Content Marketing

Native advertising and branded content

Content Marketing


Patrick J Jubb, Admap, October 2014

This article explains why marketers who truly want to embrace the consumer opportunity presented by the digital revolution must become content-led.


Case Study

!DEA: Honey Bunny
Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Idea Cellular (commonly referred to as !DEA), the Indian telecoms company, launched a ringtone to explain that it is a national network, not just a regional provider.


Matt Che, Joslyn Wu and Ed Tsue, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Harbin, a Chinese beer brand, presented itself as central to the opportunity offered by the soccer World Cup to break away from the daily grind.


Stephen Whiteside, Event Reports, Content Marketing Summit, September 2014

This event report discusses how Red Bull has moved beyond selling energy drinks to organising a huge range of branded events, as well as controlling assets like soccer teams, Formula One racing cars and a music studio.


Kishankumar Shyamalan, Tejkaran Singh Bajaj, Simanta Mahanta, Sanchayeetha Verma, Shailja Vohra, Venkatesh Kamath, Sumit Choudhary, Vandana Krishnan, Vikesh Jain, Lakshana Kripash, Sangeetha Mahadevan and Manoj Kandaswamy, Warc Prize for Asian Strategy,

This case study describes a Tata Tea TV campaign - 'Power of 49' (PO49) - which educated women about the importance of their vote in the Indian general election of 2014.


Jaclyn Lee, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study explains how Hewlett-Packard (HP) increased sales of its home printer range, despite a higher price-point than competitors, by closely targeting parents of school children in India.


Rachana Dharia and Neha Bansal , Warc Prize for Asian Strategy, Shortlisted, 2014

This case study explains how Hindustan Unilever (HUL) reached 'media dark' rural Indian populations with a branded media channel on mobile to increase awareness and penetration.


Iain White and Rujeeporn Navakul, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study explains how Oriental Princess, a Thai cosmetics brand, took a unique approach in a highly competitive and highly censored environment by communicating its limited edition Reflection range via a murder mystery.


Loren Bade, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Pampers, the baby-care brand, communicated its brand message around giving mums and babies a good night's sleep by creating a 'white noise' radio station in the Philippines.

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