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Research Paper

Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results.

News

SINGAPORE: In Singapore’s competitive food delivery category, McDonald’s cannot afford to rest on its laurels, according to senior executives who worked on the award-winning McDelivery campaign which topped the global Gunn Media 100 ...

News

GLOBAL: The most effective campaigns put some serious thought into what technology can help them achieve, such as building emotional equity, rather than simply using tech for tech’s sake, according to a WARC study.

News

GLOBAL: Campaigns from Mars, Nestlé Waters and GSK are among the 20 from around the world that have been shortlisted in the Effective Social Strategy category in the 2018 WARC Awards.

Case Study

JetBlue, the airline, used a social media campaign in the US to encourage more parents to take their families on holiday.

Case Study

The Road Safety Commission, a Western Australia government body, used social media videos to reduce the number of young drivers speeding.

Case Study

McDonald's, the fast food chain, used a supportive message during the Chinese exam season to increase sales.

Case Study

The Singapore Tourism Board, a government body, used humorous social media ads and nostalgia to increase awareness of the importance of travel insurance in Singapore.

Case Study

French mineral water brand Hépar increased sales by building a campaign around the phrases French families use to describe going to the toilet.

Case Study

PlayStation, the games console brand, used an integrated campaign with a focus on social media to connect with casual gamers across Southeast Asia.

Case Study

Baby-care brand Pampers launched an integrated campaign to support Vietnamese mothers and challenge common parenting myths.

Case Study

UNICEF, a leading global humanitarian agency, boosted regular donations in Australia by changing its narrative on Facebook.

Case Study

BT Sport, the sports TV channel, used social media, OOH and media partnerships to increase awareness of its rights to broadcast cricket and grow sales in the UK.

Case Study

Gas-X, an over-the-counter medication, changed its use of humour on social media to appeal to women in the US.

Case Study

Addiction support organisation Addict'Aide launched an Instagram-focused, cost-effective campaign in France to highlight the early signs of addiction to alcohol.

Case Study

Fast-food brand KFC launched Malaysia's first Facebook Live gameshow to target millennials and gain back relevance for the brand.

Case Study

Snickers', the confectionery brand, used social media and packaging to connect with young men and increase sales in Japan.

Case Study

The Geological Survey of Canada, a government agency, used Instagram to raise awareness of geology and its own 175th anniversary.

Case Study

JetBlue, the airline, used a humorous campaign on social media targeting office workers to increase vacation bookings in the US.

Case Study

Fleggaard, a Danish border supermarket chain located in Germany, attracted a new audience with a mockumentary starring one of Denmark's most entertaining fictional characters.

Case Study

Condom brand Durex launched a celebrity-driven campaign to challenge cultural taboos in India.

Case Study

Beko, a consumer electronics company, used a social media chatbot to connect with football fans in Turkey and improve brand metrics.

Case Study

OMO, the laundry detergent brand, used social media, PR and educational content to change attitudes and increase sales in the Middle East.

Case Study

M&M's, the confectionery brand, used a humorous social media campaign and TV partnership to increase sales in Brazil.

Opinion

OMO’s gold-winning campaign in last year’s WARC Media Awards offered a new take on integration. Tahaab Rais, Regional Head of Strategic Planning, FP7/MENA, explains how eBay, ambient, Periscope, a 23-hour Facebook Live ad and social media disrupted and engaged Arab parents in a quest to show them that dirt is good .