I was recently lucky enough to take part in the judging process for the PRCA’s DARE Awards for the second year in a row. My time analysing some of the best PR campaigns within Northern England and North Wales served as a good refresher for the elements that are absolutely crucial to writing successful award entries. Here are my key takeaways from judging six categories for this year’s DARE Awards – both on what it takes to write award-winning campaigns, and my own personal reflections.
An Award-Winning Mindset
Whilst winning awards for a campaign or initiative are secondary for the actual business impact delivered for the client, it was clear that every agency started thinking about their acceptance speech at the very start of the campaign.
This means embedding clear objectives, employing a rigorous strategy, and undertaking thoughtful measurement from day one. It also involves capturing insights, assets, and testimonials along the way, making it easier to tell a compelling, data-backed story later – key details are easier to forget than you might think!
Unlimited Creativity
This is often the differentiator that transforms a good campaign into an award-winning one. Within each category and campaign, innovation was in abundance. In a world where it’s easy to think that “everything has been done before”, a fresh and unexpected approach can make any campaign memorable.
Sometimes, award-winning entries enable brands to reach the zenith of market awareness, starting with just one small idea in a day-to-day conversation. Never be afraid to bounce ideas off your clients – it could turn into a game-changing campaign.
However, creativity doesn’t always mean flashy tactics. Throughout the judging process, creativity also showed up in storytelling, as well as targeting the right audiences. Furthermore, they demonstrated how to problem-solve and think differently to achieve their goals. After all, strategic campaigns are never straightforward!
Results, Results, Results
The main – and only reason – why campaign budgets are signed-off in the first place. At the heart of every compelling PR award entry lie strong, measurable results.
In every entry, the campaign met its key objectives, whether this was making noise in the targeted publications, effecting real behavioural change in key target audiences, prompting an increase in sales, or generating pipeline growth.
Therefore, for every entry, clear metrics, before-and-after comparisons, and robust evaluation frameworks will enable agencies or in-house teams to best demonstrate the effectiveness of the campaign. Without results, even the most creative campaigns struggle to stand out.
Finally, many of the campaigns I judged were incredibly cost-efficient, whilst achieving national broadcast and print coverage. Of course, without sacrificing fantastic results, keeping a tighter grip on spend leads to a greater return on investment.
I Didn’t Know What I (Now) Know
One reason why I’m so keen to judge as many award entries as possible is that I’m just plain nosey. Working within your own area of expertise or sector can sometimes give you tunnel vision, rendering you oblivious to the great campaigns running every day in our industry. It goes without saying that there’s plenty to be learnt from B2C campaigns that can be applied to the world of B2B.
Whether it’s a recognisable company that’s frequently featuring in television commercials; a charity/support group that’s raising awareness of regional and national issues; or a campaign that just makes you laugh (and makes you ask yourself: “Why didn’t I think of that?!”), the sheer variety of entries never ceases to amaze me.
For one thing, budding PR professionals that are looking to break into an in-house or agency role – but are unsure exactly where to look – only need look at the shortlist of entries for this year’s DARE Awards!
I was fascinated by a leading, global mobility consultancy that guides businesses and employees through the process of re-locating to any part of the world, when their jobs require it. Using innovative market research, as part of an integrated marketing campaign, it generated a total potential return on investment of 473%, with nearly a quarter of marketing qualified leads turning into new business. This was a strong demonstration of how effective campaigns can drive real business results, opening doors to increased sales and growth.
Others simply resonated with me on a personal level. One campaign raised awareness of the significant lack of funding for children’s playgrounds across every UK local authority, in the last five years. As a millennial parent of two that spends most weekends at the local park, this struck a chord.
A Brilliant Testimony to UK PR Agencies
Regardless of who wins, the next three months of award ceremonies will shine a light on some of the very best campaigns from across the country. Win or lose, my PR colleagues in the North can be very proud of the work they do.
Here’s hoping I get invited back to judge next year’s awards!