Content Marketing

Native advertising and branded content

Content Marketing


Emma Batho, Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how Pepsi Max, the beverage brand, won back young British consumers by becoming a publisher brand on YouTube.


Tahaab Rais, Warc Prize for Social Strategy, Shortlisted, 2015

This case study sets out how cereal brand Nestlé Fitness used a content strategy in the form of a two-week webshow challenge to appeal to women living in Arab countries.


Peter Wilson, Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes the launch of a new super-concentrated squash variant by Robinsons in the UK.


Geoffrey Precourt, Event Reports, BAA Link Brand Activation Showcase, April 2015

This event report shows how Target, the retailer, made an impact at the 2015 GRAMMYs by providing four minutes of extra live music for fans instead of running traditional ads.


Geoffrey Precourt, Event Reports, BAA Link Brand Activation Showcase, April 2015

This event report addresses how MilkPEP built brand equity for chocolate milk as a recovery drink, thus tapping a new usage occasion for a product long regarded as a treat for kids.


Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015

This event report outlines how GoPro, the camera brand, has built a "virtuous cycle" of content creation by working with athletes and other creators.


Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015

This event report outlines how Red Bull Media House is drawing on its unparalleled expertise in content creation to help other brands engage consumers.


Geoffrey Precourt, Event Reports, ANA Media Leadership, March 2015

This event report outlines how Subaru, the automaker, has integrated its brand into both broadcast and online content.


Low Lai Chow, Event Reports, Content Marketing Asia, March 2015

This event report considers the experiences of content marketing from three different companies: Lenovo, AXA and Yahoo.

WARC RECOMMENDS


WARC BRIEFING

Branded Content

Theories and trends in branded entertainment


RECOMMENDED CASES

Branded Content

Warc's pick of the most effective case studies


ADMAP

Branded Entertainment

A focus on brand-funded editorial content


ARTICLE FOCUS

Brand journalism

A new way of storytelling for advertisers


TRENDS

Real-time Response

How brands are reacting instantly to news events


CASE STUDY

AT&T: The Last Text

DMA Grand Prix winner aims to stop texting while driving