Influencers

The power of influential consumers

Decision Making


Claire Coady, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Unilever created 'All Things Hair', a YouTube channel for the UK and Canada, in an innovative always-on partnership between Unilever haircare brands, Google and beauty video bloggers.


Tahaab Rais, Warc Prize for Innovation, Shortlisted, 2014

This case study explains how Coca-Cola created a memorable, ownable community social responsibility platform that would empower young people in the Middle East to make a positive impact on their society beyond passive charity.


Saji Abraham, Varsha Chawda and Jane Dorsett, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Lifebuoy, the soap brand owned by Unilever, created a campaign in India to save children's lives through raising awareness of the need for handwashing with soap.


Linda Carlos, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Mercedes-Benz created a TV ad in the UK that used social interaction to drive the broadcast in real-time.


Oliver Dennis, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how electronics manufacturer Samsung showcased the Galaxy NX Camera using the first web-controlled camera-bot, attracting media and tech industry attention around the world.


MMA Smarties, Bronze, MMA Smarties, 2014

This case study describes how Procter & Gamble developed an interactive smartphone app to promote effective brushing behaviour and technique among users of its Oral-B electric toothbrush.


Andy Wilson , Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how SingTel, the telecoms company, tackled its waning brand consideration scores with a grassroots campaign that focused on the passion that ordinary Singaporeans had for traditional street food.


Aparna Jain and Hitesh Patel, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study shows how Akanksha, an education-based NGO, set out to combat India's problems with illiteracy and get a non-altruistic society to lend a hand, with a social media campaign and zero budget.


Josy Paul, Rajdeepak Das, Hemant Shringy and Sandeep Sawant , Warc Prize for Asian Strategy, Shortlisted, 2014

This case study explains how Gillette, the shaving brand, created a social movement to appeal to men and win back respect for men in a difficult social climate in India.

WARC RECOMMENDS


WARC BRIEFING

Influencers

Theories and trends in marketing to influencers


ADMAP

How to achieve influence

A focus on influencers in the December 2012 issue


ARTICLE FOCUS

Look who's talking

A guide to understanding social influence online