Sauce Reporter
Lydia Woellwarth
Editorial and Operations Manager
Lydia Woellwarth is Editorial and Operations Manager at SocialDay Ltd, where she commissions, edits and publishes coverage for The Sauce. She works across platform news, campaign analysis and the events and webinar programme, and handles corrections and reader queries for the newsroom.
Reporting for The Sauce since 2024. Every story carrying this byline is reviewed and signed off by a SocialDay editor before publication, in line with our editorial standards and corrections policy.
Articles by Lydia Woellwarth
How UK Anti-Doping challenged SARMs misinformation online
In our Social Media Marketing Awards finalist series, The Sauce is looking at the campaigns that earned a place on this year's shortlist, the problems they were built to address and the work behind the results. UK Anti-Doping (UKAD) is a finalist in Purpose-Led or Social Impact Campaign of the Year for Clean Sport Week 2026.
The Top Social Media Campaigns of 2025
2025 was the year social campaigns went cinematic. Brands didn't just post - they told stories, built anticipation, and created worlds people actually wanted to step into. Here are seven campaigns that we think nailed it - and what we can take away from each.
Finalist for Social Media Campaign Excellence: Harrows 9 Dart Challenge
The Harrows 9 Dart Challenge - Alchemy Sports Media (part of Alchemy Creations) - was a finalist in the Social Media Campaign Excellence award category at the Social Media Marketing Awards 2025.
Finalist for Small Business Social Media Campaign of the Year: Yakinori to Birmingham
SHC Digital's campaign for relaunching Yakinori to Birmingham was one of the finalists in the Small Business Social Media Campaign of the Year category at the Social Media Marketing Awards 2025.
Finalist for Integrated Social Media Campaign of the Year: Spot The Signs. Stop The Crime. #EndExploitation
Naturally Social's campaign: Spot The Signs. Stop The Crime. #EndExploitation, was one of the finalists in the Integrated Social Media Campaign of the Year category at the Social Media Marketing Awards 2025.
Finalist for B2C Influencer Collaboration Campaign of the Year: Tuscany Influencer Trip
Tuscany Influencer Trip, the campaign led by Not In The Guidebooks, was a finalist in the B2C Influencer Collaboration Campaign category at the Social Media Marketing Awards 2025.
Finalist for Social Media Campaign of the Year in Travel, Leisure, or Tourism: Carousel & Buxton Crescent
Carousel's 'Reinvigorating spa stay bookings for Buxton Crescent' campaign was a finalist in the Social Media Campaign of the Year in Travel, Leisure, or Tourism category at the Social Media Marketing Awards 2025.
Finalist for Social Media Initiative for Good and B2B Social Media Campaign: Biffa
Biffa had two campaigns as worthy finalists. The What iff campaign was one of the finalists in the B2B Social Media Campaign of the Year category, and Change Makers was the overall winner of the Social Media Initiative for Good award at the Social Media Marketing Awards 2025.
Finalist for Social Media Campaign of the Year in Public Sector or Government: Fire Safety Dance
South Yorkshire Fire & Rescue's Fire Safety Dance campaign was the overall winner in the Social Media Campaign of the Year in Public Sector or Government category at the Social Media Marketing Awards 2025.
The End of Guesswork: How Organic Growth is Being Reclaimed by Smart Data
Organic social media isn't dead - it's evolved. As algorithms shift and paid media costs rise, smaller teams are using hidden data within their content to reclaim organic growth. Inge Hunter, Founder at Clue.Labs, details how smarter data, pattern recognition, and purposeful content can drive consistent, scalable results without the need for a big budget.
How Social Media Marketers Must Navigate Online Rage Baiting
This article dives into the controversy sparked by American Eagle's "Great Jeans" campaign and why it's a cautionary tale for marketers. Asad Dhunna, CEO of The Unmistakeables, tells us why, in today's world, getting attention isn't enough - brands must be culturally aware and inclusive to avoid alienating audiences.
What Brands Can Learn from Emerging Creators: Learning From the Underdogs
Influence and impact can no longer be clearly understood by follower count, but about consistency, authenticity, and community. Aissetou Griffin, Senior Creative Strategist at UEG tells us why brands should focus on co-creating content with emerging creators who build loyal, niche audiences and value real connections over viral trends.
UGC vs EGC: What's Really Driving Results in 2025?
Discover how User Generated Content (UGC) and Employee Generated Content (EGC) are transforming marketing strategies and driving real results. In this article, we'll explore how brands are tapping into the authentic voices of their communities and teams, and share success stories from companies already seeing the impact.
Social Media Fest 2025 Day Three - The Summary
The sessions at day three of Social Media Fest proved that clear purpose plus smart, inclusive creativity - whether via weather GIFs, bold safety stunts, fit-first influencers or accessible design - lets evert team, of any size or budget, drive real-world impact.
Social Media Fest 2025 Day Two - The Summary
Day two of Social Media Fest delivered another round of high-impact insights - from the power of authenticity and long-form content to smarter ways to prove ROI in influencer marketing. Speakers challenged myths, shared creative strategies, and explored how brands can thrive in a constantly shifting digital landscape.
Social Media Fest 2025 Day One - The Summary
At this year's Social Media Fest, industry leaders shared valuable insights into the ever-evolving landscape of social media marketing. From platform trends to data-backed strategies, here's a quick summary of day one's presentation. Stay tuned for more jam-packed articles where we get deeper into the insights, plus summaries of day two and three.
The Rise of Social Search: How Brands Can Adapt and Win
Social media is now a go-to search tool, especially for Gen Z. Isabel Romero, CMO, Metricool, explains that to stay visible, brands must create authentic, keyword-rich content in engaging formats, backed by data and social SEO strategy.
How Meta-Skills Are The Superpower For Social Media Success
Tools change. Trends fade. But meta-skills? They will be your superpower. Daniel Rae, Social Media Consultant, teaches us the mindset moves every social media pro needs to stay sharp, creative, and unstoppable.
Why Creativity Is Crucial in Public Sector Communications
Zander Mills, Corporate Communications Manager, South Yorkshire Fire & Rescue, told us why he wants to encourage brands and organisations - especially in the public sector - to move beyond dull, uninspired messaging and embrace creativity to achieve meaningful results.
The Rule Of No Rules: A Framework For Distinctiveness
Ahead of SocialDay's Social Media Fest 2025, our immersive social media and influencer marketing festival, we're excited to share a new report in collaboration with Marcus Foley, Co-Founder of Tommy; The Rule of No Rules: A Framework for Distinctiveness.
How To Sell Through Social Media Without Taking Yourself Too Seriously
In today's world, audiences crave authenticity, not ads. What happens when you ditch the traditional marketing playbook in favour of something more real, more ridiculous, and way more fun? Jonathan Taylor, Senior Sales & Marketing Manager, Phantom Peak, tells us why he loves to use humour, live experiences, and community-driven content.
What's New (and What's Next) in Social Media
Luan Wise, Consultant, and Andy Lambert, Adobe, have been co-hosting monthly social media update webinars for over four years - helping marketers stay up-to-date with the latest platform changes and industry trends. We're excited to bring their dynamic double-act to the Social Media Fest stage delivering their insights in person. Ahead of their opening keynote, we caught up with them to find out what's on their radar - and why you won't want to miss their session.
How Can Charity Comms Connect With Younger Audiences?
Charities are rethinking how they show up online. By sharing authentic, human experiences, they're driving deeper engagement and lasting impact. Tom Fishenden, Freelance Charity Communications Consultant, explores charity communications and how good causes can be championed through creative approaches.
AI Isn't The Enemy - It's Our Ally In Social Media Marketing (But Let's Use It Wisely)
AI is changing social media marketing by making tasks faster and easier, but humans are still critical for keeping the brand voice and emotional connection strong. James Armstrong, Creative Director, Social Firefly dives into the world of AI and what he thinks the best approach is for AI in social media marketing.
How Does An Influencer Influence Effectively?
Authentic: To be, or not to be, that is the question. Alex Payne, CEO & Co-Founder, The Influence Room, joined us for a Q&A to describe how influencer marketing is shifting towards authenticity and long-term partnerships, and why brands must move away from treating creators like media slots and focus on building genuine connections.
Struggling To Make Paid Social Perform? Here's What's Working In 2025...
Paid social advertising is evolving quickly. Success in 2025 requires balancing automation, mastering platform mechanics, and focusing on creative testing and quality data. Jon Quinton, Founder, Overdrive Digital previews key insights he will be sharing at SocialDay's Social Media Fest, backed by real-world examples from Overdrive Digital.
TikTok: Entertainment Evolution
The concept of entertainment has transformed dramatically over the centuries. From the fireside stories of ancient civilisations to the digital screens we carry in our pockets today, the way we consume and interact with entertainment is unrecognisable from even a decade ago. Nowhere is this transformation more evident than on TikTok, the platform that has rapidly redefined what entertainment means in the digital age.