Influencers

The power of influential consumers

Decision Making


Joseph Smeaton and Jason Lonsdale, Account Planning Group - (Australia), Best presentation, Creative Strategy Awards 2014

With this campaign, OPSM tackled the important issue of children's vision by taking the optometrist's room into the homes of Australian families, creating a storybook that can determine if a child has an issue with his or her vision.


Ian Forth, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how Radiant, a laundry detergent brand, increased sales and market share by focussing on a different functional benefit to usual detergent marketing.


Sarah McDonald and Karl Bates, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how Universities Australia, an organisation representing universities, used a social and digital campaign to build support for its federal funding.


Oliver Sweet, Ella Fryer-Smith, Mark Burgess and Jason Field, MRS Awards, Finalist, December 2014

This article describes how MasterCard, the financial services company, used ethnographic and quantitative research to understand the needs of people in Europe who have no bank account or limited financial access.


Bijal Pathak, Warc Prize for Innovation, Entrant, 2014

This case study describes how leading Middle Eastern telecommunications provider Etisalat created a campaign to drive subscriptions to its premium TV service, eLife TV.


Shari Walczak, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how children's charity Make-A-Wish Canada launched an innovative app to raise support and awareness for the cause while keeping the magic of Kris Kringle alive for children all around the world.


Vedant Uppal, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how global technology company HCL Technologies created an end-to-end recruitment process on a single social media platform.


Bijal Pathak, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

The case study describes how fast-food brand KFC leveraged rivalry between Cristiano Ronaldo and Lionel Messi football fans in the Middle East to drive social conversations and steer away from negativity.


Bijal Pathak and Spencer Moody, Warc Prize for Innovation, Entrant, 2014

This case study describes how fast-food company KFC Arabia capitalised on the hunger pangs of a TV star to create a significant increase in footfall throughout the region.

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