We’ve aligned our awards program with a broader company-level OKR, which helps create exec alignment from the start! Luckily at Webflow, one of our org-wide goals is to drive widespread adoption of our product, so the awards program ladders directly into that.
Here’s how we’ve framed the value:
Position customers at the center of our brand by celebrating how top companies, agencies, and individuals use our product to drive real outcomes
Boost brand awareness by showcasing well-known customer brands and partners in a highly visible and shareable way
Create viral, memorable moments — for example, featuring winners in unexpected places (like a billboard) to generate surprise and delight across social
Encourage customer advocacy by giving finalists and winners social kits to amplify the win across their own channels
Activate employee advocacy to extend reach — having employees share and celebrate the stories helps flood channels (primarily LinkedIn)
Fuel community engagement through nomination and voting processes, which generate buzz and organic reach while reinforcing a sense of inclusion
Build a scalable storytelling engine — using awards as a launching pad for deeper customer stories (case studies, blog posts, social content, video, etc.)
The above goals are typically enough for our leadership team to feel bought in but we do have some more tangible metrics we track:
Attribution to brand lift or search volume around the awards window
Reach/engagement/views from customer and employee advocacy + accompanying content (blogs, resulting case studies, etc)
Overall though this is more of a celebratory campaign for our customers rather than a brand awareness campaign but our leadership is on board that happy customers = more advocates = a win for our team!
