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About You Award
Awarded forInfluential social media personalities
CountryGermany
Presented byAbout You
Websitewww.aboutyou-awards.de

The About You Awards (stylized as ABOUT YOU Awards), are presented annually by the German online fashion retailer About You GmbH.[1][2][3][4][5][6][7][8]

History

First held in 2017, the award ceremony honors influential social media personalities in Germany.[9] Prices are awarded in several categories. In 2019, the categories were Style, Comedy, Music, Newcomer and Health, with additional honorary awards (Empowerment and Idol of the Year) and a Special Award for Business Achievement.[10] Internationally known awardees include model Heidi Klum (Special Award) and the Swedish climate activist Greta Thunberg (Empowerment).[4]

The award show is broadcast by ProSieben, Germany's second largest privately owned television network, and streamed on About You's social media channels.[11][12][13] According to the organizer's estimates, the 2018 About You Awards were watched by more than eight million spectators on all channels.[14]

The process of determining the laureates of the About You Awards has changed somewhat during the three years of the award's existence, as have the categories.[15][13][14] In 2019, category winners and recipients of the honorary and special awards were chosen by a jury, following a public nomination process on social media.[16] Besides appointing the jury, About You has convened a committee of former award nominees, winners and laudatory speakers, referred to as the "About You Academy", which has assisted the jury with the selection of the winners.[17][4]

The About You Awards are an element of the About You marketing strategy which is focused on social media, native advertising and cooperation with influencers.[18][19][1][2][20]

References

  1. ^ a b Gründel, Verena (2 May 2019). "5 Gründe, warum es beim About You Award nur Sieger gibt" [5 Reasons why there's only winners at the About You Awards]. www.wuv.de (in German). Retrieved 20 October 2020.
  2. ^ a b Kilian, Karsten (4 May 2019). "About You Influencer Awards: Ein neues Vermarktungsformat wird erwachsen" [About You Influencer Awards: A new marketing format is coming of age]. www.absatzwirtschaft.de (in German). Retrieved 20 October 2020.
  3. ^ Leonhardt, Isabell (20 February 2020). "About You Awards 2020 mit neuem Konzept" [New concept for the 2020 About You Awards]. de.fashionnetwork.com (in German). Retrieved 20 October 2020.
  4. ^ a b c ""About You Awards": Deutschlands ausgezeichnete Influencer" [About You Awards: Germany's outstanding influencers]. www.focus.de (in German). 19 April 2019. Retrieved 20 October 2020.
  5. ^ "About You Awards 2019: Die Looks vom roten Teppich" [About You Awards 2019: The red carpet looks]. www.gala.de (in German). 19 April 2019. Retrieved 20 October 2020.
  6. ^ Schnitzspahn, Charlotte (4 May 2018). "About You Awards: Marktführer bei den 14- bis 29-jährigen Frauen" [About You Awards: Market leader with women aged 14 to 29]. TextilWirtschaft (in German). Retrieved 20 October 2020.
  7. ^ Rike Schulz & Max Weinhold (5 May 2017). "Klassentreffen der Internet-Sternchen" [The internet starlet class reunion]. Hamburger Morgenpost (in German). Retrieved 20 October 2020.
  8. ^ Ludwig, Alina (2019). "5.2.2 Wie Sie den Influencer für sich gewinnen – Die richtigen Argumente" [5.2.2 How to win over the influencer – The right arguments]. Influence! Erfolgreiche Online-Marketingstrategien für Praktiker [Influence! Successful online marketing strategies for professionals] (in German). Freiburg: Haufe. p. 193. ISBN 978-3-648-12993-7.
  9. ^ "Happy birthday, About You! (press release)". corporate.aboutyou.de. 5 May 2017. Retrieved 20 October 2020.
  10. ^ "About You Awards 2019: The biggest influencer award show of the year features lots of emotions, top-class guests and a tremendous amount of glamour (press release)". corporate.aboutyou.de. 23 April 2019. Retrieved 20 October 2020.
  11. ^ Schwegler, Petra (8 March 2018). "ProSieben bringt About You Awards ins TV" [ProSieben will broadcast About You Awards on TV]. www.wuv.de (in German). Retrieved 20 October 2020.
  12. ^ Elmes, John (26 April 2018). "RedSeven launches digital studio". www.c21media.net. Retrieved 20 October 2020.
  13. ^ a b "About You awards Meets ProSieben: Even More Guests, Glamour and Stars (press release)". corporate.aboutyou.de. 13 March 2018. Retrieved 20 October 2020.
  14. ^ a b "About You Awards 2019: New Voting Process, New Categories, New Jurors, Expanded Concept – the Biggest Influencer Award Show Reinvents Itself Again (press release)". corporate.aboutyou.de. 5 February 2019. Retrieved 20 October 2020.
  15. ^ "About You Awards 2017: The biggest influencer award show of the year honours Germany's leading social media stars (press release)". corporate.aboutyou.de. 20 March 2017. Retrieved 20 October 2020.
  16. ^ Schwegler, Petra (5 February 2019). "Die About You Awards sollen größer werden" [About You Awards to become larger]. www.wuv.de (in German). Retrieved 20 October 2020.
  17. ^ "Final Countdown für die About You Awards 2019: Jerome Boateng wird Juror und neu-gegründete About You Awards Academy unterstützt bei der Gewinnerwahl (press release)" [Final countdown for the About You Awards 2019: Jerome Boateng to become juror, newly founded About You Awards Academy to participate in selecting the winners] (PDF). corporate.aboutyou.de (in German). 5 April 2019. Retrieved 20 October 2020.
  18. ^ Schwär, Hannah (16 July 2018). "Die Zalando-Jäger" [Zalando hunters]. www.welt.de (in German). Retrieved 20 October 2020.
  19. ^ "The largest social media award show of the year lives up to its name: About You Awards increase online reach by twelve times to over 490 million (press release)". corporate.aboutyou.de. 7 May 2018. Retrieved 20 October 2020.
  20. ^ Campillo-Lundbeck, Santiago (18 April 2019). "Wieso About You eine TV-Show als Alternative zu Google, Facebook und Co aufbaut" [Why About You is setting up a TV show as an alternative to Google, Facebook & Co.]. www.horizont.net (in German). Retrieved 20 October 2020.

External links

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