Online Video

Online video as a marketing channel

Online Video


Geoffrey Precourt, Event Reports, 4A's Strategy Festival, October 2014

This article shows how Always, Procter & Gamble's feminine hygiene brand, engaged consumers in a new way by changing the conversation surrounding its category.


Ross Crooks, Amber Horsburgh, Jackson Murphy and Penny Norman, Admap, January 2015

This article explores developments in three new technologies - divisible content, micro video and virtual reality.


Tony Regan, Warc Best Practice, January 2015

This article explains how TV has changed - and continues to change - maintaining a prime position in advertisers' media planning despite gloomy predictions.


Case Study

#SEEKCV
Matt Sim, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how SEEK Employment, an online recruitment agency in Australia, used a digital campaign to increase awareness and showcase its capabilities.


Pieter-Paul von Weiler and Brigitte Bayard, Account Planning Group - (Australia), Grand Prix, Best insight/input, Creative Strategy Awards 2014

This case study explains how an anti-smoking campaign by the Australian government changed minds by the psychological insight that smokers are more scared of suffering a painful death than the act of dying itself.


Kate Smither, Ant Melder and Justin Graham, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study shows how QUIT UK, a charity, used the Vine video platform to communicate the message that a person dies of a smoking-related illness every six seconds.


Angela Morris, Account Planning Group - (Australia), Gold, Creative Strategy Awards 2014

This case study explains how RAC Western Australia, the motoring mutual, improved road safety by focusing on a key, but under-recognised cause of accidents: driver inattention.


Tom Hyde, Account Planning Group - (Australia), Gold, Best under $50k, Creative Strategy Awards 2014

This case study explains how RSL, the Australian veterans charity, raised donations for Anzac Day, when Australia remembers its war dead, by shifting the communications focus from historic remembrance to contemporary support.


Danish Chan, Account Planning Group - (Australia), Silver, Creative Strategy Awards 2014

This case study explains how the Victorian Responsible Gaming Foundation, a government organisation, aimed to reach out to "problem gamers" in Australia, and encourage them to seek help for their unhealthy gambling habits.

WARC RECOMMENDS


ARTICLE FOCUS

Effectiveness of Different Online Video Ad Lengths

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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