After an afternoon of celebrations at The Drum Awards for Marketing, which took place in front of a live audience for the first time since the pandemic began, we have now collected together all of this year's winners' case studies so you can enjoy a treasure trove of best practice from marketing's most acclaimed minds.
Hailing from brands and agencies in the US, UK, India, China, France and beyond, almost 40 case studies are now available to give you an insight into what made the top marketing campaigns of 2021 so successful.
Each case study considers the context to the winning campaign and delves into how the agency and client teams pulled it off. The reports look at the challenges they needed to overcome, the strategies they employed to do so and what impact the campaign had.
By looking at these pillars, the case studies act as a clear measure of how effective these pieces of work were.
For instance, Amazon Prime Video's work on Indian TV crime series Mirzapur which scooped up Best B2C Integrated Campaign at last night's ceremony looks at how the network created a successful campaign to rally up excitement for the launch of the second season and draw in a new viewing audience. The case study reveals how the brand meticulously addressed each core objective to ensure consistent engagement was achieved from potential spectators.
The agency released a follow up campaign to encourage anybody that might have missed the show's launch to tune in. The case study showcases how successful the campaign was in leveraging a new audience, many of whom hadn't watched season one. You can read about the case study in more detail here.
Another case study example is through the work that QIVA Global did for Salus Haus (Floradix) with its 'Beauty is within' campaign that won the Healthcare and Pharma category.
The report reveals how Floradix was able to repurpose its message and reframe its status as being a market leader in iron tonics in Europe to fit a Chinese market.
The case study - available here - shows the value of understanding Floradix's customers and how data was used to inform the campaign's strategy. This led the brand to use independent women with no association to Floradix to represent the brand to appeal to other women and attract prospective customers.
The report points out the effectiveness of this strategy, whicb led Floradix to become a market leader in iron tonics on Alibaba, China's largest e-commerce platform.
Click here to access the full list of case studies now.