This category rewards short-term campaigns (with a duration of six months or less) that led directly to a sales increase. The judges will seek robust proof that the campaign directly drove sales.
A judging panel of industry experts, chaired by Zena Srivatsa Arnold, Chief Digital & Marketing Officer, Kimberly-Clark, will be announced in the coming weeks.
To successfully build a brand, you need both long-term, sustainable impact and an instant connection that propels you forward. The initial momentum that allows you to authentically connect with your customers and grow your business is where everyone should start, and that’s what we are celebrating in this WARC Awards for Effectiveness category.
Chief Digital & Marketing Officer, Kimberly-Clark
There were 9 winning case studies in the 2021 competition, with Home Centre: A dad's job, through FP7 McCann, Dubai, taking the Grand Prix.
Home Centre, tackled the taboo topic of single mothers to create impact with its Father's Day campaign in the UAE.
The activity drew instant negative sentiment, but over time this evolved into positive sentiment as well as earned media, views and reach.