What are the drivers of social success?
Originality is still cited as the most important feature for a successful social campaign
A worthwhile cause
Humour
Irreverence
Originality
Understanding of an
existing brand idea
Understanding of an
existing brand personality
Prizes, a competition,
challenge or puzzle
Public contributed / generated
content / customised
Association with an event,
sport, show or game
A useful product
message or service
A free offer or
promotional incentive
Experiential / sensory
Celebrity involvement
0 2
8 Social Strategy Report 2017
Commentary
5.0
Originality, followed by humour and understanding
8.3 of an existing brand personality, are the features
considered by the authors of shortlisted papers as the
6.7
most important to social success. This was certainly
much in evidence in the top-scoring case study, the
10.0
Grand Prix-winning KFC Dirty Louisiana campaign,
3.3
Dont make dirty good, make clean bad (see p.20).
Prizes, a competition, challenge or puzzle have
8.3
suffered a decline, from being evident in 33% of
shortlisted cases in 2015, to 17% in 2016, to just one
3.3
case study in 2018, Bics Champenships (see p.29).
5.0
Celebrity involvement continues to rank highly, with
many campaigns particularly from Asia and the
5.8
Middle East choosing to take this path.
5.0
3.3
5.0
6.7
4 6 8 10
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