Influencers

The power of influential consumers

Decision Making


Sophie FitzGerald, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how Adidas, the sports brand, planned ahead to create content that could be used in real-time responses to developments during the 2014 football World Cup.


Maria Gioffre, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how Chobani, the yoghurt brand, built its premium positioning and encouraged people to eat more yoghurt with a social media campaign in Australia.


Luis Mendoza, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how Coca-Cola, the beverage brand, adapted its globally successful 'Share a Coke' campaign for the US market to encourage teens to drink more Coke.


Philipp Schwartz & Fabian Wichmann , Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how Exit Deutschland, a charity that helps people leave far-right organisations, tricked neo-Nazis in Germany into raising money to help their members leave their ranks.


Cristina Buenaventura, Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how the Philippine Department of Tourism used social media to encourage visitors to come back to the country after natural disaster.


Cathal Gillen, Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how the Immigrant Council of Ireland raised awareness of the causes of sex trafficking by utilizing the mobile dating app Tinder.


Matt Tanter, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how Lucozade Sport, the drinks brand, created a content and social media strategy to build its positioning as enhancing performance during the 2014 football World Cup.


Tahaab Rais, Warc Prize for Social Strategy, Shortlisted, 2015

This case study sets out how cereal brand Nestlé Fitness used a content strategy in the form of a two-week webshow challenge to appeal to women living in Arab countries.


Ilona Janashvili & Alexandra Carroll, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how SPC, the largest fruit processor in Australia, built a social media campaign off the back of a single customer tweet, to reverse sales decline.

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