or call us: +1 202 778 0680
Content & Partners
What Our Clients Say
Warc in the News
Write for Warc
Terms & Conditions
Request a Trial
Magazines & Journals
Books & Reports
Do I Subscribe?
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
The latest on 80+ key topics
Media & Channels
Latest industry-focused insights
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
YOU SEARCHED FOR:
Case Studies - By media used - Magazines - consumer
REFINE YOUR RESULTS BY:
Enter a search term:
Motor and auto
Government and non-profit
Toiletries and cosmetics
Procter & Gamble
Effies (North America)
Gale classic cases (US)
CAANZ Effies (New Zealand)
Date: newest first
Date: oldest first
Sport Club Recife: Immortal fans
Jay Chiat Strategic Excellence Awards, Honourable Mention, October 2013
This case study describes a campaign by Sport Club Recife, the Brazilian football club, to encourage fans to register as organ donors.
This case study describes a campaign by Sport Club Recife, the Brazilian football club, to encourage fans to register as organ donors. A club organ donor card was developed and marketed as a way to become an 'immortal fan', keeping their team spirit alive even after death. Family authorisation is the biggest barrier to organ donation in Brazil, as people often do not discuss their wishes - the campaign and donor card helped to stimulate these important conversations. The campaign featured people who were on the waiting list for organ transplants, and later on people who had received organs. It was launched at a football match where players were accompanied onto the pitch by patients, and followed up with television, radio, outdoor and print ads. Social media was used to allow people to sign up for donor cards online, and share the campaign. The campaign successfully increased registrations to donate organs, increased actual donations, and was featured in national news and blogs.
Health Promotion Agency: The Journal - Three Years of Changing Behaviour & Saving Lives
The Communication Agencies Association of New Zealand, Grand Effie, New Zealand Effie Awards, 2013
This case study describes a campaign by the Health Promotions Agency of New Zealand, which aimed to raise awareness and information-seeking regarding depression.
This case study describes a campaign by the Health Promotions Agency of New Zealand, which aimed to raise awareness and information-seeking regarding depression. The campaign encouraged self-help via the campaign website, with the aim of reducing doctors’ visits and treatment costs. The main challenges were created by the illness itself, which reduces concentration and demotivates people. An existing celebrity ambassador was repositioned as a mentor, and integrated into an online self-help tool. This tool was then promoted direct to the public, and through doctors.
Bournvita Li'l Champs: Right place at the right time - A Touchpoint Study
Team Pinnacle, Warc Prize for Asian Strategy, Entrant, 2013
This case describes how Bournvita Li'l Champs (BVLC), a milk additive, used television, print and social media to increase brand consideration in India.
This case describes how Bournvita Li'l Champs (BVLC), a milk additive, used television, print and social media to increase brand consideration in India. The campaign was based on the insight that mothers, BVLC's target market, were influenced by non-television media and personal recommendations when purchasing. This insight was important as BVLC's advertising had previously been focused on television. This campaign used television, print, radio and digital advertising to encourage people to nominate a mother who deserved appreciation for their nurturing. Information about child development and the product, along with product samples were then sent to mothers who were nominated. Research found that this new campaign mix increased brand advocacy and consideration.
BMW: All-New 3 Series Launch
Kanwaldeep Sethi, Vidhu Sagar and Kartik Iyer, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes how BMW, the car manufacturer, protected its status as the top luxury car brand in India.
This case study describes how BMW, the car manufacturer, protected its status as the top luxury car brand in India. BMW was facing aggressive competition from challenger brands. Timing was important in this campaign as the new BMW car launch was later than competitor product launches, and so the campaign needed to maintain interest in BMW whilst the product was not available to buy. The first campaign phase used print ads featuring QR codes and outdoor ads to encourage consumers to 'wait and see' what the new BMW was like before buying a competitor model. The launch phase used print and online ads, social media and a three part television programme to promote the new BMW. As a result of the campaign BMW achieved a strong online presence including website views and Facebook likes and, increased its 'trusted brands' ranking by 20 points.
Levi's: Flipboard social catalog
MMA Smarties, Silver, MMA Smarties, 2013
This case study describes a campaign by Levi's, the fashion brand, which targeted young people in the US with a mobile strategy.
This case study describes a campaign by Levi's, the fashion brand, which targeted young people in the US with a mobile strategy. The brand collaborated with Flipboard, an existing magazine mobile app with a large number of users, to create a Levi magazine which doubled as an in-app m-commerce site. This strategy formed a component of a broader successful campaign.
Billboard Magazine: The end of the silent magazine
MMA Smarties, Gold, MMA Smarties, 2013
This case study describes a campaign by Billboard Magazine in Brazil which used near field communication (NFC) to deliver music through the front cover of a special edition.
This case study describes a campaign by Billboard Magazine in Brazil which used near field communication (NFC) to deliver music through the front cover of a special edition. NFC was added to the magazine's front cover, so that users could access all the music mentioned in the issue through their mobile phone. The special edition magazine sold out, and helped the company to increase sales of music.
Gillette: Shave Sexy
Jason King, Warc Prize for Asian Strategy, Gold, 2013
This case study describes how Gillette, the shaving brand, launched 'Shave Sexy' in China: a lighthearted idea underpinned by a bold shift in communications strategy.
This case study describes how Gillette, the shaving brand, launched 'Shave Sexy' in China: a lighthearted idea underpinned by a bold shift in communications strategy. The brand faced the challenge of major category erosion because men in China were no longer able to see past the inconvenience of wet shaving, and were switching to the more convenient dry shavers. Driven by the insight that women in China found wet shaving arousing to watch, 'Shave Sexy' was an 'unbranded' social experiment to prove that wet shaving could arouse female interest. 'Shave Sexy' reached 197 million people, reversed the growth of the dry shaver category for the first time in four years, and helped Gillette record its highest-ever monthly sales.
Google Chrome: Open Spaces - Creating street art through the web
Sheila Melbye, Warc Prize for Asian Strategy, Shortlisted, 2013
This case study describes a campaign in which Chrome, the internet browser from Google, targeted Indonesian youth.
This case study describes a campaign in which Chrome, the internet browser from Google, targeted Indonesian youth. Chrome continued to lag behind the dominant browser following broadcast advertising that had built overall brand awareness but was yet to deliver significant increases in regular use. The campaign - Open Spaces - invited people to create street art through the web, by building a competition where everyone could create and vote for artworks that would be recreated on buildings in key cities. The result was a highly engaged audience submitting, voting and rallying for art pieces, and sparking social conversations. Critically, the rate of growth for Chrome usage quadrupled after the campaign launched. It also significantly outperformed 2011's TV-led campaign, delivering a 31% higher rate of growth and achieving a 60% higher ROI.
Stayfree: Women for Women
Dhiren Amin and Kanishka Upadhaya, Warc Prize for Asian Strategy, Silver, 2013
This case study describes how Stayfree, the feminine hygiene brand, partnered with UNICEF, the charity, to campaign for better hygiene facilities for Indian women.
This case study describes how Stayfree, the feminine hygiene brand, partnered with UNICEF, the charity, to campaign for better hygiene facilities for Indian women. Stayfree, in association with UNICEF, created a movement called 'Stayfree Women for Change' to reduce disparities amongst women with regards to sanitation. This also served as an opportunity to leverage Stayfree's equity in the premium tier and to strike a chord with the premium set of consumers, who otherwise lacked association with the brand.
Baileys: Cream with Spirit
Suzzane Zhang, Heather Alderson and Andy Edwards, Warc Prize for Asian Strategy, Silver, 2013
This case study describes how Baileys, the cream-based alcoholic liqueur, engaged Chinese women with their brand.
This case study describes how Baileys, the cream-based alcoholic liqueur, engaged Chinese women with their brand. Drinking alcohol is still a social taboo for women in China but, with the influence of western culture and new lifestyles, they are starting to engage in social drinking. However, women remain concerned about the image that this creates, which is a a challenge for all alcoholic drinks brands targeting women. The core campaign idea was to position Baileys as 'Cream with Spirit', aligning it with modern Chinese women.
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the
Our Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc