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Article

This paper explores how to select the correct metrics to measure the social media activity and engagement of consumers with a brand during a campaign.

Article

This paper explores the use of social within the roster of a campaign's media use; a broad term, it refers to a collective of online communication channels built on community-based input, interaction, content-sharing and collaboration.

News

LONDON/NEW YORK: Honda, the auto brand, has built a social activation strategy based on three pillars in order to reach US millennials.

News

HANOI: More Vietnamese businesses are now using social media to advertise online than are using search engines, a new study claims.

Opinion

Instagram has announced that more than 1 million business users are now advertising every month on its service, a 400% increase from the 250,000 using it just a year ago.

Opinion

Quinn Kilbury, Senior Brand Director at Heineken US, will  chair the Effective Social Strategy category in the  Warc Awards 2017 .  Here he talks to Lucy Aitken about how he sees social, the longer term brand value it can create and the newer platforms he expects to see represented among this year's entries.

News

NEW YORK: Marketers are paying more attention to GIFs, those short looped videos that have become prevalent on social media, and are trying to work out how best to use them for brand communications.

Article

This paper addresses the issue of social media content marketing – designing brand content that is shared with consumers via social media - in relation to Facebook and in the context of consumer engagement.

Case Study

This case study describes how Domino's Pizza in the UK used a chatbot to allow consumers with an existing Domino's 'Easy Order' account to order pizza directly through Facebook Messenger.

Case Study

This case study describes how premium household appliances manufacturer Miele pushed its image in Italy beyond the communication pillars of price and performance, with a campaign based on a story about fashion.

Case Study

This case study describes how US wireless service provider AT&T used Facebook Live to create a real-time event with Santa Claus to encourage customers to sign up to its loyalty programme AT&T THANKS.

Case Study

This case study describes how Nike, the US sportswear manufacturer, motivated young athletes to visit Nike.com for their annual "Gear Up Day" that equips people for the upcoming season.

Case Study

This case study describes how chocolate brand Ferrero Rocher joined forces with the LINE communication app and the 7-11 convenience store chain to transform its image from a symbol of love to an everyday gifting product to express caring to friends.

Article

This event report provides tips for marketers seeking to engage consumers on Snapchat, the mobile messaging app.

Article

This case study describes how US appliances manufacturer Whirlpool expanded its Every day, care campaign platform to create a programme, Care Counts, which installed washers and dryers fitted with tracking devices in schools to give disadvantaged students access to laundry facilities to boost attendance rates.

Case Study

This case study describes how UK broadcaster BT Sport, aimed to engage hard-to-reach football audiences by giving away its coverage of the UEFA Champions League via a digital sampling strategy.

Case Study

This case study describes how Johnson's Baby used extensive research to build a connection between online and offline to launch its dedicated YouTube channel in India.

Case Study

This case study describes how car manufacturer Nissan used behavioural trends, and attitudinal attributes of the audience's engagement via visual and video content to launch its GT-R marque in India.

News

NEW YORK: Even though Snapchat has more than 150m users and recently listed with a market valuation of $25bn, it seems advertisers prefer to allocate their budgets to Instagram by some distance.

Article

This event report looks at how MGM Resorts International shifted its online marketing towards video to increase its reach on Facebook and other social media.

Article

This event report outlines how Nike, the sporting goods group, is using messaging apps to engage consumers.

Article

This webinar discusses how social media can help plan and amplify content and why the shape of social media conversations needs to be analysed to give a full picture of effectiveness.

News

NEEDHAM, MA: Brands can gain a useful boost to digital conversion rates by understanding the value of their Facebook investment in relation to other digital channels, new research has shown.

News

NEW YORK: Shares in Snap closed at $24.48 after the first day of trading on the New York Stock Exchange yesterday, up 44% on the IPO price and valuing the business at around $33bn, but leading agency figures were cautious about its future success ...

Article

This paper explores the current writing on the subject of Twitter as a marketing tool; the microblogging platform boasts 313m monthly active users worldwide, and an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.