Branded Content & Entertainment
This category is for efforts that effectively reached their audience through the creation of original branded content that is not advertising. The award honors branded content led ideas that are the heart of the communications program.
Together, We've Got This
To build relevance among Millennial moms, Gerber created 40+ informational videos answering moms top questions about childhood nutrition. With no paid media, the videos garnered substantial engagement, drove registration to Gerbers loyalty program, and Gerber saw sales turn positive after a 5-year decline.
Client: Nestle Infant Nutrition
Agency: Ogilvy & Mather