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Social media effectiveness

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Article

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.

News

LONDON: Oxfam, the charity retailer, has emerged as an unlikely champion of online fashion retail, but reframing its image required a careful strategy.

Case Study

Having recently entered the Taiwanese market, ŠKODA collaborated with a local baseball team to enhance brand awareness and drive sales of their cars.

Article

Explores the current thinking surrounding marketing on Pinterest, a social platform driven by users' interests - it has proven useful for consumers planning ahead for events or seeking inspiration.

Article

Explores the current thinking around the subject of marketing on LinkedIn, the Microsoft-owned social network aimed at professionals.

Case Study

Fast food giant McDonald's captured the hearts of South African consumers by reintroducing the much-loved Big Tasty burger.

News

BEST OF 2017: How to get the best out of social media was an ongoing concern for many WARC subscribers over the past year, although the continuing use of email and SMS, along with the rise of messaging apps, means that ‘dark social’ ...

Article

This article explores the current reading and thinking about Instagram, the Facebook-owned photo and video sharing platform, popular among celebrities and the public alike.

Article

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

News

CHICAGO: Marriott International, the hotels and hospitality company, is leveraging social media throughout the customer journey as it seeks to maximise the returns from this unique channel.

Article

Marriott, the world’s largest hospitality chain, is using social analytics to gain a granular perspective on the impact of its messaging through this vital channel.

Case Study

Pernod Ricard Kenya and Jumia Food partnered to launch beverage delivery service Jumia Party.

Case Study

IBM, the computer manufacturing company, demonstrated its AI platform, Watson, by making it Wimbledon's first AI tennis expert.

Case Study

Bacardi, an alcoholic drinks brand, created a Facebook chatbot integrated with Spotify to connect with millennials in the UK through bespoke playlists and give them the summertime feeling as winter approached.

Research Paper

ITV, a British broadcaster, used big data analysis and market research to look at how social media activity impacts linear TV.

Case Study

Virgin Media, a multimedia company, used speech recognition technology to record soundbites of interviews with BAFTA winners in the UK and upload them instantly to Twitter, to better engage its audience.

Case Study

Vodka Cruiser, a pre-mixed/ready-to-drink brand used Facebook Live to create an interactive branded 'TV show' to reconnect to young women in Australia.

Case Study

Royal National Theatre, a publicly funded performing arts venue in the UK, attracted young ethnic minority audiences to its theatre by introducing a new play and using targeted door-to-door and OOH campaigns to reach them.

Case Study

Heist Tights, a hosiery brand, created a socially responsible campaign in the UK that pushed back against the objectification of women in advertising.

Case Study

Public Health England, an executive agency of the Department of Health in the UK, created a quit smoking Messenger bot to help smokers stay on track to quitting during Stoptober.

Research Paper

O2, the mobile phone network, developed a multi-touch attribution model to understand the role of Facebook in its advertising mix and decrease cost per acquisition in the UK.

News

LONDON: Brands have a stark choice when creating a social strategy – create something that stakeholders approve but which is unlikely to make an impact or take a risk and produce work that makes people sit up and take notice, a senior ...

News

NEW YORK: Social conversations and word-of-mouth, both online and offline, have a measurable business impact and are a major driver of consumer sales, a new study has revealed.

Article

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2017 WARC Awards.

Case Study

Iconic pen brand Bic devised a new and unconventional way for consumers to use up their 4 Colour Pens in Australia.