By Grant MacFARLANE
The 2019 awards season has delivered a milestone moment for TMI with our first nomination for a dedicated Paid Social campaign. We’re proud to announce that TMI has been shortlisted for the 2019 UK Social Media Communications Awards, recognizing excellence in the Best Use of Paid Social category.
This marks a key chapter in the evolution of our Paid Social division and affirms its growing strategic importance in the media landscape. In 2010, Facebook Ads represented just 2.9% of global ad revenue. By 2017, that figure had surged to 19.7%—rising from $1.9 billion to $39.9 billion.
Our entry, The Media Image & Avon – Restructuring Into A Model Of Best Practice, showcases the strength of our Paid Social strategy and innovation.
Strategic Innovation in Social Media
Tom Hutton, TMI’s Head of Paid Social, explained the foundation of the campaign’s success:
“Our years of rigorous testing on Paid Social platforms reveal that a funnel approach offers the most efficient account setup.”
He detailed how the team refined targeting throughout the user journey—from broad interest-based audiences at the top to precision retargeting via pixel data, page engagement, and custom audiences.
At the ad level, a granular testing matrix evaluated creative, copy, and landing page combinations to identify the highest-performing variants. This structure led to triple-digit growth in Avon’s Paid Social recruitment and delivered significant cost efficiencies.
Awards Ceremony
Winners will be announced on Wednesday, 30 October, at the Montcalm Marble Arch.
You can view the full list of nominations here.
