It’s no secret that the events of the past year or so took a huge toll on our industry. But something that was kept slightly more under wraps, and that came to light at the virtual PMA ceremony, was the complete innovation and agility of the performance marketing space.
True imagination and innovation were common themes that arose in the winning entries. It seems the pandemic inspired some especially unique ideas which were implemented successfully to bring results during an uncertain time. Risk taking is something that should be done more within our channel, and this years’ entries showed this and proved that risk-taking is worth it.
The ability of the performance channel to pivot and evolve strategies according to unexpected events is truly something to behold.
During the ceremony choc-a-bloc with entries focusing on the pandemic and tackling its effects, it soon became clear that the winners all showed complete passion for the future of the industry.
It comes as no surprise that our channel has been so successful, and it was hugely inspiring to have all the efforts recognised in the positive, inspiring and encouraging ceremony.
Our Book of the Night details all the incredible entries and judges comments, so is a great place to find out all the details if you happened to miss out on the ceremony.
Founder Matthew Wood added: “It’s been incredible to witness how we’ve all been able to adapt, pivot and assist with clients’ performance marketing strategy during this challenging time. Exceptional results meant this year was tighter than ever. Judges have rewarded a diverse set of winners with those picking up the trophy encompassing trends including; campaign and programme optimisation, AI driven efficiency and performance-based customer retention.
This is all whilst we’ve seen teams come together during the pandemic to combat challenges and provide real solutions to brands during the last 18 months.”
PMA Judge and UK Lead at eBay Partner Network, Richard Lane, said: “The fact that there were so many close decisions proves how strong the entries were this year.”
Another judge, Global Partnerships and Affiliates Manager at Crabtree and Evelyn, Glosinda Goes, role, said: “I came out of the judging process proud to be part of this industry.”
So, without further ado, in case you missed it – here are the winners of the Performance Marketing Awards 2021, in association with Piggy:
Channel and Campaign Awards
Best Programme Launch or Migration: Awin – Awin-O, Let’s Go
Best Price Comparison Website (PCW) Strategy: Awin & TalkTalk ‘Feel the Churn’
Best Lead Generation Campaign: Fitness Marketing Agency & Elite: ‘Survival of the Fittest – Building Leads for a Stronger Future’
Best Paid Search Campaign: Increasingly AI Collections for Scandiborn ‘Buying the Project Not the Product’
Best Use of Data: Increasingly for Denby Pottery ‘Revenue Boosting AI & Data-driven Product Discovery’
Best Data-Led Campaign NEW: Medialab & Guide Dogs ‘Filling a COVID Fundraising Gap’
Best Paid Social Campaign: PHD UK, Tribal, Facebook, VW Financial Services ‘VW ID.3 EV Education Campaign’
Best Managed Affiliate Programme – Enterprise Level: eBay Partner Network
Best Managed Affiliate Programme – SME: Genie Goals in Partnership with Piglet ‘Exceeding Expectations in the Affiliate Channel’
Best Affiliate Marketing Innovation: Gobsmack & Admiral Insurance ‘Admiral Rewards – Customer Engagement Programme’
Best Content Marketing Campaign: Starcom & Domino’s ‘Real-time Data Insights at the Speed of NHS Emergency Services’
Best Influencer Marketing Campaign: PHD UK & TikTok ‘Driving Excitement for the Launch of the Volkswagen Tiguan’
Best Use of Performance During COVID-19 NEW: LES MILLS On Demand
Best Integrated Performance Campaign: Auto Trader & PR Agency One ‘Eau De New Car’
Best Brand Engagement Campaign: ASICS & Global Savings Group ‘Working in Aid of Mind to Support the Movement for Mental Wellbeing’
Global Excellence: RevLifter, CJ & AT&T ‘Keeping the US Connected’
Best Fashion, Health and Beauty Campaign: Awin, LOOKFANTASTIC & UNiDAYS ‘Making Freshers Fantastic’
Best Retail and E-Commerce Campaign: Incubeta ‘(Pub) Crawling Amazon for Laithwaite’s Success’
Best Finance Campaign: Giftcloud, Santander & MSM ‘A Revolutionary Way to Incentivise New Customers by Offering a Helping Hand’
Best Technology and Telecoms Campaign: Uniqodo for BT ‘Next-Gen Consoles for BT Customers Around Black Friday’
Best Travel, Leisure and Lifestyle Campaign: Impact & TUI ‘Turning Turbulence Into Turbocharged’
Best Customer Conversion Platform: 15gifts
Best Team in Performance Marketing: TopCashback
Most Effective Agency: Acceleration Partners ‘Better Partner Marketing’
Best Performance Marketing Technology: Impact Partnership Cloud
Best Agency-Led Account NEW: Pizza Hut Delivery & Navigate Digital ‘Now That’s Delivering Growth’
Best Affiliate Partnership NEW: Silverbean, HelloFresh x TOTUM ‘Breaking the Mould’
Best Emerging Technology or Startup NEW: Envolve Tech
Best Industry Initiative NEW: Awin Access
Best Wellbeing Initiative NEW: Awin ‘4 Days 4 Success: a Journey to Increased Employee Happiness and Productivity’
Industry Rising Star: Mel Blue, Director of Affiliate Marketing, Optimus Performance Marketing
Industry’s Choice of Publisher: TopCashback
Publisher’s Choice of Network: Awin ‘Protecting Publisher Businesses Through Innovation’
If you enjoyed the PMAs then you will certainly be interested in entering and attending the International Performance Marketing Awards 2021. The ceremony will take place at the beautiful Landmark Hotel in London on 18 October. The last chance entry deadline is 22 July so be sure to complete your digital account and submit your award-winning entry!
On behalf of the Performance Marketing Awards, Piggy and PerformanceIN, a huge congratulations to the winners and shortlisted companies. Thank you to our sponsors and to everyone that joined us. We look forward to welcoming you back in 2022 #PMA22.