Six-year-old organ donation campaigner Dáithí Mac Gabhann was one of the winners recognised at the 2023 Northern Ireland Social Media Awards in partnership with the Corner Bakery.
Dáithí and his parents Máirtín and Seph received a standing ovation as they picked up the prestigious accolade for Best Social Media Campaign in Charity following their heartfelt campaigning and extensive social media activity which resulted in the landmark organ donation law which came into effect earlier this year. The judges said, ‘The Donate4Dáithí Campaign is indeed an example of social media’s transformative power in charitable initiatives.’

The NI Social Media Awards celebrate the best in social media marketing and the businesses, organisations and individuals who are creating inspiring content and using social media positively. The winners were announced at the social event of the year in the Crowne Plaza Hotel at the weekend and were attended by over 500 representatives from a host of industries including retail, hospitality, tourism, government, health and fitness.

Winners included Hastings Hotels for Best Social Media Campaign in Hospitality / Tourism; South Eastern Trust for Best Social Media Campaign in the Public Sector; Keylite for Best Use of Social Media in Service / B2B and Kingsbridge Healthcare Group for Best Use of Social Media in Healthcare.

The Irish Football Association won the awards for Social Media In-House Team of the Year and Best Overall Use of Social Media for the second consecutive year.
Two local female entrepreneur led businesses also picked up two awards each - Ooh & Aah Cookies won Best Use of Social Media in Retail and Best Use of TikTok Business and Bellamianta won Best Use of Instagram and Best Use of Social Media Hair / Beauty.

Mother-of-two, Annalivia Hynds from Armagh, who has credited her career on TikTok as being life-changing, also picked up two awards – Family Influencer of the Year and Social Media Personality of the Year, following a public vote with over 3,000 people choosing her as the winner.

Co-Founder of the NI Social Media Awards, Niamh Taylor said: “We received over 400 entries and the feedback from judges has been incredible – the work in social media and digital marketing that is being carried out by businesses, organisations and individuals across Northern Ireland is incredible.

“What stood out to our independent panel of judges is the collaboration, community and connection that is at the heart of so much of the activity. As a digital marketer, I am proud to see so many people using social media for good – to help others, raise awareness, grow businesses and create jobs. A huge congratulations to everyone recognised at this year’s NI Social Media Awards and keep up the good work.”

Martin Booth, Managing Director of Corner Bakery said: “As the owner of a bakery that is over 70 years old, I have seen first-hand the power of social media and digital marketing. The winners of this year’s NI Social Media Awards have demonstrated the hard work and commitment local businesses, organisations and individuals are putting into their social media platforms and the content that is being created is engaging audiences across the platforms whilst achieving remarkable results. Congratulations!”
The awards are organised by two of Northern Ireland’s leading award-winning digital marketers and industry mentors, Niamh Taylor of Digital 24 and Caroline O’Neill of Digg Mama and Digg For Success. 

The independent panel of expert judges, who each work with some of the world’s biggest brands were Amy Lynch, Social Media Lead of Ryanair; Jack Francis, Social Media & Content Manager of Ebay; Ella Wright, Social Media Manager of NEOM Organics London; Leah Silverlock, Head of Social Media & Community of Trustpilot; Dayna Sara Baker, Social Media Manager of Revolut; Jordan Meyer, Social Media Manager of Formula E and Jay Harris, Senior Social Media Executive of JD Sports Fashion.

Individual category partners include Bedeck, Bellamianta, BNL Productions, Buzz Off At Bumble And Bee, Champagne Memories, Digg For Success, Digital Twenty Four, Fiona Brown Communications, Kobault, MAD Colour, Podglamping Ireland, Starview Hot Tubs, Ted & Stitch, Todd’s Leap, Ulster University, United Wines. Charity Partner is Action Cancer. Media Partners are Belfast Live and Q Radio.

For the full list of winners, go to
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