Award submissions can take hours to complete, and the cost of getting it wrong can result in judges overlooking your entry. In a competitive awards space, the key to standing out is telling your story effectively so it resonates with judges. No matter what kind of award program or category you’re entering, the elements of a winning entry are the same. Whether you’re showcasing a campaign or technology solution, every successful award entry should be built around three core elements: the business challenge, the execution, and the results.
By clearly connecting these components, you can create a compelling narrative that helps judges understand not only what you did but why it mattered.
The Challenge
Every award-winning entry begins with a challenge. Begin your submission by clearly explaining the business or marketing problem you were trying to solve and why it was significant. What obstacles existed? What made the challenge complex or unique?
This element offers context for judges and establishes the foundation for your award entry and what you aimed to achieve. Outline your objectives and the key performance indicators (KPIs) you initially set. This will serve as the benchmark for demonstrating impact later in the results section of your submission.
What Was Done Differently?
Judges review hundreds of entries, so this is your opportunity to differentiate your work and stand out. They do not just want to know what you did; they want to see the creative or technological pivot that solved the un-solvable problem.
Clearly describe your solution, campaign, or initiative, and emphasize what makes your approach unique. Whether you leveraged technology, creativity, data, strategic partnerships, or a combination, explain what made your execution stand out.
A winning award submission focuses not only on what was done, but also on why the approach was uniquely suited to addressing the challenge.
Quantifiable Results or Industry Impact
Results are often the most weighted element of a submission. Judges want evidence that your work delivered meaningful outcomes.
Whenever possible, isolate hard metrics that tie directly back to your initial KPIs, such as:
Commercial Growth: Revenue acceleration, ROI, or ROAS.
Market Efficiency: Customer acquisition cost (CAC) reduction or retention improvements.
Audience Velocity: Share of voice, engagement milestones, and category growth.
Remember that data without context is meaningless. A 200% increase in engagement looks good but knowing it beat the industry benchmark by 5x is what wins the category.
Strong award entries connect results directly back to the original challenge and objectives, creating a clear line between strategy, execution, and outcomes.
Tie It Together
An award-winning submission tells a cohesive story with a meaningful challenge, innovative solution, and measurable results. By organizing your award entry around these three elements and supporting each section with evidence and a bit of storytelling, you’ll be one step closer to making that shortlist.
