Advertising best practice, evidence and insights

Case Study • MMA Smarties, Silver, North America, 2019

Fast-food brand McDonald’s created an in-app promotion, based on scannable QR codes, to drive sales and engagement by leveraging Halloween in the US.

T-Mobile Tuesdays

Case Study • MMA Smarties, Gold, North America, 2019

Mobile operator T-Mobile’s multichannel activation, spearheaded by a Super Bowl ad, launched its partnership with fast-food brand Taco Bell, as part of a customer reward programme in the US.

Canadian Down Syndrome Society: Endangered Syndrome

Case Study • Cannes Creative Lions, Gold, Creative Strategy Lion, 2019

The Canadian Down Syndrome Society (CDSS), a non-profit organization, created the Endangered Syndrome video campaign in North America to get people with Down syndrome put on the endangered species list.

Brand Purpose and Cinema

Research Paper • Doug Pulick, Sarah Barasch, Jennifer Friedlander and Fiona Blades, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019

Using a new global study, NCM, a wholesaler, and ScreenVision, a media company, put cinema under the spotlight and compared its performance with all other media channels, from TV to digital.

Alibaba deepens its North American B2B offer

News • 25 July 2019

Alibaba has opened access to its B2B marketplace to small- and medium-sized businesses (SMBs) in North America, alongside new features to support the onboarding and marketing efforts of new suppliers, or sellers, on the site.

Forum: Do millennials differ in terms of survey participation?

Research Paper • Oriol J. Bosch, Melanie Revilla and Ezequiel Paura, International Journal of Market Research, Vol. 61, No. 4, 2019, pp. 359-365

Millennials have been the focus of quite some research because of their differences with older cohorts.

Coca-Cola: Share A Coke 1,000 Name Celebration

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Coca-Cola, the soft drinks brand, improved awareness of the increased numbers of names featured on its packaging by creating a unique song for every name.

Apple: The Rock X Siri — Dominate The Day

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Apple, a technology brand, created a short film on YouTube that showed Siri organisation Dwayne "The Rock" Johnson's busy schedule to encourage users across China, Japan, Germany, the UK and the US to re-engage with Siri.

Four obstacles podcasting must tackle to take its seat at media’s top table

Article • Tom Webster, Admap, June 2019

Highlights four key obstacles in podcasting, derived from findings of the flagship study of consumer media and technology habits by Edison Research.

North America's best campaigns and companies 2019

Rankings • Rankings Articles, April 2019

Explore WARC’s pick of the North American campaigns, and agencies working on campaigns in the region, that performed best over the past year.

Casey House: Healing House

Case Study • SABRE Awards, North America, Multicultural Marketing, Gold, 2019

Casey House, a hospital specializing in HIV/AIDS, changed perceptions of HIV sufferers among the general public in the US and Canada by launching a HIV+ spa that offered treatments from people living with the disease.

Procter & Gamble: Always Fights to #EndPeriodPoverty

Case Study • SABRE Awards, North America, Corporate Social Responsibility, Gold, 2019

Always, the sanitary products brand, launched a campaign in the US and Canada to end period poverty among young girls, which resulted in 15 million pad donations.

5 Gum: Regrets to Fight Regrets

Case Study • Allison Arling-Giorgi, WARC Awards, Entrant, Effective Content Strategy, 2019

Confectionery brand 5 Gum used meaningful social media videos to appeal to young people emotionally and increase sales in the US.

2019's Best of the Best in North America and Latin America

News • 23 April 2019

BBDO New York and MediaCom Mexico City top the agency rankings in two new WARC Best of the Best reports which showcase the best campaigns and companies in North America and Latin America across creativity, effectiveness and media excellence.

Crocs: Snapchat Lens

Case Study • Megan Mills, Charlotte Robertson, Melanie Mahaffey, WARC Awards, Entrant, Effective Social Strategy, 2019

Crocs, the casual footwear company, targeted millennials by capitalising on social media trends to build brand recognition in the US.

Burger King: Turning their tweets against them

Case Study • Jane Dorsett , Ellie Gogan-Tilstone, Jimmy George, WARC Awards, Silver, Effective Social Strategy, 2019

Fast-food brand Burger King used social media to hijack a rival's product announcement and boost sales of its Spicy Nuggets in the US.

JetBlue: Get Packing!

Case Study • Jane Dorsett , Ellie Gogan-Tilstone, Lindsay Cardinale, WARC Awards, Silver, Effective Social Strategy, 2019

Airline and travel company JetBlue, created a board game to stand out and become the first choice airline during the holiday season in the US.

Flanders Fields 14-18: The Mud Soldier

Case Study • Jakub Hodbod, Sander Janssen, Julie Frederickx, WARC Awards, Silver, Effective Social Strategy, 2019

Flanders Fields used a social-by-design idea, amplified through effective paid social tactics, to reverse falling visits to the Flemish WWI battlefields.

Burger King: Prom King

Case Study • Jane Dorsett , Ellie Gogan-Tilstone, Jimmy George, WARC Awards, Entrant, Effective Social Strategy, 2019

Fast-food brand Burger King used OOH and social media to appeal to Gen Z customers and boost sales in the US.

JetBlue: Pie in the Sky

Case Study • Jane Dorsett , Ellie Gogan-Tilstone, Lindsay Cardinale, WARC Awards, Entrant, Effective Social Strategy, 2019

Airline and travel company JetBlue, created the world's first same-day transcontinental pizza delivery service to grow business on the West Coast of the US.

Google Cloud: Ask the Cloud

Case Study • Jane Dorsett , Ellie Gogan-Tilstone, Chris Oliver, WARC Awards, Shortlisted, Effective Innovation, 2019

Search engine Google used direct marketing to target chief technology officers in the US to achieve growth in the B2B cloud computing market.

Southwest Airlines Co (Transport & tourism)

Article • Euromonitor Profiles, April 2019

This Company Profile from Euromonitor provides key details and analysis of Southwest Airlines Co.

How Coca-Cola does AI

News • 24 January 2019

The range of products offered by The Coca-Cola Company is growing faster than the space available in most convenience stores, so the drinks giant is using AI to help it allocate products most efficiently.

Inside Red Bull's behavioural strategy for retail partners

News • 17 January 2019

The international energy drink brand Red Bull, is deploying an intensification strategy in the United States and will help its retail partners by deploying findings from an in-depth behavioural study.

Andersen Windows 400 Series: Endless Yes

Case Study • Ed Schindler, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Andersen Windows, a windows manufacturer, increased sales of its custom-sized windows in the US through paid search, social and digital ads.