Their work on the I, Daniel Blake campaign, the Ken Loach film won Best Use of print in a Content Marketing Campaign. This was the second year in a row which they have won this award.
The I, Daniel Blake campaign was also highly commended for Best Branded Content Campaign and Best News/ Media/ Publishing Content Marketing Strategy/ Campaign.
eOne, the film company behind I, Daniel Blake, approached Trinity Mirror to promote the film. They wanted to raise awareness and generate conversation around the main themes. The film all about standing up for what is right and addressing social injustice fitted perfectly with our editorial news agenda.
The creative solution was to hand over our platforms to Daniel Blake, to give the title character the voice that he doesn’t have in the story. Masthead and front-cover takeovers saw Daniel making his mark on our news titles and he guest-edited the Mirror’s weekly column, Real Britain.
The film was the UK’s biggest independent release of 2016, and Ken Loach’s biggest-ever box office with over 57% of our audience wanted to see it.
The second win for Trinity Mirror of the night went to Hive Alpha for the Best Use of a Content Marketing Tech Platform.
Hive Alpha is a proprietary tool that enables us to explore content trends beyond obvious analytics – enabling our branded content clients to reach larger audiences organically.
Combining data from dozens of different sources, HiveAlpha has become a real-time planning and content creation tool enabling us to derive bespoke content strategies in real time, reacting quickly to story trends of the day.