The World’s Largest Awards Program Recognizing Excellence in Promotion Marketing.

RULES OF ENTRY

ELIGIBILITY RULES

  • The PRO Awards are open to marketers, agencies, suppliers, and manufacturers involved in campaigns utilizing promotion marketing.
  • B-to-C and B-to-B events and campaigns are eligible.
  • Campaigns must have launched or debuted between January 1, 2021 and December 31 2021.
  • International entries are welcome!
  • Entrants may submit as many campaigns as they wish into the PRO Awards. Campaigns may be entered in multiple categories, as long as it is within category guidelines.

HOW THE PRO AWARDS ARE JUDGED

Each PRO Award category will have a Gold, Silver and Bronze winner. A panel of brand-side judges will be looking for evidence of campaigns that demonstrate the following:

  • Clear strategic thinking
  • Innovation
  • Effectiveness

Winners will have succeeded in reaching out and effectively promoting to the target audience. Results must be supported.

CATEGORIES

There are 43 categories available for submission. Entries can be made into more than one category.

    • NEW! Best LGBTQIA+ Campaign

      This category honors the best campaign targeting one or more facets of LGBTQIA+ audiences across any channel. Judges will be looking for outstanding marketing programs that engaged target audiences effectively and authentically, leveraged creative solutions to meet business objectives and demonstrated measurable results.

      NEW! Best Metaverse Experience

      2021 was the year when metaverse experiences became a virtual reality. Brands have begun to create compelling, virtual worlds in which to engage consumers using cutting-edge Web3 environments. If your brand is at the forefront of this revolution, this is the category for you. Judges will consider creativity, user experience, innovation, strategic business goals, ROI and KPIs.

      Best B2B Campaign

      Awarded to the best business-to-business campaign to generate prospects, leads, sales or customer retention. Judges will consider creativity, execution, relevance to the vertical market targeted and measurable results.

      Best Brand Awareness Campaign

      Awarded to the campaign most effective in gaining measurable market awareness for a brand, service, product or event including re-launches, repositions and new introductions.

      Best Breakout Brand Campaign

      Awarded to a campaign produced by a new brand (less than five years old) that made waves in its industry category through an innovative launch campaign via any medium or channel. Judges will consider how the campaign's strategy delivered by disrupting the marketplace and achieving objectives.

      Best Buzz

      Awarded to the campaign that generated measurable buzz across traditional and/or social media and disrupted the status quo in a brand's space through p.r. impressions and/or measurable viral impact. Judges will consider how new ideas performed against the marketing objectives the brand had for the campaign or promotion.

      Best Campaign on a Budget

      Awarded to the campaign that achieves all stated objectives while adhering to a budget under $250,000. Judges will consider innovation, creativity, execution and results.

      Best Cause or CSR Campaign

      Awarded to the most impactful and compelling campaign that is tied to charitable objectives, including campaigns that support nonprofit organizations, events or corporate outreach. Initiatives can include pro bono, cause-related, social good, CSR, sustainability efforts or corporate donations. Judges will consider how the brand amplified the cause, and how the brand benefited from the effort in measurable ways.

      Best Collab

      Did you partner with another brand or company in 2021 and create marketing magic in the process? This category recognizes all those campaigns that best conveyed to consumers and customers the added value of a permanent or temporary partnership. Judges will consider how the partnership was communicated through creative design, engagement, copy and messaging across all channels, and how the campaign delivered against KPIs.

      Best Culinary or Spirits Promotion

      Awarded to the campaign that most effectively promotes food and/or beverage products through the use of digital or real-world engagements. Includes on-premise activations, sampling, mailings, influencer experiences, and online or social media-based strategies. Judges will consider how marketers overcame logistical challenges to deliver compelling and memorable engagements, and how the campaign delivered against marketing goals.

      Best Diversity Campaign

      Awarded to the campaign that most successfully targets, acknowledges, celebrates, promotes or champions diversity, diverse groups or diversity-forward causes or organizations. Campaigns will be judged on creativity, execution, market relevance, message and measurable results.

      Best Ecommerce Campaign

      Awarded to the brand or campaign that best exemplifies a successful pivot from using traditional commerce solutions to drive customer conversion to establishing new ecommerce solutions. Judges will be looking for measurable results that illustrate the initiative’s success. 

      Best Entertainment Sponsorship or Tie-In

      Awarded to the campaign that best promotes or leverages an entertainment brand or franchise to market a product or service. Judges will consider creativity, execution and relevance to both the entertainment and product brand, as well as measurable results.

      Best Gaming or Esports Campaign

      Awarded to the campaign that most creatively and successfully targets gaming and/or esports audiences via any marketing channels. Campaigns will be judged on innovation, execution and measurable results.

      Best Generational Campaign

      Awarded to the campaign that most creatively and successfully targets a specific generation of consumers or customers (Millennials, Gen-Z, Boomers, etc.) via any, or multiple, marketing channels. Campaigns will be judged on innovation, execution and measurable results.

      Best Health and Wellness Campaign

      Awarded to the campaign that best incorporates a health- and wellness-focused component into its strategy, execution and messaging, via any marketing channels, including virtual events, apps and in-person experiences. Attention will be paid to creativity, innovation and measurable results.

      Best Holiday or Seasonal-Themed Campaign

      Awarded to entries that use campaign marketing to focus on a particular holiday or season (i.e. Valentine’s Day, Earth Day, Father’s Day, Christmas, Kwanzaa, Summer, Winter, Spring, Fall, Women’s History Month, Pride Month, back-to-school, etc.) to drive sales. Judges are looking for a strategic and innovative use of creative, messaging and execution.

      Best Integrated Campaign

      Awarded to the campaign best utilizing more than one marketing discipline to create a seamless consumer or customer engagement strategy that showcases outstanding creativity, consistency of message and achievement of objectives. This campaign should illustrate how an integrated approach creates impactful touchpoints and moves target audiences on a journey to action.

      Best Local/Regional Campaign

      This award recognizes campaigns executed on a local or regional level with the intent of reaching consumers in a specific geographic area. Creativity and measurable results will be considered.

      Best Loyalty Marketing Campaign

      Awarded to the best use of loyalty marketing to motivate consumers to take action and/or encourage repeat purchases, including using discounts, points, rewards, coupons, premiums, membership programs, clubs and other incentives.

      Best New Product Launch

      This award recognizes the marketing concept and execution that effectively launched a new product or service via any medium or channel. Measurable results, creativity, moxie and overall launch strategy will be considered.

    • Best OOH Campaign

      This category recognizes the creative use of digital and traditional out-of-home platforms to engage consumers along their path to purchase. Judges will consider the use of OOH as part of the integrated campaign, innovative uses of unconventional platforms and venues, technology integration and smart strategic planning informed by data.

      Best Package Design

      Awarded to the campaign that best leveraged package design to promote a program’s marketing goals. Creativity, innovation, materials, technology integration and messaging will be considered. Judges will be looking for a strong story that maps the design to real-world action and ROI.

      Best Post-Pandemic Campaign

      This award recognizes the best post-COVID-era marketing strategy and campaign execution of 2021. Judges will be looking for an innovative concept, a creative response to a post-pandemic-era consumer or customer pain point, a strategic response to a marketing challenge and proof of a return on investment.

      Best Press Kit

      Showcase that beautiful box filled with surprise and delight moments in this category dedicated exclusively to the best press “kit” of 2021. The kit should be a central piece of the marketing strategy and should have been either mailed or delivered to target audiences at home or distributed at an in-person event. Judges will look for a great kit filled with interesting and on-brand elements, and for proof of how those elements enhanced a virtual, digital or IRL experience or engagement.

      Best Retail Campaign

      Awarded to the campaign that best leverages the strengths of a retail marketing initiative. The program can be executed by the brand or co-branded with other brands or a retailer. This category accepts both brick-and-mortar and online retail promotions.

      Best Sampling or Trial Recruitment Campaign

      Awarded to the program that effectively introduced or promoted a product or service by means of sampling or trial. Sampling and trial can include in-store, in-pack/on-pack, event sampling and direct mail. Program should demonstrate in its results an effective trial/conversion rate.

      Best Social Media Campaign

      Awarded to targeted, measurable social media campaigns that leverage one or several social media platforms (Facebook, Instagram, Twitter, TikTok, as examples), to drive brand awareness and/or sales. Judges will consider the creativity of the concept, the effective use of the medium, the viral reach of the campaign and the performance against KPIs.

      Best Sports Sponsorship or Tie-in

      Awarded to the campaign that best leverages a sports brand or franchise to market a product or service. Judges will consider creativity, execution, relevance to both the sport/sport franchise and product brand and measurable results.

      Best Sustainability-Focused Campaign

      Awarded to the campaign that best incorporates sustainability as a central piece of its strategy, execution and messaging. Attention will be paid to creativity, innovation, measurable marketing results and measurable impact against sustainability KPIs.

      Best Troll

      Arguably the most fun category in the program according to our judges: Best Troll. Awarded to the brand or campaign that best incorporated online “trolling” tactics to achieve specific, measurable business goals through social media marketing. Judges will pay attention to innovation, brand reception, creativity, buzz, risk-taking and measurable results.

      Best Use of AI/VR/AR

      Given to the campaign that shows the most strategic use of AI, VR or AR to attract, retain or engage consumers. Judges will consider use, creativity, execution and results.

      Best Use of an App

      This category highlights the best use of an app to support—or star in—an outstanding marketing campaign. Whether a pivot from in-person experiences to digital, a loyalty program that enables data capture or a new gamified experience, this category is a chance to spotlight your digital marketing chops. Judges will consider design, user experience, ROI achieved and KPIs.

      Best Use of Content Marketing

      Awarded to the campaign that shows the most creative and strategic use of content marketing. Judges will consider how marketers created and/or curated and promoted content to attract and retain customers, create brand awareness loyalty, and drive ROI for the overall marketing strategy. 

      Best Use of Disruptive Marketing

      This campaign really caused a ruckus. It stood out from the competition like a cat in a dog park to prevent competitors. Judges will be looking for a little risk or lots of courage. Judges will be looking for outstanding concepts, pivots and executions that took risks—and courage.

      Best Use of Emerging Technology

      2021 brought a lot of new tech to the fore—this is your chance to get rewarded for trying it out. This award will be given to the campaign that utilized a new technology for the purposes of driving its marketing campaign forward. Judges will look for never-been-done-before uses of new or emerging technologies and the clever or innovative role the technology played in generating results among target audiences.

      Best Use of Event or Experiential Marketing

      Awarded to the campaign best utilizing creativity in producing a live event or face-to-face customer experience to enhance the strategic position or sales of a product, brand or service. Judges will consider strategy, target market and audience relevance, execution and measurable results.

      Best Use of Gamification, Contests and Sweepstakes

      Awarded to the campaign that best promotes a product or service through the use of gamification, contests or sweepstakes. This tactic can be part of a broader integrated campaign, but the impact of the gamification, contest or sweepstakes should be clear.

      Best Use of Influencer Marketing

      Awarded to the campaign that successfully identified influencers who have sway over potential buyers and then leveraged the influencers’ reach in unique and compelling ways to reach marketing objectives. Judges will consider creativity, alignment with marketing goals and overall impact of campaign.

      Best Use of Shopper Marketing

      Awarded to the campaign that most effectively deployed pre-, during- and post-retail touchpoints that led to a successful outcome. This entry should outline what shopper data led to the marketing tactics employed and then illustrate how the communications strategy led to the desired KPIs.

      Best Use of Video

      Compelling video content continues to light up the industry as screen time further dominates the user experience and enhances marketing campaigns in this post-pandemic era. The category recognizes the best use of produced or user-generated video to propel a campaign, generate viral impact or drive impressions. Judges will consider the creativity of the video and how well the video strategy generated awareness for the brand.

      Best Vehicle-Based Campaign

      Awarded to the best campaign that delivers a marketing experience by using a vehicle at the heart of the program. Judges will consider the strategy, brand/market relevance, vehicle design, execution and measurable results.

      Best Virtual Event or Experience

      For B2C and B2B marketers—this is your chance to get recognized for the virtual conference, website or online experience that powered your marketing objectives in 2021. Judges will consider the use of virtual engagement tactics, content programming and delivery, site design, user experience and overall alignment with marketing objectives.

  • ENTRY REQUIREMENTS & FEES

    DEADLINES & COSTS

    Deadline: September 6
    Fee: $495 per entry

    Late Deadline: September 13
    Fee: $645 per entry

    JUDGES

    Get your best work in front of some of the world’s hottest brands.
    Check back for weekly updates to the judge’s panel.

    • Angela Burgin Logan

      Senior Manager, Multicultural Marketing
      Disney Parks, Experiences and Products
    • Anne Marie Gianutsos

      CMO
      Drone Racing League
    • Cheryl Gresham

      CMO
      Visible
    • Denise Vitola

      VP Brand Integration PR, Social, and Influencer
      Bayer
    • Erin Levzow

      Vice President of Marketing Technology
      Del Taco Restaurants
    • Jorge Oliveira

      Sr. Director Media, Multicultural & Partnerships
      Burger King
    • Jasmin Allen

      Senior Vice President
      Hennessy
    • Rachelle Dejean

      CMO
      Rumble Boxing
    • Ryan Pitylak

      Co-Founder & CMO
      ZenBusiness
    • Sarah Flynn

      CMO
      Boardroom and 35V
    • Stephanie Perdue

      Vice President, Brand Marketing
      Chipotle Mexican Grill
    • Umi Patel

      VP, Consumer Insights and Analytics
      PepsiCo Beverages North America

    Contact Us

    If you have any questions or inquiries about the 2022 PRO Awards, please contact
    Emily Makadok at emakadok@accessintel.com