Article
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Oliver Feldwick, WARC Best Practice, April 2018
Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.
Article
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Jaime Enrico Singson, WARC Best Practice, May 2017
This paper explores the key points for the running of a successful rich media campaign and provides examples of case studies that have succeeded in creating compelling rich media content.
Article
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Jaime Enrico Singson and Mike McNulty, WARC Best Practice, May 2017
This article explores the notion of what rich media is as well as delving into its formats, channels, providers and the challenges facing it.
Article
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Gian Fulgoni, WARC Best Practice, March 2016
This article explains how marketers can maximize the return on investment in digital marketing, a platform predicted to overtake TV in adspend in 2016.
Case Study
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Fiona Huang, WARC Prize for Asian Strategy, Shortlisted, 2020
Scoot, the low-cost airline, championed its signature yellow brand colour and its fun, sassy spirit to build brand visibility and preference in Singapore.
Case Study
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Terence Ling, WARC Prize for Asian Strategy, Shortlisted, 2020
Luxury vehicle brand Lexus ran a data-driven campaign for its UX crossover SUV that used personalised test drives to engage adventurous urbanites in Hong Kong.
Case Study
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Dheeraj Sinha, Shibani Mitra, Devika Joshi, WARC Prize for Asian Strategy, Shortlisted, 2020
Matchmaking website Shaadi.com created an online wedding portal to attract earned media and build brand buzz and engagement during India's COVID-19 lockdown.
Opinion
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Grace Kite, September 2020
In 2020 online advertising is neither new nor under-analysed, and yet there remains a fundamental misunderstanding about the role it plays, says Grace Kite.
Case Study
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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.
Case Study
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My Troedsson, WARC Prize for Asian Strategy, Shortlisted, 2020
Skincare brand SK-II launched a mini-documentary on social media to boost brand awareness among its target audience in China and spark real social change.
Case Study
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Sarthak Ranka, Kunal Roy, WARC Prize for Asian Strategy, Shortlisted, 2020
McDonald's Malaysia targeted Gen Z with a social media campaign to reverse the Big Mac's long-term decline by increasing brand love and sales.
Case Study
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Krshna Prashant, Sulin Lau, WARC Prize for Asian Strategy, Shortlisted, 2020
Mobile technology brand Grab used customer data in a new way to reframe and personalise its social impact activity in Southeast Asia.
News
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19/08/2020
Mars, the food-to-petcare business, sees attention as an important metric in its digital advertising – and “peak attention” in particular as a crucial moment for delivering an emotional message.
News
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07/08/2020
Share of search provides a useful metric that any marketer can use as a surprisingly accurate proxy for the important, but often expensive, calculation of a brand’s market share, says a leading planner.
Article
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James Hankins, WARC Exclusive, August 2020
Introduces ‘Share of Search’ and presents several useful and applicable techniques to help establish a nuanced picture of a brand’s context versus its competitor set.
Case Study
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Marketing Society UK, The Brave Awards, Highly Commended, 2020
Libresse, a brand of feminine hygiene products, increased market share in Scandinavia by launching Viva La Vulva, a lip-sync video that encouraged women to love their vulvas.
Case Study
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Marketing Society UK, The Brave Awards, Highly Commended, 2020
Greater Manchester Health and Social Care Partnership, a non-profit organisation, increased awareness of the dangers of Foetal Alcohol Spectrum Disorder (FASD) in the UK and provided factual information via a digital content campaign.
Case Study
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Marketing Society UK, The Brave Awards, Highly Commended, 2020
Cesar, a dog food brand, launched matching sweaters for dog owners and their furry best friends in the US to create earned media and to increase sales.
Case Study
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Marketing Society UK, The Brave Awards, Winner, Not for Profit Marketing, 2020
UNILAD, an internet media company, highlighted a discriminatory law that stops sexually-active gay and bisexual men from donating blood in the UK by opening an illegal blood bank that let them donate, to show their blood is safe.
Article
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WARC Best Practice, July 2020
Provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.
Case Study
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SABRE Awards, In2 EMEA, PR Agency Citizenship, Silver, 2020
Someturva, an AI-based online legal service for people who have become victims of bullying, encouraged victims of social media bullying to come forward by launching social media awareness campaigns in Finland.
Case Study
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SABRE Awards, In2 EMEA, Best Content Creation for Media Sites (Earned), Gold, 2020
Gillette, a shaving brand, told the stories of men who grew up without fathers in an emotional video on Father's Day to make an impact among men during this key period in the UK.
Case Study
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SABRE Awards, In2 EMEA, Best in Digital Marketing/Advertising, Gold, 2020
Blutspende SRK Schweiz, a medical lab in Switzerland, encouraged the Swiss public to become blood stem cell donors for leukaemia patients by launching online ads and a chatbot to help with the registration process.
Case Study
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SABRE Awards, In2 EMEA, Best in Crowdsourcing & Co-Creating, Gold, 2020
Neste, an engineering services company, improved road conditions and showed it is a brand that cares by turning potholes into canyons in Finland.
Case Study
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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.
