Advertising best practice, evidence and insights

Article • WARC Best Practice, November 2019

Provides guidance and reading on a now common aspect of brand building – partnerships – in which two or more brands collaborate for mutual benefit.

Singtel: Only True Fans Get It

Case Study • Amanda Lim, Jacob Wright, WARC Prize for Asian Strategy, Shortlisted, 2020

Telco Singtel took to trolling to boost take-up of its services in Singapore.

Samsung India: Good Vibes

Case Study • Kunal Ghosh, Sourav Ray, WARC Prize for Asian Strategy, Shortlisted, 2020

Electronics giant Samsung created an app to enable two-way communication between the deafblind and their caregivers and launched it in India using a digital campaign supported by cause advocates.

What Oracle’s TikTok deal means

News • 16/09/2020

News that ByteDance, the owner of TikTok, has reached a “technical partnership” with US tech firm Oracle for TikTok’s US operations opens the way for advertisers to continue spending on the platform.

Zomato: How Zomato won the game before the game

Case Study • Tushar Handa, WARC Prize for Asian Strategy, Shortlisted, 2020

Food delivery app Zomato ran a gamified, multi-channel campaign targeting young male cricket fans in India to drive sales, user acquisition, engagement and regional penetration.

UCash & Shwapno: Project AgroBanking

Case Study • Bitop Das Gupta, WARC Prize for Asian Strategy, Shortlisted, 2020

Banking brand United Commercial Bank used video, on-ground activity and OOH to launch a platform that enabled farmers in Bangladesh to sell excess produce at a fair rate to retail chain Shwapno.

How Hershey evaluates the appeal of esports and in-game advertising opportunities

Article • Geoffrey Precourt, WARC Exclusive, September 2020

The Hershey Co., the candy manufacturer, has begun exploring the opportunities provided by esports having carefully evaluated how this channel can help its business.

Game-on: How brands can unlock the potential of gaming in Asia

Article • Michael Fegan and Jamie Lewin, WARC Exclusive, September 2020

Best practice advice for brands exploring gaming and esports as a marketing channel in Asia.

How online games can help other entertainment brands to thrive

Article • Funto Debo-Aina, WARC Exclusive, September 2020

Discusses content partnerships between game and non-game entertainment brands.

2020 Content Strategy Report: Insights from the WARC Awards

Article • WARC Exclusive, August 2020

Analysing trends in content strategies with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2020 WARC Awards.

Burberry teams with Tencent for ‘social retail’

News • 03/08/2020

Luxury fashion brand Burberry has partnered with Tencent’s WeChat to combine the physical and social media worlds in a new way; a ‘social retail’ store in Shenzhen is the result.

COVID-19 offers insurance brands an opportunity to rethink how they market to consumers in Asia

Article • Low Lai Chow, Event Reports, APAC Financial Services Webcast Week, May 2020

Asia’s insurance industry has found silver linings amid the COVID-19 pandemic with health becoming top of mind for consumers.

E-commerce players accelerate solutions and options for brands to engage

News • 20/07/2020

E-commerce platform Shopee has partnered with Google to launch Google Ads with Shopee, in a bid to help brands drive sales online.

Twitter: The Vagina Emoji

Case Study • SABRE Awards, In2 EMEA, Best Use of Social Networks, Gold, 2020

Twitter, a social media platform, encouraged women in the UK to have their smear tests by starting an open conversation on its platform in collaboration with Jo's Cervical Cancer Trust.

Pepsi: #Summergram

Case Study • Case Studies on WARC, 2019

Carbonated drinks giant Pepsi ran a multichannel campaign to increase sales in the US.

Mastercard: Astronomical Sales

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2020

In the slowest part of Dubai's retail season, payment card brand Mastercard built a unique sale tied to a rare eclipse that put its brand literally in full view of the country's shoppers.

Clear: Abtal El Shawarea' (The Stars on the Streets)

Case Study • Yasmin Shehab, Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2020

Shampoo brand Clear boosted brand favourability and awareness through a football-centred initiative in Egypt.

Careem: Start Something

Case Study • Rifaat Fakih, Remie Abdo, WARC Prize for MENA Strategy, Entrant, 2020

Ride-hailing service Careem took to social media to establish a unique brand positioning in the MENA region following its takeover by Uber.

Emirates NBD: Phil & Mahfouz

Case Study • Tala Arakji, Inaan Budhiraja, Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2020

Through innovative use of social media, Emirates NBD grabbed the attention of millennials in the UAE to start a conversation on savings and attract new customers.

Babyshop: The Gift of Mom

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Silver, 2020

Children's retailer Babyshop increased brand affinity through a multi-channel Mother's Day initiative centred around breast cancer in the United Arab Emirates.

Jawwy: The Ramadan campaign that didn't launch during Ramadan

Case Study • Mario Morby, WARC Prize for MENA Strategy, Bronze, 2020

Telco Jawwy drove revenue growth and brand awareness with an unconventional Ramadan campaign in Saudi Arabia.

Emirates NBD: Every Step Counts

Case Study • Tahaab Rais, Tala Arakji, WARC Prize for MENA Strategy, Silver, 2020

Emirates NBD, a leading UAE bank, launched a reward-based initiative to help people improve both their financial and their physical health.

Lighthouse Centre for Wellbeing: unspoken, uae

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2020

UAE-based community mental health and wellness clinic the Lighthouse Centre for Wellbeing devised a creative platform that encouraged people struggling with mental health issues to speak up.

Standard Chartered Bank (SCB): Art Gap

Case Study • Remie Abdo, WARC Prize for MENA Strategy, Gold, 2020

Multinational banking company Standard Chartered Bank used a social media approach backed by an art exhibition to raise awareness of the gender pay gap and the bank's commitment to gender equality in the United Arab Emirates.

Molfix: Bonding For Life

Case Study • SABRE Awards, Gold, EMEA, 2020

Molfix, a baby products brand, increased awareness of the importance of bond attachments between mothers and their babies in Turkey by launching a presentation, leaflet and child development booklet.

Brand partnerships