Sarah Shearman, Event Reports, South by Southwest Interactive, March 2014
This event report discusses how Nasty Gal, the online fashion retailer, is building on its digital - and, particularly, social - origins to gain a foothold in the bricks-and-mortar space. Having started trading on eBay in 2006, the brand quickly built up a loyal audience on social media, firstly on Myspace and then on Facebook.
Deepak Gopalakrishnan, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how newly launched Indian TV channel FOX Crime targeted younger viewers with a digital and social media campaign. The campaign turned viewers into detectives, inviting them to solve clues.
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.
Madelyn Dow, Warc Prize for Social Strategy, Entrant, 2014
This case study describes the launch of a new car model in the 'Pathfinder' Nissan range, using a 'blogger' influencer strategy in the US to target families. The Pathfinder model had experienced a sales decline, and the company wanted to reverse this whilst maintaining its core values as a family car. 'Cool' family bloggers were identified and invited to test drive a Pathfinder for a week in winter - the season that best demonstrated the value of the car.
Allen Eric, Yousuf Rangoonwala and Aditya Save, Warc Prize for Social Strategy, Entrant, 2014
This case study explains a campaign aimed at Indian women by Parachute Advansed Ayurvedic Hair Oil, a hair care brand owned by Marico, which encouraged social recommendation. Research had found that women are cynical about claims made by hair fall prevention products such as this, and valued recommendation by friends or family.
Lizzy Pollott, Matt Spector and Jennifer Ekeleme, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign in the US by Havaianas, the Brazilian footwear retailer, which used social media to boost sales. The company primarily sells 'flip flops', with consumer interest in the product peaking in the summer.
Jose Aguilar, Luis Guillen and Victor Figueroa, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign in Mexico by Koleston, a hair colour brand owned by Procter and Gamble, which used social media to target women. The campaign began with an unbranded emotional video in which a celebrity famous for her blonde hair explained how she was ready for a big change.
Damaris Montalvo and Angela Baldwin, Warc Prize for Social Strategy, Entrant, 2014
This case study explains how Mercy Ships, a non-profit organisation which provides medical care to people living in poverty, used social media to capitalise on television coverage in the US. The organisation was to be featured in a news magazine show, and so developed a digital and social strategy to build on this.
Miroslaw Smolewski, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign by Nestle, the food and beverage company, to promote its Friskies pet food brand in Poland, largely through social media. The brand had an established Facebook page and so chose this as its main focus, supported by a brand website and online ads.