Six Takeaways from the 2018 REGGIE Awards

July 30, 2018

By Joanna Valente

The Illinois Council Against Handgun Violence (ICHV) won a 2018 REGGIE Award for "Teddy Gun," a campaign promoting common-sense gun laws by addressing the lack of regulations in the gun industry. ICHV via ANA.

The 2018 REGGIE Awards results are in — and they're full of amazing ideas and inspiration. With increasing complexity and nuance in marketing within the digital media age, marketers are required to think of new strategies and techniques to engage consumers. The REGGIE Awards showcased brands that successfully created campaigns that not only highlighted products, but managed to foster authentic and personal relationships with audiences.

Here are six insights and takeaways from the 2018 REGGIE Awards:

  1. Inclusivity brings people together in a real way. COVERGIRL, for instance, focused its campaign, "Rantin' and Raven," on empowering women. Believing that #GirlsCan, the makeup brand (and "Official Beauty Sponsor of the NFL") gave female football fans a seat behind the desks on game day at an event right outside the stadium. In the end, COVERGIRL provided a voice to sports fans who are underrepresented in media while reinforcing its brand to an important audience.
  2. Focus on the consumer's needs. Milano's campaign, "Save Something for Yourself," illustrated that concentrating on the consumer creates an authentic connection to the brand, all while promoting an altruistic idea: self-care. The campaign focused on women in particular, and the myriad of roles they juggle, so the company encouraged women to take a moment for themselves — and presented its cookies as the perfect treat to indulge in.
  3. Take a strong stand. The Illinois Council Against Handgun Violence (ICHV), a nonprofit, took a strong stance against gun violence with its campaign, "Teddy Gun." Every year more than 30,000 people in the U.S. die from gun violence, and the issue is especially prevalent in Chicago, where more than 1,000 people are shot yearly. The ICHV drove awareness and encouraged people to take action through a moving campaign that compared the manufacturing regulations around teddy bears to those for guns.
  4. Create experiential, tangible moments. KeVita's "Discover Your Local Culture" focused on building local communities across the U.S. through the lens of its probiotic drinks. Rather than forcing a conversation about KeVita beverages in a mundane way, the brand tapped into an area that was already interesting to its audience: the culture of local communities and fostering connections with local businesses and artists.
  5. Fight prejudice and bias. Procter & Gamble made a bold statement with "My Black Is Beautiful," which showcased the beauty of African-American women and promoted awareness of racial bias. The brand also ran a secondary campaign called "The Talk" and featured conversations with DJ personalities such as Steve Harvey and Erica Campbell, who shared their personal experiences with racial bias.
  6. Use social media to create community. It's a challenge to get consumers to connect with a brand in a real way and to continually engage beyond occasionally buying products. mike's hard lemonade found a way through its "Happify" campaign, for which customers were asked to share their own personal content via social media. Fans were asked to submit their happiest photos, and using the information they shared on their personal social media pages, the company created custom "Happified" images, Photoshopping them into an environment full of their favorite things. The campaign helped the brand infuse more happiness into the lives of consumers facing a difficult political climate.


Joanna Valente is a manager of content creation at the ANA.

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