WARC Awards

Best Use of Brand Purpose

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Case Study

State Bank of India used an integrated campaign to position its loan products as a differentiated offering in a cluttered loan market and build a contemporary, modern image in the minds of young Indians.

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Saudi Telecom Company (STC) used a history-based social media and video campaign to promote acceptance of women driving and enhance its brand metrics with women.

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Sportswear brand Puma one8 implemented an inspirational campaign in India to boost brand visibility and adoption, and increase quarterly sales by 100%.

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Feminine care brand Stayfree launched a multimedia campaign in India to generate growth, recruit new consumers and deliver an informed discourse in a culture that stigmatises menstruation.

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Nippon Paint, the leading Malaysian paint manufacturer, introduced its Child Wellness Range to create differentiation in the category and, without reducing prices, beat its copycat competitors to achieve a 75% increase in sales.

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Small commercial vehicle brand Tata Ace Gold launched an awareness-raising campaign in the Indian market to sell yesterday's vehicle to today's generation and drive sales.

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Baby retail brand Babyshop used a multichannel approach and created a new Arabic word to drive brand meaning, and sales, in the Middle East.

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Inorbit Mall, a chain of malls in India, ran a social campaign in support of female entrepreneurs and their businesses.

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Hand-sanitiser brand Dettol reduced rates of diarrhoea among children and grew penetration with an educational campaign in India.

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Parle, one of India's largest confectionery companies, used a light-hearted multichannel campaign to promote its cookie brand to millennials in a fresh way and grow brand love.

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Soft drinks giant Coca-Cola used social media to drive its brand message during Ramadan in the Middle East.

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Car manufacturer Mahindra grew interest in its electric vehicles by associating them with a good cause in India.

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Movistar, one of Argentina's main telcos, used an entertainment-based social media campaign to launch its new communication platform and strengthen its bond with the prepaid segment.

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Premium vodka brand Absolut launched a controversial campaign in Slovakia to raise brand awareness and promote a message of diversity.

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Tech brand HP used a multichannel approach to appeal to working women, spark conversations and boost PC sales in Japan.

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India's leading toilet cleaner brand Harpic launched a print, TV and radio campaign to encourage toilet usage and grow demand in rural areas.

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Credit card brand Tarjeta Cencosud employed a humorous campaign to build awareness and consideration in Argentina and reduce consumers' use of other credit cards.

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Manpower, the world-leading staffing agency, improved its market position in Norway by connecting with Gen Zs and millennials to help them transfer valuable skills from gaming to the workplace.

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Detergent brand OMO took a multichannel approach to create a regionally relevant approach to its 'Dirt is Good' philosophy and increase share, value and sales volumes in the United Arab Emirates.

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Google, the technology company, promoted local heroes to build a greater connection with Russian people and increase usage of its Search and Maps products.

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Toilet-cleaner brand Harpic used a multi-channel campaign to encourage behaviour change and unlock demand for the brand in rural India.

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Tim Hortons, the Canadian quick-service restaurant chain, launched a social media campaign that successfully improved brand perceptions and defended its market share in Canada.

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Travel brand Latam used an awareness-raising mobile strategy in Colombia to highlight that attention at point of sale offers the best way to customise travel recommendations.

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LinkedIn, the career-focused social media platform, used social media to target women aged 25-35 in Saudi Arabia and improve brand perceptions.

Case Study

Bank of America created an online streaming audio-visual experience based on the Vietnam War to drive positive sentiment among millennials in the US.