Warc Trends: Seriously Social 2014 - How social strategy can drive business results

This Warc Trends Report analyses case studies that represent the best in social media strategy and draws lessons from them for other brands to follow.
  • Campaigns that are cause-led are more effective than those that are led by a brand story; however there is no difference in effectiveness between bottom-up, 'grassroots' campaigns and top-down, brand-driven campaigns.
  • Social media combined with an emotional creative approach can be a potent long-term brand-building tool, rather than squandered as a short-term activation tool.
  • Social media is best used in a multi-channel strategy as a supporting medium, rather than employed on its own or as a lead channel.
  • Brands featured in the report include Doritos, the snack brand, Evian, the bottled water, Mercedes and MINI, the automotive...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

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