14th April: Doritos wins Warc Social Strategy Priz
A Facebook-led campaign developed by AMVBBDO for Doritos has been named the world's best social strategy, as it took the Grand Prix at the inaugural Warc Prize for Social Strategy.
Authored by Tom White, the paper described how snack food brand Doritos had sent a Mariachi band around the UK playing 1980s hits to liven up parties. The strategy opened up a new audience to the brand, without alienating its core youth market.
In addition to the $5,000 Grand Prix, the Mariachi paper also picked up a $1,000 Special Award for best use of analytics. And a separate paper from AMVBBDO, on the '#Youdrive' campaign for Mercedes-Benz, won a Special Award for best channel strategy.
As well as the two campaigns from AMVBBDO, four other papers won cash prizes: the Evian 'Baby&Me' campaign from BETC Paris won a $1,000 Special Award for the best long-term idea; Mizuno Running's US campaign 'The Mezamashii Run Project' won the $1,000 Special Award for the best social business idea; and the $1,000 Special Award for the best low-budget entry was split between a New Zealand animal-rights campaign for Paw Justice, and an anti-smoking effort from Ontario Ministry of Health and Long-Term Care.
Read the full story on Warc News
12th March: Warc unveils shortlist for Social Strategy Prize
A total of 37 case studies have been shortlisted for the Warc Prize for Social Strategy.
Warc will award the $5,000 Grand Prix to the best example of a marketing strategy that drives conversation, sharing, participation or advocacy. Entries must show how their strategies have delivered credible business results.
Warc will also award five Special Awards of $1,000 each, plus Gold, Silver and Bronze awards. In its inaugural year, the Prize received 130 entries.
Shortlisted entries came from 14 different markets around the world, and from a mix of creative agencies, digital and social specialists, PR agencies, and client-side marketers. The US supplied the largest number of shortlisted entries (8), well ahead of India (7) and the UK (6).
3rd December: Warc Social Prize judges revealed
Warc has today announced the full judging panel for the Warc Prize for Social Strategy.
The line-up includes executives from DigtasLBi, Edelman, Havas, Leo Burnett, McCann, Droga5, DDB, Dare, Microsoft, Mullen, Keller Fay, We Are Social, McKinney and Telstra.
Among them is Baba Shetty, who joined DigitasLBi as chief strategy and media officer earlier this year, having previously been CEO at Newsweek/The Daily Beast. His new role involves the oversight of media, content and social capabilities.
exclusive video interview with Warc, Pete Blackshaw, Nestlé's global head of digital and social media, argued: "We tend to ignore the fundamentals as we pursue the shiny new object."
Brand-builders who remained focused on "the core fundamentals of marketing" tended to "get ahead the fastest and justify the biggest budgets," he added.
16th September: Warc launches $10,000 Prize for Social Strategy
Warc, the marketing intelligence service, today launches the Warc Prize for Social Strategy, a global competition to find the best examples of social ideas that drive business results.
The Prize will look for examples of marketing or communications strategies that inspire social effects (conversation, sharing, participation or advocacy) and also a measurable business impact. It is free to enter, and open to clients and agencies in any discipline.
Warc is offering a Prize fund of US$10,000. There will be a $5,000 Grand Prix for the world's best social strategy case study, plus five $1,000 Special Awards. There will also be Gold, Silver and Bronze awards for the highest-scoring cases.