Point of View: What is a social success

Molly Flatt

This article outlines four criteria for defining social success, using learnings from the Warc Prize for Social Strategy.

Point of View: What is a social success

Molly Flatt1000heads

What does a good social strategy look like? As one of the judges of the Warc Prize for Social Strategy, which has just named AMV BBDO's 'Doritos Mariachi' Facebook campaign 'the world's best social strategy', you'd think I might have my answer down pat. But after four months spent arguing the merits, or otherwise, of 40-odd case studies with a brilliant global group of strategists, planners, researchers, analysts and creatives, I have never been more aware of how subjective success can be in the social marketing world....

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