LONDON: Many of the world's top-awarded campaigns employ a strategy combining social media, online video and PR, with emotional marketing the most common creative approach overall, according to a new analysis of this year's Warc 100.
Released today, the report, Lessons from the World's Best Marketing Campaigns, also found that low-budget strategies are becoming increasingly prominent, and that Australia and New Zealand are strategic powerhouses, with the region hugely over-indexing in its share of the Warc 100 relative to global adspend.
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 three years to all of the other case studies it published in the equivalent time period.
It found that the campaigns ranked in the 2016 Warc 100 often use digital-led models. Several top-ranked campaigns combine social, online video and PR.
Usage of social media as a lead channel has increased from 2015 and over-indexes versus the total set of campaigns on warc.com. Half of the Warc 100 campaigns this year used social media as a lead channel, versus just over 40% of the overall case study set.
Campaigns that included online video, word of mouth and PR in their media choices were also far more prominent on the Warc 100 than the rest of the year's campaigns.
Warc's analysis of creative approaches shows that emotion is being more widely used, both among Warc 100-ranked cases and campaigns in general. Just under one in three top-performing campaigns used emotion as a creative approach.
Finally, in an analysis of performance by region, Australia and New Zealand performed particularly strongly. The region accounted for more than 10% of Warc 100 cases, versus a global adspend share of 1.5%.
There is no better example of an effective campaign from this region than Penny the Pirate, the top-ranked campaign in the 2016 Warc 100. This combined product development with a smart communications strategy to deliver standout business results.
Data sourced from Warc