Warc Awards have established a new global competition, honouring the effective use of emerging marketing disciplines - ‘Social Strategy' and has selected the 19 shortlisted entries from 10 countries.
Chaired by Quinn Kilbury, senior brand director of Heineken US, the 17-strong jury panel of senior industry experts looked for campaign strategies that relied on the benefits of particular social platforms - or a combination of those platforms - to fulfil particular business objectives.
Additionally, they looked for marketing programmes that were social by design - not simply a small part of a broader marketing initiative - and that made a significant impact on brand performance or influenced consumer behaviour. They were also keen to see campaigns that had effectively deployed newer engagement tools on social platforms, such as chatbots and live video.
Shortlist
Always · Girl Emojis #LikeAGirl · Starcom UK, Leo Burnett Chicago · Global
Batelco · Twitterference · FP7/ Bahrain · Bahrain
Bic · The Bic 4 Colour World Champenships · McCann Melbourne · Australia
BT Sport · #GoalsRecreated · BT (in house) · UK
Dubai Foundation for Women & Children · Stop Tapping · FP7 Dubai · United Arab Emirates
Gucci Guilty · Dark to Light · MediaCom · Global
Headspace National Youth Mental Health Foundation · Reword - Changing Online Bullying Behaviour · Leo Burnett Melbourne, Studio Pancho · Australia
JetBlue · FlyBabies · MullenLowe Boston · US
JetBlue · Reach Across the Aisle · MullenLowe Boston · US
Keebler Cookies · Ernie Learns Social · Starcom, Leo Burnett Chicago · US
KFC · Dirty Louisiana: Don't Make Dirty Good, Make Clean Bad · BBH · UK
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