Short-term Impact

Insights on marketing that has an immediate impact

Short-term Impact


Tahaab Rais, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how Coca-Cola, the beverage giant, used the International Day of Happiness in 2013 to engage with students in the United Arab Emirates. The company sought to prove that if the prevalent gloom in the Middle East was contagious, then happiness and laughter were even more contagious by building 'The Laughter Machine', a vending machine that replaced money with the sound of laughter, and placed it in two key universities in the UAE.

Jamie O'Brien, Warc Prize for Social Strategy, Entrant, 2014
This case study demonstrates how Bud Light, Anheuser-Busch's beer brand, used Facebook ads to increase preference for its beer and therefore increase sales in the US. The Facebook ad campaign identified Bud Light's best-performing standard Page posts, including a range of sports and beer related content, and amplified them, turning them into Facebook Page post ads.

Peach Natividad, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Coca-Cola, the beverage company, used social media to encourage small acts of gratitude in the Philippines, and so fulfil its brand purpose. Social listening was used to identify opportunities for the company to thank people.

Minyung Shin, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Microsoft, the computer software company, launched the Windows 8 (Win8) operating system in South Korea, in an attempt to slow the migration of mobile users to other devices and operating systems. The primary objective for Microsoft was to engage Generation Z, an increasingly demanding target audience who were used to seeking access to the internet any time, anywhere and on any device.

Marily Argyri, Sophie Dufouleur and Michela Andrenacci, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign by Nestle, the nutrition company, to promote its FITNESS cereal brand in Greece, targeting women with a breast cancer-related health message. Following on from previous breast cancer campaigns, a celebrity was recruited to wear a bra that when unhooked Tweeted a message to remind women to self-examine for symptoms of breast cancer.

Jose Aguilar, Luis Guillen and Victor Figueroa, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign in Mexico by Koleston, a hair colour brand owned by Procter and Gamble, which used social media to target women. The campaign began with an unbranded emotional video in which a celebrity famous for her blonde hair explained how she was ready for a big change.

Damaris Montalvo and Angela Baldwin, Warc Prize for Social Strategy, Entrant, 2014
This case study explains how Mercy Ships, a non-profit organisation which provides medical care to people living in poverty, used social media to capitalise on television coverage in the US. The organisation was to be featured in a news magazine show, and so developed a digital and social strategy to build on this.

Laura Woods, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Toyota, the car manufacturer, created a series of radio sessions released on Pandora, the internet radio service, to drive brand awareness and purchase intention amongst 18-49 year olds in the US. The six part series highlighted the work of emerging artists, providing music, exclusive behind-the-scenes content, and live events footage.

Lucile Dreano and Maud Paget, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how The European Programme of Food Aid to the Most Deprived (MDP) used stunts to fuel a social media campaign to avoid abolition and win continued funding from the European Union. The scheme had been threatened with abolition in 2011, but won an extension to 2012.

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Making a quick impact – five years in a row


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2010 United States Census

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WEBINAR

The long and short of it

Binet and Field on how campaigns work over time