Case Study
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Talha Bin Hisaam, Nadia Putri Prianti, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
Johnson's Baby, the baby-care brand, used social media and events to differentiate its brand in a crowded Indonesian market.
Article
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WARC Exclusive, March 2018
Global strategies, campaign updates and trends in the hot drinks category.
Case Study
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Institute of Communication Agencies, Grand Prix, CASSIES, 2018
The Hospital for Sick Children in Toronto (SickKids) shifted the tone of its advertising to one of strength in order to increase donations.
Opinion
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James Hidden, February 2018
The Super Bowl is deserving of our attention, and brands that shell out to feature had to bring their best game.
Opinion
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Freya Williams, February 2018
Purpose has gained something of a reputation in marketing as merely window dressing. But Freya Williams of Futerra North America argues that this interpretation ignores the fundamental shift throughout the business world.
Case Study
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Vipashna Bhuptani, WARC Prize for Asian Strategy, Shortlisted, 2017
Tea brand Brooke Bond Red Label conducted a three-year, multi-channelled social experiment to get customers to reappraise the brand and to regain its market-leadership position in India.
Case Study
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Account Planning Group - (UK), 2017
Off The Street Club (OTSC), a non-profit children's organization, was able to increase funding in the US using an emotional campaign featuring real children.
Case Study
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MMA Smarties, Finalist, India, 2017
Happydent, the chewing gum brand, improved its reputation with young adults in India through a CSR initiative encouraging them to smile.
Case Study
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MMA Smarties, Bronze, North America, The Internet of Things - Products in the Market, 2017
The Coronado Brewing Company, an American brewpub, partnered with Thin Film, an electronics company, to engage millennials through a physical-to-digital campaign using interactive coasters.
Case Study
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Jay Chiat Strategic Excellence Awards, Bronze, National Strategy and Nonprofit Strategy, 2017
This article explains how Off The Street Club, Chicago's oldest boys and girls club, helped children reject social pressures to live a life of crime on the streets with its 'Hope Is Tougher' campaign in the US.
Case Study
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Elke Anderle, WARC Awards, Shortlisted, Best Use of Brand Purpose, 2017
This case study shows how the Off The Street Club (OTSC), a non-profit children's organization, was able to successfully increase funding in the US using an emotional campaign featuring real children.
Case Study
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Casie Cook, Alyssa Raiola, Mickey Nelson, WARC Awards, Shortlisted, Best Use of Brand Purpose, 2017
This case study shows how Be the Match, a non-profit bone marrow research foundation, increased donor levels and brand awareness in the US by focusing on the hero-making appeal of saving a life.
Case Study
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Effie Worldwide, Gold, North America Effies, 2017
This case study looks at how Be The Match, a marrow registry brand, launched the Be The Guy campaign in the USA to show young men they are biologically ideal bone marrow donors.
Case Study
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Effie Worldwide, Silver, North America Effies, 2017
This case study details how Whirlpool, a household appliances brand, created the Care Counts program in the US to show how attendance rates in schools could be impacted by a lack of laundry facilities.
Case Study
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AME Awards, Bronze, 2017
This case study explores how The 3% Conference, offering research and content on diversity within advertising, launched a national campaign in the US to reset the outlook that those who work longest are the most committed.
News
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26 May 2017
JAKARTA: Ramadan marks the biggest spending month of the year in Indonesia, with marketers hoping to boost sales as consumers, flush with annual wage bonuses, buy a range of items across categories.
Article
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Devra Prywes, Admap, April 2017, pp. 24-26
This article examines the two top shared auto ads from the 2017 Super Bowl through a testing tool that includes biometric, neurological, emotional and audio testing, leading to a better understanding of the business impact of the broadcasts.
Case Study
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SABRE Awards, Social Good and Public Service, In2 North America, 2017
Whirlpool, the home appliances company, used cause marketing to generate earned media coverage in the US.
News
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14 February 2017
NEW DELHI: Dabur, the FMCG company which has long been active in the Ayurvedic sector, is adopting a science-based rationale and cause marketing in order to attract more youthful consumers, a leading executive has said.
Case Study
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Vipasha Bhuptani and Nikhil Mohan, WARC Prize for Asian Strategy, Entrant, 2016
This case study shows how Brook Bond Red Label, a tea brand in India, created two TVCs showcasing common social tensions being appeased by the power of tea, to regain market leadership.
Article
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Gwen Morrison, WPP Atticus Awards, Merit, Branding and Identity, 2016
This paper explores the ways in which brands have evolved beyond creating connections, to inspire deeper levels of emotional support from their audience.
News
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30 June 2016
SINGAPORE: Millennials in Singapore are more receptive to cause-based marketing than previous generations but brands should strategise carefully, new research indicates.
Case Study
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Cannes Creative Lions, Creative Effectiveness Lions, 2016
This case study describes how YMCA, a welfare movement that has been actively fighting violence against women for 145 years, used social media to generate awareness of the issue in Canada - on a zero media budget.
Research Paper
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Bill Harvey, ARF Experiential Learning, Audience Measurement, June 2016
This article looks at creating norms through which media planners can optimise cross-media ROI, with the potential to allow brands to determine their own norms, and to update them for each creative execution.
Case Study
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Michiel Cox and Aoife Murphy, WARC Prize for Social Strategy, Entrant, 2016
This case study shows how Paw Justice, a non-profit organisation, put a rival at the core of its own campaign to make this rival change its practices.
