Advertising best practice, evidence and insights

Lifebuoy: Purpose

Case Study • MMA Smarties, Silver, EMEA, 2020

Lifebuoy, a soap brand, reacted swiftly to the coronavirus in Egypt by launching a public service campaign to raise awareness of the role of good hand hygiene in preventing the spread of the coronavirus.

MultiChoice: Festive Campaign

Case Study • MMA Smarties, Bronze, EMEA, 2020

MultiChoice, a pay TV operator, used lookalike audiences and geotargeting to drive subscriptions to both its premium bundle (DStv) and its more affordable bundle (GOtv) across Africa.

Yapı Kredi: Screen Time Discount

Case Study • MMA Smarties, Gold, EMEA, 2020

Yapi Kredi, one of Turkey's largest publishing houses, created a campaign around the smartphone feature that displayed the amount of time spent using the smartphone to encourage young people to read more books.

Vodafone: Red Light

Case Study • MMA Smarties, Silver, Turkey, 2020

Vodafone, a telecommunications brand, supported women in Turkey suffering from domestic violence during the COVID-19 pandemic by launching an app they could turn to for support, help and advice.

The brand strategists’ toolkit #18: The Brand Funnel

Article • Nick Liddell , WARC Best Practice, April, 2021

Looks at the Brand Funnel marketing framework.

What should ads look like in the time of recession?

Article • Orlando Wood, Research on WARC, April 2021

Explores the effectiveness of advertising during an economic downturn.

2030 B2B trends: Contrarian ideas for the next decade

Article • Research on WARC, April 2021

Looks at the key trends that will shape the future of B2B marketing and decision making over the next decade.

The objectivity trap: On the biases and misconceptions that cause us to all undervalue B2B marketing

Article • Research on WARC, April 2021

Looks at how marketers can question presumptions and challenge norms, not to increase disruption, but in the face of disrupted times to find new tactics for business success.

The 5 principles of growth in B2B marketing: Empirical observations on B2B effectiveness

Article • Research on WARC, April 2021

Presents Les Binet and Peter Field's findings on the core principles of B2B marketing.

Commerce after COVID-19: How to future-proof your brand

Article • Michelle Watson, WARC Exclusive, April, 2021

Advises brands on how to blend in-store and digital commerce experiences to suit post-pandemic consumer needs.

Upgrade to systemic marketing to bridge the marketing divide

Article • Andreas Moellmann, WARC Exclusive, March, 2021

By integrating the various marketing disciplines, gugu sleep’s Andreas Moellmann says systemic marketing can optimise the marketing ecosystem to create more personalised customer journeys and respond to the challenges that traditional marketing faces from the rise of digital marketing.

Shining a light on climate confusion

Article • Grey, WARC Exclusive, March, 2021

People in APAC may be concerned about global warming but are confused about what kind of actions profoundly impact climate change; this is where brands can step in and bridge the climate awareness gap.

Nike: Next% Speed is Your Currency

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021

Nike, a sportswear brand, launched its new product Next%, the fastest running shoe yet, in China with a data-driven campaign that focused on creating mass belief in Nike's product superiority.

A behavioural science toolkit to aid price and value optimisation

Article • Crawford Hollingworth, WARC Webinars, February 2021

Crawford Hollingworth, Founder of The Behavioural Architects identifies the key Behavioural Science concepts that have been used to optimise price and value, using both scientific evidence and real-world examples to bring alive understanding and implementation.

NRMA Home Insurance: Every Home Is Worth Protecting

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021

NRMA, a home insurance brand, launched its platform Every Home is Worth Protecting in Australia, with a pledge to plant a tree for every insurance policy sold.

Strategy Toolkit module 4: Consumer behaviour

Article • WARC Strategy Toolkit, March 2021

This article discusses various approaches used by marketers to understand what consumers want.

Zespri Kiwifruit: Zespri brand relaunch campaign

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2021

Zespri, a kiwifruit exporter, launched a campaign in Japan to encourage consumers to enjoy living a healthy lifestyle easily by eating kiwifruit.

Himalaya Herbals: Win The Fight

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2021

Himalaya Herbals, a personal care brand, empowered people suffering from acne in Indonesia with its Win the Fight campaign.

Samsung: #SubtlySponsoredPost – How Samsung overtook Apple in a-not-so subtle way.

Case Study • Tangrams Strategy & Effectiveness Awards, Silver, 2021

Samsung, a technology company, launched its #SubtlySponsoredPost campaign to promote the latest version of its Galaxy A Series smartphone in Australia.

Beyond the Label: Mental Health Public Education

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

The National Council of Social Service (NCSS), a social services organisation, changed public opinion regarding people with mental health issues in Singapore thanks to its social campaign.

Updating the Foote, Cone & Belding Grid: Revisiting the product classifications of the FCB Grid for online shopping and contemporary consumers’ decision making

Research Paper • Hyuk Jun Cheong and Yunjae Cheong, Journal of Advertising Research, Vol. 61, No. 1, 2021, pp. 12-29

This article proposes an update of the Foote, Cone & Belding (FCB) grid, which has been one of the most popular product-classification schemes in advertising and consumer research since its conception in 1980.

The Trevor Project: Sparking A Dialogue of Hope for LGBTQ Youth

Case Study • SABRE Awards, IN2, North America, Micro Marketing, 2021

The Trevor Project, a US non-profit LGBTQ+ suicide-prevention organisation, highlighted the urgent need for mental health care for LGBTQ+ youth.

Prodoscore: How Prodoscore Makes Work from Home Actually Work

Case Study • SABRE Awards, IN2, North America, Best New Company/Executive Launch, 2021

Bospar, a tech PR firm, positioned Prodoscore, a brand of productivity intelligence software, as the ideal way of maintaining productivity while working from home (WFH) in the US.

How to navigate the ‘messy middle’ with video marketing

Opinion • Rohit Arora, February 2021

Using Google research on the ‘messy middle’ between intention and purchase, Rohit Arora delves into six ways to use video media to pull through the complexity.

Behavioural science toolkit to aid pricing and value communication

Article • Crawford Hollingworth, Leoné Mescal and Liz Barker, The Behavioural Architects, February 2021

Looks at how to leverage behavioural science in communicating price and help signal or optimise value.

Behavioural insight