Effective Social Strategy
This category links social strategy to business success.
Judges will be looking for campaign strategies that relied on the benefits of particular social platforms – or a combination of platforms – to fulfil particular business objectives.
They will also be looking for marketing programmes that aren’t part of a broader marketing initiative – and that have made a significant impact on brand performance or influenced consumer behaviour.
Campaigns in either earned or paid-for social channels, or a combination of the two, will be accepted.
Judges will also be keen to see campaigns that have effectively deployed engagement tools such as chatbots and live video.