Social & Influencer
The Social & Influencer Lynx celebrates creative social thinking and strategic influencer marketing solutions.
The work will need to demonstrate how levels of engagement, social reach and the creative use of social media, brand ambassadors, creators, celebrities and influencers led to commercial success.
The work will need to demonstrate how levels of engagement, social reach and the creative use of social media, brand ambassadors, creators, celebrities and influencers led to commercial success.
Overview
A number of criteria will be considered during judging, weighted as follows: 30% idea; 20% strategy; 20% execution; 30% results.
There is no overall limit to how many times the same piece of work can be entered into Social & Influencer as long as the categories chosen are relevant. However, the same piece of work may only be entered once in ‘A. Social & Influencer: Sectors’.
There is no overall limit to how many times the same piece of work can be entered into Social & Influencer as long as the categories chosen are relevant. However, the same piece of work may only be entered once in ‘A. Social & Influencer: Sectors’.
A. Social & Influencer: Sectors
The same entry can be submitted only once in this Section.
A01 Consumer Goods.
All fast moving & durable consumer goods, including food and drinks, toiletries, cleaning products, other household goods, other FMCG, clothing and accessories, furniture, consumer electronics and cars and automotive products & services.
* All fast food entries should go in A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains.
A02 Healthcare.
Pharma, OTC drugs, wellness.
* If the work has been created for a Charity/NFP then this should be entered into A06.
A03 Travel, Leisure, Retail, Restaurants & Fast Food Chains.
All transport- and travel-related services, including public transport and tourism boards. All entertainment- and leisure-related services, including museums, festivals and gyms. All shops, including online retailers, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafés and bars.
A04 Media/Entertainment.
Music, film, television, publications and media, books, news, digital platforms and other media.
A05 Consumer Services/Business to Business.
All commercial public services, legal, financial, B2B technology, consultancies and professional services, other business services, internal and corporate communications.
A06 Not-for-profit / Charity / Government.
Government, public information, NGOs, military, charities, non-profit organisations.
* All CSR work should be entered in the relevant sector and/or E07. Corporate Purpose & Social Responsibility category in Section E Culture & Context.
A01 Consumer Goods.
All fast moving & durable consumer goods, including food and drinks, toiletries, cleaning products, other household goods, other FMCG, clothing and accessories, furniture, consumer electronics and cars and automotive products & services.
* All fast food entries should go in A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains.
A02 Healthcare.
Pharma, OTC drugs, wellness.
* If the work has been created for a Charity/NFP then this should be entered into A06.
A03 Travel, Leisure, Retail, Restaurants & Fast Food Chains.
All transport- and travel-related services, including public transport and tourism boards. All entertainment- and leisure-related services, including museums, festivals and gyms. All shops, including online retailers, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafés and bars.
A04 Media/Entertainment.
Music, film, television, publications and media, books, news, digital platforms and other media.
A05 Consumer Services/Business to Business.
All commercial public services, legal, financial, B2B technology, consultancies and professional services, other business services, internal and corporate communications.
A06 Not-for-profit / Charity / Government.
Government, public information, NGOs, military, charities, non-profit organisations.
* All CSR work should be entered in the relevant sector and/or E07. Corporate Purpose & Social Responsibility category in Section E Culture & Context.
B. Social Insights & Engagement
Work in these categories will be judged on how successfully social was used to engage with online communities and deliver measurable and meaningful results for a brand.
B01 Community Management.
Social activity that is designed to engage, build or maintain an online social community. Engagement levels and the relevance of targeted communications directed at active/non-active users will all be considered.
B02 Real-time Response.
Targeted social activity that utilises social platforms to respond to world events, public affairs and other real-time activity in a meaningful, time-sensitive and creative way, that prompts social sharing and engagement.
B03 Social Listening & Insight.
Social campaigns that are elevated through their use of data and insights to engage or develop a meaningful relationship with a specific audience or community. Insights gained through the strategic application of social data / listening / analytics will be considered.
B04 Innovative Engagement of Community.
Creative use of existing social platforms and/or online communities to impact business objectives or enhance relationships with a brand, community or consumers. This may also include the use of new functions built for existing social platforms, levels of engagement, social reach and the creative strategy etc.
B05 Metaverse, New Realities & Emerging Tech.
Immersive experiences that creatively push the boundaries of technology within social media. This could include, but not be limited to, AI, AR, VR, XR, wearable tech and mobile devices, voice technology, blockchain technology, gamification, virtual worlds, the metaverse and all other emerging platforms. Does not include prototypes of early-stage technology.
B06 Creator & Influencer Sourced Insight. NEW
The creative interpretation of data specifically generated from creator or influencer campaigns in order to target, engage or develop a relationship with a specific audience or community.
B01 Community Management.
Social activity that is designed to engage, build or maintain an online social community. Engagement levels and the relevance of targeted communications directed at active/non-active users will all be considered.
B02 Real-time Response.
Targeted social activity that utilises social platforms to respond to world events, public affairs and other real-time activity in a meaningful, time-sensitive and creative way, that prompts social sharing and engagement.
B03 Social Listening & Insight.
Social campaigns that are elevated through their use of data and insights to engage or develop a meaningful relationship with a specific audience or community. Insights gained through the strategic application of social data / listening / analytics will be considered.
B04 Innovative Engagement of Community.
Creative use of existing social platforms and/or online communities to impact business objectives or enhance relationships with a brand, community or consumers. This may also include the use of new functions built for existing social platforms, levels of engagement, social reach and the creative strategy etc.
B05 Metaverse, New Realities & Emerging Tech.
Immersive experiences that creatively push the boundaries of technology within social media. This could include, but not be limited to, AI, AR, VR, XR, wearable tech and mobile devices, voice technology, blockchain technology, gamification, virtual worlds, the metaverse and all other emerging platforms. Does not include prototypes of early-stage technology.
B06 Creator & Influencer Sourced Insight. NEW
The creative interpretation of data specifically generated from creator or influencer campaigns in order to target, engage or develop a relationship with a specific audience or community.
C. Creator & Influencer Marketing
The work in this category should demonstrate how a social campaign was enhanced through the use of social influencers and content creators.
C01 Innovative Use of Creators, Influencers or Celebrities.
Creative use of creators, influencers or celebrities. This could include, but not be limited to, unique content created by an influencer for the primary purpose of increasing a brand or organisation’s reach and awareness and/or to drive business results.
C02 Creator, Influencer and Celebrity Partnerships. NEW
Social initiatives or executions where brands partner with an influencer, celebrity or social ambassador in order to engage with a specific audience. How effective and mutually beneficial the partnership was and how target audiences were involved in compelling ways will be considered.
C01 Innovative Use of Creators, Influencers or Celebrities.
Creative use of creators, influencers or celebrities. This could include, but not be limited to, unique content created by an influencer for the primary purpose of increasing a brand or organisation’s reach and awareness and/or to drive business results.
C02 Creator, Influencer and Celebrity Partnerships. NEW
Social initiatives or executions where brands partner with an influencer, celebrity or social ambassador in order to engage with a specific audience. How effective and mutually beneficial the partnership was and how target audiences were involved in compelling ways will be considered.
D. Social Content Marketing
Work in these categories will be judged on how successfully content was used to engage with consumers and target audiences.
D01 Content Placement.
Content and editorial strategy and placement using social channels. The strategic arrangement and curation of appropriate content that may either drive or enhance a wider social campaign.
D02 Co-Creation & User Generated Content.
Social activity designed to encourage a community/fanbase to contribute or collaborate with a brand initiative to enhance loyalty and engagement.
D03 Social Commerce.
Work which harnesses social media, social platforms and virtual communities for eCommerce and mCommerce to drive business results.
D01 Content Placement.
Content and editorial strategy and placement using social channels. The strategic arrangement and curation of appropriate content that may either drive or enhance a wider social campaign.
D02 Co-Creation & User Generated Content.
Social activity designed to encourage a community/fanbase to contribute or collaborate with a brand initiative to enhance loyalty and engagement.
D03 Social Commerce.
Work which harnesses social media, social platforms and virtual communities for eCommerce and mCommerce to drive business results.
E. Culture & Context
E01 Local Brand.
Work for brands that is only distributed in a single locality that resonated with a specific target audience.
E02 Challenger Brand.
Brands which have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity.
E03 Single-market Campaign.
Work that aired or ran in a single country / region / market. The work should describe how the campaign was designed for the specific target market.
E04 Social Behaviour & Cultural Insight.
Work inspired by a specific audience or community, hinging on identifiable social behaviour or cultural insights, stemming from the ideas, customs, values and lifestyles found within a specific region or locality.
E05 Use of Humour. NEW
Work that celebrates the art of humour in branded communications. Infusing wit, satire, and cleverness into campaigns that provide amusement and create memorable, laughter-inducing connections with audiences.
E06 Breakthrough on a Budget.
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. The work should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
E07 Corporate Purpose & Social Responsibility.
Purpose-driven work/brand activism that addresses social, ethical and environmental issues. The work should demonstrate how the brand’s purpose has created value and affected communities by connecting customers to culture.
E08 Market Disruption.
Brands that have creatively adapted their strategy in response to local / regional / global issues, embracing new ways of delivering their brand while showing consideration for the consumer.