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Social media

Social media is a broad term for online communication channels built on community-based input, interaction, content-sharing and collaboration. These include social networking sites, video sharing platforms, blogs, micro-blogging platforms and messaging platforms. The biggest platforms have huge global reach and bespoke ad offerings. Social media provides an opportunity for brands to leverage the power of peer-to-peer recommendation. Platforms are increasingly competing for big brands' budgets due to their ability to offer highly targeted ad buys.

Key Reading

Important papers from across the Warc database

Warc's Seriously Social report is an exclusive analysis of the world's most effective social media campaigns by the pre-eminent marketing consultant Peter Field. The report includes guidance on types of social strategy and the various drivers of business results from social media campaigns.
Seriously Social
A guide to deploying social within a campaign's wider channel strategy.
Identifying the correct metrics to measure consumers' social activity and engagement during a campaign.
The proliferation of video is transforming social platforms into broadcast media.
Understanding the implications of chat apps such as WhatsApp, Facebook Messenger, Line and WeChat.
The IAB's guide on how to advertise on the seven leading social media platforms.

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 Latin American boyband CNCO used geo-location technology for a mobile campaign in Latin America, Spain and the US, to build excitement and social media buzz around the release of its debut album.

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 Turkcell, Turkey's largest telco, turned its focus onto diabetes - a misunderstood and stygmatised condition in Turkey - and created a way to help diabetics through a healthmetre.

Case Study

This case study describes how cider brand Orchard Thieves Cider used a multichannel approach to appeal to Millennials to launch into the market in Ireland.

Case Study

This case study describes how Cigna, the US health insurer, used the fictional TV Doctors of America to promote both its offering, and to encourage preventative care.
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This case study describes how Lebanese supermarket chain Bou Khalil enabled the Lebanese people to give money responsibly to Syrian refugees with the Good Note - an alternative currency.


This event report demonstrates how Frito-Lay, the snacks group owned by PepsiCo, has deepened its understanding of mobile marketing on Facebook.


This article describes how Copa90, the football website, is preparing for the new media landscape that waits for the 2018 World Cup Finals in Russia.


This article shows how Honda US employed a wide range of social media strategies to reach Millennials through timely and relevant videos, finding them where they predominantly go to research car purchases.


This article covers the key content marketing trends in Asia - specifically popular content pillars, distribution choices and social channels as selling channels.


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

    This article, taken from the Warc Toolkit 2017 report, explores how the proliferation of video is transforming social media marketing by turning social platforms into broadcast media.

  2. Article

    This article summarises Warc's Toolkit 2017, a guide to six key challenges for brands in the coming year.

  3. Article

    This exclusive report analyses the most effective social media campaigns, including an in-depth review of how social strategy drives effectiveness and practical suggestions for other brands to follow.

  4. Article

    This article provides information and guidance on how brands can use Snapchat to engage young audiences, as well as case studies of successful campaigns.

  5. Article

    This article offers best practice advice about how marketers can engage and impress the elusive Millennial demographic.

  6. Article

    This article provides marketers with information and guidance about combining TV and digital media strategies.

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