WARC Awards for Effectiveness: Use of Data
The Effectiveness Show 2023
Watch episode two – the Gold and Grand Prix winner announcements here now
Or go back to episode one for the Bronze and Silver winners
Grand Prix
Real Street Style
Mercado Libre
GUT, Buenos Aires
Mercado Libre
Argentina
Mercado Libre ran Real Street Style – a data-driven campaign promoting its fashion category Moda Libre.
Fashion was a fast-growing category with strong potential, but its presentation on the marketplace lacked aesthetic appeal compared to fashion brand websites.
Mercado Libre used proprietary sales and delivery data to map the most popular fashion trends in five Latin American capitals and grew its social following by 300%.
Gold
The Black Elevation Map
Black & Abroad
Performance Art, Toronto
Black & Abroad
USA
Black & Abroad promoted tourism within the USA by collecting data to create the Black Elevation Map, which indicated where Black-owned businesses and cultural institutions were likely to be present, absent and in abundance.
Silver
Bronze
Shortlist
Club Carrefour – The biggest data-driven community to support brand business
Carrefour
Arena Media, Madrid / Publicis, Madrid
Carrefour Group
Spain
Time to Read
Kinokuniya
Saatchi & Saatchi ME, Dubai
Kinokuniya
UAE
Mining behavioural data via taste
Lay's
In house
PepsiCo
India
Use of Data
Recognising the role of data in an effective communications strategy. This can include, but is not limited to, behavioural data, first-party consumer data, partner data, sales information and measurement data.
2023 Judges
A judging panel of industry experts, chaired by Beatrice Boue, Global Head of Media, De Beers, will be reading the entries.
Success lies in collecting the right data to understand customers better and extract meaningful and actionable insights. I'm hoping to see powerful examples where data is used creatively to make brand experiences even better.
Global Head of Media, De Beers
