Advertising best practice, evidence and insights

How to put purpose into practice effectively

Article • Alastair Colin-Jones and Yassine El Ouarzazi, WARC Exclusive, November 2021

Economics of Mutuality Solutions’ Alastair Colin-Jones and Yassine El Ouarzazi examine three examples of businesses that have put purpose into practice effectively with their meaningful challenge purpose, ecosystem focus and holistic performance.

Understanding the esports marketing mix

Article • Alex Fletcher, WARC Exclusive, November 2021

Outlines the channels available for brands looking to reach esports fans.

The principles of purpose in APAC

Article • Rohan Lightfoot and Anita Munro, WARC Exclusive, November 2021

Using the examples of three multinational companies, Mindshare Asia Pacific’s Rohan Lightfoot and Anita Munro explore the variety of routes to profitability through the lens of good growth.

Samsung Galaxy A Series: #danceAwesome

Case Study • AME Awards, Gold, 2021

Samsung, a technology company, launched a global TikTok dance challenge to promote the new Galaxy A smartphone.

Fred Hutchinson Cancer Research Center/COVID-19 Prevention Network: Help end the uncertainty

Case Study • AME Awards, Finalist, 2021

Fred Hutchinson Cancer Research Center, a research institute, launched a campaign in the US to convince and engage volunteers, especially from largely affected, mistreated communities, to participate in COVID-19 vaccine trials.

League Against Cancer: If you're outdoors, you need to protect yourself

Case Study • AME Awards, Regional Platinum – Latin America, Gold, 2021

League Against Cancer, an NGO working to prevent cancer, collaborated with 55 brands to put messages about the importance of wearing sunscreen on the most viewed and most expensive billboards in Peru.

Crayola: Colors of the world

Case Study • AME Awards, Gold, 2021

Crayola, a brand of crayons, reimagined its eight-crayon pack in North America to better reflect the ethnic diversity of the children of today.

Cineplex: Projecting hope

Case Study • AME Awards, Bronze, 2021

Cineplex, a theatrical cinema company, launched a campaign in Canada to surpass digital brand norms for viewership and engagement.

WhatsApp: The last horoscope

Case Study • AME Awards, Silver, 2021

WhatsApp, a cross-platform mobile messaging company, launched a campaign in North America to empower the Latinx/Hispanic community with the right information to vote, to recognise their power and importance and to vote.

Tourism Authority of Thailand: Home sweet home

Case Study • AME Awards, Finalist, 2021

Tourism Authority of Thailand(TAT), a governing organization, and YGGDRAZIL, a video post-production company, collaborated to launch a campaign in Thailand to promote new dimensions of Thai tourism through online gaming and a website.

Knorr: Rooftop farms

Case Study • AME Awards, Gold, 2021

Knorr, a food brand, launched tackled the hunger crisis in Egypt by launching its Rooftop Farms initiative.

BMW: IconicSounds electric

Case Study • AME Awards, Silver, 2021

BMW, an automobile brand, redefined consumers’ perceptions of electric vehicles (EVs) in terms of sound and generated excitement around EVs of the future.

WWF Germany: Eurythenes plasticus

Case Study • AME Awards, Gold & AME Green Award, 2021

WWF Germany, a wilderness preservation organisation, encouraged the world to call on the United Nations (UN) to end marine plastic pollution.

HomeEquity Bank / Royal Canadian Legion: World’s oldest esports team

Case Study • AME Awards, Gold, 2021

Home Equity Bank (HEB), a financial services brand, and Royal Canadian Legion, an ex-service personnel foundation, used esports to raise money for the Legion on Remembrance Day in Canada.

BRAUN: Formosa chang

Case Study • AME Awards, Silver, 2021

BRAUN, a personal grooming brand, increased its sales and share of voice in Taiwan by collaborating with a restaurant chain to stage a 'graffiti attack'.

Warner Bros. UK Distribution: Bringing entertainment home

Case Study • Rob Thomas, WARC Media Awards, Shortlisted, Best Use of Data, 2021

Entertainment company Warner Bros (WB) used real-time streaming data from Amazon Prime to boost digital purchases of titles from its Home Entertainment catalogue during lockdown in the UK.

Volkswagen: Dealerships done digital

Case Study • Charles-Antoine Gélineau, WARC Media Awards, Shortlisted, Effective Channel Integration, 2021

Car manufacturer, Volkswagen, adapted to the new COVID trading environment to reverse plummeting sales with its Virtual Showroom concept in Canada.

NHS England: We are the NHS – Then, now, always

Case Study • Jane Dorsett, Jane Dorsett, WARC Media Awards, Shortlisted, Effective Channel Integration, 2021

The NHS, the world's largest free-to-residents public healthcare system, used an integrated channel approach to relaunch its recruitment drive during COVID-19 in the UK.

Castrol POWER1: The ultimate launch

Case Study • Dai Vo, Kirsty Toomer, WARC Media Awards, Shortlisted, Effective Channel Integration, 2021

Motor oil brand, Castrol, targeted Gen Z's passion points of esports and rap music to triple its market share with the launch of its POWER1 ULTIMATE product in Vietnam.

Sony PlayStation: PS5 – 2020's biggest entertainment launch

Case Study • Sam Blake, Liam Hannan, David Moynihan, WARC Media Awards, Shortlisted, Effective Channel Integration, 2021

Gaming console, PlayStation, achieved mass appeal and sales success for its new PS5 with a global launch that took the console beyond the screen into popular culture.

Unilever Food Solutions: The vegetarian butcher

Case Study • John Dawson, Annie Chen, Nicholas Short, WARC Media Awards, Shortlisted, Effective Channel Integration, 2021

Plant-based food company, The Vegetarian Butcher, overcame product perception barriers for its launch into China through a partnership with Burger King.

Pond's: Pond's x Cosmo PinkLab – Creating fun and beautiful transformations

Case Study • Clarysse Estremadura, Veronica Valencia, WARC Media Awards, Shortlisted, Effective Channel Integration, 2021

Skincare brand, Pond's, created a virtual learning space in partnership with Cosmopolitan magazine to connect with young women during the COVID-19 lockdowns in the Philippines.

Absolut Vodka: Shockingly responsible

Case Study • Lara O'Brien, Regan Clarke, WARC Media Awards, Shortlisted, Effective Channel Integration, 2021

Vodka brand, Absolut, stemmed its declining market share and volume to grow for the first time in six years with its Shockingly Responsible campaign in the US.

Unilever Food Solutions: Killer recipes

Case Study • John Dawson, Nicholas Short, WARC Media Awards, Shortlisted, Best Use of Data, 2021

Unilever Food Solutions, a professional brand serving chefs and the restaurant industry used a data-driven strategy combining B2B and B2C elements to move its Killer Recipes campaign forward and tempt young diners back into restaurants in China.

Marketing Trends For 2022: Technology, Artificial Intelligence and Internet of Things

Article • Yasmin Borain, WARC Exclusive, November 2021

2020 was about shifting and adapting new uses of technology to survive, while 2021 saw tech applied more as a creative springboard to help return to a path of growth in the wake of COVID-19 – this article looks at what 2022 will hold.

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