Article
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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.
Article
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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'.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Vodafone, the telco giant, launched the first youth mobile provider, VOXI, in the UK to surpass Vodafone's consideration among under 25s.
Case Study
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Account Planning Group - (UK), Silver, 2019
Ella's Kitchen, a baby food brand, created a new communications model designed to support British parents in the process of weaning their children while increasing revenue by £14.6m.
Case Study
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Account Planning Group - (UK), Bronze, 2019
ellaOne, an emergency contraception brand, inspired women across Europe to kick-start a movement, which transformed sales and even broken LINK test records.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Audible, the audiobook platform, increased the time its UK audience spent on its app by calling out other apps as mindless digital distractions.
Case Study
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Jay Chiat Strategic Excellence Awards, Bronze, Connection Strategy, 2019
Oh Henry!, a chocolate bar brand, leveraged the legalisation of cannabis in Canada to encourage consumption among millennials.
Case Study
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Shortlisted, National Strategy, 2019, Jay Chiat Strategic Excellence Awards
5 Gum, a brand of sugar-free chewing gum, increased sales among young people in the US by launching a digital program that inspired them to live in the moment.
Case Study
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Jay Chiat Strategic Excellence Awards, Gold, National Strategy, 2019
Microsoft, a technology company, launched the Xbox Adaptive Controller in the US to help gamers with limited mobility.
Case Study
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Jay Chiat Strategic Excellence Awards, Honor, Nonprofit, 2019
Skill India, a government programme, launched three TVCs to encourage a change in Indians’ perceptions around the importance of enquiring skills to aid success.
Case Study
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ARF Ogilvy Awards, Gold, 2019
American Fuel and Petrochemical Manufacturers (AFPM), an American trade association, increased favourability and trust among US stakeholders by launching a multimedia ad campaign.
Case Study
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ARF Ogilvy Awards, Bronze, 2019
Petco, a pet care brand, encouraged US shoppers to shop in its stores over the holiday season by launching an emotive film that celebrates the power of giving.
News
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16 September 2019
YouTube has found itself in hot water again after a BBC investigation found that some household-name brands, including Kraft Heinz and Samsung, have unwittingly run ads alongside videos promoting fake or misleading cancer cures.
Case Study
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SABRE Awards, Asia-Pacific, Superior Achievement in Brand-Building, Diamond, 2019
Horlicks, a sweet malted milk hot drink, connected with mothers in India by addressing the emotional needs of their university-bound children.
Case Study
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SABRE Awards, Asia-Pacific, Regional, Gold , 2019
Vivo, a brand of smartphone, was able to reach 157 countries and markets, including key markets across Asia, as a result of its highly targeted media programme.
Case Study
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SABRE Awards, Asia-Pacific, Consumer Marketing (New Product), Gold, 2019
HONOR (Huawei), a smartphone brand, leveraged the festival of lights, Diwali, the biggest celebration in India of shared joy and family, to connect with consumers.
Case Study
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Garron Chiu, WARC Prize for Asian Strategy, Shortlisted, 2019
Fast-food chain McDonald's created a surprise summer hit in Hong Kong to reawaken consumers' interest in, and drive purchase of, its most consumed product.
Case Study
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The Communications Council, Silver, Australian Effie Awards, 2019
Aldi, a supermarket brand, encouraged Australians to shop at Aldi for Christmas by launching a video campaign that touched on Aussies' generosity with a crash landing from Santa.
Case Study
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The Communications Council, Bronze, Australian Effie Awards, 2019
Metamucil, a brand of fibre supplements, increased its sales by 50% with its humorous sequel to 2017's Poo Romance campaign in Australia.
Article
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Kristanne Roberts and Duncan Southgate, Admap, September 2019
Kristanne Roberts and Duncan Southgate provide marketers with four key principles to help them make the most of their video advertising.
Article
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Gerard J. Tellis and Deborah J. MacInnis, Admap, September 2019
A US study explored why consumers share certain types of video ads over others, and how brands can adapt creative to increase the chances of virality.
Article
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Oliver Woods, Admap, September 2019
An overview of highlights and trends in Southeast Asia’s mobile video landscape, a market in which mobile is the dominant device for internet access.
Case Study
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Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019
Vicks India, a brand of over-the-counter medications, launched #TouchOfCare in India, which featured the stories of two women and their families to highlight Vicks as embracing care for all families.
Research Paper
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Guido Modenbach and Gerald Neumueller, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019
SevenOne Media, the audio-visual and digital marketer, measured the attentional and emotional condition of recipients in Germany while they watch editorial content and advertising on different video platforms in their homes.
News
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29 July 2019
Videos on YouTube that feature children who appear to be under the age of 13 are among the most popular on the platform despite the company’s stated policy that its site is not intended for children under that age, a new study has revealed.
