Premier industry award recognizes insights-driven advertising behind dynamic social media campaign in the Sports, Media & Entertainment category
Influential, the world’s largest influencer marketing company, in partnership with first-party data and insights platform company, Dynata, and global creative agency, MediaHub, who teamed up to facilitate The National Basketball Association’s 2021 All-Star Game campaign was awarded silver distinction in the Sports, Media & Entertainment category for the 2021 ARF David Ogilvy Awards, which honor research- and insights-driven advertising and pay tribute to the late David Ogilvy, who believed in the power of research behind effective campaigns.
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The Sports, Media & Entertainment category honors outstanding campaigns related to sporting events, teams and merchandise, films, music, TV shows, news programs, theater, museums, network, cable, and streaming platform branding.
Influential, Dynata and MediaHub joined forces to spearhead the 2021 NBA All-Star Game campaign, driving increased awareness and viewership for this event in addition to the NBA’s Slam Dunk & Three-Point Contests and Skills Competition. Unlike years past, all of these events took place on the same night and fans were not able to attend in person for the first time ever. By utilizing strong social media influencer relationships and short, snackable videos, this years’ All-Star Game campaign garnered over 162K engagements and over 5.8MM video views across all media platforms.
“For this unprecedented NBA All-Star Weekend, where fans could not experience the game in person, we were excited to partner with such great companies like the NBA, Dynata, and MediaHub to help bring a unique experience to the fans, through the power of influencers and engaging content,” said Ryan Detert, CEO and Founder of Influential. “We are proud to receive such a prestigious award like ARF David Ogilvy for a campaign we feel passionate about, and are looking forward to continuing our work with the NBA to effectively leverage camaraderie.”
Said Steven Millman, Senior Vice President, Global Research for Dynata, “Measuring campaign effectiveness within the walled gardens of social media requires different approaches than traditional advertising campaign measurement. Dynata created a first-of-its-kind, live in-market social media advertising effectiveness measurement solution called Social Measure that enabled measurement of the NBA All-Star campaign on Facebook across all devices used to access the audience’s Facebook account.”
In the announcement revealing the 2021 ARF David Ogilvy Awards winners today, ARF President and CEO, Scott McDonald, PhD. said: “This year’s ARF David Ogilvy Awards recipients put forth brilliant, well-executed, and innovative campaigns by harnessing the power of data and insights to effectively communicate critical brand messaging. I am thoroughly impressed to see these brands push the boundaries of what’s possible in advertising and I can’t wait to see what they do next.”
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