Social media

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What we know about marketing on Facebook

Article • WARC Best Practice, February 2019

Explores the current reading on the topic of marketing on Facebook - the best used social network in the world, reaching over two billion users every month.

ABSOLUT Vodka: True colors of Slovakia

Case Study • SABRE Awards, EMEA, Central Eastern Europe, Gold, 2019

Vodka brand Absolut used a multichannel campaign to raise brand awareness and take a stand against racism and xenophobia for its launch in Slovakia.

NGO Vidchui: The Opera No One Heard

Case Study • SABRE Awards, EMEA, Not-For-Profit Organizations, Gold, 2019

Vidchui, an organisation that helps aurally impaired people, created a live opera stunt backed by social media to persuade young people in Ukraine to get their hearing checked.

SBB: Employer Branding Campaign

Case Study • SABRE Awards, EMEA, DACH, Gold, 2019

National rail company SBB used digital and experiential executions, presenting its current workers as the heroes to attract new employees in Switzerland.

evian : #Babydoubles

Case Study • SABRE Awards, EMEA, United Kingdom and Ireland (Small Budget), Gold, 2019

Mineral water brand Evian created a social media campaign – based on its above-the-line Babies execution – that gave users their own ‘baby double’ image, to drive awareness of its sponsorship of the Wimbledon Tennis Championships.

Visit Oslo/Innovation Norway: The Proud Experience

Case Study • SABRE Awards, EMEA, Multicultural Marketing, Gold, 2019

Tourism body, Visit Oslo, invited gay people from not-so-gay-friendly countries, to join the Oslo Pride Parade and position the city as a safe one for LGBQT+ visitors.

Actiegroep Fysiotherapie: Healing the Industry for Physical Therapists

Case Study • SABRE Awards, EMEA, Benelux, Gold, 2019

Dutch physical therapist group, Actiegroep Fysiotherapie, used social media and on-ground activities to protest against health insurers cutting patients' treatments in the Netherlands.

Lidl Romania: Lidl's Best Hater Fan

Case Study • SABRE Awards, In2 EMEA, Best Meme/Viral Campaign, Gold

Lidl, the discount supermarket chain, increased reach and engagement on Facebook in Romania by acknowledging its haters online.

OBOS 24

Case Study • SABRE Awards, In2 EMEA, Best in Audio: Podcasts + Music, Gold

OBOS, the Norwegian cooperative building association, increased its reach by sponsoring the Oslo Sommertid festival.

Intel: She Will Connect

Case Study • SABRE Awards, Africa, Western Africa, Gold, 2019

Intel, a technology company, launched a Facebook advertising campaign in Africa that encouraged women to follow its She Will Connect programme, aimed at equipping women with tech skills.

Nestlé: MonnBienKale

Case Study • SABRE Awards, Africa, Eastern Africa, Gold, 2019

Nestlé, a multinational food and drink company, launched a mobile bus tour that showed the people of Mauritius the importance of a healthy, balanced breakfast.

When is brand content shared on Facebook? A field study on online word of mouth

Research Paper • Marie Haikel-Elsabeh, Zhenzhen Zhao, Björn Ivens and Alexander Brem, International Journal of Market Research, Vol. 61, No. 3, 2019, pp. 287-301

When implementing social media strategies on Facebook brand pages, companies focus on factors that prompt electronic Word-of-Mouth (eWoM) about brand contents.

Sage: Sage rAInbow Campaign 2018

Case Study • SABRE Awards, Africa, Media Relations, Gold, 2019

Sage South Africa, a software company, raised awareness of domestic violence in South Africa by hosting a breakfast event for media houses, and generating public awareness through social outputs.

VMware: Employees First – VMware Elevates Employees as Drivers of Digital Transformation

Case Study • SABRE Awards, North America, Technology: Software & Services, Gold, 2019

VMware, a software company, generated more than 1,400 leads as a result of its social media effort to highlight employee technology pain points in the US.

Proof Inc.: Fraud=Fraud

Case Study • SABRE Awards, North America, Associations, Gold, 2019

Canadian Life and Health Insurance Association (CLHIA), a nonprofit organization for insurance companies, made more Canadians aware of the repercussions of benefit fraud to deter them from committing any fraud.

TIAA: Recognizing 100 Difference Makers with $1M for A Better Tomorrow

Case Study • SABRE Awards, North America, Financial Services, Gold, 2019

TIAA, the insurance services company, generated media awareness in the US for its Difference Maker 100 program, enabling it to exceed all its KPIs.

Shell Rotella: It's a Bird…It's a Plane…It's the SuperTruck StarShip

Case Study • SABRE Awards, North America, Transportation & Logistics, Gold, 2019

Shell Rotella, a line of engine lubricants, used available technologies to drive substantial change in efficiency in the US.

HealthyWomen: The HealthiHer Movement

Case Study • SABRE Awards, North America, PR Agency Marketing, Silver, 2019

HealthyWomen, a non-profit women’s health organisation, encouraged American women to look after their health by conducting a nationwide health survey and promoting the results through social and its website.

BioMarin Pharmaceuticals: Hemophilia – The Musical

Case Study • SABRE Awards, North America, Special Event, Gold, 2019

BioMarin, a biotechnology company, increased awareness of theatre as therapy for people dealing with a bleeding disorder in the US by producing Hemophilia: The Musical.

Dunelm: How real people furnish their own real homes

Case Study • Sophie Binns, Jane Dorsett, Sam Drake, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Dunelm, the UK homeware company, drove sales and brand awareness by creating a TV show aimed at a younger demographic.

Belgium: Uniquely Phenomenal

Case Study • Jakub Hodbod, Sander Janssen, Julie Frederickx, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Belgium created a humorous multi-channel campaign to highlight the country's attractions and encourage European tourists to visit it.

Knorr: Nature's Tastiest Experiment

Case Study • Paloma Ho, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Knorr, the leading food and beverage brand, grew sales of its corn soup in Taiwan by creating an educational and interactive corn-planting experience, Nature's Tastiest Experiment.

Child Focus: Closer Than You Think

Case Study • Lieselot Moerkerke, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Centre for missing children Child Focus used findings from a social experiment to inspire Belgian citizens to actively contribute to the cause of finding missing children.

Singapore Tourism Board: Why Gamble With Your Holiday?

Case Study • Elissa Wong, WARC Awards, Shortlisted, Effective Social Strategy, 2019

The Singapore Tourism Board employed a multi-faceted campaign, based on a 1990s TV drama, to convince Singaporeans that travelling without insurance was risky.

The United Nations: The People's Seat

Case Study • Gemma Bardsley, Sophie Tapper, Alex Bousquet-Chavanne, WARC Awards, Shortlisted, Effective Social Strategy, 2019

The United Nations used social media to drive a global campaign that tapped into grassroots activism and let the people of the world have their say on climate change at the COP24.

What we know about social media effectiveness

Article • WARC Best Practice, May 2019

Explores the current thought and writing on social media effectiveness so that marketers can identify the best channels to meet the brand’s objectives.
What we know about marketing on Instagram

Article • WARC Best Practice, February 2019

Explores the current reading and thinking about Instagram, the Facebook-owned photo and video sharing platform, popular among celebrities and the public alike.
2018 IPA Effectiveness Awards: Insights from the winning campaigns

Article • WARC Exclusive, January 2019

Reveals the trends and lessons from the 2018 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.
Marketer’s Toolkit 2019: Strategy, tech and media for the year ahead

Article • WARC Trends, December 2018

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.
Effective Social Strategy Report: Lessons from the 2018 WARC Awards

Article • WARC Exclusive, October 2018

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2018 WARC Awards.