Content Marketing

Native advertising and branded content

Content Marketing


Stephen Whiteside, Event Reports, ANA Masters of Marketing, October 2014

This event report show how General Electric is using native advertising as part of its wider content marketing mix.


Ken Zhang, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes the launch of TRAX, a new car model by Chevrolet, which targeted young people in China with an optimistic and adventurous message through digital content.


Basant Rathore and Bhakti Malik , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how, in an increasingly digital age, newspapers in India were seeing a gruesome shift in the axis of journalism - a shift from 'shaping views' to 'delivering news', thereby diminishing the role of the 'conscience-keeper'.


Sutatip Chadavadh, Jomkwan Srithong, Kusuma Kusoltawee and Piyawat Rattanakhachitwong, Warc Prize for Asian Strategy, Entrant, 2014

In a society that has almost invisibly developed a hard-to-see but medically dangerous obesity crisis, the Thai Health Promotion Foundation (THPF) had to battle against low awareness, resistance to discipline and a deep love of food to save its citizens from themselves.


Jitender Dabas and Bhakti Malik , Warc Prize for Asian Strategy, Entrant, 2014

This is the story of how Dainik Jagran, India's most read newspaper, overcame the problem of readership not being passed on by delivering moral education to the new generation through its educational platform, Jagran Sanskarshala.


Joanne Ong and YouLi Hooi , Warc Prize for Asian Strategy, Entrant, 2014

This case study for DiGi Telecommunications, a mobile phone service provider in Malaysia, describes how DiGi used young peoples' multiscreening behaviour in this branded content and social media campaign.


Case Study

Durex Performan
Deric Wong, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Durex promoted its Performa condom in Hong Kong with a superhero called Performan.


Me-An Bernardo , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how HP, the technology company, placed its products in mini-films to reach students in the Philippines.


Charlie Lowe and Julian Webster , Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how IBM, the technology firm, used LinkedIn, the business-oriented social networking service, to promote its Smarter Cities forum to Singaporeans.

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