Advertising best practice, evidence and insights

How data science can help marketers to bridge the measurement gap in a post-cookie landscape

Article • Sherif Guindy, WARC Exclusive, July 2021

Brands should embrace econometrics to boost their understanding of cross-channel effectiveness.

The Danish Safety Technology Authority: New Year's again

Case Study • SABRE Awards, EMEA, Gold, 2021

The Danish Safety Technology Authority, a government agency, encouraged people to stay safe while enjoying fireworks on New Year's Eve in Denmark.

LinkedIn: Changemakers

Case Study • SABRE Awards, EMEA, Gold, 2021

LinkedIn, a professional networking website, improved brand awareness and brand perception with its 12-month influencer programme LinkedIn Changemakers.

Cargus: Never Have I Ever Sent

Case Study • SABRE Awards, EMEA, Gold, 2021

Cargus, a courier brand, launched its humorous campaign Never Have I Ever Sent to educate people about what can and can't be sent in the post.

Ubisoft: The world’s most beautiful gaming experience

Case Study • SABRE Awards, EMEA, Gold, 2021

Ubisoft, a video game brand, launched its newest title in the Assassin's Creed game series Valhalla under the Northern Lights in Norway.

IKEA: Ciao 2020

Case Study • SABRE Awards, EMEA, Gold, 2021

IKEA, a flat-pack furniture brand, launched a therapeutic Christmas campaign for its employees in Spain to see off the year 2020.

Mars Petcare: Elevating good hygiene and responsible pet ownership to protect during COVID-19

Case Study • SABRE Awards, EMEA, Gold, 2021

Mars Petcare, a pet food brand, tackled the wave of misinformation around caring for pets in the UK.

ITMO University: #DigitalNative: 2020 Admission Campaign

Case Study • SABRE Awards, EMEA, Gold, 2021

ITMO University, a state-supported university in Russia, encouraged high school leavers to apply to the university.

WaterWipes: Early Days Club

Case Study • SABRE Awards, EMEA, Gold, 2021

Waterwipes, a brand of baby wipe, launched the Early Days Club to support new parents in the UK and Ireland during the COVID-19 lockdown.

The Norwegian Labour Inspection Authority: Know Your Rights

Case Study • SABRE Awards, EMEA, Gold, 2021

The Norwegian Labour Inspection Authority, a government agency, collaborated with the labour inspection authorities in Romania, Bulgaria, Lithuania and Estonia to improve workers' rights for foreign workers in Norway.

Terre Des Femmes - Menschenrechte für die Frau: #UnhateWomen

Case Study • SABRE Awards, EMEA, Gold, 2021

Terre des Femmes, a women's rights organisation tackled misogynistic hate speech online in Germany with its video campaign #UnhateWomen.

Netflix: Blood & Water

Case Study • SABRE Awards, EMEA, Gold, 2021

Netflix, a streaming site, launched its second African series, Blood & Water during the COVID-19 lockdown with a purely digital campaign.

Storia.ro: Romanian Hygge

Case Study • SABRE Awards, EMEA, Gold, 2021

Storia.ro, a real estate brand, adapted the Danish concept of 'hygge' to Romanian culture during the COVID-19 lockdown and created a new Romanian word to convey the idea of 'hygge'.

How Alienware unleashed more users beyond the gamer niche

Case Study • DZ (多准）, WARC Cases, June 2021

Alienware, a computer hardware subsidiary of Dell, increased its number of high-spend customers by using data analysis to identify and define the characteristics of four target segments.

KFC Arabia: Shift+K+F+C

Case Study • Rifaat Fakih, Jennifer Fischer, Haikel Ben Hammouda , WARC Prize for MENA Strategy, Shortlisted, 2021

Fast-food brand, KFC, went beyond the norm of giveaways and sponsorships to tap into the gaming culture and lift sales in Saudi Arabia.

Facebook: #LoveLocal

Case Study • Rifaat Fakih, Jennifer Fischer, WARC Prize for MENA Strategy, Shortlisted, 2021

Social network Facebook crafted a locally focused campaign to raise its profile in Jordan, Lebanon and Egypt as the leading platform for small and medium-sized businesses.

Babyshop: Our heartbeats

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2021

Children's retailer Babyshop took the national anthem to heart, literally, to boost consideration and gain relevance in the UAE.

Almosafer: Stories of Mecca

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2021

Online travel-booking platform Almosafer harnessed the power of UGC in Saudi Arabia to boost post-lockdown bookings.

Five media trends that got the industry talking at Cannes Lions 2021

Opinion • Alex Brownsell, June 2021

Gaming, data ethics and ‘augmented connectedness’ were among the themes being discussed by Media Lions judges.

APAC media in the new normal: How to maximise effectiveness

Article • Adriaan Nel and Amit Chaubey, WARC Exclusive, July 2021

The pandemic has resulted in fundamental shifts in people’s retail and media behaviour.

Plaza Vea: Perussian prices

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2021

Plaza Vea, a supermarket company, took its low prices to Russia, exclusively for Peruvian fans who were visiting during the World Cup.

Adidas: Rip, Unleash

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

adidas, a shoes, clothing and accessories brand, promoted its Z.N.E. hoodie in China by launching a social challenge on TikTok.

Team Gleason: Robocalls from humans

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Team Gleason, a foundation dedicated to helping ALS patients, used the technology ALS patients use to robocall US politicians to encourage them to sign the Steve Gleason Enduring Voices Act.

Street Grace: Gracie AI

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Street Grace, a religious organisation in the US, raised awareness of child sex trafficking by using AI to intercept online predators.

German Rail: No need to fly

Case Study • Cannes Creative Lions, Silver, Creative Effectiveness Lions, 2021

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

Digital media