9 creative ways brands turned data into standout marketing campaigns you can learn from

9 Ways Brands Used Data to Drive Creative Impact (Lessons You Can Borrow)

From AI-powered cocktail pairings to AI stool analysis, the latest Drum Marketing Awards winners demonstrate how a single data point can ignite big ideas. Here’s a breakdown of nine campaigns, each offering practical lessons for creatives looking to make data work harder for their ideas.

Virgin Australia’s ‘From Tarmac to Targeting’ DOOH Campaign

Data isn’t just numbers. When treated as insight, it can fuel creativity, boost results, and even start cultural conversations. Virgin Australia’s campaign shows how combining location and context data with smart digital out-of-home (DOOH) targeting at busy hubs can drive real action. Their approach led to a 124% increase in purchase intent for Uluru flights.

Lesson: Use location plus context data to turn awareness into quick action.

Gold Winner (EMEA): Diageo’s ‘What’s Your Cocktail?’

Diageo tapped into food search behaviors with AI-powered FlavorPrint that analyzes sensory data and real-time food queries. By embedding cocktail suggestions directly into recipe searches, they met consumers exactly when intent was high, setting new standards for AI-driven personalization.

Lesson: Don’t wait for consumers to find you; meet them where their intent already exists.

Gold Winner (Americas): Hilton’s Global 2025 Trends Report

Hilton surveyed 13,000 travelers and 4,100 staff across 13 countries to craft a travel trend forecast called The Year of the Travel Maximizer. This research fueled over 1,500 global stories and positioned Hilton as a cultural authority.

Lesson: Proprietary research can do more than PR; it’s a blueprint for thought leadership and media influence.

Gold Winner (APAC): Danone’s BebeClub ‘AI Poop Tracker’

Danone launched Indonesia's first AI-powered stool analysis tool on smartphones to help parents monitor their child’s health. Backed by clinical validation and meeting a pressing need, the tool quickly gained popularity.

Lesson: When data solutions serve real human needs, usefulness beats novelty every time.

Gold Winner (APAC): Google ‘This Is Our Ramadan’

Google combined search and cultural insights to produce a viral Ramadan anthem, pairing traditional Nasida Ria music with pop idols JKT48. The anthem garnered over 30 million views and inspired 1,000 user-generated remixes.

Lesson: Cultural data is as valuable as customer data. Use it to engage meaningfully with your audience.

Silver Winner (EMEA): RFSU’s ‘Just Give a F*ck’

RFSU spotted a loophole in platform AI censorship and used it to create condom ads that were rebellious and humorous instead of clinical. Their ads were never blocked and gained significant organic engagement.

Lesson: Understanding system rules deeply can help you outsmart them creatively.

Silver Winner (Americas): Locality’s ‘Reach+ Local Lift’

Locality combined automatic content recognition (ACR) data with cross-platform targeting. This proved that blending local streaming with TV campaigns boosts incremental reach by 27% and reduces wasted spend.

Lesson: Think local, not just national. Local insights paired with technology can improve efficiency and reach.

Bronze Winner (EMEA): Arla Foods’ Castello ‘Out with Christmas Stress’

Castello used Google and Pinterest search trends to spot a 110% seasonal spike in edible gift queries. They positioned cheese as the perfect festive gift with pop-ups, influencer campaigns, and witty out-of-home ads, closing the loop effectively.

Lesson: Seasonal search data reveals untapped opportunities. Identify cultural moments where your brand fits naturally.

Bronze Winner (Americas): NBC’s ‘Big Board’

NBC’s data storytelling platform, centered on Steve Kornacki’s style, transformed election night coverage. It processed 10 million data points in seconds, keeping pace with real-time results and engaging viewers.

Lesson: Data only works when presented clearly. Design visualizations for people, not just systems.

Whether it’s travel insights, festive gift trends, or health monitoring, these campaigns show that data is more than dashboards. It’s a launchpad for creativity, timing, and trust.