Excellence In Engagement Through Social Media/Digital Channels – Over £51,000

Sponsored by:

This award recognises those campaigns delivered solely through social media and/or digital channels, with a budget of £51,000 or more. Entries must demonstrate a deep understanding of the target audience(s), contextual content creation in a creative and innovative way and selection/utilisation of the appropriate digital and/or social media channels. 

To win this award the highest standards of excellence need to be shown in:

• Audience segmentation
• User mapping and engagement planning
• Interactive content and impactful messaging
• Metrics to identify success against predefined criteria.
• Working with partners/providers to ensure content meets the needs of the audience, as well as the industry.
• Innovative, creative and relevant content creation that clearly highlights the key campaign messaging
• Elements that encourage interactivity such as sharing, commenting etc
• Show how the campaign created a real and tangible impact among the target audience
• Anticipation and management of potential risks

Entries should demonstrate first-class strategic thinking and exceptional implementation (in line with the EFPIA, ABPI and PAGB Codes of Practice).

Judges will want you to put your campaign into context, at the outset, to clarify the rationale behind your strategy and tactics. They need to know what your ambitions were and how social media/digital channels were used to drive them.

Work conducted during the 18-month period between July 2020 and December 2021 will be eligible. If the submission has been entered previously, the current entry must provide benchmarks to clearly demonstrate how the programme was evaluated and how it has developed over time.

Remember: Entries into this category DO NOT need to be anonymised.

Don’t forget:

- provide a copy of any previous submission for this work

- be open! Were there any other contributors to the programme?

JUDGING CRITERIA AND ENTRY FORMAT:

Entry Title

Please give a simple title for your entry of no more than ten words

Executive Summary – 200 words. 0 (zero) marks

This will be used if entry is selected as a finalist and does not need to be anonymised.

Main entry

• The word/character limit for each criterion will be outlined via the online entry system.

1. Budget Band Information, as below:

Band D £51,000-£100,000

Band E £100,001-£200,000

Band F over £200,001.

If your client has declined to allow this, you must state this within your submission.

• Failure to provide the budget band seriously impacts the judge’s ability to assess the entry against other entries and may result in the entry being disqualified
• The budget band provides important context for judging the innovation, delivery and impact of a piece of work.
• Impressive work is not always dependent on budget size, so there is no right or wrong budget.

2. Situation Analysis and Benchmarking – 15 marks

• In this section you should show the judges how well you understood the situation at the start of the project
• Use this situation to clearly lay out benchmark data that you will refer to in your measurement of effectiveness later
• Show the judges the best information, data and insights you have about uptake of health interventions, current practice, defining/segmenting audiences, identifying educational or information needs, which channels will best reach the audience, competitive environment, creative landscape before the start of your work

3. Objectives – 15 marks

• Describe the objectives for the project or programme and how these will be measured

4. Strategy – 15 marks

• Please outline what your strategy was and why
• Refer to the data and insight in the situation analysis section
• Explain why this was the right strategy and any points to emphasise bold or innovative strategy selection

5. Implementation – 15 marks

• Please describe how you implemented the project or programme
• Please briefly outline why these specific tactics were selected
• For a programme this should include describing what tactics were deployed to implement the strategy
• For a meeting or stand-alone event this should describe how the meeting or event was delivered

6. Effectiveness: Outcomes vs Objectives – 20 marks

• Show clearly how the programme or project delivered against the stated objectives
• Help the judges to understand how the effectiveness was measured so they can judge the strength of the evaluation
• Include comments from third party stakeholders in this section but ONLY if they clearly help to demonstrate the impact of the work and were a planned part of the measurement approach

Supporting Materials

• Supporting materials for this category are reviewed during the first round of judging.
• Information illustrating how the strategy was brought to life is helpful but we don’t need a copy of every item
• Information supporting the evaluation and measurement is the most relevant
• ESSENTIAL: a summary sheet must be supplied detailing each piece of supporting material and clearly identifying where evidence can be found to support claims in the entry
• PLUS: An approved visual image or video that supports the entry for use in print, results pages online and in the AV.