Jay Chiat Strategic Excellence Awards, Bronze, 2015
This case study describes how Love Has No Labels, a campaign in the US, creatively uncovered biases in people they didn't know they had, in order to promote diversity and acceptance.
Jay Chiat Strategic Excellence Awards, Gold, 2015
This case study describes how Doctors of the World, a US non-profit organisation fighting Ebola, turned a Halloween costume into a donation device.
Devra Prywes, Admap, October 2015
This article argues that video content can help humanise B2B brands by engaging decision makers.
Kyle Findlay, ESOMAR, Winner, Best Methodological Paper, Congress, Dublin, September 2015
This paper demonstrates how researchers can identify the 'conversation maps' of a brand, category or campaign across social media, particularly Twitter, with three main patterns emerging.
Philipp Schwartz, Warc Prize for Connection Strategy, Shortlisted, 2015
This case study describes how EXIT Deutschalnd, an initiative to fight right-wing extremism in Germany, tackled neo-Nazis in the small town of Wunsiedel, and raised awareness and donations.
Tahaab Rais, Warc Prize for Connection Strategy, Shortlisted, 2015
This case study describes how Emirates NBD, the Middle Eastern bank, increased awareness of their children's savings plans by inviting children to think about their futures and record a message to their future selves.
Gian M. Fulgoni, Journal of Advertising Research, Vol. 55, No. 3, 2015
In this article, Gian Fulgoni, co-founder and chairman emeritus of comScore, shares the insights he gained as a judge reviewing the finalist case studies submitted by companies around the world in competition for the Warc Prize for Social Strategy. The Warc Prize for Social Strategy is a search for social ideas – any strategy designed to generate 'earned media' – that drive business results.
Theo Araujo, Peter Neijens and Rens Vliegenhart, Journal of Advertising Research, Vol. 55, No. 3, 2015
How do certain cues influence pass-along behavior (re-Tweeting) of brand messages on Twitter? Analyzing 19,343 global brand messages over a three-year period, the authors of this article found that informational cues were predictors of higher levels of re-Tweeting, particularly product details and links to a brand's website, social network sites, and photos or videos. And, although emotional cues did not influence re-Tweeting on their own, they reinforced the effects of informational cues and traceability cues (hashtags) when combined in the same message.
Andrea Javor, Dave Choate and Chad Maxwell, Warc Prize for Connection Strategy, Shortlisted, 2015
This case study describes how Beam Suntory, a global spirits supplier in the USA, pioneered a way to use data analysis and identify key influencers to better utilise word-of-mouth alongside TV spend.
Warc Prize winner stages a stunt choc bar rebrand