Online Effectiveness

Information and insights on using online marketing channels

Online Effectiveness


Tahaab Rais, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how, to celebrate the spirit of positive change and optimism resulting from the Arab Spring, Coca-Cola launched 'Today I Will', an initiative aimed at unlocking individual potential whilst staying true to the values that shape Middle Eastern society. By giving the youth a platform to make their voices heard, Coke reached millions and engaged hundreds of thousands across the region, while Coca-Cola sales increased by 28% in Saudi Arabia and 16% in the United Arab Emirates (UAE).

Srikeit Tadepalli, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Mumbai Indians, the Indian cricket team, used social media to connect with fans and reward loyalty. The team already had a strong social media following, but with low engagement.

Damaris Montalvo and Angela Baldwin, Warc Prize for Social Strategy, Entrant, 2014
This case study explains how Rescue Missions, the emergency relief non-profit organisation, used a social media strategy to gain public donations during an emergency situation in the US. The campaign was launched during Hurricane Sandy in 2012 in an attempt to gain financial and other donations to help the rescue and later clean-up effort.

Jamie O'Brien, Warc Prize for Social Strategy, Entrant, 2014
This case study demonstrates how Bud Light, Anheuser-Busch's beer brand, used Facebook ads to increase preference for its beer and therefore increase sales in the US. The Facebook ad campaign identified Bud Light's best-performing standard Page posts, including a range of sports and beer related content, and amplified them, turning them into Facebook Page post ads.

Sabrina Benz, Antonella Peschechera and Matteo Bosisio, Warc Prize for Social Strategy, Entrant, 2014
This case study explains how Arena di Verona, an Italian opera theatre, sought to attract a younger, non-opera fan audience through social media. The company used Twitter - despite not having a Twitter account.

Lucile Dreano and Maud Paget, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how The European Programme of Food Aid to the Most Deprived (MDP) used stunts to fuel a social media campaign to avoid abolition and win continued funding from the European Union. The scheme had been threatened with abolition in 2011, but won an extension to 2012.

Carlos Payares, Gloria Roncancio and Jonathan Romero, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Visa, the financial services company, applied analytical techniques to improve its Facebook page performance in Colombia. In May 2013, Visa had a large community on Facebook but was struggling to increase engagement and create business value.

Case Study

Beetle Mania
Michiel Cox and Jamie Barrett, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how Volkswagen, the car manufacturer, drove awareness, test drives and sales of a new Beetle car model in New Zealand by making social media key to its campaign. A competition was created, based on a popular social trend, inviting people to post pictures of themselves imitating the shape of the Beetle car, in order to win one.

Warc Prize for Social Strategy, Analysis, 2014
This article summarises comments from the judges of the Warc Prize for Social Strategy on the case studies that received special awards. Entries were scored on quality of insight and strategic thinking, implementation, social effects, business effects and the lessons that can be learned by other marketers.

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