New York, April 22, 2025 – Digiday has announced the finalists for its annual Content Marketing Awards. This year’s nominees demonstrate how leading companies and their campaigns are successfully using content to modernize media and marketing, setting new standards for creativity and effectiveness.
The 2025 finalist campaigns highlight the growing importance of storytelling to build an emotional connection with the audience. Brands are actively using interactivity and collaboration to deepen engagement, integrating shoppable features directly into content, and tailoring experiences for niche communities. There is also a noticeable shift towards content that resonates with values and social responsibility.
Among the standout finalists this year are:
- BBC StoryWorks and Brand USA are nominated for “Best Use of Short Form Video” for their joint project “USA Through Film”. This series of short videos showcased the cultural and geographic diversity of the USA through the personal stories of well-known film and television personalities. The campaign achieved 332 million impressions on BBC platforms and significantly increased international audiences’ intent to travel to the US, proving the power of human-led storytelling.
- Showtime and its partner MTV Entertainment Studios are finalists in the “Best Multi-Channel Strategy” category for promoting the series “The Chi”. Using a dynamic strategy across TikTok, Instagram, YouTube, Facebook, X, and Threads, the campaign generated tailored content – from memes to behind-the-scenes videos. With support from Paramount+ and Showtime, the campaign garnered 161 million views, nearly 8 million engagements, and attracted 365,000 new followers. One TikTok post received over 10.8 million views, becoming the series’ most viewed social content.
- The YouTube TV Product Marketing Management team is nominated in the new category “Most Innovative Marketing Team”. Combining deep customer insight with growth-oriented innovations (including the launch of features like Watch With and Multiview), the team reached over 8 million subscribers. Their work played a key role in YouTube surpassing $50 billion in revenue from ads and subscriptions, and YouTube TV is projected to become the leading pay-TV distributor by 2026.
These examples demonstrate how innovative content marketing is transforming various industries – from tourism to entertainment and television. The 2025 Digiday Content Marketing Awards finalists set a high bar for creativity, collaboration, and measurable success, offering insight into the future of audience engagement strategies through content.
The full list of finalists is available on the official Digiday website.