The Drum Awards Festival - Creativity

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The Drum Awards for Social Media preview: everything you need to know


By The Drum | Editorial

November 21, 2023 | 6 min read

In a year that has seen no shortage of disruption across the social media sector, one of the most hotly anticipated awards shows of the forthcoming Drum Awards Festival has to be The Drum Awards for Social Media - and there is still time for you to secure tickets to be at the live awards show on November 28.

Lenovo work by Yoga

Yoga's social media campaign work for Lenovo

The Drum Awards for Social Media celebrate the top people, agencies and creative campaigns created by brands and agencies across Asia Pacific, Europe, the Middle East, Africa and the Americas.

Secure your Social Media Awards live show tickets here.

This year’s Awards were chaired by Kristi Daraban, associate VP of social media at Nationwide, and Eduardo Beltrao, global head of social media governance at HSBC, who led a group of judges that included representatives from the likes of Coca-Cola, Mondelez, Innocent, Netflix and Virgin Media.

To re-cap on all of last year's award winners you can watch last year's Drum Awards for Social Media show here.

The Drum’s senior reporter, Ellen Ormesher, caught up with Daraban and Beltrao to talk about what went on inside the jury room as they deliberated the entries.

One trend they noticed this year was the emergence of reactive work that pushed creative boundaries.

"I saw a lot of tie-in to what’s happening culturally and how brands are reacting quickly. And that’s hard to do in a fast and efficient way and be able to scale it. So, the fact there are brands able to pick up on something that’s happening and make it into an award-winning campaign is really something,” said Daraban.

Beltrao agreed, adding that he saw “some one-hit wonders” alongside work that “really forged a path for a new way of doing something.”

The HSBC marketer said the most debated category was 'Social Film’. “There was a real discussion on what that meant. Is it a slick film that goes on YouTube or something more DIY? That was a real debate,” he says.

He was most impressed by the in-house agency team category: “It really showed how they helped foster acceptance and challenge perceptions of social media. There were a lot of good entries showing there are hardened ways of getting results on social media.”

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Watch the video above for more of their key takeaways, including tips for how to stand out in front of judges at next year’s awards.

You can check out the nominations for The Drum Awards for Social Media here.

Winners will be announced during The Drum Awards Festival, taking place from November 27 to December 8. For more information on the Festival and how to attend, visit the website.

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