BBC StoryWorks, Showtime and YouTube are among 2025’s Digiday Media Content Marketing Awards finalists
This year’s Digiday Content Marketing Awards finalists showcase the companies and campaigns successfully using content to modernize media and marketing. The standout campaigns reveal how brands are leaning into storytelling to foster emotional connection, while embracing interactivity and collaboration to deepen audience engagement.
From integrating shoppable content to tailoring experiences for niche communities, marketers are blending creativity with strategy to meet audiences where they are. A growing emphasis on social responsibility also signals a shift toward content that resonates with purpose.
The first notable finalist is for Best Use of Short Form Video. BBC StoryWorks and Brand USA teamed up for “USA Through Film,” a short-form video series spotlighting the nation’s cultural and geographic diversity through the eyes of familiar film and television personalities. Blending personal narratives with cinematic cityscapes, the series gave global viewers an intimate look at destinations across the U.S. With 332 million impressions on BBC platforms and a marked increase in travel intent among international audiences, the campaign demonstrated the power of human-led storytelling to drive engagement and tourism.
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