LONDON: Highly-awarded campaigns tend to employ emotion- and storytelling-based creative approaches, and use a higher-than-usual number of media channels and effectiveness metrics, a new analysis of the Warc 100 database has revealed.

The report, Lessons from the World's Best Campaigns, published by Warc today, also found that the best-performing campaigns in effectiveness and strategy competitions overindex in their use of social media and online video.

The Warc 100 is an annual ranking of the world's 100 best marketing campaigns, based on their performance in effectiveness and strategy competitions. For the new report, Warc compared the case studies ranked in the Warc 100 over the past two years to all of the other case studies it published in the equivalent time period.

There was a big overperformance on the Warc 100 for campaigns using emotion as a creative approach. In all, 27% of Warc 100 campaigns did so, versus 18% of the rest. For storytelling, these totals were 20% and 11% respectively.

The analysis found that campaigns from the Warc 100 – the best in the world, as judged in effectiveness and strategy competitions – tend to be 'bigger' than the 'average' campaign, employing an average of 7.4 media touchpoints in the latest year (2015) of results, compared to the 6.5 employed by the other case studies.

In all, 76% of Warc 100 campaigns used social media, versus 71% of the norm. For online video, these totals were 61% versus 43%.

Warc 100 case studies reported an average of 1.5 hard business metrics, versus 1.1 for the others. For soft metrics, these averages were 2.4 and 2.2 respectively.

Warc subscribers can read a full version of the report, featuring case study summaries, videos and full datasets.

Data sourced from Warc