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Warc unveils shortlist for Social Strategy Prize

News, 29 April 2015

LONDON: A total of 32 papers from 11 markets have been shortlisted for the 2015 Warc Prize for Social Strategy, which highlights the smartest social and 'earned' media thinking from across the world.

Campaigns from brands such as Chobani, adidas, Coca-Cola and Newcastle Brown made the shortlist, which represents the highest-scoring entries from the first round of judging. The entire shortlist can be viewed on the Prize website, where Warc subscribers can read the full papers.

"The shortlist represents some of the best social strategy examples in the world," said Shubu Mitra, director of connection planning effectiveness and productivity at Coca-Cola and chair of the judging panel.

"What I like about this competition," he added, "is that it rewards social strategy aligned with the brand's business goal, rather than isolated one-off social media tactics that get an unexpectedly large response – and a lot of business press!"

David Tiltman, Warc's Head of Content, described the shortlist as "essential reading for anyone working on social media campaigns".

"There is a real mix of work here, from focused social media activity to big-budget campaigns with social mechanics at their core," he said. "What they all have in common is that they delivered a business impact."

The shortlisted entries came from 11 different markets around the world, and from a mix of creative agencies, media networks, digital and social specialists. The UK supplied the largest number of shortlisted entries (10), ahead of the US (7) and Australia (5).

Warc will award $5,000 Grand Prix to the best example of a marketing strategy that drives conversation, sharing, participation or advocacy, and can demonstrate a link to credible business results. Warc will also award five Special Awards of $1,000 each, plus Gold, Silver and Bronze awards.

The judging panel, made up of senior client-side marketers and agency-side strategy experts, is currently deciding which entries will be awarded Gold, Silver and Bronze awards, and which will take home the cash prizes. Their picks will be announced in June.

Data sourced from Warc