Work in this category should demonstrate how a digital community was used as a or built through a marketing initiative, through social media campaigns or owned social based channels. The best campaigns leverage the mechanics and consumer behaviour inherent in social media platforms and online communities.


COM01: Social Communities
New or ongoing permanent homes for brands or publishers on social media. Evidence of growth or specific achievements in the past year is essential.
Social activity that is designed to engage, build or maintain an online social community. Community activity engagement levels and the appropriateness of targeted communications directed at active/non-active users will all be considered.

Think Nando's social communities (#GetItTogether), Tyme Bank Communities

Jury Panel: Social, Community and Influencer Marketing Panel


COM02: Use of User-generated Content

Best use of user-generated content to achieve a marketing goal.
Entrants must show innovation in leveraging UGC and how it led to business results.

Think Toyota C-HR #InternetApproved, Edgars EmojiCatwalk, Castle Lager’s Heartbeat of the Nation

Jury Panel: Social, Community and Influencer Marketing Panel



COM03: Social Media Campaigns
Best marketing campaigns where social media is at the core of the campaign strategy and mechanic. Entrants must show the critical role that social media played in the campaigns and results. This includes Influencer Marketing. Please give a clear indication of media spend.

Think Joburg Ballet “Breaking Ballet”, VW's #Marco #Polo, Showmax’s “Game of Thrones”

Jury Panel: Social, Community and Influencer Marketing Panel



COM04: Online Video Channels
Online non-publisher video channel with dedicated fans or followers (publisher, see below). Entrants need to show how this channel helped achieve marketing objectives.

Think Nintendo, Disney

Jury Panel: Social, Community and Influencer Marketing Panel



COM05: Influencer Marketing
Excellence in use of influencer marketing to meet digital marketing goals. Work entered here should be primarily influencer-led, rather than general social media campaigns.

Think Netflix (Super Influencers campaign)

Jury Panel: Social, Community and Influencer Marketing Panel



COM06: Social Media Innovation
Creative utilisation of existing social platforms and or online communities to impact business objectives or enhance a relationship with a brand, community or consumers. This may also include utilisation of new functionality of existing social platforms. Levels of engagement, social reach and the creative strategy will all be considered.

 Think Castle Lager’s Heartbeat of the Nation, Stayfree Menstrual Care

Jury Panel: Social, Community and Influencer Marketing Panel


Please also see the Categories & Criteria PDF for more detail on each sub-category
Creative Excellence: 40%
Innovation & Technical Accomplishment: 30%
Meeting or exceeding business goals and results: 30%

Previous entrants:
Please specify the updates and provide meaningful evidence of what has changed and improved across the above criteria.

Points awarded:
Yes. Please refer to the ranking methodology once the entries are open on 1 March 2021.