WARC launched its Awards in January, to applaud greatness in emerging marketing disciplines. The categories are Content Strategy, Social Strategy and Best Use of Brand Purpose and US$30,000 in prizes will be spread across them. The Grand Prix for the best overall submission in each category will receive US$7,000.
19 entries from 10 countries have been shortlisted in the Social Strategy category, which links social strategy to business success.
The 17-people jury, chaired by Quinn Kilbury, senior brand director of Heineken US, looked for campaign strategies that relied on the benefits of particular social platforms – or a combination of those platforms – to fulfil particular business objectives.
They also focused on 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. And were particularly interested in campaigns that had effectively used newer engagement tools on social platforms, such as chatbots and live video.
The shortlisted entries are:
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- Leo Burnett Chicago & Starcom UK, Always, Girl Emojis #LikeAGirl, Global
- FP7/ Bahrain, Batelco Twitterference, Bahrain
- McCann Melbourne, The Bic 4 Colour World Champenships, Australia
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- BT (in house), BT Sport #GoalsRecreated, United Kingdom
- FP7 Dubai, Dubai Foundation for Women & Children Stop Tapping, United Arab Emirates
- MediaCom, Gucci Guilty Dark to Light, Global
- Leo Burnett Melbourne & Studio Pancho, Headspace National Youth Mental Health Foundation Reword – Changing Online Bullying Behaviour, Australia
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- MullenLowe Boston, JetBlue FlyBabies, United States
- MullenLowe Boston, JetBlue Reach Across the Aisle, United States
- Starcom & Leo Burnett Chicago, Keebler Cookies Ernie Learns Social, United States
- BBH, KFC Dirty Louisiana: Don’t Make Dirty Good, Make Clean Bad, United Kingdom
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- TBWA\ Group Singapore, Maybelline #BeYourOwnFilter, Singapore
- FP7/Beirut, Murr Television Bald For You, Lebanon
- FP7/Tunisia & UM Tunisia, Orange Tunisia The Hammam Fighter, Tunisia
- Ketchum, Reese’s Creating Cupfusion, United States
- McCann Melbourne, Seeing Eye Dogs Australia Free Puppies Forever, Australia
- Ensemble Worldwide, Shell Pumped It Forward For Charity, Malaysia
- PHD Germany, Unknown User Unknown Potential, Germany
- Grey London, WildAid How planning used the power of the herd to save it, Global
The shortlists for Effective Content Strategy and Best Use of Brand Purpose categories will be announced shortly.
