LONDON: Warc is today launching the Warc Prize for Social Strategy 2015, a global competition with a $10,000 prize fund, to find the best examples of social ideas that drive business results.
The Prize, now in its second year, looks for examples of marketing or communications strategies that inspire social effects (conversation, sharing, participation or advocacy) and also a measurable business impact. It is free to enter, and open to clients and agencies in any discipline.
"The response to the Prize in its first year showed how important a topic this is," said David Tiltman, Head of Content at Warc. "Once again we're casting the net wide to find the best examples of socially driven strategies that work. The Prize is completely discipline-neutral – we've seen great social ideas emerging from across the communications industry."
The $10,000 Prize fund will be divided between a $5,000 Grand Prix for the world's best social strategy case study, plus five $1,000 Special Awards to the best examples of a long-term idea, use of analytics, channel strategy, not-for-profit and a social business model.
In addition there will also be Gold, Silver and Bronze awards for the highest-scoring cases.
The deadline for entries is 23 January 2015, and the winner will be announced in May 2015. Further details on the Prize, including the entry kit and tips on writing a great strategy case study, can be found on the Prize website, www.warc.com/socialprize
The 2014 competition received more than 130 entries from around the world, with the $5,000 Grand Prix won by a case study from London agency AMV BBDO and snack brand Doritos. The 'Doritos Mariachi' campaign was a social media-based, content-driven initiative built around a Mariachi 'covers' band, which toured the UK.
Entries to last year's competition have been featured in a new analysis, Seriously Social 2014. This report, written by marketing consultant Peter Field, found that social strategies worked best when they involved multiple channels, and that social media worked better as a support channel rather than as a lead channel.
Data sourced from Warc