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Sky TV/Sky Q: Simplicity is the enemy of DIVERSITY

Case Study • APG (UK), Entrant, 2021

Sky Q, a subscription-based television and entertainment service, launched a campaign in the UK to increase consideration by tapping into a more diverse representation of its potential customers.

Duolingo: Fun is serious business

Case Study • APG (UK), Entrant, 2021

Duolingo, a language learning app, launched a global campaign to increase awareness and new sign-ups.

How we helped the next generation find confidence that lasts in the British Army

Case Study • APG (UK), Silver, 2021

The British Army, a principal land warfare force, launched a recruitment campaign in the UK to show how the army offered a personal benefit to young people that appealed to their desire, not just for physical growth but personal growth.

Tourism New Zealand: Guide to (Tourism) New Zealand

Case Study • APG (UK), Entrant, 2021

Tourism New Zealand, the country's official tourism agency, launched a global campaign to grow consideration of NZ as a holiday destination by evolving its brand platform.

Grenfell United: Unsafe homes in the spotlight - How making the invisible highly visible inspired a national call for change

Case Study • APG (UK), Entrant, 2021

Grenfell United, a support network for survivors and bereaved families, launched a campaign in the UK to ensure the Grenfell tragedy is never repeated by uniting the nation to demand safer homes for everyone.

The impact of the creator economy on the next generation

Article • Nick Richardson, WARC Exclusive, October 2021

This article explores children and teenagers’ changing media habits, and why they are embracing the creator economy as consumers and participants.

The WARC Guide to brands and the creator economy

Article • WARC Best Practice, October 2021

A summary of new thinking and best practice on brands and the creator economy.

Marketers think TikTok advertising is innovative, but less trustworthy

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of marketers' perceptions of trust and innovation of advertising on digital media platforms.

Alphabet, Advertising revenue, Q1 2014–

Data • WARC Data Points+ (Dynamic), October 2021

An overview of Alphabet's advertising revenue by platform (USD millions, nominal, and year-on-year % change).

YouTube, Advertising revenue, Q4 2018–

Data • WARC Data Points+ (Dynamic), October 2021

An overview of YouTube's advertising revenue (USD millions, nominal, and year-on-year % change).

What’s next for Singapore’s marketers as social commerce grows

Article • Aniket Basu, WARC Exclusive, Spotlight SEA, September 2021

Amid the increasing use of social platforms to buy and sell products and services, Essence’s Aniket Basu examines the opportunities across social commerce platforms in Singapore.

Puma: Propah lady

Case Study • YouTube Works for Brands, India, Best Long Form Storytelling, 2021

Puma, an athletic apparel brand, ran a social media campaign featuring unconventional female influencers to encourage women to own their individuality, and drive awareness and sales for its women's sneakers in India.

Naver Webtoon: Meeting the best webtoon of my life

Case Study • YouTube Works for Brands, Korea, Best brand reinforcement campaign, 2020

Naver Webtoon, an online publishing platform, increased brand awareness and active users in Korea.

TNT: Free games for all

Case Study • YouTube Works for Brands, Philippines, Best multi-video storytelling, 2021

Talk 'N Text (TNT), a cellular service, appealed to mobile gamers in the Philippines with its campaign Free Games for All.

Grab Indonesia: Siap antar Ramadan

Case Study • YouTube Works for Brands, Indonesia, Best Collaboration: Brand & YouTube Creators, 2021

Grab, a transport company, increased sales and favourability in Indonesia by launching a sing-along musical on YouTube during Ramadan when celebrations had been cancelled due to COVID-19 lockdowns.

KLIM: Good night milk powder – their late-night masterpieces

Case Study • YouTube Works for Brands, Taiwan, Media Innovation, 2021

KLIM, an adult milk powder brand, increased brand awareness and online sales in Taiwan by using long and short YouTube ads to position its product as the solution for insomnia.

Amazon Prime: Mirzapur S2 ka bhaukaal

Case Study • YouTube Works for Brands, India, Multi-Video Storytelling, 2021

Amazon Prime, a paid subscription service from Amazon, increased viewership for Amazon Prime India by promoting the second season of its TV show Mirzapur through a series of YouTube videos.

Nexon Korea: The kingdom of the winds

Case Study • YouTube Works for Brands, Korea, Best action-driven campaign, 2020

Nexon Korea, a gaming brand, promoted the mobile version of the game The Kingdom of the Winds in Korea.

Motilal Oswal: Skin in the game

Case Study • YouTube Works for Brands, India, 6-Second Storytelling, 2021

Motilal Oswal, a financial company, launched 40-second videos and 6-second bumper ads on YouTube in India to remind its target audience about the important of good quality equity investments.

upGrad: BeYouNick x upGrad originals – the office canteen

Case Study • YouTube Works for Brands, India, Best Collaboration, 2021

upGrad, an online higher education company, increased brand awareness in India by launching a comedy web series on YouTube to reach and engage its target audience of young professionals and students.

Mondelez: Not just a Cadbury ad

Case Study • YouTube Works for Brands, India, Grand Prix, 2021

Cadbury's Celebrations, a chocolate brand, used a localised campaign to help small businesses in India recover from the Covid-19 pandemic.

Viva: Dear throw it away!

Case Study • YouTube Works for Brands, Taiwan, Best Breakthrough Advertiser, 2021

Viva, a disposable washcloth brand, increased brand awareness in Taiwan by launching drama-based YouTube videos and using in-stream ads to reach the right target audience.

Lucky Me!: Pinakahinihintay Nathin

Case Study • YouTube Works for Brands, Philippines, Best collaboration, 2021

Lucky Me!, a brand of instant noodles, reintroduced its well-loved product Pancit Canton in the Philippines.

Telkomsel: Kuota ketengan – salute to ketengers

Case Study • YouTube Works for Brands, Indonesia, Grand Prix, 2021

Telkomsel, a wireless network provider, increased transactions and brand favourability in Indonesia by launching a YouTube video that targeted young people.

Twin Ring Motegi: Mobility Theme Park

Case Study • YouTube Works for Brands, Japan, YouTube Creator / Partner Collaboration, 2021

Mobilityland Corporatioon, a leisure services company, increased awareness of its theme park Twin Ring Motegi in Japan.

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.
Global Ad Trends: State of The Industry 2020/21

Data • James McDonald, Rob Clapp, WARC Data, November 2020

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment, media consumption, and cost inflation this year and next. Key findings include:
The WARC Guide to shoppable media

Article • WARC Best Practice, March 2021

A summary of new thinking and best practice on shoppable media.
The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.
Global Ad Trends: COVID-19 One Year On

Data • Rob Clapp, WARC Data, April 2021

This report summarises the latest research from WARC's Data platform, with a focus on the long-term changes and opportunities in advertising and consumption across e-commerce, online video, social media, and gaming and esports. Key findings include:
What we know about marketing on TikTok

Article • WARC Best Practice, October 2021

Explores the latest best practice guidance around using TikTok, a mobile video app, as a platform for marketing communications.