WARC Awards: Effective Social Strategy

Grand Prix

Mat Ayam Free

How KFC's #1 fan charmed millions

Brand
KFC
Agency
Reprise
Advertiser
QSR Stores Sdn Bhd
Market
Malaysia

KFC used a comedic take on a social influencer to drive affinity with millennials in Malaysia.

It introduced Mat Ayam Free, a KFC fanboy who sparked talkability by hijacking other carefully curated top celebrities' Instagram pages, while shamelessly promoting KFC's chicken promotion.

The move increased brand share amongst teens and young adults by 4% each, gained exposure to 20.3m followers, gained 2.5m followers of its own and reversed negative social sentiment.

Gold

Hamburg - Ruegen, Train: 0 kg CO2

No Need to Fly – Around the World in Germany

Brand
German Rail
Agency
Ogilvy Germany
Advertiser
German Rail
Market
Germany

German Rail created a data-driven social media campaign based on CO2 consumption to publicise its summer promotional tickets and domestic travel in Germany.

Do the right thing, written inside burger packaging

Twitter Bait

Brand
Burger King
Agency
MullenLowe U.S.
Advertiser
Burger King
Market
United States

Burger King created an online campaign based on 'creeping' on social media influencers' pages to launch a new dessert product to young millennials in the US.

Silver

Bronze

Shortlist

2020 Judges

A judging panel of industry experts, chaired by Lex Bradshaw-Zanger, Vice President, Chief Marketing Officer, L’Oréal UK & Ireland, Chief Digital Officer, We Like The World, read the entries.

Special Awards

Path-to-Purchase Award

for a social strategy that successfully drove sales

Smart Spender Award

for a social strategy that was effective on a budget of $500K or less

Live Award

for the best real-time campaign that has helped the brand achieve a specific business result

Previous winners

David Attenborough: you personally are invited to participate.

Fifteen case studies won in the Effective Social Strategy category in the 2019 competition, with The United Nations, through WPP, Grey London, taking the Grand Prix.

The United Nations used social media to drive a global campaign that let the people of the world have their say on climate change at the COP24.

The campaign reached more than 1.3 billion people.

Contact

Lucy Aitken

Lucy Aitken
effectiveness@warc.com