We know it can be difficult and stressful to make an award entry. Because what’s the best way to write a successful entry, likely to make it to the shortlist?
We took a look at the 2017 entries and have found three perfect examples that might give you some inspiration. All three campaigns won a Native Advertising Gold Award and if there was a price for “Best Native Ad Award Entry” those would have been shortlisted, for sure.
It’s not that these examples are necessarily perfect all the way through. But they each have a lot of solid elements that you should consider mimicking if you want to impress the jury this year. We have outlined the picture perfect performances of these award entries below:
1. An exemplary specificity
Perfectly aligned KPIs and results
This award entry has an exemplary way of stating KPIs and aligning the results with them. In this award entry, Hanza Media has stated soft KPIs such as awareness and thought leadership, but instead of leaving it at that, they have tailored these to hard numbers. Among others, they have identified an awareness KPI of a total reach of 750,000 minimum and an engagement KPI of a minimum of 5000 social engagements, likes and shares.
Moreover, the results are aligned with the KPIs so they are directly comparable. The results show that the engagement KPI, for example, was exceeded as the actual number of social engagement, likes and shares were 8,512.
A specific audience
Another thing that this award entry has done perfectly, is the description of the target audience. The target audience isn’t just women, aged 25-60. No. It’s an overall target group of pessimistic consumers, aged 25-60 with a subgroup of women/mothers, aged 25-60.
Moreover, Hanza Media has described why this is the target group. This gives the jury a sense of the process behind the content and of the actual effectiveness of this content.
A thorough strategic approach
The third and final perfect element worth mentioning in this award entry is the explanation of the strategic approach. Firstly, Hanza Media explains the context of the campaign (Croatia being ranked low on the national index of happiness and self-esteem) and the research they undertook in order to create the campaign. Then they explain the approach to the campaign in three steps that are clearly tailored to both context and research. A perfect way to take the jury by the hand and explain how this campaign ended up providing a solution to an actual problem and thus how it added value and changed behaviour.
2. Taking the jury by the hand
A simple PDF with great effect
Even though you have to fill out all the boxes on the award platform with written words, no one says that you can’t also present your campaign in a less black-and-white-only-text way. Creating a simple PDF, as BILD Brand Studio did, can be a refreshing way for the jury to take in yet another native ad campaign. The PDF presentation made room for both a lot of pictures and graphs depicting the results of the campaign for the jury to visualise the campaign and its effect.
A detailed mission statement
BILD Brand studio also managed to create interest from the beginning of the award entry by writing a detailed mission statement. The mission statement both explains what the brand is, the challenges of the brand and the overall mission of the campaign, such as awareness, education, positioning and converting customers. This is an excellent way of setting the scene from the beginning, so the jury has a solid basis for further reading.
Content distribution step by step
The last thing that this award entry master is the description of content distribution and promotion efforts. Here, BILD Brand Studio manages to make the jury understand the reasoning behind the distribution by explaining the efforts and content optimization on each platform. An excellent way of making the jury feel that everything is laid out for them to judge themselves whether they believe the distribution strategy makes sense or not.
3. The explanatory entry that the jury can relate to
A creative idea – with an idea behind
This award entry excels especially in its way of explaining the creative idea behind the campaign. The creative idea is not just five sentences of indifferent adjectives. Instead, 24sata sets the scene (of Croatia as a conservative country, not really educated on safe sex), and then explaining the three creative ways to go about this problem – through history, science, and health. A great way of making the jury understand the importance of the problem and the reasoning behind the creative idea.
Platforms you can relate to
Instead of just writing “Facebook and website” as platforms for the campaign, 24sata has explained each of the three platforms on which the campaign appeared. They have stated the number of users on the webpage and social media plus a short explanation of the site. For example, “the top parenthood site” and “the top health site in Croatia”. This makes it possible for non-Croatian jury members to understand the platforms and the reason for choosing exactly those platforms.
A quick fix – the video
Another really great thing that 24sata did with this award entry is creating a video. A showreel with an English speaker taking the jury through the case study in under 4 minutes. For the jury member who already read through 30 award entries, a video explaining every step of the campaign is a perfect break from all the reading.