WARC Media Awards

Effective communications strategy

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Case Study

Energy drink brand Sting partnered with motorcycle ride taxi service GrabBike and convenience store 7-Eleven to launch its Sting Cafe Espresso drink to professional bikers in Vietnam.

Case Study

Fast-food brand KFC created a results-prediction algorithm, Colonel KI, and placed it in livestreams to deepen its connection to gamers and e-sports in China.

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Carlsberg, the beer brand, launched Danish Pilsner to music fans in the UK through a number of brand activations at six major summer music festivals.

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Food brand Puck's Blue Jar Cheese used a gamification strategy delivered through Snapchat to appeal to kids and mums and fight off other breakfast alternatives in Saudi Arabia and the United Arab Emirates.

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Male personal care brand Axe turned to sponsorship to increase awareness and growth in Argentina.

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Global laundry brand OMO increased brand love by expanding its ‘getting dirty is good’ philosophy with an awareness campaign focused on the importance of water-based life-saving skills, to highlight the number of drowning incidents in Vietnam.

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Volkswagen-owned auto brand ŠKODA leveraged its cycling heritage and sponsorship of the Tour de France to provoke conversations about gender inequality in the sport.

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Car-manufacturer Ford used a disruptive content marketing campaign, amplified on social media, to change perceptions of its Everest SUV in Vietnam.

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Ice-cream brand Wall's created a multimedia campaign around its sponsorship of the national team, to drive visibility and sales during the Asian Games in Indonesia.

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Volkswagen announced it would be retiring its much-loved VW Beetle, so it launched a farewell event in China to give the Bug one last sales push.

Case Study

Anti-dandruff brand Head & Shoulders revved up sales in Vietnam thanks to an innovative motorbike-based action.

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Bottled coffee brand Nescafé Smoovlatte partnered virtual idol Luo Tianyi to grow sales and brand love among a youth audience in China.

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Sportswear brand Nike joined with UGC platform Weishi for a branded content campaign designed to appeal to football fans in China.

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Tim Hortons, the restaurant chain, leveraged a favourite pastime - hockey - with The Away Game campaign to revive love for the brand in Canada.

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When the USA failed to qualify for the 2018 World Cup, auto brand Volkswagen switched tactics, implementing a multi-channel campaign to drive awareness, opinion and consideration among football-loving Americans.

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Soft drinks brand Pepsi Max ran a data partnership campaign with publisher Time Out to drive sales growth over summer in Australia, while increasing relevance and consideration to purchase.

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Zhonghua toothpaste went from being a heritage brand stuck in China's saturated, commoditised toothpaste category, to a formidable challenger in the cosmetics category.

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Interac Corp, the payments company, connected with a small business audience in Canada by partnering with Gimlet Media to create the Earning Curve podcast.

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Makeup brand L'Oréal Paris used in-app integration, influencers and a partnership with a hotpot restaurant to boost sales of its Infallible Cushion powder compact in China.

Case Study

Skinny Mobile, a no-frills telco from New Zealand, grew customer numbers, increased ARPU and tenure, and lifted consideration to an all-time high.

Case Study

International chewing gum brand 5 Gum sought to boost its market share in China by partnering with Tencent Games – the country's most popular online gaming platform.