The Netty Awards celebrated another year of innovation in 2024 by recognising industry leaders who pushed creative boundaries in marketing, technology, social media, and more. Among this year’s winners was Australia’s own Melbourne Social Co, which earned the Best TikTok Account (ANZ) award for its work with DoorDash—a collaboration that redefined audience engagement on short-form video platforms. But the awards weren’t just about one brand; they highlighted a broader shift in how digital content is created, consumed, and celebrated.
A Year of Digital Breakthroughs
With entries from 41 countries and thousands of industry professionals engaging with the program, this year’s Netty Awards reflected a truly global perspective on digital media. The winners came from diverse backgrounds—ranging from established tech giants to independent content creators—all demonstrating how the digital world continues to evolve.
The Power of TikTok: DoorDash ANZ’s Winning Strategy
One of the most talked-about wins came from DoorDash ANZ, whose TikTok presence, managed by Melbourne Social Co, set a new standard for social-first branding. The campaign’s success hinged on its ability to blend real-time trend adoption, influencer collaborations, and organic storytelling—resulting in millions of views and a vibrant social community.
Instead of relying on highly polished advertisements, the campaign leaned into user-generated content and relatable storytelling, making DoorDash feel less like a corporate brand and more like an active community member. The strategy was simple but effective: highlight authentic food moments, leverage humor, and integrate real customers into the content, reinforcing the idea that DoorDash is not just a service but a part of everyday life.
Trends That Defined the Netty Awards 2024
Beyond DoorDash’s success, the awards showcased broader industry trends that are shaping the future of digital marketing.
AI’s Expanding Role in Marketing
Artificial intelligence was a common thread among this year’s winners. From AI-driven personalization in e-commerce to chatbots that drive real-time engagement, brands are increasingly relying on machine learning to refine their marketing strategies. The shift isn’t just about automation—it’s about creating more meaningful and personalized customer experiences.
The Shift to Social-First Content
Multiple winners demonstrated how brands are prioritizing social-first creative execution, treating platforms like TikTok, Instagram, and LinkedIn as primary marketing channels rather than just supplementary platforms. This reflects a shift in consumer behavior, where traditional digital ads struggle to capture attention compared to native, organic-style content.
The Evolution of Influencer Marketing
While influencer marketing is nothing new, 2024’s top campaigns leaned heavily into long-term collaborations rather than one-off sponsorships. Companies are increasingly partnering with creators to co-develop content, making the relationship feel more authentic and impactful. Employee-generated content has also emerged as a new avenue, with brands encouraging their teams to act as ambassadors.
Sustainability and Ethical Branding
Brands that showcased sustainable practices or social responsibility initiatives gained significant recognition this year. Consumers are more conscious than ever about where they spend their money, and many of 2024’s winners incorporated sustainability into their marketing narratives—not just as a PR move, but as a core brand value.
Celebrating the 2024 Netty Award Winners
While DoorDash ANZ’s TikTok campaign captured attention, other winners across categories pushed the envelope in their respective fields. Audible was honored for the brand’s global influencer campaign with Viral Nation, demonstrating the power of strategic creator partnerships on a global scale. Meanwhile, RWCO was celebrated for its strategic consulting for the United States Postal Service (USPS), showcasing innovation in public-sector communications. Across all categories, AI-driven campaigns, social-first brand strategies, and groundbreaking UX design were dominant themes, reflecting the evolving priorities of digital excellence.
The Future of Digital Excellence
As the digital space continues to evolve, the 2025 Netty Awards are expected to reflect even bigger shifts in the industry. With advancements in AI, the growing dominance of short-form video, and the push for more ethical and community-driven branding, next year’s awards will likely highlight even more trailblazing work from Australian companies and beyond. As innovation continues to flourish, brands across the globe—especially those from Australia’s dynamic digital landscape—are poised to make an even greater impact, shaping the future of marketing, technology, and creative excellence.
Rolling Stone AU/NZ newsroom and editorial staff were not involved in the creation of this content.
