Ripley Taps into Real-Time Fashion Trends and Wins The Best of Global Digital Marketing Awards in May

European digital marketing research firm Best Marketing International monitors almost 300 digital award competitions Worldwide. Each month we handpick our personal TOP 3 amongst all the regional winners. It’s been three years since the launch of BOD Awards. After seeing hundreds of award-winning campaigns, we were faced with a question: what makes a great campaign? It seems creativity and cool gimmicks is all it takes to grab a Gold Lion. We, on the other hand, see results as equally important. Our goal is to chase down fresh successful campaigns from all around the world and gather further information from all available sources.



First Place: Ripley’s ‘Real-time Fashion Trends’ by McCann Lima (Peru, Wave Festival Winner)

Ripley S. A. is a Chilean department store, currently operating 39 shops in Chile and 13 in Peru. Ripley offers a large variety of brands from all over the world. Therefore, being part of the buzz around trends and fashion is a given for Ripley. Twitter’s trending topics are a great guideline for what’s hot. Ripley was keen to tap into this data in order to be even more #ontrend. Conversations were monitored daily to identify the hottest keywords in Peru. The production team was quick to react and produced 10-sec videos about said trending topics. The fashion featured in the video could be directly purchased from Ripley’s website. The two-week effort resulted in 100k retweets, 300k views and a staggering +20% growth in visits to the website.

Why we love it:

A classic example of real-time marketing and newsjacking. What makes Ripley’s campaign beautiful is its utter relevance to the brand. Trending topics are directly correlated with Ripley’s message of predicting (and delivering) key fashion trends to the consumer. As a result-based monitoring company, we’re also very impressed by the campaign’s aftermath.


2nd Place: Nokian Tyres’ ‘SnapSkan’ by Futurice & SEK (Finland, Vuoden Huiput Winner)

Nokian Tyres plc headquartered in Nokia, Finland, produces tyres for cars, trucks, buses, and heavy-duty equipment. Tyres are a risk factor in every 7th fatal accident caused by a passenger car or a van in Finland. Nokian Tyres figured out a way to keep people safe on the roads as well as driving additional sales for the brand. SnapSkan uses drive-over 3-D scanning technology to automatically measure tread depth while a camera identifies the vehicle using the registration number. Several scanners have already been placed on Finland’s busiest roads and the project has attracted interest in many countries all over the world.

Why we love it:

By identifying the main problem – bad tyres, Nokian was able to hatch up an effortless solution to serious road safety issues. Again, the relevance to the brand is key here. What’s the number 1 thing you do when finding out about your dangerous tyres? You replace them. And why not replace them at the company who notified you of this issue in the first place? Clearly, brands are still expected to have higher purposes than plain sales.


3rd Place: Visit Norway’s ‘Sheep with a View’ by MR.H (Norway & UK, Travel Marketing Awards Winner)


The vision of Visit Norway is to make it easy to choose Norway as a travel destination. Two million sheep are released into the Norwegian wilderness every year, with freedom to roam wherever they like. Instead of hiring top notch professional photographers and explorers, Visit Norway decided to recruit four amazing locals – Frida, Erik, Kari, and Lars. And these four were just your regular Norwegian sheep. The four bloggers became an instant hit on Instagram with 14.3k followers in just a matter of weeks.

Why we love it:

Cute animals are an absolute no-brainer. However, in this case it wasn’t just cuteness for cuteness’ sake, but a genuinely well thought-out idea which merged perfectly with Norway’s tourism concept – amazing nature for endless free roaming. Pair this with adorable animals and you have a winner on your hands.

This month’s shortlist also includes:

Netflix’s ‘Spanish Lessons’ by ALMA DDB (USA, Wave Festival Winner)

Pepsi & Burger King’s ‘Rejected’ by We Believers (USA, Wave Festival Winner)


To find out more about the awards visit:

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