Two campaigns for Axe, Unilever's deodorant range, featured among the five case studies securing the strongest traffic levels on in the last 12 months.

Using social media to drive brand loyalty describes how Lynx, as Axe is known in the UK, adopted an "always on" communications strategy on Facebook, the social network. More specifically, it maintained an ongoing dialogue with its young male target audience, and generated revenues of £750,000. 

Equally, third-placed Axe Excite: Returning to universal truths discussed how a creative idea embodying the fragrance's powers of seduction - "even Angels will fall" - was leveraged around the world to drive volumes up by over 4%, as well as winning the coveted Grand Prix at the Cannes Creative Effectiveness Lions in June.

Coming between these papers in second was Snickers: You're not you when you're hungry, another campaign which won a prize at Cannes. It was supported by a universal insight brought to life across 50 markets, and influenced 88% of the brand's global value sales.

The Share a Coke initiative, long-listed for the Warc Prize, took fourth place for an innovative, design-led strategy in Australia that increased Coca-Cola sales among young adults by 7%, after it printed the nation's 150 most popular names on its bottles.

Making up the top five was a paper detailing the Christmas campaigns in 2010 and 2011 for UK retailer John Lewis, entitled Making the nation cry ... and buy. This bold, emotional, television-led strategy generated an incremental £1074m in sales and £261m in profit.

For more details about the most popular material featured on Warc in 2012, click here.

Data sourced from Warc