Online Video

Online video as a marketing channel

Online Video


Stephen Whiteside, Event Reports, South by Southwest, March 2015

This event report details a campaign from Sour Patch Kids, Mondelez International's candy brand, which used YouTube influencers in a distinctive way to engage teens.


ARF Ogilvy Awards, Silver, Government & nonprofit, 2015

This case study explains how the Canadian Cancer Society overcame a decline in donations by asking people to face their fears to change the conversation about cancer in Canada.


ARF Ogilvy Awards, Silver, Entertainment & sports, 2015

This case study explains how Comedy Central, the US TV station, promoted 'Key & Peele', a TV series, to multicultural millennials.


ARF Ogilvy Awards, Gold, Appliances, electronics & technology, 2015

This case study explains how Cox Communications, a US telecommunications company, created a personalised email program to improve customer service and reduce churn.


Case Study

ESPN: Who's in?
ARF Ogilvy Awards, Gold, Entertainment & sports, 2015

This case study explains how American cable channel ESPN promoted the new playoff finals for College Football, by explaining the format and building excitement.


ARF Ogilvy Awards, Silver, Health & personal care, 2015

This case study describes a Father's Day campaign in the US by Dove Men+Care, the personal care brand, which celebrated modern day dads and caring moments.


ARF Ogilvy Awards, Gold, Alcohol & beverages, 2015

This case study explains how Keurig, the coffee maker brand, used a stunt to associate itself with gift-giving and get people talking about its brand in the US.


ARF Ogilvy Awards, Gold, Retail & ecommerce, 2015

This case study explains how Joe Boxer, the men's underwear brand exclusive to Kmart, built excitement about receiving its product as a Christmas gift in the US.


ARF Ogilvy Awards, Gold, Travel & leisure, 2015

This case study explains how the Recreational Boating & Fishing Foundation (RBFF), a not-for-profit organisation whose federal mandate is to preserve and promote recreational boating and fishing in the US, engaged Hispanic Americans.

WARC RECOMMENDS


ARTICLE FOCUS

Effectiveness of Different Online Video Ad Lengths

An overview from the Advertising Research Foundation


RECOMMENDED CASES

Online Video

Warc's pick of the most effective online video case studies


WARC BRIEFING

Online Video

An overview of latest online video trends


CASE STUDY

FSC Inserta: Capable

The charity's Grand Prix winner from the 2010 DMA US Awards


CASE STUDY

The Man Your Man Could Smell Like Responds to the Internet

Old Spice's North American Effies Grand Prix winner