June 13, 2022

Influencer Marketing Trade Body (IMTB) members scoop 18 prizes at the Influencer Marketing Awards.

Members of the Influencer Marketing Trade Body (IMTB) won nine gold, four silver, and five bronze awards last week at the annual Influencer Marketing Awards.

Category wins were for:

  • Best Cause-Led Campaign – THE FIFTH x YouTube Originals
  • Best Family and Parenting Campaign – PrettyGreen x Nerf Upload
  • Best Automotive Campaign – Ogilvy, Ford - Van Life: Provider of Freedom
  • Best Fashion and Style Campaign ITB x UGG FEEL EMEA
  • Best Multi-Channel Campaign – PrettyGreen Nerf Upload
  • Best Sport and Fitness Campaign Ogilvy UK Shimano - Tour De Joy
  • Best Use of YouTube, THE FIFTH x YouTube Originals - Pride 
  • Best Telecoms Campaign Ogilvy UK Samsung Business - #JoinTheFold
  • Rising Star Award, Olivia Prendergast of Ogilvy.

Ogilvy picked up a further silver place and three bronze medals. The Fifth won an additional silver and bronze. Pretty Green/What They Said earned three silver medals for its influencer work. 

Best Multi-Channel Campaign

NERF has strong brand awareness amongst parents, with 67% of purchases driven through ‘pester power’ from a child. PrettyGreen/What They Said was briefed to support NERF to achieve its 2021 growth targets whilst maintaining relevancy by positioning NERF as a lifestyle brand embraced by children and parents alike.

The agency brief was to deliver a campaign delivering to the hearts and habits of the target demographic of six to nine-year-old boys, but also to tackle and defend against negative perceptions of the ‘Blaster’ category to parents.

Judges thought that the campaign showed a great use of insight and understanding of audience to drive a clear multi-channel strategy, a brilliant creative idea, and smart execution, specifically highlighting how it was good to see influencer supporting an offline brand activity event, but then looping it back to content on YouTube to ensure accessibility for all. The campaign won best multi-channel activation.

Best Use of YouTube

Throughout last year’s Pride month, YouTube wanted to party with purpose. As a part of its ongoing commitment to support the queer community, YouTube hosted a month-long series of celebrations. The video-sharing platform raised money for akt, the charity formed to help young LGBTQIA+ people in the UK who are facing or experiencing homelessness or living in a hostile Environment.

The primary objective of this campaign was to support the LGBTQIA+ community and raise donations for akt. The Fifth was able to make this happen by casting engaging creators and utilising livestreaming tools on YouTube.

This campaign presented a good opportunity to elevate queer voices, and succeeded in bringing some of TikTok’s queer culture across to YouTube. IMA judges praised The Fifth’s campaign for YouTube Originals. Judges commented that the activation brought “together diverse talents, creativity and a strong strategy, all with an important purpose”. The campaign earned a gold medal in the best use of YouTube category. 

Speaking to Talking Influence about the calibre of award entries Vik Khagram, Senior Account Director of Social and Influence at Ketchum, and member of the judging panel said: “What I noticed was a real increase in sophistication of the campaigns, from creative, and strategy all the way through to measurement, which was fantastic to see and shows how influencer marketing is becoming a really well-rounded discipline in the Marcomms matrix”. 

All winning entries of the Influencer Marketing Awards are detailed within the Book of the Night alongside comments from judges who shared why the winners deserved to take home their accolades. 

About the Influencer Marketing Trade Body

The IMTB is the professional membership organisation for influencer marketing agencies and influencer marketing platforms. The IMTB is dedicated to building a robust, sustainable future for the influencer marketing industry through increased accountability, governance and a unified voice.

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