The Wild Detectives Turn Clickbaits to Litbaits and Become’s Favorite in August

European digital marketing research company (previously Best Marketing International) monitors almost 300 digital award competitions Worldwide. Each month we handpick our personal TOP 3 amongst all the regional winners. Three years and hundreds of campaigns later, 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.

As you might have noticed, our rebranding stage is reaching its final stages and it was about time to do a bit of revamping with our awards. The concept remains the same: fresh digital work, cool ideas and good results. We decided to exclude Cannes Lions from our monthly shortlist, because you’re probably already familiar with this year’s winners (and if not, then make sure to check out FFW// series where we’ll be covering this year’s Cyber category). Now moving to August: we’ve been often accused of favouring Scandinavian campaigns. This month is different. We have an amazing blend of work from the US, Romania, Korea and India. Congratulation to The Wild Detectives and Dieste!



First Place: The Wild Detectives’ ‘Litbaits’ by Dieste (USA, Facebook Awards Winner)

The Wild Detectives is a small bookstore in the heart of Dallas. Brock and mortar bookstores have been facing hard times due to online retail and instantly accessible e-books. Luckily, there are still plenty of people who love the smell of printed books thus preserving physical stores. The Wild Detectives wanted to raise awareness of their store. Clickbaits are the nasty parasites in our digital universe. Despite all the hate, we often give in to the temptation. Dieste turned clickbaits to litbaits. On National Read a Book Day the bookstore flooded Facebook with links to articles that were looking like a pure clickbait. The sensational headlines turned out to be cleverly described plots of famous classic books that lead directly to The Wild Detectives’ website. The brand saw a 150% increase in Facebook post engagement and 14k %(!!!) increase in site traffic.

Why we love it:

Pure content marketing gold! We see brands continuously educating themselves in so called internet pop culture: memes, videos, gamified Insta/Snapchat content, fake news and the overall idea of trolling people. The Wild Detectives used the latter to obtain much needed attention whilst staying relevant to their business. Clearly, the 14k % increase in site traffic proves that the greatest and most scandalous stories have already been told.


2nd Place: ABC-MART Korea’s ‘Shoes: Impossible’ by TBWA Korea (South Korea, Facebook Awards Winner)

ABC-MART is the number one shoes multi-shop in Korea who sell anything from pumps to construction shoes. But most consumers thought that ABC-MART only sells running shoes and sneakers. Wrong! TBWA Korea’s task was to prove Korean youngsters that ABC-MART actually delivers on their brand promise ‘All the shoes in the world’. They invited Facebook users to literally invent new wacky models and share their ideas in the comments section. The best ideas were manufactured, sold and donated to needing Koreans. ABC-MART received 1,438 entries and an engagement rate 10x higher than expected.

Why we love it:

Again, the perfect crazy campaign for the social media – literate. User generated content, with massive meme-appeal. If you took the time to check out the case film above, you probably got a glimpse of the videos featuring the winning shoe models. Kudos for considering the appropriate format for mobile and sticking to this over-the-top style across all means of communication.


3rd Place: Electric Castle’s ‘Unofficial Partners’ by Golin (Romania, IAB MIXX Romania winner)

Electric Castle is the first Romanian festival focusing on electronic music and live concerts in the open-air premises of a real castle. Despite the amazing venue and line-up, many prefer to spend their Sundays at home and get a good night’s sleep before the dreaded Blue Monday of the upcoming work week. The agency Golin Romania had clear objectives: higher participation on Sunday +10%, media awareness with reduced budged, online buzz, involve the corporate target – potential future sponsors. Hence, they decided to turn Blue Monday into free Monday or in this case #ELECTRICMONDAY. Companies all over Romania were invited to become the unofficial partners of the festival and offer their employees the Monday off in exchange for the respect and eternal appreciation of their employees and a promotion packaged offered by the festival. 170 companies got involved and Sunday’s attendance went up by 25%.

Why we love it:

An interesting case of guerrilla marketing, very similar to a collaborative Super Bowl ad we saw a few years ago. Fans had an important role to play here because they were clearly the biggest winners in this deal. Therefore, Electric Castle could count on organic viral reach. Basically, companies across Romania were faced with an offer they couldn’t refuse.


This month’s shortlist also includes:

USL Diageo’s ‘Combating The Consumer Blind Spot On Tv With The Mobile Phone’ by Mindshare (India, Indian Digital Media Awards Winner)

Tomcat Rodent Control / The Scotts Miracle-Gro Company’s ‘Facebook not Live’ by Barton F. Graf (USA, Facebook Awards Winner)


Our team of experts: Hando Sinisalu (CEO of Best Marketing International, Estonia), Maarja Laasu and Ann Kruuk (Co-Authors of “BOGDM: The Storybook and Storybook 2”)

To find out more about the awards visit:

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