Social Strategy Report: Lessons from the social category of the 2017 WARC Awards

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2017 WARC Awards.
  • For social campaigns to be successful, they have to compete against the news cycle and other demands on people’s attention; a brand needs to be useful or it will be ignored.
  • Whilst a focus on short-term objectives is still in evidence, there has been a huge decline in promotional offers and prizes as incentives for engagement among shortlisted entries.
  • Influencer strategies can only be effective as part of the solution: Fewer than 30% of the shortlisted cases used influencer strategies to any degree, and the majority added significant paid support and challenged influencer norms.
  • Also included...

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