GLOBAL: Campaigns for BT Sport, L'Oréal and Unilever are among 19 from around the world that judges have shortlisted for the Effective Social Strategy category of the WARC Awards.
The Effective Social Strategy category is one of three and replaces the WARC Prize for Social Strategy which, for the past three years, has rewarded effective use of social media. The other two categories this year are Effective Content Strategy and Best Use of Brand Purpose.
Quinn Kilbury, Senior Brand Director at Heineken US, is chairman of a 17-strong judging panel, which has whittled down this year's entries to a diverse selection of campaigns with four coming from the Middle East and North Africa.
WARC subscribers can read all the shortlisted entries here.
Three global campaigns have been shortlisted for the Effective Social Strategy award, along with a further three from Australia and the US, as well as one for confectioner Hershey that spanned North America.
There are also two campaigns that ran in the UK, including BT Sport and KFC, while there are one each from Bahrain, Germany, Lebanon, Malaysia, Singapore, Tunisia and the United Arab Emirates.
While a number of major global brands are in contention for this year’s prize, there are also four shortlisted campaigns from charities and voluntary organisations.
In addition to the $7,000 Grand Prix, judges will grant three $1,000 Special Awards: the Customer Journey Award, for social strategy built around understanding of the path-to-purchase; Low Budget Idea, for a content strategy that was effective on a budget of $500k or less; and the Live Award, for the best real-time campaign that has helped the brand achieve a specific business result.
Data sourced from WARC