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Why Oatly's relaunch focused on environmental concerns

Article • Brian Carruthers, Event Reports, Retail Week Live, March 2019

Oatly, the Swedish plant-based milk company, has grown quickly following a rebrand that allowed it to talk about its broader values.

Managerial–consumer eco-harmful media perceptions and eco-conscious attitudes: understanding the context within green media

Research Paper • Claudia A. Rademaker, Marla B. Royne, and Mikael Andéhn, Journal of Advertising Research, Digital First, April 2019

This study underscores the importance of considering a medium's broader effects. Research demonstrates that a medium's perceived eco-harmful impact affects communication effectiveness because a medium itself can act as a constituent of the message.

Quantifying the advertising-creativity assessments of consumers versus advertising professionals: Does it matter whom you ask?

Research Paper • Erik Modig and Micael Dahlen, Journal of Advertising Research, Digital First, March 2019

Research has shown the importance of advertising professionals' creativity assessments in achieving desired consumer responses.

Absolut Vodka: Never Gonna GIF You Up

Rankings • WARC Media 100, 2019

Absolut Vodka, the drinks brand, used social media GIFs to increase purchase intent in Sweden and around the world.

IKEA: IKEA Pee Ad

Rankings • WARC Creative 100, 2019

IKEA, the furniture retailer, targeted expectant families in an interactive print advert that doubled as a pregnancy test in Sweden.

International market-orientated strategies for medical tourism destinations

Research Paper • Erik A. Borg and Kjell Ljungbo, International Journal of Market Research, Vol. 60, No. 6, 2018, pp. 621-634

Patients seeking medical care are traveling greater distances for treatment. The globalization of health care has given rise to a thriving global medical services industry.

The effects of signaling monetary and creative effort in ads: Advertising effort can go a long way influencing B2B clients, employees, and investors

Article • Micael Dahlen, Sara Rosengren and John Karsberg, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 433-442

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

Great creative gives advertisers an edge

News • 30 November 2018

Brands that are perceived as running more creative or expensive ads may see benefits whether they are focused on reaching consumers or business-to-business customers, a study in the Journal of Advertising Research (JAR) has argued.

Why Viva La Vulva is the very definition of brand bravery

Opinion • Lucy Aitken, November 2018

Libresse/Bodyform is rewriting the rulebook – and it’s working, according to WARC’s Managing Editor, Case Studies, Lucy Aitken.

Nethouse: Push the button!

Case Study • Direct Marketing Association - US, Runner Up, 2018

Nethouse, an IT consultant, promoted its unknown brand in Sweden by mailing a button to consumers that they could press to receive GDPR help from the sales team in a number of minutes.

Adobe: The Original Brushes of Edvard Munch

Case Study • Direct Marketing Association - US, Gold, 2018

Adobe, a computer software company, increased subscribers to its Creative Cloud in Norway by digitalising the original paintbrushes of Norwegian painter Edvard Munch.

Essity Personal Care: The Period Challenge

Case Study • Direct Marketing Association - US, Silver, 2018

Essity, a hygiene and health company, built brand awareness for its feminine hygiene brand Libresse by addressing the taboo around menstruation in sport in Sweden.

KLM: KLM Amsterdam Sneaker

Case Study • Direct Marketing Association - US, Silver, 2018

KLM, the Dutch flag carrier airline, strongly increased travel to Amsterdam from the Nordic countries and positioned KLM in an extremely competitive market with the help of a pair of shoes.

Klarna: Smoooth

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Klarna, an online payment company, increased consumer awareness and emotional attributes in Sweden by launching a campaign featuring strange 3D film creations.

Decoding brand purpose

Article • Jessica af Sandeberg, Admap, June 2018, pp. 38-40

Looks at five characteristics that purposeful brands have in common and explains how they should be used when formulating a brand purpose.

McDonald's: Serve Your Country

Case Study • SABRE Awards, Gold Sabre Award For Employee Branding, EMEA, 2018

McDonald's, a fast food chain, launched the Serve Your Country campaign in Sweden to position itself as a responsible employer and improve brand preference rates.

Oddset: Biased Sports Commentators

Case Study • SABRE Awards, Gold Sabre Award For Special Event, EMEA, 2018

Oddset, a state-owned betting service, launched the Biased Sports Commentators campaign in Sweden to increase brand preference and engagement, and create 'brand liking' communication.

Ung Cancer: Check Your Balls

Case Study • SABRE Awards, Gold Sabre Award For Nordics, EMEA, 2018

Ung Cancer, a non-profit organisation, launched the Check Your Balls campaign in Sweden to raise awareness of testicular cancer among young adults.

H&M woes: is it the brand or the model at fault?

News • 30 March 2018

STOCKHOLM: H&M, the fashion retailer, has warned of further price cuts to shift unsold stock in response to a 61% drop in Q1 operating profits, prompting the question as to whether the problem lies with the fast-fashion model or the brand ...

Visit Sweden: 'Sweden On Airbnb' (Sweden)

Rankings • WARC Media 100, 2018

Contains the creative for the 'Sweden On Airbnb' campaign for Visit Sweden by the agency Forsman & Bodenfors in Sweden.

IM Swedish Development Partner: 'The Humanium Metal Initiative' (Sweden)

Rankings • WARC Creative 100, 2018

Contains the creative for the 'The Humanium Metal Initiative' campaign for IM Swedish Development Partner by the agency Akestam Holst in Sweden.

H&M profit drop illustrates changes in retail landscape

News • 01 February 2018

STOCKHOLM: Following the announcement of store closures from the world’s number two fashion group, H&M’s “very poor” full year results illuminate the problems that arise from delaying digital investment.

IKEA: 'Ikea Retail Therapy' (Sweden)

Rankings • WARC Creative 100, 2018

Contains the creative for the 'Ikea Retail Therapy' campaign for IKEA by the agency Akestam Holst in Sweden.

How IKEA increased its market share by getting emotional

Article • Lucy Aitken, WARC Exclusive, January 2018

Details how IKEA used emotional marketing in its Where Life Happens campaign to increase market share and brand perception.

Accelerating B2B sales with Big Data: Exploring A1 advance predictions by Universal Avenue

Research Paper • Jonatan Hedin and Stephen Kirk, ESOMAR, Big Data World, November 2017

Universal Avenue, a global on demand sales platform, used big data to build a machine-learning model and accelerate B2B sales in Sweden.

Starbucks and social: How Starbucks created the fourth place in coffee culture

Case Study • Matthew Philip and Rachael Lake, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Starbucks, a coffee company and coffeehouse chain, engaged with UK customers by launching a social media campaign across a number of years, which saw it make its cups an icon and launch a series of events.
Beauty and brains: How we supercharged the Audi premium 2015-2018

Case Study • Will Lion, Institute of Practitioners in Advertising, Grand Prix, IPA Effectiveness Awards, 2018

Audi, an automotive brand, overtook BMW in the UK by launching two series of TVCs demonstrating how the beauty and intelligence of its cars overpowered speed.
How rethinking qualitative research can help brands understand Generation Z

Article • Emily Goldhill, WARC Best Practice, June 2018

Livity, a youth marketing agency, distils what it has learned from over 17 years’ experience about how to effectively research and understand young people.
How to develop an effective customer experience strategy

Article • John Sills, WARC Best Practice, April 2018

Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.
Using technology to drive behavioural change in healthcare

Article • D'Arcy King, WARC Best Practice, February 2018

Looks at how new technologies are affecting the healthcare profession and suggests ways that health data can be used to change consumer behaviour.
How to use TV effectively in the media mix

Article • Matt Hill, WARC Best Practice, September 2017

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.