Influencers

The power of influential consumers

Decision Making


Charlie Lowe and Julian Webster , Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how IBM, the technology firm, used LinkedIn, the business-oriented social networking service, to promote its Smarter Cities forum to Singaporeans.


Napas Kitirattragan, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Maybelline, the make-up brand, used an influencer-led strategy to launch a new product, Color Tattoo, in the eye-shadow category in Thailand.


Case Study

myStarjob.com
Lim Wai Yee and Edward Ong , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how, in 2012, myStarJob.


Casey Grant and Adam Weiss , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how a Tokyo-based communications company used communal exercise to build morale after the 2011 Japanese tsunami and other disasters.


Case Study

Avene: Selfie
Marie-Julie Lorenzo , Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how the Avene make-up brand won brand likeability with a social campaign.


Case Study

Diesel: Erotica
Marie-Julie Lorenzo , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Diesel, the fashion brand, used a controversial campaign for its Erotica collection to create interest in China.


Bhaskar Thakur and Kamakshi Thareja, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Nestle MUNCH had always owned the 'crunchy' space in India, but this was becoming a ubiquitous category descriptor, as the competition was launching larger wafer sizes and Nestle MUNCH's market share was stagnating.


Marie-Julie Lorenzo , Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Avene make-up was marketed in China by using customers' social media accounts to deliver Avene's own message.


Genevieve Cruz , Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how MasterCard, the financial brand, focused on the shopping experience by turning Singapore into a treasure island.

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