WARC Awards: Effective Social Strategy
Grand Prix
How KFC's #1 fan charmed millions
KFC
Reprise
QSR Stores Sdn Bhd
Malaysia
KFC used a comedic take on a social influencer to drive affinity with millennials in Malaysia.
It introduced Mat Ayam Free, a KFC fanboy who sparked talkability by hijacking other carefully curated top celebrities' Instagram pages, while shamelessly promoting KFC's chicken promotion.
The move increased brand share amongst teens and young adults by 4% each, gained exposure to 20.3m followers, gained 2.5m followers of its own and reversed negative social sentiment.
Gold
No Need to Fly – Around the World in Germany
German Rail
Ogilvy Germany
German Rail
Germany
German Rail created a data-driven social media campaign based on CO2 consumption to publicise its summer promotional tickets and domestic travel in Germany.
Twitter Bait
Burger King
MullenLowe U.S.
Burger King
United States
Burger King created an online campaign based on 'creeping' on social media influencers' pages to launch a new dessert product to young millennials in the US.
Silver
Scroll-Thru
KFC
Memac Ogilvy
Yum! Brands MENAPKT
Middle East & North Africa (general region)
Bring Back the Idols
Snickers
BBDO Japan
MARS Japan
Japan
Everyone is an Amazing Book
Amazon Prime Reading
McCann Worldgroup China
Amazon China
China
#Women Rewrite Women
El Tiempo
MullenLowe SSP3
El Tiempo
Colombia
Bronze
Be a Masshole, Not an Asshole
Yes on 3 Coalition
MullenLowe U.S.
Yes on 3 Coalition
United States
Hesitation
ŠKODA
RE-MIND PHD
ŠKODA
France
Great Work – WWF's Black Friday twist
WWF
Facebook Creative Shop
WWF
United Kingdom
The Gift of Social Commerce
Lady's Choice
Ogilvy Philippines Inc.
Unilever
Philippines
Change the Ref: #NotAJoke
MullenLowe U.S.
Change the Ref
United States
Shortlist
Celebrating Subcultures
Burger King
MullenLowe U.S.
Burger King
United States
Sebarkan Kata Seharum Bunga – Spread Good Words as Fragrant as Flowers
Listerine
ensemble worldwide, Universal McCann
Johnson & Johnson Sdn Bhd
Malaysia
Go Get Gifted
JetBlue
MullenLowe U.S.
JetBlue
United States
Hidden Flag
The Federation (FELGTB)
LOLA MullenLowe
The Federation (FELGTB)
Russian Federation
Who said men don't cry?
Burger King
Wunderman Thompson KSA
Burger King
Saudi Arabia
The Return of an Icon
Mamee Monster
Reprise
Mamee Double Decker
Malaysia
Young Bride
RDFL – The Lebanese Women Democratic Gathering
Wunderman Thompson Beirut
RDFL – The Lebanese Women Democratic Gathering
Lebanon
Unilever Makes You The Steadiest Football Zombie
Unilever Malaysia
ensemble worldwide, Mindshare
Unilever (Malaysia) Holdings Sdn Bhd
Malaysia
Repurposed Meals
Puck
FP7 McCann Dubai
Arla Foods
Middle East & North Africa (general region)
2020 Judges
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, read 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
Previous winners
Fifteen case studies won in the Effective Social Strategy category in the 2019 competition, with The United Nations, through WPP, Grey London, taking the Grand Prix.
The United Nations used social media to drive a global campaign that let the people of the world have their say on climate change at the COP24.
The campaign reached more than 1.3 billion people.
