GLOBAL – Warc, the marketing intelligence service, has launched the Warc Prize for Social Strategy 2015, a global competition to find the best examples of social ideas that drive business results.
The prize, now in its second year, looks for examples of marketing or communications strategies that inspire social effects (conversation, sharing, participation or advocacy) and also a measurable business impact. It is free to enter, and open to clients and agencies in any discipline.
Warc is offering a prize fund of USD 10,000. There will be a USD 5,000 Grand Prix for the world’s best social strategy case study, plus five USD 1,000 Special Awards. There will also be Gold, Silver and Bronze awards for the highest-scoring cases.
The 2014 competition received more than 130 entries from around the world, with the $5,000 Grand Prix won by a case study from London agency AMV BBDO and snack brand Doritos. The ‘Doritos Mariachi’ campaign was a social media-based, content-driven initiative built around a Mariachi ‘covers’ band, which toured the UK.
“The response to the prize in its first year showed how important a topic this is,” said David Tiltman, Head of Content at Warc. “Once again we’re casting the net wide to find the best examples of socially driven strategies that work. The Prize is completely discipline-neutral – we’ve seen great social ideas emerging from across the communications industry.”
Entries to last year’s competition have been featured in a new analysis, Seriously Social 2014. This report, written by marketing consultant Peter Field, found that social strategies worked best when they involved multiple channels, and that social media worked better as a support channel rather than as a lead channel.
Further details on the prize, including the entry kit and tips on writing a great strategy case study, can be found on the prize website, www.warc.com/socialprize
The five USD 1,000 Special Awards on offer are:
• The Long-Term Idea Award for the best example of a social strategy that has delivered sustained success for a brand.
• The Analytics Award for the paper with the smartest use of data to demonstrate effectiveness.
• The Channel Strategy Award for the smartest use of media channels to deliver an effective social strategy.
• The Not-for-Profit Award for the best example of social strategy used on behalf of a social or political organisation.
• The Social Business Award for the best example of ‘upstream’ social strategy, or a business model built around a social idea.
The deadline for entries is 23 January 2015, and the winner will be announced in May 2015.
