Short-term Impact

Marketing that works over the short term

Short-term Impact


Sophie FitzGerald, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how Adidas, the sports brand, planned ahead to create content that could be used in real-time responses to developments during the 2014 football World Cup.


Laura Ryan, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how AH Beard, an Australian mattress manufacturer, overcame being in a low-interest category by creating a Six-Week Sleep Challenge in a social media campaign.


Ilona Janashvili & Alexandra Carroll, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how SPC, the largest fruit processor in Australia, built a social media campaign off the back of a single customer tweet, to reverse sales decline.


Luis Mendoza, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how Coca-Cola, the beverage brand, adapted its globally successful 'Share a Coke' campaign for the US market to encourage teens to drink more Coke.


Rob Isaacs, Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes the social media aspect of a campaign by Wall's, the ice cream brand owned by Unilever, which was designed to fit mobile and appeal to younger people in the UK.


Maria Gioffre, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how Chobani, the yoghurt brand, built its premium positioning and encouraged people to eat more yoghurt with a social media campaign in Australia.


Matt Tanter, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how Lucozade Sport, the drinks brand, created a content and social media strategy to build its positioning as enhancing performance during the 2014 football World Cup.


Cristina Buenaventura, Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how the Philippine Department of Tourism used social media to encourage visitors to come back to the country after natural disaster.


Ally Kingston, Gerard Crichlow & Brent Gosling, Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how Walkers Crisps, the British snack brand, ran a new iteration of a previously successful flavour-invention campaign, this time with social media taking it to a new level.

WARC RECOMMENDS


WARC BRIEFING

Short-term impact

Marketing theories and key trends


ARTICLE FOCUS

How to carry out fast marketing

Telling consumers why they should buy right now


CASE STUDY

McDonald's: Getting Britain lovin' it once again

Making a quick impact – five years in a row


ARTICLE FOCUS

Advertising works... in the short term

Responding to shareholder pressure to get results


CASE STUDY

2010 United States Census

Using real-time tracking to reshape campaign strategy


WEBINAR

The long and short of it

Binet and Field on how campaigns work over time