Trends reports, case studies and a deep dive into Instagram were among the top social media-focused papers on Warc in 2014, according to analysis of annual downloads.
When ranking all of the year's most-viewed papers that covered social media-related issues, Seriously Social - How social strategy can drive business results came out on top. This report included close analysis of various highly-awarded recent social media campaigns, using this case study bank to suggest best practices for the future.
In second and third places on the rankings were a pair of case studies. 'Mariachi', from AMV BBDO for Doritos, described how a humourous social media-led campaign featuring Mariachi singers boosted the PepsiCo-owned snack brand. This case study also won the Grand Prix at the 2014 Warc Prize for Social Strategy.
Next came 'Real Beauty Sketches', from Ogilvy Sao Paulo for Dove, the beauty brand. This campaign centred around an online video that scored a massive PR success, featuring 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.
Instagram, the photo-sharing platform, was the focus of the fourth most-seen social media paper of the year. How brands can succeed on Instagram argued that the platform is best-suited for brand building, rather than the highly-targeted opportunities offered by its (larger) rival, Facebook.
What we know about digital, mobile and social media rounded out the top five. This guide summarises the key arguments on Warc around the topic of digital, mobile and social media, offering marketers practical advice from industry experts.
For more details about the most read papers on Warc in 2014 on other topics, visit our Most Read page.
Data sourced from Warc