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Analyses the key themes and summarises the winning case studies from the 2018 Effective Innovation category in the WARC Awards, and presents the views and opinions of the judges.

Article

Swedish Fish, the confectionery brand owned by Mondelez International, successfully engaged with consumers through a sponsorship tie-up with aquariums.

Case Study

Hennessy, a cognac house, launched its Find What Matters campaign in Greater China to strengthen its emotional appeal to Chinese consumers.

Case Study

The communications team at Shanghai Disney Resort (SHDR), a themed resort in China, lived up to the promises of Disney and delivered them to China in an authentic way.

Case Study

Shell Myanmar, an oil and gas company, introduced a road safety initiative focusing on the Yangon-Mandalay highway in partnership with the Myanmar Red Cross Society (MRCS) and Global Road Safety Partnership (GRSP).

Case Study

Ministry of Food Processing Industries (MoFPI), a ministry of the Government of India, organised World Food India (WFI), India's first-ever global investor summit in the food processing sector to re-energise India's food processing sector.

Case Study

Mercedes-Benz Star Fund, a philanthropic organisation, deepened its cooperation with UNESCO by initiating the first World Heritage Sites Sustainable Livelihood Project in China.

Case Study

Motrin, an over-the-counter pain relief brand, launched the 'Children Fever Express' campaign to build public understanding and awareness of the importance of early fever diagnosis in children and available fever treatments, positioning it as the go-to paediatric treatment for fevers in China.

Case Study

Nova IVI Fertility, an IVF fertility clinic, increased patient enquiries and revenue in India by launching press events with its doctors to highlight the rising male infertility rate in the country and its treatment options.

Case Study

Razer Inc., a global gaming manufacturer, increased brand awareness in Greater China through media engagement and Razer Inc. corporate developments to raise its profile.

Case Study

Sanofi Genzyme, a biotechnology company, created awareness of the challenges Indian patients with rare diseases face by telling their stories to show that every life is precious.

Case Study

Pampers, a brand of baby and toddler products marketed by P&G, increased its market share in Vietnam by launching Pampers Positive, which created social conversations between mothers about the parenting pressures and myths they face.

Case Study

Listerine, a mouthwash brand, increased its market share and changed perceptions of its brand across APAC by launching an experiential event that showed how Listerine can help you live bolder.

Case Study

The Coca-Cola Foundation, a charitable organisation, helped to highlight stories of bullying to people in Taiwan via its 'Story Vending Machine' and campus tours.

Case Study

Lendlease, a construction, property and infrastructure company, brought many stories of migrant workers to people in Singapore during the month of Ramadan.

Case Study

Froebel-kan, a producer of picture books and educational toys, launched a project to shift the focus on Japan's deep-rooted preference for children's academic credentials over their creativity.

Case Study

Godrej Security Solutions, a mechanical and electronic security systems company, increased awareness and sales of its EVE security system for women in New Delhi and Mumbai by launching two events that took a humorous and informative approach to security.

Case Study

Daiwa House, a leading house builder in Japan, addressed housework inequality through a combination of home design and a targeted campaign combining surveys, online content and offline events to stimulate a nationwide conversation about "nameless chores".

Case Study

SK-II, a luxury skincare brand, created a new campaign 'The Expiry Date' and turned the proverbial expiration date many Chinese women feel like they have into a real one.

Case Study

Microsoft, the technology company, increased awareness of the dangers of using false Microsoft products in Myanmar by launching an event with a fake influencer to show that a pirated version will never be as good as the real thing.

Case Study

Princess Cruises, an American premium cruise line, successfully launched a new ship to consumers in China.

Case Study

The Hong Kong Association of Psychosocial Rehabilitation (HKAPR), a psychiatric rehabilitation company, increased awareness and enhanced governmental changes by creating a flashmob and video series with a famous influencer.

Case Study

OPPO, a global smartphone brand, launched its Find X smartphone across Europe and in China by creating live events alongside social and video content.

Case Study

Nvidia, a computer game company, convinced Chinese gamers that its deal with Nintendo wouldn't compromise the quality of Nintendo games by holding a gaming livestream event with influencers.

Case Study

Pharmaceutical company Johnson & Johnson increased awareness and sales of its new skincare brand Dr.Ci:Labo in China, Taiwan and Hong Kong by launching influencer events and experiential workshops to spread the word about its benefits.