Why the Native Advertising Institute is Wrong About the Best Influencer Marketing Campaign Award

The Native Advertising Institute has proudly boasted last year’s award-winning Best Influencer Marketing Campaign by Adidas and ELLE didn’t pay its ambassadors. Natalie Giddings argues this is immature at best and harmful at worst – and wants things to be different this year.

Article can be viewed on Mumbrella here

By Natalie Giddings.

The 2017 Native Advertising Institute Awards entry deadline recently closed. Last week marked the beginning of the jury sessions to nominate and acknowledge the best native advertising work across the globe of 2016 / 2017.

Founded in 2015 in Copenhagen, Denmark, there is much positivity around the awards and the institute, driving education and showcasing some outstanding work.  The NAI’s stated mission is to be “a global think tank dedicated to leading, educating and connecting marketing, advertising, communications and publishing professionals in an effort to advance the native advertising industry.” I’ve followed them closely since their inception.

Something struck me when reading the previous award winner for the Best Influencer Marketing Campaign by Adidas x ELLE Copenhagen Run. “Neither ELLE nor Adidas paid the ambassadors for their involvement in the campaign, and their participation and Instagram posts were voluntary.” You can see it for yourself on page 13 of the NAI Awards Wrap-up eBook.


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