Campaigns for Heineken in Nigeria, KFC in Malaysia and JetBlue in North America are among the 20 that have been shortlisted for the WARC Awards’ Effective Social Strategy category.

The panel of 13 judges, chaired by Christine Xu, Vice President, Chief Marketing Officer, McDonald’s China, has chosen campaigns from around the world. The Middle East is especially well represented with six papers from Lebanon, Saudi Arabia, and the United Arab Emirates; there are also papers from Belgium, India, Singapore, Taiwan and the UK.

WARC subscribers can read all the shortlisted entries here.

Nigerian Breweries developed a ground-breaking campaign for the Heineken beer brand during the FIFA World Cup, partnering with mobile app Shazam and using augmented reality to grab consumers’ attention: this resulted in one billion social media impressions, an impressive hike in brand awareness and sales of more than 20 million country-edition bottles.

KFC, the fast food restaurant chain, used a TV ad and social media GIFs to promote a special edition burger in Malaysia. Social media engagement was higher than for any other campaign, leading to a 67% increase in conversation volume, and the burger selling out in just three weeks.

Airline and travel company JetBlue, created a board game, Get Packing!, with a free JetBlue flight inside, which it promoted via social media videos, radio ads and sold through The campaign delivered 223 million earned impressions, with a media value of $2.14m and JetBlue saw a 15 percentage point increase on the metric of ‘first choice’ airline.

The aim of the WARC Awards’ Effective Social Strategy category is to recognise campaigns that have linked social strategy with fulfilling particular business objectives. There is a $10,000 prize fund for the best papers and the winners will be announced in late May.

Sourced from WARC