Content Marketing

Native advertising and branded content

Content Marketing


Joseph Smeaton and Jason Lonsdale, Account Planning Group - (Australia), Best presentation, Creative Strategy Awards 2014

With this campaign, OPSM tackled the important issue of children's vision by taking the optometrist's room into the homes of Australian families, creating a storybook that can determine if a child has an issue with his or her vision.


Isabela Albero, Warc Prize for Innovation, Entrant, 2014

This case study describes how Brazilian beer company Antarctica beer created The Samba Table, spreading the culture of samba amongst a new generation of beer drinkers.


Fernanda Martins, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how pet food brand Pedigree created dedicated Pedigree Dog Parks for dogs and dog owners, in order to make the Pedigree brand an icon of love for dogs in Brazil.


Peter Zezulka, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how Pepsi Max re-energised itself in the UK in the eyes of its younger audience by changing how it communicated as a brand, behaving more like an entertainment provider than an FMCG product.


Shrikant Shenoy, Warc Prize for Innovation, Entrant, 2014

This case study describes how Tata Motors developed a successful brand match between their Safari Storme SUV and popular TV series 24 to increase their presence in India's automobile market.


Isabela Albero, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how Volkswagen Trucks created a shopping cart that helped shoppers stick to their budget as a way of communicating their tailor-made trucks to budget-conscious small business owners.


Joe Smith, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how O2, the mobile phone network, helped turn video content into a powerful business tool in the UK by developing a customer service proposition fit for the digital age, thereby increasing long-term incremental value.


Averill Sequiera, Ruchi Mathur and Rohit Dhawan, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how Pepsi regained its trendsetting status amongst its core constituency of Indian teens by successfully running a digital content and TV broadcast business, Pepsi MTV Indies, paid for by the consumers.


Tahaab Rais, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study explains how Dubai Police introduced a fleet of supercars to help raise Dubai's profile and reduce the amount of traffic offences.

WARC RECOMMENDS


WARC BRIEFING

Branded Content

Theories and trends in branded entertainment


RECOMMENDED CASES

Branded Content

Warc's pick of the most effective case studies


ADMAP

Branded Entertainment

A focus on brand-funded editorial content


ARTICLE FOCUS

Brand journalism

A new way of storytelling for advertisers


TRENDS

Real-time Response

How brands are reacting instantly to news events


CASE STUDY

AT&T: The Last Text

DMA Grand Prix winner aims to stop texting while driving