Low Lai Chow, Event Reports, Festival of Media Asia Pacific, March 2014
This event report discusses how Yum! Brands - the parent of Pizza Hut, KFC and Taco Bell - is connecting with digitally-savvy consumers in Asia. A now infamous incident of an employee being filmed tampering with food in a Malaysian branch of KFC marked a sea change in the firms approach, and it has since become adept at using platforms as varied as Facebook, the social network, and KakaoTalk, the mobile messaging app.
Sarah Shearman, Event Reports, South by Southwest Interactive, March 2014
This event report discusses how McDonald's uses real-time messaging. As a brand which attracts a lot of negative commentary, and is frequently the subject of misinformation, it approached this activity with great care.
Swapna Raghavan and Kumar Subramaniam, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a real-time marketing campaign in India by Cadbury, the confectionery brand owned by Mondelez, which capitalised on the social media activity around cricket. The Indian Premier League consistently features in social media conversation during its two-month duration, with even general chatter often linked to this cricket event.
Marie-Julie Lorenzo, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Carambar, a French confectionery product, used a fake social media announcement to increase sales. The product traditionally had jokes printed on the inside of the wrapper, and so taking inspiration from this the brand announced that it was changing the jokes to school exercises.
Miroslaw Smolewski, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Nestle set out to increase sales of Kaktus Ice Cream in Poland by creating a communications platform called 'Republic of Cactus', which aimed to integrate the promotional activities across all channels. The campaign was an example of how to communicate with a young target audience through social media, and how precision planning can lead to synergies between actions.
Gaël Solignac-Erlong, Valérie Schetzel and Aurélie Talbi, Warc Prize for Social Strategy, Entrant, 2014
In this case study, the objective for Tic-Tac France, the confectionery brand, was to build a stronger relationship with its social media following through a content and co-creation strategy. Tic-Tac celebrated their fans' creativity by organising a contest to design packs with professional designs posted online in order to create engagement and buzz.
Marily Argyri, Sophie Dufouleur and Michela Andrenacci, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign by Nestle, the nutrition company, to promote its FITNESS cereal brand in Greece, targeting women with a breast cancer-related health message. Following on from previous breast cancer campaigns, a celebrity was recruited to wear a bra that when unhooked Tweeted a message to remind women to self-examine for symptoms of breast cancer.
Myriam Samaoli, Philippe Torloting and Raphael Marquenet, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Nestle, the food and beverage multinational, set out to engage its community and create loyalty within the cereals market in France, for its Crunch Céréales brand. The target was the youth, aged 13-17 years old, which accounted for 16% of the total number of Facebook users.
Warc Prize for Social Strategy, Entrant, 2014
This case study illustrates how Cadbury Bournville, the confectionery company, repositioned its brand in India using social media. Understanding of the target youths aged 15-24 years, segmented by online behaviour, helped develop digital and content strategy.