Alexander Broers and Mark Warman, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Porsche, the car manufacturer, used social media as part of the launch of a new car model in Bahrain. The country had recently emerged from a period of economic and political unrest, making it a sensitive time.
Myriam Samaoli, Philippe Torloting and Raphael Marquenet, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a social media strategy in France by Toyota, the car manufacturer, which aimed to build a Facebook community. This content-based strategy utilised the brand's YouTube channel, while the Facebook Toyota Page shared pictures of the brand, and created games and events.
Michiel Cox and Jamie Barrett, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how Volkswagen, the car manufacturer, drove awareness, test drives and sales of a new Beetle car model in New Zealand by making social media key to its campaign. A competition was created, based on a popular social trend, inviting people to post pictures of themselves imitating the shape of the Beetle car, in order to win one.
Andrea Sophocleous, Event Reports, Australian Broadcasting Digital Media Summit, February 2014
This event report discusses how Diageo and Suzuki are developing their advertising strategies in Australia, with a particular focus on television. The advent of "event TV" - based around high-quality programming content that has become appointment viewing - has encouraged a renaissance of this channel in the recent past.
Jordan Stone and Steve Cobelli, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how the performance car manufacturer, Jaguar, activated its social media strategy in the UK and globally in order to improve the familiarity and appeal of the brand. The campaign also sought to resonate with the brand's primary audience: the 'Enlightened Entrepreneurs'.
Madelyn Dow, Warc Prize for Social Strategy, Entrant, 2014
This case study describes the launch of a new car model in the 'Pathfinder' Nissan range, using a 'blogger' influencer strategy in the US to target families. The Pathfinder model had experienced a sales decline, and the company wanted to reverse this whilst maintaining its core values as a family car. 'Cool' family bloggers were identified and invited to test drive a Pathfinder for a week in winter - the season that best demonstrated the value of the car.
Laura Woods, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Toyota, the car manufacturer, created a series of radio sessions released on Pandora, the internet radio service, to drive brand awareness and purchase intention amongst 18-49 year olds in the US. The six part series highlighted the work of emerging artists, providing music, exclusive behind-the-scenes content, and live events footage.
Deepak Gopalakrishnan, Warc Prize for Social Strategy, Entrant, 2014
This case study tells how Tata Motors' Safari, a once-iconic SUV brand, relaunched in late 2012 to recapture a lost audience. This was a difficult challenge because the brand had been out of mind and out of sight for years, and audiences had moved on to glitzier models.
Vinkai Bhatia, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Piaggio, the motor-scooter manufacturer, used Facebook to help launch its Vespa scooter in India. The brand was new to India, seeking to take a share of the country's strong scooter market, but it wanted to explain its history.