Advertising best practice, evidence and insights

How digital channels can help build a brand

Article • 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 • 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.

How to run an effective rich media campaign

Article • 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.

How to maximize the return on investment from digital marketing

Article • 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.

Best in class: The five rules of digital advertising effectiveness

Article • Elizabeth Lane, WARC Exclusive, May 2020

Research from IAB UK and Kantar into the brand building capabilities of digital display media.

Snickers: Bring Back the Idols

Case Study • Kaori Yatsu, Hiroaki Taki, Akie Suzuki, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Confectionery brand Snickers collaborated with smartphone game Idol Master to appeal to young males and boost single-bar sales in Japan.

German Rail: No Need to Fly – Around the World in Germany

Case Study • Isabelle Schnellbuegel, Carla Funk, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Rail operator German Rail created a data-driven social media campaign based on CO2 consumption to publicise its summer promotional tickets and domestic travel in Germany.

ŠKODA: Hesitation

Case Study • Pauline Dunas, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Automotive brand SKODA created a campaign tailored around the specific insights of the local market to challenge erroneous brand perceptions in France.

Change the Ref: #NotAJoke

Case Study • Jimmy George, Courtney Calvert, Annabelle Butler, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Non-profit gun safety organisation Change The Ref used the comedian Louis CK and his words about shooting victims to create a stand-up 'comedy' act to bring gun-control conversation into pop culture in the US.

Burger King: Who said men don't cry?

Case Study • Ali Khalil, WARC Awards, Shortlisted, Effective Social Strategy, 2020

To win over young Saudis, QSR brand Burger King joined their conversation via a social stunt that trolled one of their most famous football icons.

The Federation (FELGTB): Hidden Flag

Case Study • Marcelle Santos, Annabelle Butler, Jane Dorsett, WARC Awards, Shortlisted, Effective Social Strategy, 2020

FELGTB, Spain's largest organisation for LGBT+ rights, used guerrilla tactics to raise global awareness of Russia's homophobic laws by sending activists wearing different coloured football shirts to the 2018 FIFA World Cup to recreate the rainbow flag.

KFC: Scroll-Thru

Case Study • Damayanti Purkayastha, WARC Awards, Shortlisted, Effective Social Strategy, 2020

KFC Arabia created an innovative drive-thru experience to boost revenue and increase take-up of its online delivery business in the Middle East.

Burger King: Celebrating Subcultures

Case Study • Jimmy George, Annabelle Butler, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Quick-Service Restaurant chain Burger King created a content engine to become loved and talked-about online in order to grow visitation among iGen and young millennials in the US.

Mamee Monster: The Return of an Icon

Case Study • Hajar Yusof, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Mamee Monster the snack noodle brand targeted a new audience of millennials with a FOMO-inducing eating challenge in Malaysia.

WWF: Great Work – WWF's Black Friday twist

Case Study • Rosanna Irwin, Tamsyn O’Connor, WARC Awards, Shortlisted, Effective Social Strategy, 2020

World Wide Fund for Nature the wildlife conservation charity ran a Black Friday promotion with a twist to drive endangered animal adoptions in the UK.

RDFL – The Lebanese Women Democratic Gathering: RDFL – Young Bride

Case Study • Gregory Muyesseroglu Muyesseroglu, Sally Alzaza, Maher Dahdouh, Billy Baz, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Non-governmental women's protection organisation The Lebanese Democratic Women’s Gathering raised awareness of child marriage in Lebanon.

JetBlue: Go Get Gifted

Case Study • Ellie Gogan-Tilstone, Lindsay Cardinale, Annabelle Butler, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Low-cost airline JetBlue launched a digital and social campaign offering travellers the chance to send themselves gift-wrapped to their families to improve the key metric of 'first choice airline' during the holiday season in the US.

Yes on 3 Coalition: Be a Masshole, Not an Asshole

Case Study • Ellie Gogan-Tilstone, Annabelle Butler, WARC Awards, Shortlisted, Effective Social Strategy, 2020

The Yes on 3 Coalition created a social film to help uphold transgender rights in a Massachusetts referendum.

Unilever Malaysia: Unilever Makes You The Steadiest Football Zombie

Case Study • Chiann Yi Cheah, Galen Lau, Victoria Kovalan, WARC Awards, Shortlisted, Effective Social Strategy, 2020

FMCG brand Unilever boosted sales of its male grooming products and brand engagement among male football fans in Malaysia.

Lady's Choice: The Gift of Social Commerce

Case Study • Maan Bernardino-Dominguez, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Philippines-based dressings brand Lady's Choice reversed a period of slowing growth by leveraging online communities and using FB Live to break e-commerce records.

Just Eat: Just Amore

Case Study • Simone Colucci, Oriana Papadopulos, Milos Obradovic, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Food delivery brand Just Eat created an integrated campaign to boost online orders while celebrating love without prejudice during Milan Pride 2019.

Instagram X Columbia Records: Mark Ronson – Pieces of Us

Case Study • Jane Kinnaird, Philippe Naughton, WARC Awards, Entrant, Effective Innovation, 2020

Social media platform Instagram, and music label Columbia Records, collaborated in the UK on the first truly native Instagram music video.

Vinda Deluxe: The Malaysian Cause

Case Study • Vinod Manoharan, Edmund Hon, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Vinda Deluxe, the tissue brand, grew sales and brand scores in Malaysia by connecting their key product attribute with a consumer insight.

RBC Diversity & Inclusion: Speak Up for Inclusion

Case Study • Michael Brathwaite, Daisy Qin, Karlina Bear, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Financial institution Royal Bank of Canada developed a video-led campaign to highlight the importance of inclusion and effect positive change in its markets worldwide.

Capitol Records UK: Liam Payne becomes a Pinball Wizard

Case Study • Vanessa Bakewell, Nigel Kendall, WARC Awards, Entrant, Effective Innovation, 2020

Capitol Records UK the music label used an augmented reality pinball game as an innovative way to launch Liam Payne's new single Stack it Up in the UK.

Digital media