Campaigns originating in Brazil and India, for skincare brand Dove and FMCG giant Hindustan Unilever, were the most-read case studies on Warc during 2015.
Dove: Real Beauty Sketches, a winner at the Cannes Creative Effectiveness Lions in 2014, took the top spot, according to an analysis of Warc data for this year.
For this campaign, an artist drew pictures of women according to their own self-description and according to a stranger's description, with the latter proving more beautiful in every case. A short film of the experiment became the most watched online film ever.
In India, Hindustan Unilever created an entertainment channel, delivered via mobile phone, to reach consumers in "media-dark" parts of the country. Kan Khajura Station: From the 'dark' to connectivity, the story of how the company grew spontaneous awareness of its brands, was the winner of the 2014 Warc Prize for Asian Strategy. It was also the second most-read case study on Warc this year.
The third most-read case demonstrated how Expedia, the internet-based travel company, cut through a crowded category with an emotion-led campaign to increase profit margins in Europe.
Travel yourself interesting repositioned travel as a valuable investment in one's self rather than a cost to be minimised and delivered a payback of £11 per £1 spent in the UK.
Coca-Cola's Share a Coke campaign has run successfully in many markets around the world, but it was the campaign's US iteration that was the fourth most-read case study.
Coca-Cola: Share a Coke US showed how putting names on bottles and promoting a social media hashtag to encourage sharing encouraged an additional 1.25m teens to try the beverage over the course of a summer. This case study also won a Gold in the Warc Prize for Social Strategy.
In fifth place was Australian lager brand Foster's, which successfully reconnected with its target audience with a humorous campaign – Foster's: Tackling men's worries, with a 'no-worries' attitude – addressing male insecurities. This campaign, which won the Grand Prix at the 2014 IPA Effectiveness Awards, delivered £32 of revenue per £1 spent on advertising.
Data sourced from Warc