Article
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WARC Best Practice, January 2020
Explores the current writing on the subject of Twitter as a marketing tool; an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.
Case Study
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MRS Awards, Finalist, MRS Award for Media Research, 2019
Twitter, the social media app, found that co-ordinating media campaigns across Twitter and TV in the UK drives double digit lifts across a range of brand metrics.
News
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19 November 2019
A savvy manoeuvre designed to pile pressure on Facebook, the detail of Twitter’s restriction on political advertising is taking shape – and its complexity may cause headaches for the microblogging site.
Case Study
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Touché!, WARC Media Awards, Shortlisted, Effective Channel Integration, 2019
Canada's number-one sports retailer Sport Chek focused on danger to highlight the bravery of athletes during the PyeongChang Winter Olympics.
Research Paper
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Rob Sanders, Peter Laflin and Martin Bryant, ESOMAR, Fusion, 2019
Twitter, the social media platform, studied its audience in the UK to glean insights that would change how it resonates both with brands and advertisers as well as its own internal marketing teams.
Case Study
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Entrant, X (Global), 2019, MMA Smarties
Chiptole, a restaurant brand, created a connection with its audience in the US during the NBA finals by launching a campaign on Twitter offering a promotion every time a fan texted in unique words the brand had tweeted.
Case Study
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MMA Smarties, Silver, North America, 2019
Antacid TUMS used branded and influencer co-created social content to drive awareness of its TUMS Chewy Bites with Gas Relief derivative among millennials in the US.
Case Study
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MMA Smarties, Gold, North America, 2019
Fast casual restaurant chain Chipotle integrated a mobile-first approach into its social channels to optimise multi-screening to raise brand awareness and engagement among consumers in the US.
News
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01 November 2019
Twitter is banning all paid-for political advertising from its platform, the company’s CEO announced this week, in a move that coincides with a new survey revealing strong support in the UK for tougher regulation of political ads on social media.
Case Study
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MMA Smarties, Gold, EMEA, 2019
Rexona, a deodorant brand, increased brand awareness among male consumers by developing a social media campaign in Spain that took advantage of a world football tournament event to showcase its product's effectiveness.
Case Study
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MMA Smarties, Silver, EMEA, 2019
Hellmann's Mayonnaise, a mayonnaise brand, successfully communicated its price drop by live tweeting its incremental decrease during the South African Finance Minister's budget speech.
News
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30 October 2019
Twitter claims to have become an increasingly important channel for brands in India to engage with shoppers during the festive season, according to the platform’s analysis of data and campaigns over the past five years.
Case Study
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SABRE Awards, LATAM, Practice Area, Gold, 2019
Absolut, a vodka brand owned by Pernod Ricard, launched a limited-edition bottle on a global level called “A Drop of Love” to highlight its role in creating social change and promoting equality in Peru.
Case Study
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SABRE Awards, LATAM, Practice Area, Gold, 2019
Reinserta, a charity that fights for the rights of children living in prison, encouraged the implementation of the National Law of Criminal Enforcement in Mexico to protect children growing up inside prisons.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Visa, a financial services company, launched a Christmas film in the UK that connected emotionally with consumers by encouraging them to visit their local high street retailers.
Case Study
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Account Planning Group - (UK), Gold, 2019
Snickers, the chocolate bar brand by Mars Incorporated, launched its You're Not You campaign to appeal to people aged 13-65 across the globe, without alienating its "young guys base", which resulted in increased sales growth and a bigger global market share.
Case Study
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Account Planning Group - (UK), Entrant, 2019
The Women's Equality Party (WEP), a feminist political party in the UK, grew awareness of its movement and understanding of the gender pay gap with a fun, humorous campaign.
Case Study
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Account Planning Group - (UK), Gold, 2019
KFC, a fast food restaurant chain, promoted its new chunky, skin-on fries in the UK by actively promoting Tweets from its haters that complained about its old fries.
Case Study
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MMA Smarties, Finalist, LATAM, 2019
Congresso em Foco, a political news website, launched a platform that used machine learning algorithms to identify social media bots and raise awareness of fake content ahead of Brazil's presidential elections.
Case Study
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MMA Smarties, Finalist, LATAM, 2019
Cervejaria Ambev, a beer brand, launched an influencer-led social media campaign that asked audiences to share their LGBTQI+ stories which would result in BRL 1.00 donations to Brazilian NGOs during Gay Pride celebrations.
Case Study
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ARF Ogilvy Awards, Gold, 2019
Budweiser, a beer brand, distributed noise-activated light-up cups in stadiums across Russia to reach a global audience during the 2018 World Cup.
Case Study
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ARF Ogilvy Awards, Gold, 2019
IHOP, a pancake house restaurant chain, bucked its soft sales trend in the US by rising to the occasion and flipping the script on an age-old breakfast-only story.
Case Study
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SABRE Awards, Asia-Pacific, Transportation & Logistics, Gold, 2019
Lockheed Martin, an aerospace and defence company, increased interest in STEM subjects from female students in Japan by launching a rocketry challenge that gave them practical experience.
Case Study
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SABRE Awards, Asia-Pacific, Marketing to Men, Gold, 2019
Hotels.com, a hotel-booking service, used humour to reach business travellers in Japan.
Case Study
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Melissa Garrovillo, WARC Prize for Asian Strategy, Entrant, 2019
Iron supplement maker Sangobion IRON+ boosted its market share in the Philippines by giving Twitter users a real-world solution to their symptoms of anaemia.
