The Native Advertising Institute has announced that Summit Media is shortlisted for a 2017 Native Advertising Award for Best Integrated Program (Omni-channel Integration).
Summit Media’s “Strong is Beautiful” campaign, a collaboration between Cosmopolitan Philippines and Pantene Philippines, is among three omni-channel programs given this international recognition. The campaign was spearheaded by Summit Media’s brand marketing team, StoryLabs.
Summit Media’s digital network of 15 brands, which includes Cosmopolitan, has over 25 million average monthly users.
Strong is Beautiful
Strategically timed to coincide with Selena Gomez’s Manila concert on August 1, 2016, the Cosmopolitan-Pantene campaign aimed to celebrate strong women by highlighting strong hair. Cosmo utilized its omni-channel touchpoints: Free concert tickets in certain copies of its July 2016 print issue, a native article and a native social post announcing the news about the free tickets, and Facebook Live coverage of the concert that extended the experience to Cosmo’s Facebook fans.
Later in August, Cosmo mounted an event called Cosmo Beauty Block, a half-day beauty fair that featured hair experts giving advice about how to get stronger hair. Selena also appeared on the cover of the August 2016 issue.
The “Strong Is Beautiful” campaign generated more than 2 million impressions on Cosmo Philippines’ Facebook page on the night of the concert alone. Furthermore, the supporting native article reached more than 2.6 million people on social media, and over a thousand Cosmo readers sampled the product at the Cosmo Beauty Block event.
Summit Media succeeded in amplifying Pantene’s campaign by utilizing Cosmopolitan, a brand that mirrors Pantene’s own advocacy through Cosmopolitan’s audiences, who have become ambassadors of the campaign’s message that strong is indeed beautiful.
About the Native Advertising Awards
The Native Advertising Awards acknowledges the best native advertising in the world, covering aspects such as strategy, organization, formats, and channels.
The 2017 jury includes native advertising professionals such as Jason A. Miller, Global Content Marketing Leader at LinkedIn; Susan Borst, Deputy Director, Mobile – IAB; Stuart Feil, Custom Publishing Director at Adweek; and Stephanie Losee, Head of Content at Visa.
The winners of the Native Advertising Awards will be announced at Native Advertising DAYS 2017 in Berlin, Germany, from November 8 to 10. It will be Summit Media’s second time to participate in this conference.