The US was the lead market with eight shortlisted entries, followed by India with seven and the UK with six shortlists
BestMediaInfo Bureau | Delhi | March 12, 2014
Warc has unveiled a shortlist of 37 case studies for the Warc Prize for Social Strategy, a global competition with a prize fund of $ 10,000 recognising campaigns that use social ideas to drive business results.
The 37 cases, from a total of 130 entries, reflect a wide mix of social and ‘earned media’ marketing ideas from around the world, with 14 different markets represented.
The US was the lead market with eight shortlisted entries, followed by India and the UK (seven and six shortlisted entries respectively).
The shortlisted case studies from India are:
Mediker: How conversations enabled Mediker’s journey from lice negative to life positive
Allen Eric, Siddhartha Loiwal and Aditya Save, Warc Prize for Social Strategy, Shortlisted, 2014
This case study describes how Mediker, an anti-lice treatment for children, targeted mothers in rural India.
Pinaki Bhattacharya, Shubhrojyoti Roy and Siddhant Lahiri, Warc Prize for Social Strategy, Shortlisted, 2014
This case study describes how Pepsi, the beverage brand, targeted young people in India through a football based campaign which combined stunts and events with social media.
Ford EcoSport: Urban Discoveries
Antony Rajkumar, Warc Prize for Social Strategy, Shortlisted, 2014
This case study describes how Ford, the car manufacturer, used a competition run through social media to promote a new SUV product in a pre-launch campaign.
Lifebuoy: Help A Child Reach 5
Varsha Chawda, John Gamvros and Christopher Bell, Warc Prize for Social Strategy, Shortlisted, 2014
This case study explains how Lifebuoy, a soap brand owned by Unilever, helped to reduce child death rates by promoting handwashing.
Once Again: The Tagging Drive
Siju RS, Venkataraghavan Srinivasan and Manasi Trivedi, Warc Prize for Social Strategy, Shortlisted, 2014
This case study explains how Once Again, a non-profit organisation based in Bangalore, India, used social media to raise awareness of its activities.
ICICI Bank: Building India’s most social bank on Facebook
Deepak Gopalakrishnan, Warc Prize for Social Strategy, Shortlisted, 2014
This case study describes how ICICI Bank, India’s largest private sector bank, launched its social media presence on Facebook in order to engage with younger consumers.
Indian Red Cross Society: Blood Search Made Easy
Srikeit Tadepalli, Warc Prize for Social Strategy, Shortlisted, 2014
This case study describes how the Indian Red Cross Society, an humanitarian charity, used Facebook to recruit blood donors.
The winner will be awarded a $ 5,000 Grand Prix. Five Special Awards of $ 1,000 each will be awarded for excellence in certain areas, and there will be Gold, Silver and Bronze awards for other high-scoring case studies.
The Prize was set up to be channel-neutral, defining social strategy as any marketing designed to drive conversation, sharing, participation or advocacy. Entrants were asked to show how the strategy had delivered credible business results.
In praise of those campaigns that made it onto the shortlist, David Tiltman, Warc’s content development director, revealed that several of the judges had been “blown away” by the range of ideas and the quality of the thinking.
“These case studies show that smart social strategy is not confined to particular markets, nor is it the preserve of particular marketing disciplines,” he said.
Social media, not surprisingly, emerged as the most frequently used channel among the shortlisted campaigns.
It was used in almost all (97%) of shortlisted entries, although TV was still used by 43% while just over half (54%) used online video and roughly two-thirds used PR or online microsites (65% and 68% respectively).