Point of View: What is a social success

Molly Flatt
1000heads

What does a good social strategy look like? As one of the judges of the Warc Prize for Social Strategy, which has just named AMV BBDO's 'Doritos Mariachi' Facebook campaign 'the world's best social strategy', you'd think I might have my answer down pat. But after four months spent arguing the merits, or otherwise, of 40-odd case studies with a brilliant global group of strategists, planners, researchers, analysts and creatives, I have never been more aware of how subjective success can be in the social marketing world.

Wary of my own prejudices, I employed the process to articulate the criteria I use to define social success. It turns out I have four. Does this strategy use social channels in a uniquely appropriate and/or innovative way? Does it spring from an idea that is inherently conversational? Does it generate enough emotional advocacy to achieve behaviour change? And is it the product of a company that 'is' social, rather than one that 'does' social to try to win awards?