- 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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