Digital jury jabber with... Lorraine Landon

This year marks a decade of the Bookmark Awards! Share your favourite digital innovation from the past ten years (explain what and why).
My favourite innovation is not so much a platform as a trend: I get really excited when I see a brand solve a problem for their consumers digitally. I am particularly passionate about brands knowing their customers and gaining great insights from them.

When brands take the time to understand user behaviour, we start seeing websites, apps and digital experiences that really are useful and improve a customer’s lifestyle by saving time and data, giving information when requested, and engaging them in relevant entertainment.

What has the judging process been like for you so far? Share some pointers on your personal judging process and what you’re looking for from entrants in your category.
My approach to the judging of these campaigns was first to distil what being in the “performers” category demanded of the entrants. When I first started reporting on digital campaigns 10 years ago, we defined performance as achieving an above-industry-standard CTR (or a low CPC).

However, today, whatever the brand, the notion of performance means that we are looking for what impact the campaign had on the brand’s business or initiative. While going through each of the campaigns, I continuously asked if the entrant had demonstrated not only innovative creative work but also if the desired impact had been achieved for the client. This meant that the results had to tie back to objectives of the campaign very clearly.

I also looked at how the campaign had been conceptualised and what key insights had driven the idea around which the campaign was built. I rewarded campaigns that showed a good understanding of the target market and identifying how the campaign was solving a consumer problem. Where such insight existed, it was more likely that the campaign performed to its objectives, resonated with the consumer and had the intended impact.

List a key trend you noticed in judging this year’s entries – comment on the overall standard of digital work in SA. Where do we shine and what’s still lacking?
I wouldn’t say that there is any great “lack” in our digital work in South Africa; this implies that there is a big global standard against which we, as South Africans are judged.

We are working in one of the most diverse and challenging markets in the world, talking to different consumers, sometimes with very limited budgets. I really appreciated the innovative strategies that were created within these circumstances.

Where I think we could explore our capabilities further would be within that notion of impact, and really understanding how to report back on how the campaigns we have created have helped the brand achieve its objectives.