Social media

What we know about marketing on Instagram

Article • WARC Best Practice, January 2020

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

What we know about marketing on Facebook

Article • WARC Best Practice, January 2020

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.

What we know about marketing on Pinterest

Article • WARC Best Practice, January 2020

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.

What we know about marketing on Twitter

Article • 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.

What we know about marketing on Snapchat

Article • WARC Best Practice, January 2020

Provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.

What we know about marketing on WeChat

Article • WARC Best Practice, January 2020

Explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce'.

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's working in social media

Article • WARC Category Intelligence, January 2019

Global strategies, campaign updates and trends in social media.

How to select the right metrics for social media

Article • Tania Yuki, WARC Best Practice, December 2016

This paper explores how to select the correct metrics to measure the social media activity and engagement of consumers with a brand during a campaign.

How to use social media effectively in the media mix

Article • Mobbie Nazir, WARC Best Practice, November 2016

This paper explores the use of social within the roster of a campaign's media use; a broad term, it refers to a collective of online communication channels built on community-based input, interaction, content-sharing and collaboration.

A portrait of the COVID-19 crisis as Filipino

Article • AdSpark, Research on WARC, May 2020

A deep dive into how the Filipino identity is seen through, and shaped by, the COVID-19 pandemic.

Brands and influencers: A guide to the perfect partnership

Article • Didrik Svendsen, WARC Exclusive, May 2020

Advice on how to work with influencers to deliver consumer engagement both during and after the COVID-19 pandemic.

The ‘new normal’: Online video comes of age and how brands can benefit

Article • Jennifer Quigley-Jones, WARC Exclusive, May 2020

Offers advice on how to work with influencers on online video platforms like YouTube and TikTok during the COVID-19 lockdown.

COVID-19: The impact on Indian consumer sentiments

Article • Research on WARC, May 2020

Provides insights into the outlook of Indians towards the COVID-19 pandemic, the changing consumer sentiments, and evolving media consumption in India.

KFC: Scroll-Thru

Case Study • Damayanti Purkayastha, WARC Awards, Shortlisted, Effective Social Strategy, 2020

KFC Arabia created an innovative drive-thru experience to boost revenue and increase take-up of its online delivery business in the Middle East.

Snickers: Bring Back the Idols

Case Study • Kaori Yatsu, Hiroaki Taki, Akie Suzuki, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Confectionery brand Snickers collaborated with smartphone game Idol Master to appeal to young males and boost single-bar sales in Japan.

Burger King: Celebrating Subcultures

Case Study • Jimmy George, Annabelle Butler, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Quick-Service Restaurant chain Burger King created a content engine to become loved and talked-about online in order to grow visitation among iGen and young millennials in the US.

German Rail: No Need to Fly – Around the World in Germany

Case Study • Isabelle Schnellbuegel, Carla Funk, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Rail operator German Rail created a data-driven social media campaign based on CO2 consumption to publicise its summer promotional tickets and domestic travel in Germany.

Listerine: Sebarkan Kata Seharum Bunga – Spread Good Words as Fragrant as Flowers

Case Study • Su Ling Chan, Chia Yuin Chow, Calvin Tan, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Mouthwash brand Listerine achieved its highest Ramadan market share for three years with a campaign that used TV, digital, social media and in-store activity to persuade Malays in Malaysia to spread more positivity during the holy month.

Unilever Malaysia: Unilever Makes You The Steadiest Football Zombie

Case Study • Chiann Yi Cheah, Galen Lau, Victoria Kovalan, WARC Awards, Shortlisted, Effective Social Strategy, 2020

FMCG brand Unilever boosted sales of its male grooming products and brand engagement among male football fans in Malaysia.

Burger King: Who said men don't cry?

Case Study • Ali Khalil, WARC Awards, Shortlisted, Effective Social Strategy, 2020

To win over young Saudis, QSR brand Burger King joined their conversation via a social stunt that trolled one of their most famous football icons.

ŠKODA: Hesitation

Case Study • Pauline Dunas, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Automotive brand SKODA created a campaign tailored around the specific insights of the local market to challenge erroneous brand perceptions in France.

The Federation (FELGTB): Hidden Flag

Case Study • Marcelle Santos, Annabelle Butler, Jane Dorsett, WARC Awards, Shortlisted, Effective Social Strategy, 2020

FELGTB, Spain's largest organisation for LGBT+ rights, used guerrilla tactics to raise global awareness of Russia's homophobic laws by sending activists wearing different coloured football shirts to the 2018 FIFA World Cup to recreate the rainbow flag.

Yes on 3 Coalition: Be a Masshole, Not an Asshole

Case Study • Ellie Gogan-Tilstone, Annabelle Butler, WARC Awards, Shortlisted, Effective Social Strategy, 2020

The Yes on 3 Coalition created a social film to help uphold transgender rights in a Massachusetts referendum.

Mamee Monster: The Return of an Icon

Case Study • Hajar Yusof, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Mamee Monster the snack noodle brand targeted a new audience of millennials with a FOMO-inducing eating challenge in Malaysia.