Effectiveness

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Behind the winning idea: 'Small business drive'

Article • Fergus O'Carroll, Jerome Ooi and Terence Ling, WARC Exclusive, September 2021

In this episode of Behind the Winning Idea, we explore the strategy, execution and outcome of Lexus: Small business drive, awarded a Silver in Customer Experience and the Personalisation & Insight Award in the 2021 WARC Awards for Effectiveness.

UN Women Australia: When will she be right?

Case Study • Jay Chiat Awards, Gold, Nonprofit Strategy, 2021

UN Women Australia, a nonprofit organisation for gender equality, increased awareness and showed Australians how far they still had to go to achieve gender equality with a social campaign that asked when will she be right.

YMCA of Greater Houston: How to turn a membership into a mindset

Case Study • Jay Chiat Awards, Silver, Regional Strategy, 2021

The YMCA of Greater Houston, a health and fitness brand, retained members in the USA by transforming membership into a mindset and empowering people to help the community.

Crayola: Colors of the world

Case Study • Jay Chiat Awards, Gold, Product/Service Creation Strategy, 2021

Crayola, a crayon brand, released a new product line, Colors of the World, to better reflect the range of skin tones found in the US today.

MELĒ: A scientific breakthrough – the science of melanin-rich skin

Case Study • Jay Chiat Awards, Gold, National Strategy, 2021

Unilever, a consumer goods company, created a new brand, MELĒ, to provide darker skinned people in the US with skincare products designed for their skin colour.

California Department of Public Health: Let's get to immunity

Case Study • Jay Chiat Awards, Honourable Mention, Healthcare Strategy, 2021

The California Department of Public Health, a state department responsible for public health, convinced members of priority populations of the COVID-19 vaccine's safety, efficacy and importance.

Taco Bell: Restless creativity

Case Study • Jay Chiat Awards, Bronze, PR Strategy, 2021

Taco Bell, a quick service restaurant (QSR), positioned its new CEO, Mark King as the face of the brand and driver of its actions.

Active Wheel: Careers from home

Case Study • Jay Chiat Awards, Honourable Mention, Product/Service Creation, 2021

Active Wheel, a detergent brand, helped women in India gain the skills needed to support themselves and their families financially.

United Way: A closer look at poverty

Case Study • Jay Chiat Awards, Bronze, Brand Pivot Strategy, 2021

United Way of Greater Portland, a non-profit that works to improve people's lives by mobilising the caring power of the community, increased donations in Maine, US, with an online museum.

Trans Lifeline: We see us

Case Study • Jay Chiat Awards, Gold, Connection Strategy, 2021

Trans Lifeline, a support hotline for transgender people, raised awareness and funds for the hotline with its campaign #WeSeeUs in the US.

Good Humor: A new jingle for a new era

Case Study • Jay Chiat Awards, Gold, PR Strategy, 2021

Good Humor, an ice cream brand, listened to the tone of the US and created a new jingle for its ice cream trucks to appeal to today's multicultural consumers.

Old Forester: Turning lemons into derby mint juleps

Case Study • Jay Chiat Awards, Silver, Brand Pivot Strategy, 2021

Old Forester, a bourbon whisky brand, increased sales by capitalising on the cancellation of the Kentucky Derby in the US.

Campbell’s: Dinner Insurance

Case Study • Jay Chiat Awards, Honourable Mention, Regional Strategy, 2021

Campbell's, a processed food and snack brand, alleviated the pressure on Thanksgiving hosts in the US with its Dinner Insurance campaign.

Pedigree: A force for good

Case Study • Jay Chiat Awards, Silver, Global Strategy, 2021

Pedigree, a dog food brand, put brand purpose at the heart of its business with its global campaign to facilitate dog adoption.

Pepsi: #PepsiSaveOurRestaurants

Case Study • Shubhrojyoti Roy, Saumya Rathor, Tarun Bhagat, WARC Awards for Asian Strategy, Shortlisted, 2021

Pepsi, a soft drink brand, launched a campaign in India to help jobless restaurant workers during the Covid-19 pandemic.

Guanghe: Preserve a piece of childhood

Case Study • Andrea Chen, Dhiren Amin, WARC Awards for Asian Strategy, Shortlisted, 2021

Fermented bean curd brand Guanghe capitalised on its heritage by developing a 'treasure hunt' through social media to reposition the brand and engage with the post-80s generation in China.

Milo: Homecourt

Case Study • Cherrie Mae Serranillo, WARC Awards for Asian Strategy, Shortlisted, 2021

When the COVID crisis threatened to cripple the country, chocolate beverage brand MILO Philippines created a purpose-driven campaign that built an entire sports ecosystem in partnership with the local community.

Cadbury Celebrations: Not just a Cadbury ad

Case Study • Ganapathy Balagopalan, Prasidh Dalvi, Bhakti Malik, WARC Awards for Asian Strategy, Shortlisted, 2021

Confectionery brand Cadbury Celebrations grew engagement and sales among millennial families in India during Diwali, with an interactive YouTube video and microsite that encouraged them to shop at small local stores.

Maxis: 5G Live: Tomorrow's Tech for Today's Problems

Case Study • June Gan, Tai Kam Leong, Emir Shafri, WARC Awards for Asian Strategy, Shortlisted, 2021

Malaysian telco Maxis collaborated with businesses and government agencies to create practical applications of 5G technology to grow leads and revenue, and establish itself as a 5G leader.

Pond's Men: An oily love story

Case Study • David Dahan, Sumegha Rao, Dilip Garga, WARC Awards for Asian Strategy, Shortlisted, 2021

Skincare brand Pond's Men employed a multichannel strategy to challenge category codes and grow salience and market share in Indonesia.

Lay's: Heartwork – an ode to unsung heroes

Case Study • Arnab Chaudhari, WARC Awards for Asian Strategy, Shortlisted, 2021

Potato chips brand Lay's launched a unique and unprecedented cross-platform initiative in India to drive engagement and magnify reach by instilling positivity at a time of unprecedented crisis.

Pizza Hut: Stand-up comedy restaurant

Case Study • Nicholas Short, Hans Shao, Rita Li, Carey Wang, WARC Awards for Asian Strategy, Shortlisted, 2021

Restaurant chain, Pizza Hut, tapped into the phenomenon of the night economy in China to appeal to young diners and drive revenue during a traditional lull period.

KFC: The growth of Colonel KI

Case Study • Nicholas Short, Liu Yi, Stanley Tao, WARC Awards for Asian Strategy, Shortlisted, 2021

Fast-food brand, KFC, transformed itself from a sponsor into an organic stakeholder in the eSports world with its Colonel KI campaign in China.

ManipalCigna Health Insurance: Health insurance for the healthy

Case Study • Rajesh Sharma, Akhilesh Nath, Arushi Chak, WARC Awards for Asian Strategy, Shortlisted, 2021

Health insurance brand ManipalCigna improved its equity scores, digital engagement and sales through a digital and social campaign that encouraged behavioural change in India.

Unilever Food Solutions (UFS): Killer Recipes

Case Study • John Dawson, Nicholas Short, WARC Awards for Asian Strategy, Shortlisted, 2021

Unilever Food Solutions, the condiment brand for restaurants, took its Killer Recipes campaign to a new level to become a supporter rather than a supplier to restaurant owners in China.

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 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.
Rethinking brand for the rise of digital commerce

Article • WARC Exclusive, June 2021

This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.
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.
2020 Innovation Report: Insights from the WARC Awards

Article • WARC Exclusive, December 2020

Analyses the key themes and summarises the winning case studies from the 2020 Effective Innovation category in the WARC Awards, and examines the data.
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.