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Achieving 'valuable virality': Five steps to social video success
This article outlines practical guidance for brands to make their online videos 'go viral'. Advice includes making the brand central to the video execution. Examples of this discussed in the article include 'Like a Girl', an online video-supported campaign for Always.
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How to develop an effective YouTube content strategy
Best practices to help brands engage subcultures and find a place in the 'everything channel'.
Measure video meaningfully
The importance of measuring video viewability accurately, and how measurement might be improved.
Livestreaming apps – the value of Periscope and Meerkat for brands
How brands are using livestreaming apps, such as Periscope and Meerkat, to engage with consumers.
The growth of vertical video
Why video content is increasingly designed to be viewed in portrait rather than landscape form.
Emirates NBD: The Beautiful After
This case study describes how Emirates NBD, one of the largest banking groups in the Middle East, used an emotionally-charged branded video to promote saving for retirement.
Homecooking with Wedel
This case study describes how Wedel, a chocolate brand from Poland, increased its appeal to younger consumers by stepping outside the commercial break.
Michelin PS4 Tyres: Road Stories with Michelin
This case study describes a campaign from Michelin, the tyre brand, in Turkey that defended its market leadership with a low-budget campaign that targeted the mass market via social media and support from influencers, rather than more expensive paid-for channels.
Mountain Dew Kickstart Comes Alive
This case details the launch of Mtn Dew Kickstart, a soft drink brand owned by PepsiCo, which targeted young men in the US.
Using native video to engage the ‘uninterruptible’ Generation Z
This event report details research from Sharethrough, a native advertising software provider, on the use of native video to reach Generation Z via mobile.
Toolkit 2017: Six major marketing trends for the year ahead - Executive summary
This article summarises Warc's Toolkit 2017, a guide to six key challenges for brands in the coming year.
The World of Short Form Video for Post Millennials: And implications for broadcasters
This paper discusses key trends in short form video viewing, with a particular focus on post millennials (under 16s), including how they watch, what they watch and how they discover content.
How video can drive mobile revenue - and how to stop consumers tuning out
This event report uses examples from Dogan TV, a Turkish broadcaster, and Teads.tv, an outstream video specialist, to explain how marketers can use social and online video more effectively.
Content in 2017: How video is transforming social marketing
This article, taken from the Warc Toolkit 2017 report, explores how the proliferation of video is transforming social media marketing by turning social platforms into broadcast media.
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