DB Awards 2016: a report on the winners

Social Media Campaign of the Year

Social Media Campaign - LaphroiagWinner: Laphroaig #BIGOPINIONS by White Label UK

Few categories excited the judges more this year than that for Social Media Campaign of the Year. White Label’s #BIGOPINIONS campaign for Islay whisky brand Laphroaig harnessed the power of peer referral by using Twitter to boldly highlight Laphroaig’s ‘love it or hate it’ appeal.

White Label noted that, in a category full of big brands and celebrity endorsements, Laphroaig remained a small brand, though one with a loyal group of fans. Its mission, therefore, was to get them to pick up their pens (or keyboards or phones) and become active ambassadors for the brand.
As part of its campaign, White Label created a Twitter software API projection tool to convert tweets in real time into projectors and broadcast them on to the Laphroaig distillery wall — a perfect billboard. The campaign drew tweets from around the world, inspiring whisky fans throughout America in particular, with more than 1,000 tweets projected on to the Laphroaig distillery wall over five nights.

The award was based largely on a video White Label created detailing the campaign. Judges said it was “a very clever idea as well as being simple – and it works”. Judges also praised the #BIGOPINIONS campaign’s combination of local and international emphasis: “Social media is all about being global,” one judge said, “and this was a truly global campaign, but it was also local because it was tied into the Laphroaig distillery.”

Social Media runner-upSpecial Commendation: International Sherry Week by ESOES Digital Solutions

Organised under the auspices of El Consejo Regulador Jerez-Xeres-Sherry, International Sherry Week is an international celebration of the unique wines of Jerez de la Frontera, El Puerto and Sanlucar to Barrameda.
The worldwide event brings thousands of wine lovers together to raise a glass of Sherry at promoted events at bars, restaurants and wine schools, as well as numerous spontaneous gatherings. As the consejo points out, no other wine DO in the world celebrates their industry with a week-long event.

While ESOES Digital Solutions’ campaign had just a €20,000 budget, judges felt it had “achieved an enormous amount”. They added that it was “almost a grassroots campaign put together by sherry educators on a small budget – not a big-budget glossy marketing campaign by an agency”. Judges concluded that they were “very impressed” by the international nature of the campaign and by the fact that it had managed to turn the Sherry hashtag into a ‘thing’.

The shortlist:

• International Sherry Week by ESOES Digital Solutions
• Laphroaig #BIGOPINIONS by White Label UK
• The Last Days of Tua by Esporão
• #WhiskySanta by Master of Malt

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