Seriously Social - Sample Version

WARC TRENDS
SERIOUSLY SOCIAL
(SAMPLE VERSION)
>> A casebook of effectiveness trends in social media campaigns
>> By Peter Field and Carlos Grande

© Copyright Warc 2013. All rights reserved.

Warc Trends >> Social Media

Executive summary: Seriously social
Social media penetration has come of effectiveness knowledge gaps is including some published after Sep-
This is a
of age. Now knowledge of how to self-evident. tember 30, 2012. By ‘best’ we mean
sample use it seriously must catch up. The following report tries to bridge examples that combined a clear use We all know
version of these two developments. It aims to of social media with proof of its ef- that the rate
Warc’s This report offers a challenge - in describe what has worked for brands fectiveness. Finally, we supplemented
more ways than one. socially and why. Its primary source this analysis with relevant material
of growth in
Seriously
Nelson-Field and Klose issued of evidence is a body of almost 800 from Warc news, event reports and social media
Social Trend
Report
their warning (see quote, far right) recent cases on Warc featuring social other articles. has far
about usage of social media outpac- media. These were submitted to At the outset, we should clarify that
ing credible research in late 2010. awards run by Warc partners or Warc most cases we studied used social
surpassed
The full report Since then, Facebook has added itself and published on our service. media in combination with other the rate of
is available its billionth user. The daily volume We studied them in three ways. channels. Single channel campaigns credible
to subscribers of Tweets has more than tripled to First, there is a statistical analysis
- of any type - rarely feature in the
330m. And Pinterest, Instagram of trends among cases published be- effectiveness and strategy competi-
research in
of warc.com.
and others have emerged as social tween January 1, 2011, and Septem- tions from which Warc draws its this area.
Request a Karen Nelson-
platforms of scale. How many people ber 30, 2012. Then, we have summa- cases. Therefore, we try to pick out
free trial at would dispute that today social activ- rised the best cases - most winners the role of social media within mixed Field, Research
www.warc. ity is still spreading faster than its of Gold Awards or their equivalent - media schedules. Associate,
com/trial trusted analysis? Ehrenberg-Bass
At Warc, we do not need to look % of Creative Effectiveness Lions featuring most used channels Institute, and
far for evidence of this challenge. Gavin Klose,
2012 2011 Director, Fusion
Social media was the joint most-used 75% 75%
channel at the 2012 Cannes Creative Source1
65% 64% 62%
Effectiveness Lions. In total, almost
57% 55%
60% of all case studies published by 50%
Warc over the last two years have
featured social media in some form.
30%
Yet doubts over how to show a 24%
22%
commercial return from social media
regularly surface in surveys of mar- 11%
keters’ top concerns. The irony of the Social WOM, viral Public Branded Online Television
same activity featuring on both lists media relations content video
of effectiveness case studies and lists Source: Warc indexing of Cannes Creative Effectiveness Lions, 2011-2012

© Copyright Warc 2013. All rights reserved. www.warc.com


Executive summary (contd.)
Brands’ use of social media is grow- ments were also more likely to: Our view is that social media can

19%
This is a
ing. A more serious approach could work in a variety of contexts includ-
sample create more value from this activity. be shorter in duration ing larger, strategic programmes.
version of 2012-2016 involve lower budgets This report cites examples of it being
Warc’s The proportion of case studies on forecast cite impressions rather than used effectively in diverse industry
Seriously Warc with social media elements is compound business impact as results sectors and in campaigns across the
on the rise (see later charts in this annual growth budget spectrum.
Social Trend rate in US
chapter). This body of cases is not These characteristics suggest many Social media might not always be
Report social media
intended to be necessarily repre- advertising brands still view social initiatives as the right choice for every context. But
sentative of the industry. After all, it short-term and experimental. Yet the in order for marketers to extract more
The full report comprises success stories submitted Source: best social cases show these attrib- value from their investments in this
is available to top international awards schemes BIA/Kelsey2 utes are neither essential nor always field, it is time for social media to be
to subscribers in the expectation that they will be contributory to success. taken more seriously.
recognised as unusually effective.
of warc.com.
But the increasing presence of so- Cases using social media were a lower % of Gold winners than of All cases
Request a
cial media in cases on Warc echoes
free trial at the many industry studies that have All cases Gold winners
www.warc. detailed the growing spend and
com/trial priority allocated to social media
communications by brands.
One school of opinion holds that
at least some of this investment is 44.5% 48.9%
inspired by faddishness and blind
faith. This school may seize on the
fact that across the sample of cases
studied for this report, cases includ-
ing social media elements accounted 55.5% 51.1%
for a slightly smaller proportion of
Gold Award winners than their pro-
portion of all cases.
Compared to the average among Included social media Excluded social media
all Warc cases during the period,
cases including social media ele- Source: Case studies on Warc, January 2011 - September 2012



Executive summary (final)
Taking social seriously means 3. Scaling up of ambition: Many ini- ity; and calls to causes/participation.

186
This is a
tackling fundamental questions. tiatives felt project-like in scope. Yet The exact mix was determined by
sample the best featured substantial dura- insight into what would drive social
version of This report does not cover how to Number of tions and budgets, and proved their currency in the target audience.
Warc’s optimise ad units or messaging personalised commercial effectiveness with rigour.
Seriously styles in social media. The answers videos created Taking social seriously involves de- Consider this report itself as a chal-
to such implementational questions during manding such standards of proof. lenge - or at least an open invitation.
Social Trend Old Spice
will alter frequently as social sites try Email us if you have research that
Report ‘Response’
to monetize audiences by developing campaign 4. Including key elements: Staples advances social knowledge. If you
new features for brands. Instead, we of successful social campaigns in- have an impressive social case study,
The full report focus on overall approaches, goals, Source: cluded: taboo-breaking; humour; un- submit it to a Warc Prize4. We prom-
is available budgets, metrics and integration. Old Spice3 usual uses of celebrities; story-telling ise to update future editions with the
to subscribers Our summary view is that social or knowledge-pooling; ‘wow’ creativ- best new material.
success often turns on meeting four
of warc.com.
main challenges:
Request a
free trial at 1. The adoption of a social mindset:
www.warc. This approach prioritises how brands
com/trial can create content consumers need
or want to share - i.e. social cur-
rency. It asks: is content share-worthy
and share-ready? With its stream of
personalised messages, P&G’s Old
Spice ‘Response’ campaign exempli-
fies this mindset in action.

2. Social articulation of a clear idea:
In the best cases, a compelling idea
united diverse elements. Marketers
must be relaxed enough to enable
consumers to add their voices and
content to an idea for it to achieve
genuinely social expression. P&G’s Old Spice created personalised messages from its frontman for consumers to pass on


This is a
sample
SAMPLE CHAPTER
MEASURING SOCIAL
version of
Warc’s
Seriously
Social Trend

MEDIA
Report

The full report
is available
to subscribers
of warc.com.
>> How brands can stand out by a commitment to rigour
Request a
free trial at
www.warc.
com/trial



At a glance Measuring social media
KEY INSIGHTS
This is a

1 C
ases that depend heavily on social media sta-
sample
version of tistics as their evidence of success are still com-
Warc’s mon. But it is much more valuable to use metrics
Seriously such as sales or customer penetration, even if it
Social Trend
is not easy to isolate social’s exact contribution.
Report

The full report
is available 2 S
ome case studies rest on largely unproven
assumptions about the value to brands of social
media fans and their actions.
to subscribers
of warc.com.
Request a
free trial at
www.warc.
3 I
t is important to understand the link between
previous usage/preference of the brand and
any predisposition to engage with the brand on
com/trial social media.

4 A
growing body of best practice cases can
show the commercial impact of social media,
both as a solus activity and within multi-media
campaigns.


Warc Trends Social Media

The need for rigour in measurement
The best campaigns demonstrate
This is a
their effectiveness using
sample It’s less
conventional commercial metrics.
version of about data
Warc’s In this report, we have largely collection,
steered clear of cases that relied
Seriously because
mainly on social media data as proof
Social Trend there’s so
of effectiveness. We have focussed
Report
on those reporting accepted metrics much data
such as increases in sales volumes,
The full report
out there. It’s
share, margin or penetration. It is
is available time to justify this approach. more about
to subscribers Whilst there is clearly a rising effort back to
to put a true commercial value on
of warc.com. basics and
social media activity, a huge oppor-
Request a
tunity exists for marketers to distin- sticking to
free trial at guish themselves by a commitment a business
www.warc. to rigour. Of course, one could level
plan. Figure
com/trial similar criticisms at many traditional Cases by Dove (above) and Inspired by Iceland show intelligent data analysis
campaigns. But it would be a shame out what
if social media’s promise were under- demonstrate how this can be done. Asking for this kind of rigour is not three things
mined by inheritance of the short- Likewise, relationships between so- the same as being proscriptive about
you need to
comings of older platforms. cial impressions and search volumes what gets measured. In addition to
Above all, case study authors or product requests are useful prox- common metrics, variables success- measure.
should avoid over-relying on reams ies to establish. fully used include lowered costs of Kimberly Kadlec,
of social media impressions data. But these are only elements in the contact/acquisition and, among non- Worldwide VP ,
Such data often includes negative full evidence set needed to show profits, savings to the public purse. If global marketing
responses or those from irrelevant convincingly how communications social media wants to capture more group, at Johnson
audiences. Properly interpreted, it changed the target’s behaviour and spend, it is hard to escape the gen- Johnson
can be useful as a measure of reach, the brand’s business results. Inspired eral conclusion that investment in its Source7
especially if it offers meaningful by Iceland6 is a rare example able to measurement will need to grow. That
comparisons with traditional media track traffic from a Facebook page to is another consequence of taking
reach figures. Brands such as Dove5 full-blown e-commerce opportunities. social media seriously.



The need for rigour in measurement (contd.)
Social media case authors do Fans/Followers: The most impres-

27%
This is a
themselves a disservice by quoting sive cases correlate momentum in
sample ill-defined measures. Fan/Follower numbers to changes in
version of of survey customer behaviour such as product
Warc’s Likes: Facebook ‘likes’ should not respondents requests, sampling and, ultimately,
be mistaken for automatic evidence said they had sales. The Lynx – Using social media
Seriously no idea how
of an increased new commitment to drive brand loyalty Facebook
Social Trend social media
to the brand. This is dangerous as success was campaign9 is an instance of a brand
Report
likes may be generated in response measured prepared to invest and publish pre-
to promotions or may be skewed within their and post-campaign research. In this
The full report towards existing heavy brand users. company case, the brand claimed, somewhat
is available Some brands have connected ‘likes’ Source: controversially, to show increased
to subscribers to fund-raising, by offering to make IAB/LBi/YouGov8 brand spend among Facebook fans
donations in direct proportion to compared to existing brand loyalists
of warc.com.
‘likes’ created. not exposed to the fan group.
Request a
free trial at Sharing/comments: Reporting and Earned media ROI: The return on a
www.warc. analysis of sharing/commenting on social media campaign should never
com/trial of content can be useful, though it be calculated by estimating how
is still rare to see it in detail. Again, much the brand would have needed
reach figures need to be put into the to pay via advertising to generate the
context of traditional equivalents equivalent to earned media men-
(such as offline word of mouth). tions. If estimating ROI is the goal,
the safest way to do so is to work out
Tweets: The value of a Tweet is de- the incremental net profit after all ad-
termined by its sentiment, its sender, ditional marketing and distribution
the number and quality of recipients costs (and ideally having discounted
and their attention, and its ability other potential causes of the profit.)
to attract re-Tweeting from relevant, Lynx published Some case studies convincingly base
discrete users. It is to be hoped that dedicated ROI estimates on lowered costs of
in future responses by Twitter audi- research on its contact or acquisition, or on estimat-
ences will be analysed with greater loyalty drive ed savings to public sector budgets
sophistication and granularity. as a result of behaviour change.



Data: Digital measurement
BRAND STRATEGY IS THE LEADING DRIVER OF DIGITAL KPI KEY FACTS
This is a
sample Which of the following influences your digital KPI setting? (tick all that apply) A
2011 Warc/World Federation
version of of Advertisers survey found
Our brand strategy 82%
Warc’s overall brand strategy was
Evolution of marketing KPIs 75% the most cited influence when
Seriously
Social Trend Set in relation to campaign goals 68% setting digital Key Performance
Company strategy 50%
Indicators (KPIs) in brand owner
Report
Evolved out of local market KPIs
companies. It was more than
43%
twice as likely to be cited as the
The full report Our purchase cycle 39% brand’s purchase cycle.
is available Financial period (quarter/year) 4

to subscribers Other 4 ncouragingly, no respondents
E
of warc.com. No influences 0% reported lack of management
Base: 28 companies. Source: WFA online survey, 2011 interest as the biggest hurdle to
Request a
successful digital measurement
free trial at MEASUREMENT IS A PRIORITY BUT MUST BE BACKED UP WITH RESOURCE in their company. However, most
www.warc. cited shortages of dedicated
com/trial What are the main barriers towards successful online measurement in your company? resource and specialist knowl-
(tick all that apply) edge. Over half of the respond-
ents worried about specific
Lack of dedicated resources 71% shortcomings in measurement.
Lack of knowledge of marketing teams 67%
Lack of expertise in measurement 54% T
he table on the next slide also
High number of data sources
shows the variation between
50%
metrics even within social me-
Lack of time 38% dia. This underlines marketers’
Lack of past proven accountability 29% challenge in making cross-
Cost (too high) 25% channel comparisons.
Lack of brand team interest 13%
Other 8%
Lack of management interest 0%
Base: 28 companies. Source: WFA online survey, 2011



Data: Digital measurement
METRICS VARY DRAMATICALLY EVEN BETWEEN DIGITAL PLATFORMS
This is a
sample What digital KPIs do you use for the following?
version of (please tick all that apply to your company, even if the metric is being used for all platforms)
Warc’s
Seriously
Social Trend Online generally Social specifically Mobile marketing
Report
1 Activity (requests/registrations) Number of fans/followers Engagement/activity
The full report
is available
to subscribers 2 Direct visits/vistors to website Engagement/activity Reach
of warc.com.
Request a
3 Clicks Number of impressions/page views/ Activity (requests/registrations)
free trial at retweets
www.warc.
com/trial 4 General brand metrics (awareness Reach Number of conversions/registrations
etc.)

5 Dwell time Mentions/branded searches on Direct visits/visitors to website
Twitter/Facebook

6 Bounce rate Sentiment analysis Clicks

7 Reach Pass on rates (virals) Dwell time

Base: 28 companies, Resp: 25. Source: WFA online survey, 2011



Case study Inspired by Iceland
INSIGHT: By tracking Facebook visi- Campaign
This is a
tors in a consideration funnel, this Inspired by
sample campaign estimated the total value Iceland
version of of its social communications.
Warc’s Advertiser
CHALLENGE
Seriously Promote Iceland
With the country reeling from the
Social Trend
global financial crisis, Iceland’s tour- Agency
Report
ism industry was endangered by a The Brooklyn
volcanic eruption. Fear that Iceland Brothers
The full report was an unsafe destination spread
is available just ahead of the key summer tourism Market
to subscribers period. A fast turn around of interna- International
tional sentiment was needed.
of warc.com.
Request a SOLUTION
The campaign monitored traffic from a Facebook page to travel websites
free trial at A social-centric campaign built on
www.warc. the idea that 80% of visitors would Search was optimised and a small Nonetheless, the case merits atten-
com/trial recommend Iceland as a destina- number of newspaper and radio tion because of its use of Facebook
tion. It was agreed that at a set hour, placements used to keep awareness metrics. One in seven Facebook
Icelanders - from the Prime Minister high. To sustain momentum and visitors became a fan, and more than
down - would be encouraged to go reward active fans, a concert was one in three actively consided an
online and upload stories about why held in Iceland and beamed live via Icelandic trip. Other examples:
their country was worth visiting. webcast to 52 countries. Monitoring of traffic from the Face- Canadian
Videos of celebrities and other book page to travel websites led to Tourism11, Keep
RESULTS
advocates were uploaded to a an estimate that 9% of Facebook visi- exploring, Inter-
website and to a Facebook page More than half of all Icelanders tors were converted into a purchase national
which encouraged visitors to forward contributed to the campaign, which opportunity. In total, an extra 79,252 Philippines
videos to their friends abroad. led to 2m stories being shared tourists, worth almost £140m in rev- Department of
Webcams around the country sent and 45,000 fans recruited. Outside enue, were estimated to have visited Tourism12, It’s
live footage to digital poster sites North Korea, how many states could the country. more fun in the
in cities abroad and to the website. call on such civic participation? Read the full case study10 Philippines,
International



Case study Metropolitan Police
INSIGHT: A multi-faceted measure- Campaign
This is a
ment approach was used to evalu- The case in
sample ate this gang crime campaign. defence of Deon
version of
CHALLENGE
Warc’s Advertiser
Seriously London’s Metropolitan Police needed Metropolitan
to explain to teenage gang members Police
Social Trend
the English legal principle of ‘joint
Report
enterprise’. This meant an indi- Agency
vidual involved in a killing could be Abbott Mead
The full report charged with murder even if he or Vickers BBDO
is available she did not wield the fatal blow. The
to subscribers audience was hard to reach and the Market
budget a modest £300,000 ($480,000). UK
of warc.com.
Request a SOLUTION
Facebook-hosted films played out the consequences of gang crime
free trial at The agency developed short, interac-
RESULTS
www.warc. tive films for a Facebook page. A films); and over 60% of films were
com/trial trailer introduced several characters The Facebook page had 135,000 watched in full. There was also a
involved in the murder of a young unique visitors – four times the original higher than average ratio (28%) for
boy, Deon. Individual clips then fol- estimate – at 22% of the budgeted cost converting visitors to fans.
lowed each character’s fortunes. The per user. Tracking research reported Taking into account the high mes-
audience was asked to guess the that 45% of the audience knew at least sage take out and qualitative post- Other examples:
killer’s identity. one element of the campaign and campaign evidence, the case authors Metropolitan
All the films ended by explaining recorded high likeability and message estimate they deterred 22 youngsters Police14, Choose
that the subject character had not comprehension (59% for both metrics). from being involved in crime leading a different
killed Deon but was still charged Several data points suggested the to a custodial sentence. This would ending, UK
with murder. TV, radio, cinema and content had drawn in users: 1% of visi- have prevented the need to spend Transport Ac-
posters drove traffic to the dedicated tors completed an action on the Face- £2.5m on custodial services, and cident Commis-
Facebook page, and educational book page compared to the network’s equated to a return of 1:8.5. sion15, Young
materials were created for several average of 0.15%. Visitors typically men pledge a
radio and DVD formats. watched eight minutes of video (3.5 Read the full case study13 blood oath, New
Zealand



Implications Measuring social rigorously
1
PUT SOCIAL STATISTICS INTO CONTEXT
This is a
sample The value of social media volume metrics (likes, shares, Tweets etc.) is
version of best expressed in figures which can be meaningfully compared to those
Warc’s in traditional media. Although social volumes are often smaller, they can
Seriously provide incremental reach and in-depth contact with new audiences.
Social Trend
Report 2 INVEST IN LINKING SOCIAL DATA TO AUDIENCE BEHAVIOUR
Brands should follow the lead of the best social media cases that
The full report persuasively explain how they increased penetration and generated sales
is available volumes among relevant audience segments.
to subscribers

3
of warc.com. RESEARCH BRAND FANS
Request a
It is worth allocating resource to more research and/or modelling in order
free trial at
www.warc.
to understand the direction of causality between social media engage-
com/trial
ment and brand purchasing. Do fans ‘like’ you because they are already
frequent purchasers, or vice versa?

4
WHERE POSSIBLE, USE ‘CLOSED LOOPS’ TO TRACK CUSTOMER JOURNEYS
Even if you employ a range of digital media, there may be particular
value in extra monitoring of Facebook properties that provide you with
a closed loop of data that can track journeys from initial page visits,
and ‘likes’ to e-commerce opportunities. The ‘Inspired by Iceland’ case
benefited from one such closed circuit.



Read more in the full report
FEATURED CASE STUDIES
This is a Contents
sample 1 Hellmann’s Warc’s Seriously Social Trend
version of 1 Real Food Move-
4 Report features a summary and
Warc’s ment, Canada seven chapters. It offers analysis,
Seriously (Chapter 1) cases, data and implications.
Social Trend
2 GRAACC, Do- Executive Summary
Report
nate your fame, Overview of main findings
Brazil
The full report (Chapter 3) 1 The social mindset
is available Planning and insight priorities
to subscribers 3 Gillette Mach3,
of warc.com. 2 W.A.L.S., India 5 2 trategic or tactical?
S
(Chapter 5) Adopting the right approach
Request a
free trial at 4 NAB, Break-up, 3 oyalty or reach?
L
www.warc. Australia Which goals work best
com/trial (Chapter 5)
4 Integration or stand alone?
5 Metropolitan Add value to media plans
Police, The Case
in Defence of 5 Social budgets
Deon, UK Fitting funds to ideas
3 6
(Chapter 6)
6 Measuring social media
6 ATT, You’ve Committing to rigour
Got a Case, USA
(Chapter 7) 7 Future directions
Where social goes next

Download the full report



References and further reading
This is a Content on
1. The Social Media Leap: Integrat- 7. How JJ dropped ‘disruption’ for a 13. Metropolitan Police: The case in
sample ing social media into marketing content-led strategy defence of Deon warc.com is
version of strategy Event Reports, ANA Annual, IPA Effectiveness Awards, 2012 subscriber-
Warc’s ESOMAR, WM3, October 2010 October 2012 only.
Seriously 14. Metropolitan Police: Choose a
2. Social media adspend to double 8. How brands from Twitter to Tesco different ending
Social Trend To view these
in US are managing the shift to digital APG UK Creative Strategy
Report articles,
Warc News, November 2012 (free Event Reports, IAB Engage, Octo- Awards, 2011
link) ber 2012 request a free
The full report 15. Transport Accident Commission: trial at warc.
is available 3. Old Spice: The Man Your Man 9. Lynx: Using social media to drive Young men pledge a Blood Oath com/trial
to subscribers Could Smell Like Responds to the brand loyalty for their mates
Internet IPA Effectiveness Awards, 2011 Case Studies on Warc, Grey, Mel-
of warc.com.
North America Effies, 2011 bourne, 2012
Request a
10. Promote Iceland: Inspired by
free trial at 4. Warc Prizes Iceland Cases studied for this report in-
www.warc. Warc Prize, 2012 cluded all cases indexed by Warc
com/trial 5. Dove Body Lotion: The Dove within the stated periods.
School of Body Language 11. Canada: Keep Exploring
Direct Marketing Association - Warc Prize, 2012 These came from the following
UK, 2011 sources: APG UK, ARF Ogilvies,
12. It’s more fun in the Philippines CAANZ Effies (New Zealand),
6. Promote Iceland: Inspired by Warc Prize for Asian Strategy, Cannes Creative Effectiveness
Iceland 2012 Lions, Cassies, DMA International
Warc Prize, 2012 ECHO, DMA UK, Effies (Australia),
Effies (North American), Euro Ef-
fies, IPA Effectiveness Awards, Jay
Chiats, Warc Prize, Warc Prize for
Asian Strategy.


About Warc’s Seriously Social report
This report analyses more than 800 award-winning Warc Trends Social Media

Data: Brands’ use of new platforms

case studies featuring social media to identify what Executive
Summary

Chapter 1
The social
mindset
NEW PLATFORM USE

Q: Which platforms have you recently started using/plan to use next year?

10% 8%
KEY FACTS

Mobile and location-based tech-
nologies top marketers’ lists of
recently begun and near-future

has worked for brands and why
17%
Chapter 2 17% initiatives, according to the As-
Strategic or 19%
sociation of National Advertisers
tactical? 34% 17% 29% 25%
(ANA) in the USA. However, any
Chapter 3 over-emphasis on the transac-
Loyalty or tional opportunities of mobile is
reach? likely to put consumers off.
Mobile Location-based apps Blogs
Chapter 4
Integration or Each of the nine platforms listed
stand alone? 14% 10% 9% left has some specific content
9%
10% 11% requirements and timetables.
Chapter 5
Social budgets 24% It makes senses to approach

Highlights include:
21% 18%
these within an overall content
Chapter 6 marketing plan that prioritizes
Measuring social selected opportunites and re-
media
sources.
Viral video
RSS feeds SEO: organic
Chapter 7
Future Social networks feature fairly
directions 5% 6% low down on this list of respond-
10% 7%
11%
6% ents’ new activities, suggesting
they are already well used.
16% 16% 13%

Examples of how brands such as Hellmann’s, ATT,
Social networks Gaming Search: paid keyword

Used less than 1 year Not using, but plan to next year
Base: 224, Source8: ANA, Digital and Social Media Survey, 2012


Audi and Wal-Mart effectively deployed social media Warc Trends Social Media

Case $1m-$5m Knorr Sidekicks
Exclusive Warc data on budgets, campaign length, Executive
Summary

Chapter 1
INSIGHT: Combining TV and social
campaigns offers new ways to em-
ploy brand icons.
Campaign
Salty

media integration and other strategic issues
The social
Advertiser
mindset CHALLENGE
Unilever
Chapter 2 Sidekicks was a faltering range of
Strategic or Canadian ready to serve side dishes Agency
tactical?
with reduced sodium levels. It was DDB Canada
Chapter 3 suffering at the hands of rivals that
Loyalty or had expanded into fast-food brand Market
reach? extensions. Although it wanted to Canada
draw attention to its low salt formula,
Chapter 4
Integration or the brand suspected that functional

Analysis of four common characteristics identified
stand alone? messaging or a clichéd caring mom
approach might not deliver a suf-
Chapter 5
Social budgets
ficient impact.
SOLUTION
Chapter 6
Measuring social The brand’s strategy was to promote
media
itself as a healthier, tasty alternative Social media added other dimensions to the Salty character created for TV

across hundreds of effective social campaigns
Chapter 7 and create a new brand icon with
Future whom consumers could bond. effectiveness with powerful social case study. The campaign drove
directions Salty was the endearing star of the media exploitation. Twitter and Face- traffic to the brand website as well
resulting campaign designed to turn book profiles helped Salty to interact as to social media on which users
around the fortunes of the brand. The with people to find new friends and could upload and share video mate-
character was a dejected salt shaker jobs, and online videos were created rial. Commercially, two share points Other examples:
who shared his feelings and inse- to dramatize episodes from his ‘new of growth drove sales value growth McDonald’s10,
curities about what he was going to life’ such as job hunting. of 18% - entirely accounted for by a Let’s Meet Up,
do next – now that his role in family penetration rise of 2.3 points (loyalty China
RESULTS
mealtimes had been reduced by the pursuers take note). Snickers11,

Practical implications for planning, goal-setting,
rise of a lower sodium diet. There were many other lovely emo- World’s Longest
TV-led, the campaign boosted its tive touches on and offline in this Read the full case study9 Football Match,
Middle East


measurement and other aspects of social initiatives Warc Trends Social Media

Implications Focusing on quality reach

The full report is available to subscribers of warc.com 1
Executive
Summary
BE WARY OF LOYALTY-BASED SOCIAL STRATEGIES

Chapter 1
Until there is more evidence in support of a contrary view, brands should
The social prioritise reach and penetration goals in social campaigns over loyalty-
mindset
based objectives.
Chapter 2

2
Strategic or MAKE A GOAL OF ACHIEVING MASS REACH
tactical?

Not a subscriber? Request a free trial at
Chapter 3
For many brands, it is necessary to achieve near mass market reach to
Loyalty or gain a sufficient number of new customers and it may be imperative to
reach?
make attaining this mass reach an objective. You should put social media
Chapter 4 reach figures in context of the reach levels achieved by traditional media
Integration or
stand alone?
campaigns.

3
www.warc.com/trial
Chapter 5 PLAN FOR TRADITIONAL MEDIA SUPPORT
Social budgets
In most instances, it will be difficult to achieve mass market reach using
Chapter 6
Measuring social social media alone and a combination of social and traditional is most
media likely to achieve this.

4
Chapter 7
Future DESIGN A ROLE FOR CONSUMER CONTENT
directions
Brands can extend the reach of paid-for media by enabling consumers to
share campaign material on social media, adding their own content and
followers’ reach in the process. This effect needs to be designed into com-
munications from the outset for maximum impact.



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About the authors
PETER FIELD
Peter Field is a consultant and author of several reports into effec-
tiveness, including Marketing in the Era of Accountability, jointly
written with Les Binet. Earlier in his career, Peter ran the account
planning departments at Bates and Grey. He has frequently writ-
ten for Warc and Admap and regularly presents at leading industry
conferences.

Email peter.field@dsl.pipex.com

CARLOS GRANDE
Carlos Grande is editor of Warc. He joined Warc in 2008 after eight
years at the Financial Times, where he was latterly marketing
correspondent. Previously, he was acting deputy on the FT’s UK
companies newsdesk and a senior UK companies reporter. Prior to
that, Carlos edited Creative Business, the FT’s weekly section and
website covering media, marketing, advertising, PR and technology.

Email carlos.grande@warc.com

JAMES AITCHISON (RESEARCH)
Research on the Warc case study bank was provided by James
Aitchison, managing editor of warc.com. Since joining Warc in 2001,
James has been involved in all aspects of the company’s online ser-
vice. He now manages Warc’s digital publishing team. Prior to join-
ing Warc, James was a public affairs executive at the UK Advertising
Association representing the industry to government and media.

Email james.aitchison@warc.com


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