The winners of the Social Media Awards 2025 were revealed at The Drum Awards Festival. Taking home the top prize was Dentsu Creative New York and Mondelez for a campaign that broke category conventions.
The Drum Awards for Social Media 2025 celebrated the boldest and most culturally resonant work produced across the ever-evolving social landscape.
The winners of this year’s top prizes were revealed at The Drum’s annual Awards Festival. If you missed the show, you can watch it on demand now on The Drum TV.
This year’s winners demonstrated the extraordinary power of platforms, creators, communities and data-driven creativity to shape culture, fuel conversation and transform brand behaviour online.
Chairing the Social Media Awards this year was Maya Dukes, managing director of global brand strategy, creative and social media at Delta Air Lines, with support from Adam Clyne, founder and chief executive at Coolras, as vice-chair. Judges included representatives from John Lewis, WPP Media, Starling Bank and Sony Pictures.
Across dozens of categories, the judges awarded standout campaigns for their originality, results and smart thinking, recognizing the teams and creators pushing social media into new creative terrain. Below are all the winners – Gold, Silver and Bronze – listed by category.
Taking home the Grand Prix was Dentsu Creative New York and Mondelez for the Nutter Butter campaign. Armed with a small budget in a crowded category, it took an experimental approach to find its new tribe, primarily Gen Z. Creating its own world on TikTok, The Nutterverse, Mondelez and Dentsu incorporated elements of surreal storytelling, cultural phenomena and the product itself, delighting its community.
You can read the full list of winners below and read the stories behind the winning work on our Case Studies hub.
Gold: Nutter Butter, You Good? by Dentsu Creative New York for Mondelez International
Gold: Better Boys’ Trips by Ogilvy UK for First Choice
Bronze: 200 Creators by The National Gallery
Gold: Shifting Gears in Social: Leading Organic Engagement at the Automotive Industry’s Biggest Event by Samy for McLaren Automotive
Silver: The Canvas of Your Life: From Connection to Conversion by OneFifty Consultancy for Mazda UK
Gold: Turning Mum and Dad’s Bank into a Student Must-Have by Union Direct for Bank of Scotland
Gold: Twitch x COD 6: Rogue Shadow Ops by Twitch for Activision
Silver: Dove Hot Seats: Turning Fandom Into Access by Edelman for Dove
Gold: RAGÚ x Hot Ones: A Spicy Partnership by Digitas for Mizkan America
Gold: Custard by Giggs: How Oatly and Jellyfish Turned a DM into a Cultural Moment by Jellyfish for Oatly
Silver: Kerrygold x Allday Goods: The Butter Knife That Broke the Internet by 1000heads for Kerrygold
Bronze: Twitch x COD 6: Rogue Shadow Ops by Twitch for Activision
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Gold: Sam Thompson’s Match Ball Mission for Soccer Aid by Unicef and Soccer Aid Productions
Bronze: Salam Kissan (Salute to the Farmers) by Sarsabz Fertilizer/Fatima Fertilizer
Gold: Hilton: Hussle without Hassle by TBWA\Singapore for Hilton
Silver: How S Club and Jax Jones Helped Take Waitrose No1 to Number One by Wonderhood Makers for Waitrose & Partners
Bronze: Fabric, Currys and LG x Fabrizio Romano by Fabric Social for Currys
Gold: The Matcha Mob: A Fandom-Fueled Success Story by Moby Ventures (Whalar Group) for Nami Matcha
Silver: Share The First by Edelman for Unilever/Dove
Gold: Twitch x Pot Noodle: Slurp & Conquer Quest by Twitch for Unilever
Silver: Driving QSR Relevance in a Big Game Moment, Without the Big Game Price Tag by PMG for CKE Restaurants
Silver: It’s who? Getting the nation talking about itsu by Block Report for itsu
Silver: Lidl GB wins on TikTok by Coolr for Lidl
Bronze: Kerrygold x 1000heads | From Cult to Culture by 1000heads for Kerrygold
Bronze: Beans, Memes and British Humour by Spin for Branston Beans
Gold: Better Boys’ Trips by Ogilvy UK for First Choice
Silver: Planning (and booking) a sunshine stay when the skies are grey by Spin for loveholidays
Silver: The Community Wears Gap by Buttermilk for The Gap
Bronze: Lipton Ice Tea x Cruel Pancake ‘That Summer Feeling’ by Billion Dollar Boy for Lipton Ice Tea
Gold: Safety Thirst by Cubaka for Avanti West Coast
Silver: Cashmere UltraLuxe Bathroom Guide by Lifelong Crush for Kruger Cashmere UltraLuxe
Bronze: Get Ready With Me to Retire by Digitas Romania for BCR Pensii
Bronze: The UFO [UNVRS] by The Night League
Gold: Fabric & iSite x Currys: Letting Gen-Z Write Our Marketing Script by Fabric Social for Currys
Gold: Nailing Life by 1000heads for Nails.Inc
Silver: Dove #ShareTheFirst by Billion Dollar Boy for Dove (Edelman partner)
Bronze: The Community Wears Gap by Buttermilk for The Gap
Bronze: National Diabetes Awareness Month by Ruder Finn and Havas Media Network for Sanofi
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Bronze: Waitrose “Armchair Detectives X Sweet Suspicion” by Wonderhood Makers & Saatchi & Saatchi for Waitrose & Partners
Bronze: Better Boys’ Trips by Ogilvy UK for First Choice
Silver: Get Ready With Me to Retire by Digitas Romania for BCR Pensii
Silver: The Tradies by We Are Social for Lucozade
Bronze: Nails.Inc ‘It’s Topless’ Launch by 1000heads for Nails.Inc
Gold: Nutter Butter, You Good? by Dentsu Creative New York for Mondelez International
Bronze: Tango: Be Notorious Every Day by Coolr for Tango (Carlsberg Britvic)
Gold: Fabric x Big Bus Tours: Turning £40,000 into £500,000 by Fabric Social for Big Bus Tours
Silver: How People’s Postcode Lottery scaled for success – the7stars & People’s Postcode Lottery
Bronze: From Flatlining to Front-Runner: Castore’s Paid Social Comeback by Castore and Luxid
Gold: Lidl by Lidl by The Romans for Lidl
Silver: Leveraging India’s Union Budget Announcement for Amazon MX Player by Amazon MX Player x SoCheers
Gold: U up? by Rethink for Ikea Canada
Silver: Arghaüs: How Argos Turned Products into Premium Entertainment by Billion Dollar Boy for Argos
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Gold: The Hungry Games by The Romans for Trussell
Silver: Salam Kissan (Salute to the Farmers) by Sarsabz Fertilizer/Fatima Fertilizer
Gold: The Most Successful Premiership Rugby Final Ever by Wilderness Agency for Premiership Rugby
Gold: Tripadvisor: From a Boomer’s Vacation Paradise to a Gen Z Hotspot by We Are Social for Tripadvisor
Silver: Better Boys’ Trips by Ogilvy UK for First Choice
Gold: Ban This Profile by Edelman for Ampara
Bronze: Using Data to Grow PlutoTV on TikTok by Wilderness Agency for PlutoTV
Gold: Ban This Profile by Edelman for Ampara
Silver: Spotlighting the Style Squad for Pinterest and Freemans by the7stars
Gold: Can’t Unsee It by Rethink and Kraft Heinz
Silver: Fabric & iSite x Currys: Letting Gen-Z Write Our Marketing Script by Fabric Social for Currys
Silver: TN Football Pack: Celebrating Joga Bonito by Seen Studios
Bronze: Cracked by Area 23 (IPG Health Company) for Mercy for Animals