Effective Social Strategy

This category links social strategy to business success.

Judges will be looking for campaign strategies that relied on the benefits of particular social platforms – or a combination of platforms – to fulfil particular business objectives.

They will also be looking for marketing programmes that aren’t part of a broader marketing initiative – and that have made a significant impact on brand performance or influenced consumer behaviour.

Campaigns in either earned or paid-for social channels, or a combination of the two, will be accepted.

Judges will also be keen to see campaigns that have effectively deployed engagement tools such as chatbots and live video.


Snickers: Bring Back the Idols

Agency BBDO Japan
Advertiser Mars Japan
Market Japan

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

Agency Ogilvy Germany
Advertiser German Rail
Market Germany

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

Agencies ensemble worldwide, Universal McCann
Advertiser Johnson & Johnson Sdn Bhd
Market Malaysia

El Tiempo: #WomenRewriteWomen

Agency MullenLowe SSP3
Advertiser El Tiempo
Market Colombia

Burger King: Celebrating Subcultures

Agency MullenLowe US
Advertiser Restaurant Brands International
Market United States

Burger King: Twitter Bait

Agency MullenLowe US
Advertiser Restaurant Brands International
Market United States

Change the Ref: #NotAJoke

Agency MullenLowe US
Advertiser Change the Ref
Market United States

JetBlue: Go Get Gifted

Agency MullenLowe US
Advertiser JetBlue
Market United States

The Federation (FELGTB): Hidden Flag

Agency LOLA MullenLowe
Advertiser The Federation (FELGTB)
Market Russian Federation

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

Agency MullenLowe US
Advertiser Yes on 3 Coalition
Market United States

KFC: Scroll-Thru

Agency Memac Ogilvy
Advertiser Yum! Brands MENAPKT
Market Middle East & North Africa (general region)

Burger King: Who said men don't cry?

Agency Wunderman Thompson KSA
Advertiser Restaurant Brands International
Market Saudi Arabia

ŠKODA: Hesitation

Advertiser ŠKODA
Market France

WWF: Great Work – WWF's Black Friday twist

Agency Facebook Creative Shop
Advertiser WWF
Market United Kingdom

KFC: How KFC's #1 fan charmed millions

Agency Reprise
Advertiser QSR Stores Sdn Bhd
Market Malaysia

Mamee Monster: The Return of an Icon

Agency Reprise
Advertiser Mamee Double Decker
Market Malaysia

RDFL – The Lebanese Women Democratic Gathering: RDFL – Young Bride

Agency Wunderman Thompson Beirut
Advertiser RDFL – The Lebanese Women Democratic Gathering
Market Lebanon

Unilever Malaysia: Unilever Makes You The Steadiest Football Zombie

Agency Ve
Advertiser Unilever (Malaysia) Holdings Sdn Bhd
Market Malaysia

Puck: Repurposed Meals

Agency FP7 McCann Dubai
Advertiser Arla Foods
Market Middle East & North Africa (general region)

Lady's Choice: The Gift of Social Commerce

Agency Ogilvy Philippines Inc.
Advertiser Unilever
Market Philippines

Amazon Prime Reading: Everyone is an Amazing Book

Agency McCann Worldgroup China
Advertiser Amazon China
Market China


A judging panel of industry experts, chaired by Lex Bradshaw-Zanger, Vice President, Chief Marketing Officer, L’Oréal UK & Ireland, Chief Digital Officer, We Like The World, will be reading the entries.

Special Awards

Path-to-Purchase Award – for a social strategy that successfully drove sales.

Smart Spender Award – for a social strategy that was effective on a budget of $500K or less.

Live Award – for the best real-time campaign that has helped the brand achieve a specific business result.


Lucy Aitken

Lucy Aitken, Managing Editor – Case Studies
+44 (0) 20 7467 8154

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