We’re delighted to share that PHA has been shortlisted in the Standout Organic Social Media Campaign category at the Global Digital Excellence Awards for our work on JAECOO UK’s Earning Our Badge campaign.
The Global Digital Excellence Awards celebrate innovation, creativity and impact across digital marketing, campaigns, technologies and teams, recognising the work that is pushing industries forward on a global stage.
To be recognised among some of the most effective digital campaigns from around the world is a fantastic achievement for both our team and our client, and reflects the impact a strong social-first strategy can have when creativity and commercial objectives work hand in hand. The shortlist also marks the sixth award nomination for Earning Our Badge, further reflecting the campaign’s impact and the strength of the social-first strategy that helped launch JAECOO into the UK market.
When JAECOO entered the UK market, it faced a significant challenge. Despite success internationally, it was a completely unknown brand among British drivers. Rather than relying on traditional launch tactics, Earning Our Badge was built around a simple belief: credibility isn’t claimed, it’s earned.
Through an audience-led organic social strategy, we documented the brand’s journey in real time, creating content that showcased performance, practicality and personality in ways that felt authentic to social platforms. From major partnerships and brand experiences to creator-led storytelling and community engagement, every activation was designed to help JAECOO prove itself to UK audiences.
The result was a campaign that helped transform JAECOO from a new entrant into one of the UK’s fastest-growing automotive brands, while building an engaged social community that played a meaningful role in driving awareness, consideration and trust.
This shortlist is recognition of the strategic thinking, creativity and collaboration that powered the campaign. We’re incredibly proud of the work delivered alongside JAECOO and grateful for the trust placed in our team throughout the launch journey.
Winners will be announced at the Global Digital Excellence Awards later this year.
More from us
At PHA, we believe the most effective social campaigns don’t feel like campaigns at all. They create genuine reasons for people to pay attention, participate and ultimately care about a brand. That’s exactly what Earning Our Badge set out to achieve.
Launching an unknown automotive brand in a crowded market requires more than visibility. It requires proof. Throughout the campaign, we focused on demonstrating JAECOO’s credentials through experiences, partnerships and content that audiences could genuinely engage with, rather than simply telling them why the brand mattered.
The campaign became a platform for a series of connected activations, each designed to build recognition and credibility in a different way:
- Earning Our Badge: A social-first launch platform that introduced JAECOO to the UK market and established a clear narrative centred on earning trust through action.
- Enter the Extreme: A partnership with Jurassic World Rebirth that connected the brand with a major cultural moment, transforming social content into a wider integrated campaign spanning TV, digital and out-of-home.
- Range Revolution: A creator-led YouTube series that put JAECOO’s capabilities to the test, generating long-form entertainment content designed to build confidence and credibility among automotive audiences.
- Experiential Activations: From family-focused events and lifestyle partnerships to major sporting and automotive moments, JAECOO showed up where its audiences already were, creating opportunities to demonstrate the product in real-world environments.
Together, these activations helped establish a distinctive brand presence, proving that organic social can be far more than a communications channel. It can be the engine that drives awareness, shapes perception and creates lasting commercial impact.
For brands looking to build credibility, create meaningful social engagement and turn attention into action, get in touch with our team at hello@thephagroup.com.