Campaigns that won Grand Prix and Gold awards proved the most popular case studies on Warc in 2011, including those from the US Effies and IPA Effectiveness Awards.

Old Spice: The Man Your Man Could Smell Like, the Grand Effie winner at the North America Effies, was the joint most read case study, a position it shared with Hellmann's, the Grand Prix winner at the Canadian Cassies.

The Old Spice campaign became a cultural phenomenon that changed perceptions about how brands could interact with their fans on the web, and helped double sales of the P&G-owned body wash.

Hellmann's countered perceptions that it was unhealthy through strategic partnerships with local food and green initiatives and an "Eat Real. Eat Local" positioning, delivering market share gains of more than 25%.

Close behind came Ovaltine: Small slice, big pie, a Gold winner at the IPA Effectiveness Awards that repositioned the ageing brand from a milky sleep aide to a drink for the daytime.

The campaign won more than 1% of the UK's £1.65bn daytime hot drinks market for Ovaltine and generated an estimated £1.12m in additional gross profit in the long term, equating to a ROMI of 5:1.

Audi's Next Big Thing campaign, the pan-European launch of its A1 model, also proved popular.

This Gold winner at the Euro Effie Awards used a series of webisodes starring Justin Timberlake to secure 16,000 pre-ordered vehicles, exceeding the target by over 60%.

Finally, Tontine's innovative approach to kick-starting the stagnant pillow market – by date-stamping its products – won it the Grand Prix at the Australian Effies, and a place in Warc's most-read cases list.

This simple, engaging idea, encouraging people to replace their old, unhygienic pillows with new fresh ones, triggered a sales uplift of 345%.

For more details about the most popular material featured on Warc in 2011, click here.

Data sourced from Warc