Online Effectiveness

Using online marketing channels

Online Effectiveness


Low Lai Chow, Event Reports, CommunicAsia, June 2014

This event report provides five tips for using digital data effectively, and for avoiding 'vanity metrics' and being overwhelmed.


Tony Regan, Warc Best Practice, July/August 2014

This article provides guidelines for developing digital strategy within agencies, and the business opportunities this unlocks.


Michael J McDermott, ANA Magazine, Spring, 2014

This article discusses developments in measuring viewable impressions for digital ads, as part of the Making Measurement Make Sense (3MS) cross-industry initiative in the US.


Cortney Henseler, Andrew Consky and Maureen Dawson, ESOMAR, Digital Dimensions, June 2014

This paper reports on research in North America by AOL, the media company, into how consumers access online content via computers, tablets and smartphones.


Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2014

This UK campaign, for luxury automaker Mercedes-Benz, used social media to overturn negative perceptions about the brand.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study details a corporate social responsibility (CSR) campaign in New Zealand by Mini, the car brand, which supported the Society for the Prevention of Cruelty to Animals (SPCA) which a drive to increase adoption of shelter dogs.


Case Study

Oreo: Daily Twist
Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how OREO, the US cookie brand, celebrated its centennial anniversary via social media to rejuvenate the brand.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes a campaign by Toyota to promote its AQUA eco-friendly car model in Japan, using visible social action projects to enhance its environmental credentials and increase sales.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

UNICEF, the UN's children's charity, aimed to gain the commitment of Paraguayan presidential candidates to enrol the nation's youngsters in civil registration via this campaign, based around the 2014 football World Cup qualification matches.

WARC RECOMMENDS


CASE STUDY

Mars Pedigree: Doggelganger

Using a microsite and earned media to gain awareness


TRENDS

Real-Time Bidding

A quiet revolution in the way online ads are bought and sold


CASE STUDY

MailOnline website redesign

DEA Grand Prix winner on the world's biggest news website