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Effectiveness

8,627 results found

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What we know about creativity and effectiveness

Article • WARC Best Practice, February 2019

Explores current thought and reading on the connection between creativity and effectiveness, a relationship for which there is compelling evidence, especially in terms of creating brand fame: a driver of long-term performance.

'KFC Delivery By The God Of Rain': Celebrity namesake is a herald for inclement-weather discounts

Case Study • Jenny Chan, Case Studies on WARC, ROI Festival, October 2019

Rainy days are made fun by KFC China offering automatic discounts triggered by the weather and directing bookings towards its own app instead of third-party platforms.

Chinese appliance brand Vatti's weird wager on France's World Cup win pays off

Case Study • Jenny Chan, Case Studies on WARC, ROI Festival, October 2019

The little-known appliance maker Vatti capitalised on France's win in the 2018 FIFA World Cup, gambling on a marketing activation that paid off in absolute returns.

'Oreo Enters The Palace': Snack brand reconstructs Forbidden City with cookies

Case Study • Jenny Chan, Case Studies on WARC, ROI Festival, October 2019

Oreo cookies gave itself the royal treatment in China in a brand crossover with the Palace Museum that won the heart of foodies and culture vultures during its own Tmall Super Brand Day.

Olay tackles a deeply-felt issue by telling Chinese women to be 'Fearless of Age'

Case Study • Jenny Chan, Case Studies on WARC, ROI Festival, October 2019

Olay kicked off a social discussion on age-related taboos and judgment facing older women and urged females to instead pursue their dreams without prejudice.

'Unkickable' Timberland boots glorifies the idea of unfinished business

Case Study • Jenny Chan, Case Studies on WARC, ROI Festival, October 2019

Timberland built on the past success of its unusual China marketing campaign to promote its boots among young Chinese consumers, with videos that mostly avoided the faces of wearers in favour of shots of the products, and counter-intuitively stressed that the individuality of the boots increases with age.

Slowing down to be faster: Why it is paramount to invest time at the front end of the development process

Article • Arnaud Debia and Jiongming Mu, Research on WARC, December 2019

With 20 senior executives and key clients, Ipsos explores how slowing down might actually help brands become faster and more effective.

‘Keep kissing, we can win!’ MAC Cosmetics game-themed lipsticks turn consumers into would-be Chinese heroines

Article • Jenny Chan, Case Studies on WARC, October 2019

MAC (魅可) revised its brand appeal in the China market in an exemplary cross-industry collaboration example by simultaneously tying in with a Tencent-owned game and using celebrity pull to draw in young consumers.

The top ten drivers of marketing effectiveness from the Effie Awards – and beyond

Article • Stephen Whiteside, Event Reports, Media, Marketing & Effectiveness event, November 2019

Research covering thousands of entries to the Effie Awards provides invaluable guidance for marketers that are seeking to achieve higher levels of effectiveness.

Ad stories are for life not just for Christmas

News • 11 December 2019

Christmas advertising in the UK sets the bar for what more brands should be doing year-round, according to Kantar: eight out of ten Christmas ads use a story, as opposed to just four in ten that use stories in the rest of the year.

The secrets of UK Christmas advertising success

Article • Daren Poole, Admap, December 2019

Christmas is the height of the advertising year in many Western markets.

Identifying and measuring the Fluent Device

Case Study • MRS Awards, Winner, MRS Award for Media Research, 2019

System1 Research, the market research company, found that Fluent Devices are effective, and their use is in decline in the UK and US.

Creativity in crisis: The implications of left-brained dominance for advertising

Case Study • MRS Awards, Finalist, Virginia Valentine Award for Cultural Insights, 2019

New work by Orlando Wood of System1 shows how cultural insight and large-scale data analysis can combine to uncover a hidden and highly significant trend within marketing and advertising.

Marketer's Toolkit 2020

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.

How Aldi made saving feel amazing

Case Study • Case Studies on WARC, 2019

Aldi, the budget supermarket, grew its penetration in the face of resurgent price cutting from its competitors in the UK.

Marketer's Toolkit 2020: The pivot back to brand (Economy)

Article • WARC Trends, November 2019

Part of WARC's Marketer’s Toolkit 2020, this chapter offers a deep dive into investment trends for brands in 2020.

Fox Cricket: Monty – The world's first AI predictive commentator

Case Study • Sam Turley, WARC Media Awards, Grand Prix and Scalable Idea Special Award, Effective Use of Tech, 2019

Australian pay TV brand Foxtel created a truly game-changing campaign to encourage people to pay for a product they'd previously enjoyed for free.

Children's Panadol: First Timers

Case Study • WARC Media Awards, Shortlisted, Best Use of Data, 2019

Children's Panadol created a custom algorithm to drive sales and deliver outstanding results in Australia.

Shell: Closing the online to offline loop with smart use of data

Case Study • Hong Tran, Clarissa De La Paz, Maaz Khan, Joanna Mary, WARC Media Awards, Shortlisted, Best Use of Data, 2019

Oil brand Shell implemented an innovative audience-targeting framework in Malaysia to investigate whether tactical promotions work and, at the same time, increase fuel sales and grow brand preference.

Spark: Spark's Search Engine Marketing

Case Study • Cheyenne Welham, WARC Media Awards, Entrant, Effective Use of Tech, 2019

New Zealand telecommunications brand Spark took a new approach to search engine marketing to sell more high-value mobile plans and strengthen its operating margins.

Red Rock Deli: Taste Space – The Sync to Sales

Case Study • George Shearring, WARC Media Awards, Shortlisted, Best Use of Data, 2019

Potato chip brand Red Rock Deli used programmatic digital display to drive brand preference and consideration to purchase and drive awareness of new flavours in Australia.

Lifebuoy: Real-Time Infection Alert System

Case Study • Thuy Tran, Soumya Ranjan Panda, Linh Ngo, WARC Media Awards, Bronze, Best Use of Data, 2019

Soap brand Lifebuoy created a real-time, and hyper-customised, infection alert system targeting mums, to build relevance and drive penetration in Vietnam.

Clear: Shopper Pulse

Case Study • Abhishek Gupta, Kitty Faustino, Michael Alegre, Carlos Corrales, Martha Gonzalez, WARC Media Awards, Entrant, Best Use of Data, 2019

Unilever-owned dandruff shampoo Clear ran a data-led mobile campaign to carve out market share in the Philippines.

Pantene: Blend-In

Case Study • James Barnett, WARC Media Awards, Gold and Platform Pioneer Special Award, Effective Use of Tech, 2019

Hair care brand Pantene reinvented the approach of its Beautiful Lengths programme to build hair donation momentum and reduce barriers to donating hair in Israel.

Neutrogena: A moisturizer for those who never stop

Case Study • Agustina Saggese, Alita Pereyra, WARC Media Awards, Shortlisted, Best Use of Data, 2019

Skincare brand Neutrogena used an innovative programmatic campaign to drive awareness and trial of its new Hydro Boost product in Argentina.