News & Opinion

Social media and print = winning combination

A new Warc Trends report shows that campaigns using social media and print are a winning combination. Social media plus print was the channel combination that over-indexed more than any other media combination when comparing Gold winning Effectiveness Awards with other case studies.

The new 'Seriously Social' report, on effectiveness trends in social media, shows that a combination of social media and print most over-indexes among Gold-winning cases across the sample of 14 major award schemes and almost 800 case studies that were analysed.

Social media increasingly features as a media channel in awards entries (it was the most popular selection in the 2012 Cannes Creative Effectiveness Lions) and Warc's report found that in the sample of cases it looked at, campaigns that included social as a media channel won more Gold Awards than those that did not.

The majority of Gold-winning cases combined social and traditional media, with popular combinations using social media with print, as well as packaging, promotions, branded content and games.

The report claims that to take social more seriously, the industry needs to establish clear and consistent measures (not least across different social media sites), which need to be linked to consumer change and commercial results.

Warc concludes that combining social media with other media leads to the best results: "As a stand-alone channel, social media was often deployed for short-term sales drives in our sample," the report said. "Unless this is your goal or budgets are tight, it is worth investigating multi-media options for strategic campaigns."

Downloadable - Media channels chart

For a free sample chapter from the report, click here.

Source: Warc 


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