Voting Instructions

Rate the success of the case studies in each of the five categories (Brand DNA, Uniqueness, Awareness, Legs, Overall) Olympic-scoring style from 1 to 10. We will accept scores to the first decimal place (e.g. 7.6).

Things to consider

You will be required to submit scores for all 17 case studies on the voting page at the same time. You won't be able to go back-and-forth between the cases and voting page without losing entered information. We recommend you mark your scores over the next two weeks on a notepad/word doc as you go through each case, and then punch them in on the voting page when you are done reviewing the programs.

When writing the case, we asked each marketer to consider the following list of questions. So, as a judge, when reviewing each case please keep in mind whether these criteria were answered.

Cases should be relevant to the 2013 calendar year (or early 2014)*, and should clearly explain inspiration, execution, marketing efforts and results.

* If the program began prior to 2013, that year should have seen a significant development in the program.

Note about conflicts of interest: If you come across a case that you have been involved with in some way, or that you feel you cannot objectively judge, please bring it to my attention and refrain from judging that particular case.

Brand DNA

  • How well does the social strategy mesh with the brandís positioning?
  • Is there a simple, strong and relevant connection?

Uniqueness

  • Does the brand have a program that is distinct and identifiable as its own social strategy space?
  • Does the program give new definition/meaning to the brand?

Awareness

  • How has the brand successfully created awareness of the social strategy efforts among partners, customers and consumers?
  • How has the brand generated widespread buzz for its initiatives, reaching beyond existing customers to the general public?

Legs

  • Does the social strategy have growth potential?
  • Is there scope for expanding the program via more grassroots efforts and/or global partnerships?
  • Is the brandís social positioning flexible?
  • Does the program have an umbrella framework that would allow for efforts in new areas?
  • Does it encourage consumers to augment the program in their own way?
  • How have outsiders taken the brandís social strategy efforts and made it their own?

Overall

  • How much effort has been directed to developing the brandís social strategy?
  • Has the brand exceeded others in its category in terms of the scope and scale of the program?
  • How successful has the program been in achieving change?
  • Has there been a positive impact on ROI attributable to the brandís social strategy efforts?
  • Are the activities listed relevant to the 2013/2014 timeframe?

Click to continue to the cases . . .