Content Marketing

Native advertising and branded content

Content Marketing


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

This event report shows how Clean & Clear, the brand of teen-focused dermatological products made by Johnson & Johnson, ramped up its efforts in the online video space.


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

This event report sets out a framework for branded video content, with three key types of content.


Joseph Clift, Event Reports, iMedia Summit, April 2015

This event report looks at how fast food brand KFC revamped its image in the UK with a new marketing strategy that embraced neuroscience, store redesign and a high-risk documentary.


Joseph Clift, Event Reports, iMedia Summit, April 2015

This event report looks at how publishers and brands are approaching native advertising, incluidng examples from MailOnline, the Daily Mail newspaper's online offering.


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.


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.


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.

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