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Campaigns for Burger King, M&M’s, Singapore Tourism Board, Starbucks and Vans are among the winners of the Effective Social Strategy category of the WARC Awards, a global search for next-generation marketing effectiveness.
Fifteen campaigns from around the world – one Grand Prix, three Golds, seven Silvers and four Bronzes – have been selected as winners in the Effective Social Strategy category, which links social strategy to business success.
A campaign by Grey London for The United Nations has won the Grand Prix as well at the Live Award, one of three special awards recognising specific areas of excellence. ‘The People’s Seat’ used social media to drive a global campaign that let the people of the world have their say on climate change at the COP24. It developed a Facebook Messenger bot for people to interact with the UN and got Sir David Attenborough to deliver a speech through a livestream on Facebook. The campaign reached more than 1.3 billion people.
Starcom and MRY won a Gold and the Path-to-Purchase Award with a campaign for footwear and clothing brand Vans. The ‘Not Just One Creator’ campaign used influencers to successfully broaden its appeal among teens and young adults in the US, generating revenue and brand awareness.
‘Closer Than You Think’, by Wunderman Antwerp, won a Gold and the Smart Spender Award. In Belgium, Child Focus, a centre for missing children, used findings from a social experiment to inspire Belgian citizens to actively contribute to the cause of finding missing children.
You can check out the winning case studies in the Effective Social Strategy category here.