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Opinion

Neuroscience teaches us that memories don’t exist whole but as little bytes of sensory impulses that need reconstruction.

Case Study

Andersen Windows, a windows manufacturer, increased sales of its custom-sized windows in the US through paid search, social and digital ads.

Opinion

Winning the 2018 WARC Awards’ Social category Grand Prix and Path-to-Purchase Special Award, McDonald’s Full-heart Support for Gaokao campaign achieved unprecedented engagement and footfall for the fast-food restaurant in China.

Article

Examines the opportunities and challenges in using short form ads on TV by looking at the changing TV landscape and short form ad effectiveness.

Case Study

Procter & Gamble's My Black is Beautiful brand targeted black audiences in the US using TV, radio, social and search, to connect with them in a more meaningful way.

Case Study

Antarctica, a beer brand, increased interaction with Brazilian youths and views of its web series by launching new comedic episodes to connect with its target.

Case Study

Ruffles, a brand of potato chips, created an augmented reality, mobile-only game for teenagers in Brazil.

Case Study

Cheetos, a brand of snacks, used the nostalgia trend to connect with young adults in Brazil.

Case Study

Volkswagen, an automaker, partnered with navigation app Waze to increase brand recall in Brazil through offer awareness promotion.

Case Study

Antarctica Beer, a beer brand, launched an app for attendees of the Brazil Carnival to find suitable bathrooms, which reached over six million people.

Case Study

Antarctica, a beer brand, used its webseries to launch a YouTuber to lead its communications strategy in Brazil.

Case Study

Dortios, a tortilla chip brand, increased purchase intent and positive brand sentiment in Brazil by launching rainbow Doritos during pride month and raising money for an organisation supporting at-risk LGBT people.

Opinion

Libresse/Bodyform is rewriting the rulebook – and it’s working, according to WARC’s Managing Editor, Case Studies, Lucy Aitken.

Case Study

Private banking brand Alfa-Bank created an AI-driven campaign based around footballer Lionel Messi, to drive awareness of the brand during the FIFA World Cup 2018.

Case Study

American non-profit organisation, the National Safety Council, raised awareness of prescription opioid overdose in the US with an innovative live experience, supported by a multimedia campaign.

Case Study

Banking brand BNZ used a modified ATM, backed by a multimedia strategy, to transform the Chinese New Year experience and attract Chinese customers in New Zealand.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2018.

Case Study

Pepsi, the soft drink brand, grew sales and increased market share in Vietnam by using insightful marketing techniques during the Vietnamese festival of Tết.

Case Study

Anchor, a New Zealand dairy brand, developed a positioning and a campaign for Protein+, a first-to-market dairy protein offering.

Opinion

Great planning starts with understanding people and developing insights through the lens of their humanity, says BBDO Asia’s Andy Wilson, judge of the 2018 WARC Prize for Asian Strategy.

Opinion

Jem Fawcus from Firefish outlines why TV is such an effective channel for purpose-led campaigns, enabling brands to tap into audiences that are primed for strong emotion-led messaging.

Article

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Effective Use of Brand Purpose category of the 2018 WARC Awards.

News

The Middle East and North Africa is chronically under regarded by the marketing world at large. With WARC’s second MENA strategy report, we have taken a deeper look at the region’s best campaigns.

Article

Wells Fargo, the financial-services provider, discovered that its brand remained particularly resilient among multicultural consumers following a series of scandals.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.