Social media

What we know about marketing on Instagram

Article • WARC Best Practice, January 2020

Explores the current reading and thinking about Instagram, the Facebook-owned photo and video sharing platform, popular among celebrities and the public alike.

What we know about marketing on Facebook

Article • WARC Best Practice, January 2020

Explores the current reading on the topic of marketing on Facebook – the best used social network in the world, reaching over two billion users every month.

What we know about marketing on Pinterest

Article • WARC Best Practice, January 2020

Explores the current thinking surrounding marketing on Pinterest, a social platform driven by users' interests - it has proven useful for consumers planning ahead for events or seeking inspiration.

What we know about marketing on Twitter

Article • WARC Best Practice, January 2020

Explores the current writing on the subject of Twitter as a marketing tool; an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

What we know about marketing on Snapchat

Article • WARC Best Practice, January 2020

Provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.

What we know about marketing on WeChat

Article • WARC Best Practice, January 2020

Explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce'.

What we know about social media effectiveness

Article • WARC Best Practice, May 2019

Explores the current thought and writing on social media effectiveness so that marketers can identify the best channels to meet the brand’s objectives.

What's working in social media

Article • WARC Category Intelligence, January 2019

Global strategies, campaign updates and trends in social media.

How to select the right metrics for social media

Article • Tania Yuki, WARC Best Practice, December 2016

This paper explores how to select the correct metrics to measure the social media activity and engagement of consumers with a brand during a campaign.

How to use social media effectively in the media mix

Article • Mobbie Nazir, WARC Best Practice, November 2016

This paper explores the use of social within the roster of a campaign's media use; a broad term, it refers to a collective of online communication channels built on community-based input, interaction, content-sharing and collaboration.

Facebook aims to become a shopping destination

News • 21 May 2020

Businesses big and very small can now set up an online store to sell their products on Facebook and Instagram, and with no fee.

The ‘new normal’: Online video comes of age and how brands can benefit

Article • Jennifer Quigley-Jones, WARC Exclusive, May 2020

Offers advice on how to work with influencers on online video platforms like YouTube and TikTok during the COVID-19 lockdown.

COVID-19: The impact on Indian consumer sentiments

Article • Research on WARC, May 2020

Provides insights into the outlook of Indians towards the COVID-19 pandemic, the changing consumer sentiments, and evolving media consumption in India.

Direct, smaller advertisers boost Facebook as big brands cut back

Opinion • Geoffrey Precourt, May 2020

While some large marketers are cutting back their advertising efforts on Facebook, smaller brands are often filling the gap, reports Geoffrey Precourt, WARC’s US Editor.

QSR provides lessons in social

Opinion • Lucy Aitken, May 2020

The Effective Social Strategy category in the 2020 WARC Awards was dominated by QSR case studies from around the globe.

Pandemic lifts social media use, but for how long?

News • 29 April 2020

The fact that online activity has increased everywhere during lockdown is no surprise – figures show almost half of internet users spending longer on social media – but marketers may be more interested in how much of this new behaviour sticks after ...

Snickers: Bring Back the Idols

Case Study • Kaori Yatsu, Hiroaki Taki, Akie Suzuki, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Confectionery brand Snickers collaborated with smartphone game Idol Master to appeal to young males and boost single-bar sales in Japan.

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

Case Study • Isabelle Schnellbuegel, Carla Funk, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Rail operator German Rail created a data-driven social media campaign based on CO2 consumption to publicise its summer promotional tickets and domestic travel in Germany.

ŠKODA: Hesitation

Case Study • Pauline Dunas, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Automotive brand SKODA created a campaign tailored around the specific insights of the local market to challenge erroneous brand perceptions in France.

The evolution of social media through COVID-19

Article • Mobbie Nazir, WARC COVID-19 Series, April 2020

Explores the ways in which coronavirus is changing social media marketing.

Burger King: Who said men don't cry?

Case Study • Ali Khalil, WARC Awards, Shortlisted, Effective Social Strategy, 2020

To win over young Saudis, QSR brand Burger King joined their conversation via a social stunt that trolled one of their most famous football icons.

The Federation (FELGTB): Hidden Flag

Case Study • Marcelle Santos, Annabelle Butler, Jane Dorsett, WARC Awards, Shortlisted, Effective Social Strategy, 2020

FELGTB, Spain's largest organisation for LGBT+ rights, used guerrilla tactics to raise global awareness of Russia's homophobic laws by sending activists wearing different coloured football shirts to the 2018 FIFA World Cup to recreate the rainbow flag.

KFC: Scroll-Thru

Case Study • Damayanti Purkayastha, WARC Awards, Shortlisted, Effective Social Strategy, 2020

KFC Arabia created an innovative drive-thru experience to boost revenue and increase take-up of its online delivery business in the Middle East.

Burger King: Celebrating Subcultures

Case Study • Jimmy George, Annabelle Butler, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Quick-Service Restaurant chain Burger King created a content engine to become loved and talked-about online in order to grow visitation among iGen and young millennials in the US.

Mamee Monster: The Return of an Icon

Case Study • Hajar Yusof, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Mamee Monster the snack noodle brand targeted a new audience of millennials with a FOMO-inducing eating challenge in Malaysia.