Campaigns for FMCG brands dominated the rankings of most-viewed case studies on Warc this year, with 'Mariachi', a humourous campaign from AMV BBDO for snack brand Doritos, taking the number one spot.
The case study described how Doritos rebuilt itself as a highly agile, social media-based, content-driven brand in the UK with the help of some Mariachi singers and a social media push. 'Mariachi', and AMV, also won the Grand Prix at the 2014 Warc Prize for Social Strategy.
For more details about the most read papers on Warc in 2014 on other topics, visit our Most Read page.
The second most-seen case on Warc this year was Real Beauty Sketches, a global campaign from Ogilvy Sao Paulo for Dove, the Unilever-owned beauty brand. This campaign centred around an online video of an FBI trained sketch artist who drew his subjects based on both their self-descriptions and those of people who had met them only recently. This subsequently became the most-watched brand video ever, with 'Real Beauty Sketches' also taking a sought-after Creative Effectiveness Lion at Cannes this year.
Another Lions winner came in third on the Warc rankings. 'Weave your magic - How Lurpak found its global voice', from Wieden + Kennedy London, described how the butter brand created a global brand positioning based on a universal food truth around the joy of cooking for food lovers.
Two other winners at the Warc Prize for Social Strategy rounded out the top five most-viewed cases for 2014. #YouDrive, from AMV BBDO for Mercedes-Benz, the automaker, came fourth. This case study described how Mercedes-Benz monetised social engagement with the world's first interactive driving experience conducted through a television commercial in the UK.
Lastly, 'Baby&Me', from BETC Paris for Danone-owned water brand Evian, was a global campaign that used social media, a mobile app and dancing babies to drive online engagement.
Data sourced from Warc