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Case Study

This case study describes how the Baheya Women's Cancer Hospital in Egypt raised awareness and donations during Ramadan by posting its message on dessert boxes.

Case Study

This case study describes how Egyptian mobile operator, Mobinil, used a multimedia campaign to increase market share and become the top-considered mobile data provider among the youth audience.

Case Study

This case study shows how SmartLife, an NGO determined to help Dubai's labourers improve their living conditions, created a visual alphabet that helped workers learn English during their commute or house work.

Article

This article examines how brands can create communications earlier in the purchase journey - before the competitive active stage - by using data signals to identify the pre-triggers for purchase, illustrated by case studies from the banking and finance sectors.

Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Case Study

This case study shows how Ariel, a detergent brand, used a social campaign to engage with its Indian audience and increase brand awareness.

Case Study

This case study shows how Ariel, a detergent brand, continued a social campaign about gender inequality to raise brand awareness and sales in India.

Case Study

This case study explains how QQ, a Chinese instant messaging service, improved its brand image and signed up new users with a scheme to help find missing children.

Case Study

This case study shows how The Heart Foundation, a heart disease organisation, successfully changed New Zealander's behaviours towards heart attacks using an effective TV ad campaign.

Case Study

This case study describes how SmartLife, a UAE government-affiliated organisation for Dubai's blue-collared labourers, created educational content and placed it at touchpoints across Dubai to help labourers learn English.

Article

This paper explains how brands can engage with consumers in a complex media landscape, arguing that they need to stay rooted in the real lives of their consumers.

Article

This article explores how to implement a media strategy capable of stretching across all types of media touchpoints, paid, owned, and earned.

Opinion

WARC has had a facelift. If you're a regular visitor to the site, you may have already noticed some changes.

News

LONDON: Some 15 campaigns from last year have been recognised for their creativity and effectiveness in the latest industry study from the Gunn Report.

Article

This Best Practice paper explains how to position a brand, arguing that effective positioning needs to be distinctive, appealing and relevant.

Case Study

This case study describes how Aldi, the German discount supermarket, used the 'Supermarket Switch Challenge' on Australians, embracing hate to convert thousands of shoppers.

Case Study

This case study describes how Coca-Cola used the power of social media to send a message against prejudice in the Middle East.

Article

This paper explores current thought and reading on the connection between creativity and effectiveness, a relationship for which there is compelling evidence, especially in terms of creating brand fame: a driver of long-term performance.

Article

This article argues that planning, creating, distributing and optimising valuable content can drive brand awareness, spark lead generation and deliver business value.

Case Study

This case study shows how MasterCard, a financial services company, developed a data analysis system that has reshaped the brand's view on social media, using their India's Independence Day campaign as an example of this process.

Case Study

This case study describes how Vodafone's mobile money transfer solution called M-Pesa removed hardships associated with money transfers for Indian migrants and restarted business growth.

Case Study

This case study describes how Extra gum, a sugar-free chewing gum brand in the USA, developed an emotional connection with its audience to recover its dropping sales.

Case Study

This case study describes how Snickers Hong Kong rose from anonymity to fame by creating a platform to help Hong Kong residents call out public figures for their mistakes in a humorous way.

Case Study

This case study demonstrates how Vodafone, India's second largest telecom service provider, increased affinity for its brand by creating an emotional connection to its 3G offering.

Case Study

This case study describes how The Heart Foundation, a New Zealand charity for heart disease awareness, created a challenge, 'The Heart Attack Act' that taught people how to recognise heart attack symptoms.