CORE DIGITAL AWARDS CATEGORIES
These categories represent the foundation of the Digital Awards and are open to agencies, companies, and non-profit organizations. They follow a two-stage evaluation process:
Local Jury: Reviews all entries and selects the official Shortlist.
International Jury: Evaluates the shortlisted cases, providing a broader, industry-aligned perspective based on global best practices.
Campaigns that begin with a social/community platform idea (such as Facebook, X, Instagram, Snapchat, Pinterest, LinkedIn, TikTok, YouTube, WhatsApp, and/or gaming platforms) as opposed to advertising or integrated campaigns with a social media element. Should showcase measurable business growth resulting from the use of social media platform features.
A minimum of 3 Key Performance Indicators aligned with the objectives are required, for example:
Community Growth Rate Engagement Rate (organic or paid based on likes, comments, shares relative to potential reach or followers) Conversion Measures (e.g., Conversion Rate, Sales Lift, Lift in Conversions of Leads, ROAS) Market Share Expansion Ad Recall and/or Sentiment Shift (change in audience sentiment pre- and post-campaign)
Digital Campaigns that leverage Influencers. Entries should demonstrate a clear alignment between the influencer’s persona and the brand identity, showcasing how their paid content drives consumer behavior and achieves measurable business outcomes.
A minimum of 3 Key Performance Indicators aligned with the objectives are required, for example:
Conversion Measures (e.g., Conversion Rate, Sales Lift, Lift in Conversions of Leads, ROAS) Ad Recall Lift / Awareness Engagement Rate (organic or paid based on likes, comments, shares) Conversion Rate / Cost Per Acquisition (CPA) Improvement ROI / ROAS
As I went on, still gaining velocity, the palpitation of night and day merged into one continuous greyness; the sky took on a wonderful deepness of blue, a splendid luminous color like that of early twilight; the jerking sun became a streak of fire, a brilliant arch, in space; the moon a fainter fluctuating band; and I could see nothing of the stars, save now and then a brighter circle flickering in the blue.
Digital platform marketing campaigns where the main strategy is to strengthen the Brand’s social platform content through user generated content. UGC is created by regular customers or users. The User Generated Content needs to be an integral part of the success of this campaign.
A minimum of 3 Key Performance Indicators aligned with the objectives are required, for example:
UGC Engagement Lift (Organic) UGC Reach (Organic) UGC Submissions UGC Video Average Play Time Conversion from User Content Brand Sentiment Lift or Increase in Brand Advocates Community Growth Rate (Organic) / Content Engagement (Likes, Comments, and Shares) / Hashtag Reach / Social Media Mentions
Non-profit or Corporate Social Responsibility campaigns, projects or promotions integrating and using digital as the main medium to rally support, communicate with advocates and inspire action. We are looking for unique and creative uses of digital and social media to reach specific non-profit campaign goals.
A minimum of 3 Key Performance Indicators aligned with the objectives are required, for example:
Conversion Measures (e.g., Money Raised, Sales, Leads, etc.) Ad Recall Lift / Awareness Engagement Rate Referral Traffic Community Growth Lift (Organic & Paid) Sentiment Shift (pre- and post- campaign) Potential Reach Attainment Environmental, Social, and Governance (ESG) Improvement
Campaign that effectively leverages gaming platforms or elements. Eligible entries include in-app advertising, video rewards, brand integrations within games, branded game creations, collaborations with gaming influencers, playables, or gamification. Campaigns that use gaming to enhance brand engagement and achieve business objectives.
A minimum of 3 Key Performance Indicators aligned with the objectives are required, for example:
Audience Growth Rate (Subscribers / Followers) Customer Retention Rate Usage in Time / Usage by User ROI / ROAS User User Acquisition Rate / Cost Conversion Measures (e.g., Conversion Rate Lift, Sales Lift, Lift in Conversions of Leads, ROAS) VTR (View-Through Rate) CTR (Click - Through Rate)
Recognizes excellence in the design and development of digital interfaces that prioritize user experience. It includes, but is not limited to, mobile native applications and web-based platforms. Recognizes solutions that stand out in providing intuitive navigation, aesthetic appeal, and functional design that collectively enhance user interaction across various digital mediums.
A minimum of 3 Key Performance Indicators aligned with the objectives are required, for example:
Adoption Rate (Downloads) / Retention Rate App Store Ratings and Reviews Conversion Measures (e.g., Sales Lift, Leads Lift, etc.) Customer Satisfaction Net Promoter Score (if available) Onboarding Completion Rate
Campaigns on digital platforms designed to generate conversions, sales, or transactions online. It focuses on the strategic use of digital marketing practices and technologies across various channels like proprietary e-commerce sites, mobile apps, click to call, conversational commerce (e.g. Messenger, WhatsApp) or AI-Assisted Sales / social commerce platforms (e.g., Instagram Shop, Facebook Marketplace, ChatGPT) to drive digital channel sales
A minimum of 3 Key Performance Indicators aligned with the objectives are required, for example:
Average Order Value (AOV) Lift Cost Per Acquisition (CPA) Improvement New Customer Acquisition Lift ROI / ROAS Sales Lift / Conversion Lift Shopping Cart Abandonment Rate Reduction
Campaigns that excel in leveraging data to craft high-performance media strategies, optimize targeting, and refine messaging across digital platforms and channels. Entries should demonstrate how data-driven insights were implemented to achieve measurable improvements in critical performance metrics such as conversion rates, ROI, lead generation, sales lift, and other channel-specific outcomes. The focus is on showcasing the strategic application of analytics and data tools to maximize the effectiveness of media strategies and drive tangible business results.
A minimum of 3 Key Performance Indicators aligned with the objectives are required, for example:
App Engagement Metrics (e.g., Downloads, In-App Purchases, Session Duration, Retention Rates) Conversion Measures (e.g., Sales Lift, Leads Lift, etc.) / Cost Per Acquisition (CPA) Improvement / Average Order Value (AOV) Lift / Customer Lifetime Value (CLV) Lift / New Customer Acquisition Lift / Shopping Cart Abandonment Rate Reduction) Retailer Collaboration Metrics (e.g., Increased Sales or Foot Traffic driven by digital campaigns) ROI / ROAS Market Share Expansion
This category honors campaigns that creatively and strategically use emerging technologies and platform-native features to elevate brand experiences and drive measurable results. Eligible work includes the application of tools such as AI, AR/VR, blockchain, conversational AI, and the optimized use of built-in platform capabilities like TikTok sounds, Instagram Reels templates, YouTube Shorts features, AI ad tools, shopping functionalities, or business messaging (WhatsApp, Messenger).
To stand out, entries must demonstrate how technology and/or native platform features were used purposefully to enhance storytelling, improve customer interactions, and deliver clear, quantifiable impact aligned with campaign objectives.
A minimum of 3 Key Performance Indicators aligned with the objectives are required, for example:
Conversion Rate Lift Customer Acquisition Cost (CAC) Improvement Business Messaging Metrics: Open Messages, Responses Received and Conversions ROI / ROAS User Engagement Rate: Interaction, Session Duration, and Participation User Feedback and Sentiment Metrics
Campaigns that demonstrate outstanding execution across multiple digital touchpoints to deliver cohesive and impactful results. Entries should showcase a unified strategy that integrates various digital platforms and channels, such as social media, websites, email, mobile apps, programmatic advertising, and more. The focus is on how these channels work together seamlessly to enhance user experiences, amplify brand messaging, and achieve measurable business outcomes. To qualify, campaigns must utilize at least 3 or more digital channels/touchpoints and demonstrate a cohesive strategy that connects all channels.
A minimum of 3 Key Performance Indicators aligned with the objectives are required, for example:
Average Watch Time / Listen Time Conversion Measures: Conversion Rate, Sales Lift, Lift in Conversions of Leads, ROAS Market Share Expansion Video / Audio Completion Rate
NEW CATEGORY
This category recognizes digital campaigns that successfully responded to real-time events, cultural trends, or social conversations to generate measurable impact. Entries should demonstrate speed, relevance, and strategic alignment showing how the brand leveraged a cultural moment to drive conversions, awareness, or engagement. The focus is on agility + measurable outcomes, not just cultural resonance.
A minimum of 3 KPIs aligned with the objectives are required, for example:
- Real-Time Engagement Rate (above benchmark within first 48–72 hours)
- Viral or Rapid Reach Metrics (Shares, Organic Reach Lift, Trend Participation)
- Sentiment Shift during the cultural moment
- Incremental Conversion Lift (Sales, Leads, Clicks during the moment)
- Social Mentions / Search Volume Lift
- ROI / ROAS within the activation window
