Advertising best practice, evidence and insights

Article • WARC Best Practice, June 2021

Current reading and insights on the topic of challenger thinking and how challenger brands can break through in their category.

Spacetoon: Spacetoon and Moshaya strategic partnership

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

Spacetoon partnered with The Moshaya Family, a Saudi YouTube content creator with 20 million subscribers, and produced an animation entitled 'The Moshaya Family Animation' in the UAE.

Mastercard: Mastercard SMB

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

Mastercard, a financial services corporation, created a campaign in the United States to engage with women-owned small businesses, a group that was often overlooked.

Castrol: Your best business partner

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

Castrol, an industrial and automotive lubricant brand, launched its 'Your Best Business Partner' campaign to increase sales in independent workshops in China.

Google: The One Google Project

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

Google, a technology company, partnered with Zhihu to create a B2B and B2C knowledge bank for businesses in China that were adapting to the pandemic.

Burger King: Ring King

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Fast-food restaurant, Burger King (BK), capitalised on the emerging tech trend of mobile-connected doorbell cameras to gain attention for the brand's Uber Eats partnership on social media in the US.

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.

Knorr: Rooftop Farms

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

Food and drink brand Knorr created a city rooftop farm initiative to establish itself as a socially responsible and purposeful brand in Egypt.

Old Mutual: Ampd by Old Mutual collaboration & culture

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

Financial institution Old Mutual built a cultural hub in South Africa to drive relevance among the young aspiring artists, creatives and professionals it sought to target.

Peace Products: Peace Products

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

Peace Products created a unique seed brand with the global appeal necessary to turn Colombia's small farmers into profitable entrepreneurs.

Persil: Dirt For Good

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

Unilever-owned detergent brand Persil grew sales and consideration among households in the UK by evolving its Dirt is Good brand platform to communicate its new green brand purpose and the actions it was taking to address environmental concerns.

United Nations: The penguin and the whale

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

The United Nations partnered with WeChat in telling an animated tale with a tragic ending to Chinese students, to raise awareness of its Sustainable Development Goals and spark discussion of the global agenda facing us all.

The Movember Foundation: A moment against silence

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

Men's health charity Movember reframed a ritual of silence to get people talking about male mental health in New Zealand.

Dove: How Dove found beauty in the time of covid

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

Personal care brand Dove used the courage of healthcare workers to communicate its $7.5m Covid-19 support efforts and expand its Campaign for Real Beauty narrative in the UK.

Ayuda Humanitaria Para Venezuela: The good drug trafficking

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

Non-profit NGO Fundacion Colibri turned the negativity of Colombian drug-trafficking on its head to ensure the continued flow of humanitarian aid into in Venezuela.

Babyshop: A world we deserve

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

Children's retailer Babyshop grew volume growth and brand awareness during Ramadan in the United Arab Emirates with a social media crowd-sourcing campaign and a music video.

New Zealand Government: Unite against COVID-19

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

The New Zealand Government created a multi-channel platform to reinforce the required public response and unite Kiwis in the fight against COVID-19.

Babyshop: Rephrasing Parenthood

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

UAE children's retailer Babyshop created a new Arabic word for parenthood and, in taking a stand for Arab mothers, saw a positive influence on its brand and business too.

Crayola: Colors of the world

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

Art supplies brand Crayola grew sales in the US with #TrueSelfie, a PR, digital and social campaign to launch its Colors of the World diverse crayon sets.

Campbell's: Dinner Insurance

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Campbell's, the soup brand, supported nervous first-time Thanksgiving cooks during COVID with its Dinner Insurance campaign in the US.

Dove Men+Care: Commit to C.A.R.E now

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

Personal care brand Dove Men+Care drove significant increases in brand health in the US with its Commit to C.A.R.E Now initiative for racial equity in partnership with NBA players.

WWF: How WWF began to turn the tide on plastic

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

Global conservation organisation WWF leveraged the ubiquity of the credit card to remind Malaysians of the need to lobby against plastic production.

Are brand partnerships the answer to an increasingly ‘ad-less’ world?

Opinion • Lawrence Dodds, June 2021

As brands look to find a way of breaking through a noisy and overwhelmed marketplace, brand partnerships offer an often creative and impactful way of doing so, says Lawrence Dodds, Client Director at UM London.

Foot Locker: The endless world of Air Max

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Sportswear retailer, Foot Locker, built a sneaker culture hub on Google Slides to grow revenue during a challenging retail period in the US.

NRMA Insurance: Every home is worth protecting

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

NRMA Insurance needed to reverse declining home insurance sales and shares in Australia as a premium-priced product in a value-driven category.

Brand partnerships