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
To start, all you need is a pot
In our Social Media Marketing Awards finalist series, The Sauce is looking at the people and campaigns that earned a place on this year's shortlist, the work behind them and what they set out to change. José Rolão of Abelha 7 Trevos is a finalist in Creator & Personal Brand of the Year.
One giveaway, a series of reels and 945 new followers
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. The Soulful Marketing Co is a finalist in Organic Campaign of the Year for The Collaboration Effect.
The Marine Stewardship Council led with fishers instead of facts
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. The Marine Stewardship Council is a finalist in In-House Team.
Real or Cake? and the 34.8 million views nobody paid for
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. Favola is a finalist in Community Strategy of the Year for Real or Cake?, created for The Entertainer.
Why fatjoe. scores its employees' posts instead of paying a flat rate
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. fatjoe. is a finalist in Employee Advocacy or Social Selling Programme.
How MAD//Fest turned its event marketing into a comedy series
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. MAD//Fest is a finalist in Bold Creative Format for MAD//Diaries.
Building an education business around giving knowledge away
In our Social Media Marketing Awards finalist series, The Sauce is looking at the people and campaigns that earned a place on this year's shortlist, the work behind them and what they set out to change. Oluchi Imoh is a finalist in Industry Educator.
How Grape Tree built an influencer partnership around expertise rather than reach
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. CNS Media is a finalist in Influencer Campaign for its work with Grape Tree.
Had you noticed that noticed. built a million-pound agency on LinkedIn alone
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. noticed. is a finalist in Best Use of a Single Platform.
How Forest Feast launched its first brand collaboration with 38 creators
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. Forest Feast is a finalist in Influencer Campaign for its Matcha Chocolate Almonds launch with PerfectTed.
Comms Creatives built a following by making comms people laugh
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. Comms Creatives is a finalist in Small Business Social Media of the Year.
How CNS Media used creator-led social to reach young people outside work and education
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. CNS Media is a finalist in Purpose-Led or Social Impact Campaign of the Year for Youth Trailblazer.
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 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 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 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.