Content Marketing

Native advertising and branded content

Content Marketing


Dr Paul Marsden, Market Leader, Quarter 1, 2015

This article explores how art can be used in marketing, working from an historical perspective towards the rising popularity of content marketing.


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.


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.


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.


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.


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

This case study describes how Bradesco Seguros boosted its insurance brand by engaging with viewers during movie broadcasts in Brazil, reaching over 14 million people and increasing site traffic by over 240%.


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.


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.


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.

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