The PHA Group is proud to announce that it has won Standout Organic Social Media Campaign of the Year at the Global Digital Excellence Awards for its work with JAECOO UK.
The award recognises PHA’s Earning Our Badge campaign, the social-first platform that helped introduce the challenger automotive brand to UK audiences and establish credibility in one of the country’s most competitive sectors.
The Global Digital Excellence Awards celebrate the very best in digital marketing, recognising campaigns, technologies and teams that demonstrate exceptional creativity, innovation and measurable impact. Winning the Standout Organic Social Media Campaign category places Earning Our Badge among the most effective social campaigns from around the world.
Launched to support JAECOO’s arrival in the UK, Earning Our Badge was built around a simple insight: trust cannot be claimed, it must be earned. Rather than relying on traditional launch communications, the campaign documented the brand’s journey in real time through audience-led content, creator collaborations, experiential activations and community-driven storytelling.
Through a sustained organic social strategy, the campaign helped transform JAECOO from an unknown market entrant into one of the UK’s fastest-growing automotive brands, building awareness, engagement and trust while creating a highly active and engaged social community.
Joe Toal, VP, Social at PHA, said, “Organic social is too often treated as a support channel when it should be a growth channel. PHA’s campaign with JAECOO UK proved that if you create content people genuinely want to engage with, social can shape perception, build trust and play a meaningful role in commercial success. That’s why this recognition is so rewarding for the team.”
The award marks another major achievement for the Earning Our Badge campaign, which has received multiple industry accolades and nominations since launching and continues to demonstrate the power of organic social media as a driver of brand growth and commercial impact.
Lindsay Yin, JAECOO UK Social and Creative Manager, said, “We started working with PHA during the preparation period ahead of JAECOO’s UK launch. Over more than a year of working together, we’ve achieved good results across social media and short-form video production. Throughout our time working with PHA, we’ve come to see them as a trusted and reliable partner.”
The recognition reflects the strength of the partnership between PHA and JAECOO, as well as a shared commitment to creating social-first work that resonates with audiences and delivers measurable business outcomes.
For PHA, the award reinforces the agency’s belief that the best social campaigns are built around audience behaviour, cultural relevance and consistent storytelling, creating meaningful engagement that drives lasting brand value.
More from us
Winning Standout Organic Social Media Campaign of the Year is the latest milestone in a partnership that has helped establish JAECOO as a credible and recognisable challenger brand in the UK automotive market.
From launching the brand to creating integrated campaigns, creator partnerships and real-world experiences, our work has been focused on a single objective: building awareness and trust through ideas that earn attention rather than demand it.
Explore more of our work with JAECOO:
- Earning Our Badge: The award-winning social-first platform that helped introduce JAECOO to UK audiences and establish a narrative centred around earning credibility through action.
- Enter the Extreme: A fully integrated partnership campaign with Jurassic World Rebirth, spanning TV, social, experiential, retail, digital and out-of-home.
- Range Revolution: A creator-led YouTube series demonstrating JAECOO’s capabilities through entertainment-led storytelling and authentic product testing.
- Experiential Activations: From CarFest and the EPCR Finals to London Pet Show Live, creating opportunities for audiences to experience the brand first-hand.
Together, these activations have helped build awareness, drive engagement and establish a meaningful presence for JAECOO in the UK market, demonstrating how a social-first approach can drive real-world business results.
Want to create campaigns that turn attention into impact? Get in touch with our team at hello@thephagroup.com.