Warc Prize for Social Strategy 2016

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Lucy Aitken, Case Study Editor

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2016 winners announced.



Grand Prix

Halifax

Making money extra easy
Agency: adam&eveDDB
Advertiser: Lloyds Banking Group
Country: United Kingdom

Halifax, the UK's third largest bank, needed to revamp its social strategy to stand out from the competition.

It created 'the world of Ease', a series of videos talking about money in a friendly, bite-sized and straightforward way.

The social activity allowed the bank to capture consumers' attention and drive consideration for Halifax's products.

Gold

Coca Cola UAE

Remove Labels
Agency: FP7/DXB (Part of McCann Worldgroup)
Advertiser: The Coca-Cola Company
Country: UAE

The beverage brand created an online video-led campaign that sent a message against prejudice during Ramadan.

Scoot Airlines

The Scoot social matrix
Agency: Publicis Singapore
Advertiser: Scoot Airlines
Country: Singapore

The low-cost Singaporean airline optimised its social media usage and raised business results through a more scientific approach to social.

Wilkinson Sword

Facebook couples
Agency: The Social Partners
Advertiser: Wilkinson Sword
Country: United Kingdom

The British shaving brand used the power of micro-influencers to launch a new product and paid media to amplify the effect.

Silver

Direct Line

#DirectFix
Agency: Unity, Mediacom, Saatchi & Saatchi UK
Advertiser: Direct Line Group
Country: United Kingdom

Emirates NBD

The Beautiful After
Agency: FP7/DXB (Part of McCann Worldgroup)
Advertiser: Emirates NBD
Country: UAE

Jameson Irish Whiskey

St. Patrick's Day social campaign
Agency: 360i
Advertiser: Pernod Ricard
Country: United States
Winner of Special Award for Social Content

Pepsi

Longthroat campaign
Agency: Insight Publicis
Advertiser: Pepsico Nigeria, Seven Up Bottling Company Nigeria
Country: Nigeria

Tesco

Toy Testers
Agency: BBH
Advertiser: Tesco
Country: United Kingdom
Winner of Special Award for Customer Journey

Bronze

Amnesty International UK

Taking on the UK Government
Agency: VCCP & Forward Media
Advertiser: Amnesty International
Country: United Kingdom
Winner of Special Award for Low Budget

HSBC

The people you meet at uni will shape your life
Agency: We Are Social
Advertiser: HSBC
Country: United Kingdom
Winner of Special Award for Long-Term Idea

Jose Cuervo

Write your Cinco
Agency: McCann New York
Advertiser: Jose Cuervo
Country: United States

KFC

The Friendship Bucket Test
Agency: BBH London
Advertiser: YUM
Country: United Kingdom

Plume Labs

Pigeon Air Patrol
Agency: DigitasLBi
Advertiser: Plume Labs
Country: United Kingdom


Judging panel

The entries are being judged by industry luminaries from around the world, including the Chair of Judges, Gian Fulgoni, Co-Founder and Executive Chairman Emeritus of comScore, Inc.

Other judges include:

  • Kimberly Doebereiner, Director, Brand Building Integrated Communication, Procter & Gamble
  • Lex Bradshaw-Zanger, Senior Director, Digital Strategy, McDonald's Europe
  • Tania Yuki, Founder and CEO, Shareablee
  • Mobbie Nazir, Chief Strategy Officer for We Are Social.
  • Quinn Kilbury, Senior Brand Director, Heineken US

Special awards

As well as the Grand Prix for the best overall case study, there will be five Special Awards, each of which comes with a $1,000 Prize. These reflect excellence in specific areas.

You do not have to submit a separate entry for these Awards; all entries to the Prize will be eligible (with the exception of the Low Budget Award, for which only strategies with a production and media budget of under £500,000 will be considered). As part of the judging process, the Prize judges will be asked to nominate entries they think deserve to be considered for these Awards.

The Special Awards for 2016 are:

  • The Social Content Award for strategic use of socially-driven content.
  • The Customer Journey Award for social strategy built around understanding of the path-to-purchase.
  • The Long-Term Idea Award for social strategy that has delivered sustained success for a brand.
  • The Analytics Award for use of data to demonstrate effectiveness.
  • The Low Budget Award for social strategy built on a budget of under £500,000.

Videos

Dave Lockwood (Campbell Ewald) discusses the agency's winning the Grand Prix at the 2015 Warc Prize for Social Strategy.

Warc Prize for Social Strategy judges Shubu Mitra (Coca-Cola) and Neil Dawson (SapientNitro) talk about the lessons they learned from this year's entries.


More from the Prize

Entry kit

Seriously Social 2016

An exclusive analysis of the world's most effective social media campaigns by the pre-eminent marketing consultant, Peter Field.

Tips

Entry tips

Learn from the judges of previous Warc Prizes. Remember that judges will be looking for entries that are able to link social effects and business effects.

Social Prize

Previous Prizes

Browse the winners and entrants of past Social Strategy Prizes.

2015 Prize | 2014 Prize