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Online video

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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'.

Lifebuoy: Preventing people from infections during Ramadan

Case Study • Alvaro Bretel, WARC Prize for MENA Strategy, Shortlisted, 2019

Lifebuoy, the soap and hygiene brand, used YouTube ads during Ramadan to promote hand washing and increase sales of its products in the Middle East.

Saudi Telecom Company: Akhou Nora

Case Study • Dana Al-Kutoubi, WARC Prize for MENA Strategy, Shortlisted, 2019

Saudi Telecom Company (STC) used a historically-based social media and video campaign to promote acceptance of women driving and enhance its brand metrics with women.

Emirates NBD: While You Wait

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Shortlisted, 2019

Money remittance service DirectRemit turned YouTube pre-roll ads into effective marketing messages to attract more users in the United Arab Emirates.

Burger King: Whopper Neutrality

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

Burger King, a fast food restaurant chain, helped influence internet regulations for net neutrality in the US by creating an educational and entertaining video surrounding its Whopper burger.

Babyshop: Al Umobuwah – Putting "Mum" Into "Parenthood"

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

Babyshop, a baby retail brand, used a multichannel approach and created a new Arabic word to drive brand meaning and sales in the Middle East.

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.

Sunsilk: Hair Talk

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

Sunsilk, a haircare brand, connected with its millennial audience in Thailand thanks to a viral film which prompted the brand's 13.1% growth.

GRAMMY Awards: Compton

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

The Recording Academy, a music recording company, promoted the GRAMMYs in the US by launching a film that showed the roots of 7-time GRAMMY award winner Kendrick Lamar, with the message that greatness can come from anywhere.

McDonald’s: Ice Cream History In the Making

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

McDonald's, a fast food chain, partnered with YouTubers to authentically reach youth in Germany and increase sales of their dessert range.

Audi/Vorsprung Durch Technik: Beautiful Cars With Amazing Brains

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

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.

TELE2 Lithuania: TELE2 Flying House

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

TELE2, a telecommunications brand, showed the people of Lithuania the benefits of its mobile broadband product by launching a mobile broadband-installed house attached to a hot air balloon that flew across the country.

Lessons from YouTube Works for Brands 2019

Opinion • Victoria Sakal, June 2019

YouTube Works for Brands was first launched in 2016 to showcase the most effective uses of the platform for advertising campaigns.

Ella's Kitchen: Forget your product – start selling solutions to create genuine relationships and increase revenue

Case Study • Marketing Society UK, The Brave Awards, Winner, Relationship Marketing, 2019

Ella's Kitchen, the children's food brand, connected with British parents weaning their children by creating an online weaning programme that grew its revenue by £14.6m.

Amazon Echo: Alexa, Play My Song

Case Study • Case Studies on WARC, 2019

Multinational tech company Amazon launched its Echo smart speaker in India by appealing to its target audience’s music-streaming habits.

IKEA: TOG-ether

Case Study • SABRE Awards, EMEA, Retailers, Gold, 2019

Furniture retailer IKEA created a new duvet product, and used a gay couple to promote it and boost sales of bedding in the UK.

Merck Sharp & Dohme: WTF is HPV?

Case Study • SABRE Awards, EMEA, Pharmaceutical: Rx, Gold, 2019

Merck Sharp & Dohme, the multinational pharmaceutical company, ran a multichannel campaign to raise awareness of its HPV vaccine among teens and their parents in Slovakia.

Berliner Verkehrsbetriebe (BVG): BVG x adidas - The Ticket-Shoe

Case Study • SABRE Awards, EMEA, Integrated Marketing, Gold, 2019

BVG, Berlin's public transport system, joined forces with adidas and created a limited edition sneaker with a built-in annual pass, to boost its street credibility in the city.

888sport: Big Narstie – From Rapper to Reporter

Case Study • SABRE Awards, In2 EMEA, Best Influencer Programs + Endorsements (Paid), Gold

888sport, the multinational online sports gambling company, differentiated itself from the competition in the UK through partnership with a celebrity grime MC.

National Social Security Fund (NSSF) Uganda : NSSF Friends With Benefits Image Campaign

Case Study • SABRE Awards, Africa, Corporate Image, Gold, 2019

The National Social Security Fund (NSSF), a quasi-government agency responsible for retirement funds, increased awareness of its benefits and reduced negative sentiment in East Africa by launching a reality TV show featuring its members.

Risky business: Exploring brand safety on YouTube

Article • Video Advertising Bureau, Research on WARC, May 2019

Details findings from a recent study and research into YouTube's history with brand safety issues and why ensuring brand safety is such a challenge on the platform.

Microsoft: Making Gaming More Inclusive with the Xbox Adaptive Controller

Case Study • SABRE Awards, North America, Technology: Hardware, Gold, 2019

Microsoft, a technology company, launched the Xbox Adaptive Controller in the US to help gamers with limited mobility.

My Special Aflac Duck

Case Study • SABRE Awards, North America, Trade Show, Gold, 2019

Aflac, an American insurance company, promoted its comforting duck toy for children with cancer in the US by launching activations at the Consumer Electronics Show (CES) in Las Vegas.

adidas: Tango Squad F.C.

Case Study • Alvaro Carballido, Oriol Fernandez, Dan Moseley, WARC Awards, Entrant, Effective Content Strategy, 2019

Sportswear brand adidas drove subscriptions to its grassroots football community, Tango, by targeting young urban football fans across Europe.