaign. The campaign focused on period sex, which covered the brief and was highly relevant to the target audience of young women.
The jury was unanimous in the decision of this winner, noting: “This is a great submission, tied back to SEO success and not just links. A fun and brave topic.“
In the Not for Profit category, Ayima and The British Red Cross won for ’Putting First Aid in First Place’. Almost 60% of deaths from injury could have been prevented if First Aid had been properly administered before emergency services arrived. Unfortunately, only one in 20 people know what to do in these situations. So Ayima partnered with the Red Cross to drive first aid awareness.
This action-based targeting campaign drove signifcant, target-surpassing, growth in visibility and traffic through to the emergency first aid pages, helping people find vital information at the moment of need.
The judges were impressed by the innovative use of custom scripts for compliance and to combat detrimental platform changes. “This was smart usage of automation through local feeds and ad customisers.“
Wolfgang Digital snapped up the Most Effective Use of Social Media for its work with Carrolls Irish Gifts – a leading retailer of Irish clothing, jewellery, souvenirs and gift products that had struggled to be top of mind at Christmas. Last December, Wolfgang was tasked with driving brand consideration for Carrolls during the most competitive time of year.
Combining social and SEO via interactive content, the website saw its highest-ever sessions, with a year-on-year growth of 29.97%, an increase in revenue of 35.48% YoY and 2,297 unique emails were added to the client’s email list, increasing the database by 20%.
The jury called it “a strong intergration across all channels with really solid results,“ adding: “Detailed data met all of its objectives and goals and although it was low cost, it was an effective iniative for a small brand making its way in the digital lanscape.“
For a full rundown of the winners, visit The Drum Search Awards website.