Be bold, be creative, do research! How early communication research enables marketers to make more creative, bolder advertising... faster

Strong ideas are essential for advertisers to grab attention and grow powerful brands, but this requires making bolder creative choices – which can turn around a category, yet risks making a wrong turn.
  • Nike’s Dream Crazy campaign, featuring American football player Colin Kaepernick, was brave and promoted many positive and negative reactions, but resulted in increased brand sales and a 5% rise in the company’s stock value.
  • Essity’s Libresse/Bodyform engaged with women in the feminine care category, which is packed with strong competitors, by launching a campaign that showed periods for what they really are – not a blue liquid, but real blood – promoting a change in mindset.
  • Carling Black Label was experiencing decline in relevance among younger South African consumers, so it launched a research-driven campaign about 21st century...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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