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.
REFINE YOUR RESULTS BY:
Enter a search term:
Motor and auto
Toiletries and cosmetics
Journal of Advertising Research
ESOMAR Conference papers
Date: newest first
Date: oldest first
Warc Trends: The Content Revolution - Find the right content strategy for your brand
David Tiltman, Warc Trends, December 2013
The Content Revolution looks at key trends in content marketing, with a focus on how brands are using digital content formats.
The Content Revolution looks at key trends in content marketing, with a focus on how brands are using digital content formats. It includes insight into why content is popular, and how brands are using it; analysis of three types of content strategy, and how they fit with a brand's other marketing activity; a focus on social and video content; and case studies that show how content has been used effectively by brands. The brands featured in the report include Nike, the sportswear retailer, Audi, the automotive marque, Dos Equis, the beer brand, and AT&T, the telecommunications company.
How Pfizer's influencer marketing boosted Children's Advil
Stephen Whiteside, Event Reports, ad:tech New York, November 2013
This report describes how Pfizer, the pharmaceuticals company, promoted Children's Advil, its over-the-counter medication for kids, through an influencer strategy in the US.
This report describes how Pfizer, the pharmaceuticals company, promoted Children's Advil, its over-the-counter medication for kids, through an influencer strategy in the US. Building on the insight that recommendations from another mother carries a lot of weight and trust, Pfizer partnered with an online community to connect with 20,000 "hyper-connected" mothers with children in the target age group. Each mother was sent a sample kit that directly encouraged mothers to share their view of the product online. This relationship was then fostered through regular email updates, promotions and vouchers. Children's Advil grew its share of voice by 163%, and generated 7.7 million impressions. The article offers three recommendations for improving brand health through influencer marketing: inspire sharing, mix value and education, and spark storytelling.
Sharing shampoo socially
Prasanna Kumar, Admap, October 2013 , pp. 38-39
This article describes a campaign by Pantene, the shampoo brand owned by Procter & Gamble (P&G), that targeted young women in China by repositioning the brand as a 'natural' product.
This article describes a campaign by Pantene, the shampoo brand owned by Procter & Gamble (P&G), that targeted young women in China by repositioning the brand as a 'natural' product. Pantene enjoys a high level of brand awareness in China but younger consumers were increasingly trying the many new products entering the shampoo market. This same group of consumers are concerned about the environment and use of chemicals, and prefer 'natural' products. As a result of insight suggesting the target group liked to share experiences on social networks, Pantene launched a campaign encouraging consumers to share experiences of nature through a mobile phone app and a popular micro-blogging website. This was supported by geographically targeted promotions: promotions were pushed to users of the app when they were close to selected stores.
Follow2unfollow: using social media to drive social change
Ivan Castano, Event Reports, The Festival of Media LatAm, September 2013
This event report discusses the Follow2unfollow campaign, which sought to reduce crime levels in Puerto Rico by making innovative use of Twitter to change the attitudes and habits of young consumers.
This event report discusses the Follow2unfollow campaign, which sought to reduce crime levels in Puerto Rico by making innovative use of Twitter to change the attitudes and habits of young consumers. More specifically, three inmates in the country were equipped with connected devices so they could make posts discussing the hardships of prison life. Alongside generating considerable levels of earned media coverage, the campaign was boosted by the provision of free ad inventory by several print and broadcast groups. Alongside achieving significant reach, Follow2unfollow drove the desired shift in perspective among the target audience.
Why Unilever is focusing on people, love and magic
John Davidson, Event Reports, dmexco, September 2013
This event report outlines Unilever's marketing strategy, based on the views of Keith Weed, its chief marketing and communications officer.
This event report outlines Unilever's marketing strategy, based on the views of Keith Weed, its chief marketing and communications officer. The firm’s approach firstly emphasises people, rather than looking at "consumers" or "shoppers". It also aims to build brand love, and imbue communications with a touch of magic. All of these efforts are underpinned by consumer data and rigorous analysis, and have been facilitated by the huge reach and richness provided by digital media.
TV's influence on word of mouth
Neil Mortensen, Admap, September 2013, pp. 10-12
This article discusses UK research into the relationship between television and word of mouth (WOM), arguing that TV advertising increases WOM and that this type lasts for longer than WOM generated by other means.
This article discusses UK research into the relationship between television and word of mouth (WOM), arguing that TV advertising increases WOM and that this type lasts for longer than WOM generated by other means. The research finds that WOM is particularly valuable in more considered purchases, but less important in small purchases that require little thought. The article argues that the majority of WOM is offline and therefore advertisers need to design content that can be shared offline. Trends towards second screening, combined with this insight on WOM, mean that advertising strategies must be integrated across all media.
Social media and consumer choice
Fred Bronner and Robert de Hoog, International Journal of Market Research, Digital First, September 2013
Social media are becoming increasingly important for consumer decisions. This holds true in particular for vacation decision-making, as an example of a high-involvement decision.
Social media are becoming increasingly important for consumer decisions. This holds true in particular for vacation decision-making, as an example of a high-involvement decision. The research focuses upon the relation between the information people search regarding aspects or properties of choice options and the types of social media used for finding it. The social media classification framework used is based on two dimensions: first, domain-specific social media versus domain-independent social media; second, large opportunities for self-disclosure versus limited or no opportunities for self-disclosure. Based on this framework, predictions are made about the relation between social media used and information sought. It was found that domain-specific social media with limited opportunities for self-disclosure, like Tripadvisor, are more frequently used for search-determined sub-decisions than for experience-determined sub-decisions. For domain-independent social media with large opportunities for self-disclosure, like Twitter and Facebook, it was found that they are used with equal frequency for both types of sub-decision. These findings are relevant for multichannel management in marketing. As regards the valence of the information obtained from different social media, we found a preponderant use of positive/mixed messages and comments, and almost no use of negative information. A practical implication of this finding is that ‘webcare’ should be focused less on complaints and more on leveraging positive aspects that are reported in social media for choices that have comparable characteristics, such as vacations. If a relatively large number of aspects play a role in a product choice process, tracking and use of positive information should be emphasised, while negative experiences should be more important for products characterised by a very limited number of relevant product choice aspects.
How adidas used digital media to bounce back from near catastrophe
Geoffrey Precourt, Event Reports, ANA Digital and Social Media, July 2013
This report discusses how adidas successfully leveraged digital media after injuries to two of its leading endorsers - Robert Griffin III and Derrick Rose - threatened major new product launches.
This report discusses how adidas successfully leveraged digital media after injuries to two of its leading endorsers - Robert Griffin III and Derrick Rose - threatened major new product launches. In both cases, the company used storytelling, especially through online video, to keep fans informed about the recovery of their sporting heroes, and thus sparked word of mouth across the web. By carefully constructing this narrative, anticipating real-time marketing opportunities and tapping into the passion points of its target audience, adidas was able to turn a potential marketing disaster into a new engagement opportunity.
Making sense of online consumer reviews: a methodology
Karen Robson, Mana Farshid, John Bredican and Stephen Humphrey, International Journal of Market Research, Vol. 55, No. 4, 2013, pp. 521-537
Online consumer reviews have become an increasingly important source of information for both consumers (i.e.
Online consumer reviews have become an increasingly important source of information for both consumers (i.e. about whether to buy) and marketers (i.e. about product strengths and weaknesses). However, online consumer reviews are unstructured and unsystematic in nature, making interpretation of these reviews an enormous challenge. The current paper sheds light on a particular methodology that can be used to investigate what consumers say about companies, brands or products. Consumer reviews of the four best-selling games available on Apple’s App Store were compiled. Leximancer, a content analysis package, was used to compare comments from users who provided games with a five-star rating versus a one-star rating. Results from the Leximancer analysis reveal the most common themes and concepts that consumers use to describe their experience with these games. Specifically, five-star reviewers describe games as fun, awesome, amazing and addictive; one-star reviewers describe games as boring, easy and stupid. Additionally, negative reviews include themes regarding the presence of ads, technological difficulties and value. Future research should explore how consumers and marketers use this information.
Distortion in retrospective measures of word of mouth
Robert East, Mark D. Uncles, Jenni Romaniuk and Chris Hand, International Journal of Market Research, Vol. 55, No. 4, 2013, pp. 477-486
When respondents are asked to report on past behaviour, their responses may be affected by an unknown level of measurement error.
When respondents are asked to report on past behaviour, their responses may be affected by an unknown level of measurement error. This casts doubt on the findings from retrospective surveys. There is evidence that measurement error is a function of the interval between an experience and the time when the experience is reported. In this study, the volume of word of mouth (WOM) is measured as a function of this interval. Both positive and negative WOM (PWOM, NWOM) show little change with interval, which indicates that recall measures of the volume of WOM are quite reliable and may be used with confidence. Possible distorting influences on retrospective measures are discussed.
YOU ARE IN THE WARC INDEX:
Viral campaigns, word of mouth
Computer and online gaming
Digital advertising and media research
Digital and internet trends
Digital and online radio
Digital consumer targeting
Digital media measurement
Digital media planning and buying
Digital outdoor and out-of-home
Email, permission marketing
Integrating digital with other media
Online and digital newspapers
Search marketing and SEO
Web analytics, traffic
Web content, navigation and design
Web display ads and rich media
Effectiveness in media
Digital media effectiveness
Opinion leaders, influentials
, 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