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Campaigns targeting a specific age range such as kids, tweens, teens, young adults or seniors. Judges will be looking for how you tailored your messaging and brand experience to reach your specific demographic. Include demographic description, insights and campaign results.
ANA Center for Brand Purpose Award
Awarded to the campaign that is groundbreaking, inventive, and at the forefront of improving consumers’ lives while driving business growth. This campaign makes a positive impact on society via a social cause, an environmental improvement effort, or support of a charity/cause. This can include pro bono campaigns, donations, marketing campaigns developed for the good of a cause, corporate responsibility programs, etc. We want to see your passion behind the campaign and how you effectively made a difference in bringing your brand purpose to life.
This category is for campaigns targeting business partners, including trade programs, instead of consumers. Entries in this category should be innovative campaigns that were created to communicate or collaborate with another business.
Content Marketing Campaigns
Winners of this category have developed or integrated content that engages, interacts, entertains, informs or tells a story to a target audience. Entries will demonstrate how they changed, enhanced, or connected with constituents to affect a desired behavior. This can include user-generated content, augmented reality, online and offline media, branded entertainment, gaming, narrative, social content, or other types of content.
Creativity & Innovation
Campaigns that took the marketplace by storm and challenged the status quo. We are looking for the crème de la crème of out-of-the-box thinking. The innovation could be in the activation idea itself or relating to the way it was communicated, the technology used, or media selection. Include the risks you took in your entry, what barriers you overcame, and how you executed your original idea.
Digital & Mobile Marketing Campaigns
This includes programs involving mobile sites, apps, geo-location strategies, email campaigns, web-based campaigns, etc. These strategies must involve an individual user experience that fluently leads the user through the application to your end goal. Includes campaigns specifically designed to provide a unique online experience or a straightforward path to purchase on a mobile device. (See Social Media for social/viral specific campaigns)
Experiential Marketing Campaigns (Budget over $1,000,000)
This category highlights campaigns that touched the consumer by allowing them to become active participants through sampling, hands-on product demos, immersive events, tours or online & offline activities with a budget over $1,000,000. Winning campaigns in this category will prove how your customers interacted with your product or service via a sensory experience that made a lasting impression.
Experiential Marketing Campaigns (Budget under $1,000,000)
This category highlights campaigns that touched the consumer by allowing them to become active participants through sampling, hands-on product demos, immersive events, tours or online & offline activities with a budget under $1,000,000. Winning campaigns in this category will prove how your customers interacted with your product or service via a sensory experience that made a lasting impression.
This category rewards the best use of Influencer Marketing - marketing that utilizes individuals, groups of individuals, groups or associations to help advocate for the brand or product in order to gain credibility and target to consumers as the primary communication tactic/strategy to reach your objectives. Including customer service, social media, public relations, word of mouth or other methods of influencer marketing.
Local, Regional Market Campaigns
Campaigns directed toward consumers on a local or regional level, or targeted to specific geographic markets. Entries in this category will provide information on how the specific area was selected and explain the process of designing the campaign.
NEW! Marketing Futures Campaigns
This category will honor those campaigns with innovative topics and emerging trends through technology, including Chatbots, Virtual Reality, Artificial Intelligence, Augmented Reality and Digital Transformation.
Programs targeted to specific demographic or lifestyle consumer groups which can include Hispanic, African-American, Asian, LGBT, People with Disabilities, etc. Entries should prove how the campaign targeted the demographic from inception to execution. Entries may also include "Total Market" campaigns that prove how a fully integrated cross-cultural strategy was executed to target multiple constituents within the overall brand strategy.
National Consumer Brand Activation Campaigns (Budget over $3,000,000)
Campaigns targeted toward consumers on a national level with a budget above $3,000,000. Entries must prove how the team strategized and executed the campaign to reach the masses, and demonstrate integrated Brand Activation elements across various touch points.
National Consumer Brand Activation Campaigns (Budget under $3,000,000)
Campaigns targeted toward consumers on a national level with a budget below $3,000,000. Entries must prove how the team strategized and executed the campaign to reach the masses, and demonstrate integrated Brand Activation elements across various touch points.
New Product Launch
Campaigns whose purpose was to introduce new products into the marketplace. Entries in this category should describe how you discovered the opportunity and created your launch plan.
Partnership Campaigns (No budgetary parameters)
Submissions in this category must be campaigns that involved two or more partners. Entries can be of various types of partnerships - ones involving 2 or more brands/marketers, a brand partnering with a cause, film/entertainment property or sports league/team/governing body. Successful submissions will explain the opportunity between partners and how the collaboration affected results for all partners.
Promotion Marketing Campaigns
Campaigns that included marketing tactics that directly encouraged purchase, influence trial, repeat, or quantity of purchase, and are very measurable in volume, share, and profit. Tactics can include couponing, sweepstakes, sampling, special packaging, premiums, licensed properties, refunds and rebate-related programs.
Entrants should demonstrate how their program has effectively engaged consumers by motivating long term purchasing behavior and showing their commitment to the brand over time to generage true brand loyalty. (i.e. through social media, coupon sharing, face to face recommendations, return purchases, etc.).
Marketing solutions developed or customized for or by a specific retailer to drive sales. These may be programs that use promotion, merchandising and other tools, and may be themed around an occasion, holiday, season, category, or store-wide program, either initiated by a retailer or brand. Winning submissions will present the insight(s) and how you drove results for both the retailer and the brand.
Shopper Marketing Campaigns
Entries in this category are either Omni-Channel, Shopper Marketing, or e-Commerce campaigns developed by the brand (or jointly with brand/retailer) to reach shoppers through retail partners. Retailers are eligible to enter this category directly if the campaign is based on shopper or retail-led insights.
Small Budget Brand Activation Campaigns (Budget less than $250,000)
This category is for Brand Activation campaigns that achieved magic and effectiveness on a tight budget. And, yes, that’s an all-in number, including media.
Social Media Campaigns
This category rewards the best use of Social Media tools (Facebook, Twitter, Instagram, Pinterest, Tumblr, etc.) targeted to consumers as the primary communication tactic/strategy to reach your objectives.
Sponsorship and Licensed Property Campaigns
Campaigns that involved sponsorship of an existing entity or use of a licensed property to differentiate a brand and bring the brand's positioning to life. The typical entry in this category has included an entertainment property or sports league/team/governing body.