The winners of the Australian Influencer Marketing Council (AiMCO) 2023 Awards have been revealed at a ceremony at Sydney’s Doltone House hosted by creators Alright Hey and Starr McGowan.
HERO's Maybelline New York Through Their Eyes campaign, by the L’Oreal Groupe, was awarded the most influential brand/industry nod and also took out best entertainment/gaming campaign.
The campaign showcased the gaming experience through womens’ eyes, in a bid to address online abuse.
Two prominent Australian male gamers disguised their identities, using voice modification software and fake female profiles, in an online shooter game.
The resulting film, broadcast on Twitch, urged male players to combat abuse and directed affected gamers to mental health NGO ReachOut.
The campaign gained global recognition, notching up 449.9 million impressions, earned media reach of 276.5 million, and a cumulative reach of 65.2 million gamers.
Social Soup’s Emma Woods was also recognised as the AiMCO trailblazer of the year.
The winners:
Brand
● Best beauty/wellness campaign: Milky Foot Spring, Sling & Stone
● Best health/fitness/sport campaign: U by Kotex x Sez, Hello Social
● Best family/parenting/pets campaign: The Athlete’s Foot x Roblox: FITOPIA, LeapFrogger
● Best food and beverage campaign: Krispy Kreme Share the Joy, Sling & Stone (winner), Archie Rose Distilling Co. partners with Sydney Mardi Gras and Sydney World Pride, Archie Rose (highly commended)
● Best home/lifestyle/travel/auto campaign: Uber - Pride Ride, Hello Social (winner), Uber Red Cross, Hello Social (highly commended)
● Best business/finance/insurance/telco campaign: Uber - Young Earner, Hello Social
● Best entertainment & gaming campaign: Maybelline New York x HERO: Through Their Eyes, L’Oreal Groupe
Industry
● Best use of data: Uber x Young Earner, Hello Social
● Best influencer marketing technology/service: Fabulate
● Most effective collaboration/partnership: Uber - Pride Ride, Hello Social (winner), Uber red Cross, Hello Social (highly commended)
● Most effective campaign for ROI: Pepsico Simply Chips, Social Soup (winner), Uber Red Cross, Hello Social (highly commended)
● Best large agency/business: Wavemaker (winner), Hello Social (highly commended)
● Best boutique agency/business: Hoozu (winner), Day Mgmt (highly commended)
● AiMCO Trailblazer of the Year: Emma Woods, Social Soup (winner), Ash Jackson, Born Bred Talent (highly commended)
● Most influential: Maybelline New York x HERO: Through Their Eyes, L’Oreal Groupe
Creator
● Best food and beverage: Princess Honeybelle, Nicole Wade (winner), Places in Sydney Foodie, Adrian Widjonarko (highly commended)
● Best beauty/fashion/style: Jules Robinson, Figur
● Best comedy & entertainment: The MacFarlane Brothers, Neuralle Pty Ltd
● Best home/lifestyle/travel/auto: Bridey Drake, Born Bred Talent
● Best family/parenting/pets: Princess Honeybelle, Nicole Wade
● Best health, fitness, sport: Katie Williams, Day Mgmt (winner), Jeff Malone, Fit for Purpose (highly commended), Gabrielle De Ramos, The Gifted Group (highly commended)
● Best gaming/streamer: Reapz
● Best up & coming: Kat Zam, Born Bred Talent
● Influence for Good: Ben McIntosh, Day Mgmt (winner), Tom Forrest, Born Bred Talent (highly commended)
● Most influential: The MacFarlane Brothers, Neuralle Pty LTd
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