Advertising best practice, evidence and insights

What we know about online video audiences

Article • WARC Best Practice, July 2019

Explores the current reading and thinking on the topic of online video audiences, which are increasingly shifting to mobile - here, brand messaging is largely unwelcome, necessitating exceptional creative and controllable ads.

How to develop an effective YouTube content strategy

Article • Julian Saunders, WARC Best Practice, July 2016

This article provides best practices for developing a content strategy on the most visited online video platform in the world, allowing brands to engage a different culture from the mainstream and find a place in the 'everything channel'.

Mapping a perfect storm: The impact of COVID-19 on Asia’s media landscape

Article • Kunal Sinha, WARC COVID-19 Series, July 2020

How are brands changing the way they communicate with consumers? A look at how major media channels have been used during COVID-19 lockdowns across Asia.

COVID-19: Impact on video consumption trends in India

Article • Mindshare, Vidooly, WARC COVID-19 Series, June 2020

With the world’s biggest democracy under lockdown, Indians are trying to adopt new lifestyles by staying indoors and cultivating new habits.

Marks & Spencer: How Plant Kitchen has helped plant-based eating go mainstream

Case Study • Design Business Association, Design Effectiveness Awards, Bronze, 2020

Marks & Spencer, a supermarket chain, launched its range of plant-based food, Plant Kitchen, in the UK with blue themed packaging that celebrates the power of plants.

WarnerMedia: Cartoon Network Soccer Superfan

Case Study • SABRE Awards, Gold, Africa, 2020

Cartoon Network, a cable channel, launched a new season of the most popular soccer animation series in South Africa and partnered with Supersport United Soccer Schools to promote soccer among children.

Gillette: We Believe

Case Study • SABRE Awards, Diamond, North America, 2020

Gillette, a shaving brand, created a YouTube film in the US to turn its classic tagline into a thought-provoking question surrounding masculinity.

Mattel: Celebrating the 60th anniversary of Barbie

Case Study • SABRE Awards, Gold, North America, 2020

Barbie, a toy brand produced by Mattel, celebrated its 60th anniversary in the US by creating one-of-a-kind dolls modelled on various female role models and raising funds for organisations aimed at leveling the playing field for women.

Hilton: Room 702

Case Study • SABRE Awards, Gold, North America, 2020

Hilton, a hotel chain, increased awareness in the US by creating a limited video series that takes people on a tour of the legendary Hilton room that John Lennon and Yoko Ono spent their honeymoon in.

Pampers: #LoveTheChange changing tables commitment

Case Study • SABRE Awards, Gold, North America, 2020

Pampers, a nappy brand, partnered with influencers and celebrity partner John Legend to promote the need for more changing tables in men's toilets in the US and Canada as part of its mission to celebrate hands-on dads.

3M: The State of Science Index

Case Study • SABRE Awards, Gold, North America, 2020

3M, a global science, technology and manufacturing leader, launched a CEO interview, scientists toolkit and online video series to promote its second State of Science Index report in the US.

The ‘new normal’: Online video comes of age and how brands can benefit

Article • Jennifer Quigley-Jones, WARC COVID-19 Series, May 2020

Offers advice on how to work with influencers on online video platforms like YouTube and TikTok during the COVID-19 lockdown.

Space: Monzón – Idol. Champion. Murderer.

Case Study • Giselle Insaurralde, Gustavo Cosentino, WARC Awards, Entrant, Effective Content Strategy, 2020

TV channel Space adopted a strong segmentation strategy in Argentina to target distinct groups of viewers, and capture a new and more diverse audience.

Santoor: Beauty Spot

Case Study • Siju RS, Sonia Bhatnagar, Kedarnath Gupta, WARC Awards, Entrant, Effective Social Strategy, 2020

Santoor, India's leading beauty brand, rolled out its Beauty Spot campaign to connect with young voters during the recent elections.

Rice Krispies Treats: Krispie Kitchen

Case Study • Jessica Perrin, WARC Awards, Entrant, Effective Innovation, 2020

Confectionery brand Rice Krispies Treats increased sales during the holiday period in the US with Krispie Kitchen, an immersive, Christmas treat-making experience with Google Assistant.

The Alzheimer Foundation of Thailand: MEMO_o_ke

Case Study • Kongpope Siriwattanagarn, Tanachai Sutthisareesakul, Nattanyaporn Jiragoontansiri, WARC Awards, Entrant, Effective Innovation, 2020

Health organisation The Alzheimer Foundation of Thailand created a tool to help slow the rise of Alzheimer's disease in Thailand.

Honda: Honda SENSING Cart

Case Study • Mark Leong, David Lim, WARC Awards, Entrant, Effective Innovation, 2020

Auto manufacturer Honda hit on an innovative way to simulate a test drive that allowed it to reclaim market share and demonstrate to Malaysian consumers how advanced safety technology can benefit drivers.

Oreo: Rekindling the childlike spirit of playfulness

Case Study • Sneha Raina, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

In India, Oreo, the cookie brand, launched a campaign to widen its audience to include adults as a way of tackling slow growth in the cream biscuits category.

Fevicol: 60 Years

Case Study • WARC Awards, Entrant, Effective Content Strategy, 2020

Fevicol the adhesives brand raised awareness of their 60th anniversary with a 90-second film in India.

Ford Ranger Malaysia: Crash Test Drive

Case Study • Su Ling Chan, Danesh Asokkumar, WARC Awards, Shortlisted, Effective Innovation, 2020

Auto brand Ford increased sales of its Ranger pick-up truck in Malaysia by rolling out a VR test-drive experience.

Volvo Cars Australia: Omtanke – rethinking Volvo

Case Study • Matthew Simms, WARC Awards, Grand Prix, Effective Innovation, 2020

Car manufacturer Volvo created a Living Seawall to reinvent its image and attract luxury car buyers in Australia.

KitchenAid cooks up innovative YouTube strategy

News • 04 March 2020

KitchenAid, the appliance brand owned by Whirlpool, deployed a smart ad sequencing strategy as it engaged consumers on YouTube, the video-sharing platform.

KitchenAid uses “moment marketing” YouTube strategy to boost awareness and recall

Article • Reed Karaim, Event Reports, IAB Annual Leadership Meeting, February 2020

KitchenAid, the home appliances line owned by Whirlpool, leveraged a dynamic YouTube ad campaign to drive brand awareness and recall.

Gotcha! Realism of comedic violence and its impact on brand responses: What's so funny about that bloody ad? The moderating role of disposition to laughter

Research Paper • Malgorzata (Mag) Karpinska-Krakowiak, Journal of Advertising Research, Vol. 60, No. 1, 2020, pp. 38-53

Two experimental studies in Poland examined how perceived and manipulated realism of comedic violence may influence consumer responses to brands.

Addressing mass audiences at scale in 2020

Article • Martin Radford, WARC Exclusive, February 2020

How brands should adapt to shrinking TV audiences in the age of media fragmentation.