Advertising best practice, evidence and insights

WARC Talks 360: Rethinking brand for the rise of digital commerce

Article • WARC Webinars, July 2021

A series of webinars that explores the insights from WARC's whitepaper to help marketers plan the most effective approach to communications as they move into digital commerce.

Trygg-Hansa: Beach Mode

Case Study • SABRE Awards, EMEA, Gold, 2021

Trygg-Hansa, an insurance company, educated parents in Sweden about the danger of their child drowning.

UAnimals: How 7 Photoshopped fields saved hundreds of real ones

Case Study • SABRE Awards, EMEA, Gold, 2021

UAnimals, a conservation NGO, pressured the Ukrainian parliament to pass a bill to regulate the burning of dry grass.

Visa: #WhereYouShopMatters

Case Study • SABRE Awards, EMEA, Gold, 2021

Visa, a financial services company, supported small- and medium-sized businesses (SMBs) in the Middle East during the COVID-19 pandemic with its #WhereYouShopMatters campaign.

True Animal Protein Price Coalition: How Logic Seduced The Dutch To Pay More For Their Meat

Case Study • SABRE Awards, EMEA, Gold, 2021

The True Animal Protein Price Coalition (TAPAC), persuaded people in the Netherlands to pay more for meat by positioning a meat tax as 'paying a fair price'.

AstraZeneca: Neb Adventures

Case Study • Tahaab Rais, Moushami Bhattacharya, Prajakta More, WARC Prize for MENA Strategy, Shortlisted, 2021

Multinational biopharmaceutical company AstraZeneca created compelling animated content to enable the successful administration of essential medication to children in the UAE.

Does brand matter in digital commerce?

Article • WARC Exclusive, July 2021

Part of the WARC series ‘Rethinking brand for the rise of digital commerce’, this report addresses the importance of brand in digital commerce.

KFC Arabia: Shift+K+F+C

Case Study • Rifaat Fakih, Jennifer Fischer, Haikel Ben Hammouda , WARC Prize for MENA Strategy, Shortlisted, 2021

Fast-food brand, KFC, went beyond the norm of giveaways and sponsorships to tap into the gaming culture and lift sales in Saudi Arabia.

Bogotá Museum of Modern Art (MAMBO): Museum for rent

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

The Museum of Modern Art Bogotá (MAMBO), a museum, increased revenues and number of visits through a stunt that saw it being put up for rent in Colombia.

Sickkids Foundation: Sickkids VS

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

SickKids, a paediatric centre, launched its four-year campaign VS in Canada to raise money to build a new SickKids Hospital.

Hindustan Unilever Limited: The Shower

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Hindustan Unilever, a consumer goods company, nudged a nation of 1.3 billion, to become socially responsible towards water.

Pernod Ricard: The time we have left

Case Study • Cannes Creative Lions, Gold, Creative Effectiveness Lions, 2021

Pernod Ricard, an alcoholic beverages company, developed an algorithm that calculated the amount of time people have left with their loved ones and launched a film to promote the liquor Ruavieja in Spain.

SickKids Foundation: SickKids VS Conventional Fundraising

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

SickKids Foundation, a Canadian children's health research organisation, repositioned its brand as a fighting ally against disease in a series of campaigns in Canada that successfully increased donations and engagement.

Rethinking brand for the rise of digital commerce

Article • WARC Exclusive, June 2021

This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.

The impact of influencer congruence on consumer purchase intent

Article • Genevieve Silk, Research on WARC, June, 2021

Finding an adequate match between a brand and influencer is a delicate art that can ultimately impact consumer purchase intent, according to a study published in the Journal of Consumer Behavior.

Lifebuoy: Purpose (Blis)

Case Study • MMA Smarties, Bronze, MENA, 2020

Lifebuoy, a soap brand, launched a public service campaign in Egypt to remind people that practising good hand hygiene and using any soap brand can help reduce the spread of infections, while reminding people to stay at home.

The Lighthouse Centre For Wellbeing: Unspoken, uae

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

The Lighthouse Centre for Wellbeing, a leading community mental health and wellness clinic, wanted to address the subject of mental health within UAE businesses.

Time to decide: Measuring response time for innovation and brand growth

Article • Research on WARC, June 2021

A study conducted by the Ipsos Global Science Organization in 2020 which examines the role of response time in conflict detection, one of the potential reasons for disruption in the adaptive control function.

Heinz: Summer isn’t summer without Heinz

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Condiment brand Heinz Ketchup increased sales and brand equity during Covid-19 restrictions in Canada with a multichannel campaign that included a jigsaw puzzle and a hotdog delivery partnership.

VÚB Bank: Savings Therapy

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Banking brand VUB Bank got customers in Slovakia to start saving through a humorous multichannel campaign that treated saving money as a worthwhile addiction.

Frida: Stream of lactation

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

Breast care brand Frida Mom birthed a film-based campaign to present an honest portrayal of the realities of breastfeeding and raise awareness of the brand in the US.

Aguila Beer: The Beer Cap Project

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Beer brand Aguila changed consumer behaviour and grew brand favourability and affinity scores in Colombia by alerting customers to the dangers of binge drinking through a cap redemption scheme.

American Pecans: Super safe pecan debate

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

American Pecans cracked open a good-humoured debate about pronunciation that swept the nation and raised its share of voice in the all-important US holiday season.

The National Lottery: Rebuilding belief in the Irish National Lottery

Case Study • WARC Awards for Effectiveness, Shortlisted, Sustained Growth, 2021

The Irish National Lottery needed to grow revenue after several flat years, so blended short-term sales messaging with long-term brand building to drive positive beliefs and attract players.

Tesco: Unforgettable Bag

Case Study • WARC Awards for Effectiveness, Grand Prix, Customer Experience, 2021

Supermarket chain, Tesco, greatly reduced single-use plastic bag usage in Malaysia with a behaviour-changing campaign that rewarded customers.

Behavioural insight