About You Awards

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]

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

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. 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. 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. ""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. "About You awards Meets ProSieben: Even More Guests, Glamour and Stars (press release)". corporate.aboutyou.de. 13 March 2018. Retrieved 20 October 2020.
  14. "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.
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