Effectiveness

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Get real, get creative: Real understanding to climb the Creative Effectiveness Ladder

Article • Research on WARC, June 2021

Ipsos looks at how brands and agencies can produce more effective creative and what routes, processes or ingredients they need to get to the top.

Axe: Chill

Case Study • MMA Smarties, Gold, MENA, 2020

Axe, a male deodorant brand, launched its Axe Chill campaign across the Gulf Cooperation Council (GCC) countries to highlight Axe's ability to lower body temperature.

LifeBuoy: Hajj Pack

Case Study • MMA Smarties, Gold, MENA, 2020

Unilever, a consumer goods company, developed a bundle of fragrance-free products that could be bought and used globally by Hajj pilgrims visiting Mecca.

Lipton: Stay At Home

Case Study • MMA Smarties, Silver, MENA, 2020

Lipton, a tea brand, launched its Stay at Home YouTube campaign in Egypt to drive messaging around the impact of social distancing in society and highlighted the health benefits of green tea.

STC Pay: Stay at Home Campaign

Case Study • MMA Smarties, Silver, MENA, 2020

STC Pay, a digital wallet, drove app downloads with a three-phase campaign during the COVID-19 lockdown in Saudi Arabia.

Dove: Amazon

Case Study • MMA Smarties, Gold, MENA, 2020

Dove, a personal care brand, boosted sales via Amazon on White Friday in the UAE.

Snickers: Hunger Support Campaign

Case Study • MMA Smarties, Gold, MENA, 2020

Snickers, a confectionary brand, used facial recognition as part of its Snickers Hunger Support Campaign in the UAE, Saudi Arabia and Kuwait.

RAKBANK: Prediction Meets Tradition - Striking Gold with Machine Learning

Case Study • MMA Smarties, Silver, MENA, 2020

RAKBANK, a banking brand, tapped into the fascination and love for gold in India by launching the Gold Account, where gold lovers could buy, sell and save gold digitally.

Centrum: GSK Centrum GNE

Case Study • MMA Smarties, Gold, MENA, 2020

Centrum, a brand of multivitamins produced by GSK, reached consumers with a gamified mobile campaign in the UAE.

RAKBANK: Convertsations - Kickstarting new SMEs amidst the Pandemic

Case Study • MMA Smarties, Gold, MENA, 2020

RAKBANK, a banking brand, launched its Conversations campaign to help new small- and medium-sized enterprises (SMEs) establish themselves in the UAE during the COVID-19 pandemic.

Rexona: Move More Stay Home

Case Study • MMA Smarties, Silver, MENA, 2020

Rexona, a deodorant brand, encouraged people to stay active during the COVID-19 lockdown and raised awareness around brand purpose in Egypt with its Move More Stay Home campaign.

Amazon: Making small, powerful

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Amazon, an e-commerce company, launched a campaign in India to on-board more SMEs to its platform.

ThinkTV: Be TV certain

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

ThinkTV, a research and marketing organisation, created a campaign to promote TV advertisement in Australia.

Udaan: How Udaan turned hate into love

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Udaan, a B2B online marketplace, convinced small retailers in India to do business online.

PETRONAS: Land of lightbulbs

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

PETRONAS, a Malaysian energy company, wanted to increase its brand awareness and business in India.

Embraer: The Profit Hunter – Tech Lion

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Embraer, a Brazilian company that designs and manufactures regional jets, launched a campaign to support the global rollout of the E195-E2.

The Lighthouse Centre For Wellbeing: Unspoken, uae

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

The Lighthouse Centre for Wellbeing, a leading community mental health and wellness clinic, wanted to address the subject of mental health within UAE businesses.

Castrol: Your best business partner

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Castrol, an industrial and automotive lubricant brand, launched its 'Your Best Business Partner' campaign to increase sales in independent workshops in China.

Northgate Spain: Boosting vehicle rental in times of confinement

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Northgate Flexible Renting, a company that rented vehicles to big companies and SMEs, had to regain business in Spain following cancellations during the pandemic.

CFM International: Reflecting on the clear advantage

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

CFM International, a jet engine manufacturer, used different media channels to connect with the C-Suite of airlines, operators and engine leasing companies across the world.

ACUVUE: Optical retailers’ digital business transformation

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

During the Covid-19 pandemic in Russia, Acuvue, a company that produces contact lenses, had to set up an e-commerce platform to ensure that Russian consumers continued to access eye products.

KFC Australia: Long-term brand story

Case Study • WARC Awards for Effectiveness, Shortlisted, Sustained Growth, 2021

Quick service restaurant KFC ran a multi-year, multi-channel campaign to grow awareness, brand health and sales in Australia based on the cultural value of being a free-spirited 'larrikin'.

Help For Heroes: 40,000 Strong

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

UK service personnel recovery support charity Help for Heroes enlisted its own mini-army to get the nation talking and effect systemic change to the medical discharge process, while emphasising the charity's vital role during peacetime.

Reese's: The best candy bar you’ve never heard of

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Reese's Take 5 needed to grow awareness to drive sales of its Take 5 bar in the United States so it invested in a Super Bowl ad to launch a humorous campaign.

Burger King: Ring King

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Fast-food restaurant, Burger King (BK), capitalised on the emerging tech trend of mobile-connected doorbell cameras to gain attention for the brand's Uber Eats partnership on social media in the US.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The Future of Strategy 2020

Article • WARC Exclusive, July 2020

Analysing the results of a global WARC survey of senior strategists, the Future of Strategy report provides both quantitative and qualitative data with a focus on the disruption of COVID-19.
The WARC Guide to Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
The effectiveness code

Article • James Hurman with Peter Field, WARC Exclusive, June 2020

This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
Strategy Toolkit: How marketing works

Article • Strategy Toolkit, Strategy Toolkit

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.