PR, WOM & earned media

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Case Study • Jay Chiat Awards, Gold, Connection Strategy, 2021

Trans Lifeline, a support hotline for transgender people, raised awareness and funds for the hotline with its campaign #WeSeeUs in the US.

The effect of guerrilla marketing on company share prices: An event study analysis

Research Paper • Svetlana Davis and Frederick Davis, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 346-361

This study analyzes a hand-collected sample of 803 guerrilla marketing campaigns from 2007 to 2017 to examine the impact on abnormal share price performance.

Evaluating the advertising effectiveness of noncelebrity endorsers: Advantages of customer vs. employee endorsers and mediating factors of their impact

Research Paper • Jan-Frederik Gräve, Oliver Schnittka, and Carolin Haiduk, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 318-333

Research on advertising endorsements offers only limited knowledge about noncelebrity endorsements. Different types of noncelebrity endorsers (i.e., customer versus employee), however, could have distinct influences on advertising effectiveness, which is of great managerial interest in optimizing endorser usage.

Lexus: Go all in

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

In the US, automotive brand Lexus launched a campaign to promote the new Lexus IS sports sedan.

A new framework for adapting effective brand-building strategies for social-first marketing

Article • Gaetano Squillante, WARC Best Practice, September 2021

We Are Social Singapore’s Gaetano Squillante introduces a new framework for building great social campaigns with brand building at their heart.

Get out of your zone: Winning the ‘Chu Quan’ marketing game in China

Article • WARC Exclusive, Spotlight China, December 2020

Alice Yu outlines an emerging opportunity for brands to connect beyond their categories and become a part of a much wider consumer conversation.

What we know about earned media

Article • WARC Best Practice, August 2021

This article provides marketers with information and guidance on generating earned media.

How collectivistic values affect online word-of-mouth

Research Paper • Todd Pezzuti and James M. Leonhardt, Int. Journal of Market Research, Vol. 63, No. 4, 2021, pp. 436-453

This research uncovers a social factor that helps to explain how a consumer's cultural orientation affects the extent to which they engage in online word-of-mouth (eWOM).

WARC Talks Creative Effectiveness

Article • Shazia Ginai and Todd Sussman, WARC Exclusive, August 2021

WARC talks creative effectiveness with Shazia Ginai, CEO of Neuro-Insight UK and Todd Sussman, Chief Strategy Officer at FCB New York.

Myanmar communication landscape

Article • Vero, Research on WARC, August 2021

Creative agency Vero’s “Myanmar Communication Landscape” report outlines the changes while offering insights and information based on both external data and personal observations.

Insights from the 2021 Creative Effectiveness Lions winners

Article • WARC Exclusive, August 2021

Highlighting trends among the campaigns entered into the 2021 Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.

From ‘dusty’ to social sensation: How a lollipop redefined DNA testing

Opinion • Andy Wyeth, August 2021

BBDO Germany’s Andy Wyeth offers behind-the-scenes insights and lessons from KMSZ’s Life Lolli campaign, which won Bronze at the 2021 Creative Effectiveness Lions.

Great stories build brands

Opinion • Shazia Ginai, July 2021

Neuro-Insight’s Shazia Ginai analyses the 2021 Creative Effectiveness Lions winners to uncover how they delivered impact through emotion, topicality and virality.

What prehistoric man and social media influencers have in common

Article • Jo Bowman, Event Reports, Nudgestock, June 2021

The rising role of influencers in consumers’ purchase decisions marks a return to a trend that’s actually as old as the earliest humans, the Nudgestock 2021 conference heard.

Simple: #ChooseKindness

Case Study • SABRE Awards, EMEA, Gold, 2021

Simple, a skincare brand, quickly redesigned the launch of its new Simple Daily Skin Detox product range in Turkey to stand by actress and influencer Asli Bekiroglu and condemn cyberbullying.

WARC Talks Creativity and Fame

Article • Paul Feldwick and Jane Wakely, WARC Exclusive, July 2021

WARC talks creativity and fame with Paul Feldwick, former strategist and author of Why Does The Pedlar Sing?, and Jane Wakely, lead CMO of Mars Inc.

Emirates Nation Brand: Mars shot

Case Study • Tahaab Rais, Tala Arakji, WARC Prize for MENA Strategy, Silver, 2021

The UAE's nation brand partnered Kevin Hart for its Mars Shot campaign, crowdsourcing a global quest to make the world better.

Samsung: The Monster Rises

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Samsung, a multinational conglomerate, launched the Monster series in India in response to cheap Chinese smartphone brands.

Word-of-mouth is most popular way to discover brands in China

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), June 2021

An overview of brand discovery in China.

Writer's Shop: Open shelves

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

The Writers' Shop, a small Hungarian book shop, increased sales by giving consumers the opportunity to browse famous peoples' bookshelves.

Burger King: Twitter bait

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Burger King, a fast-food brand, launched its Twitter Bait campaign in the USA to drive conversation and hype about the reintroduction of Funnel Cake Fries to its dessert menu.

Hulu: Sellouts X NBA

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Hulu, a television network, promoted its live TV feature among its US audience by enlisting NBA stars in an honest influencer campaign that told viewers how they were paid to tell them that Hulu showed live sports.

Babyshop: Parenthood rephrased

Case Study • Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2021

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.

Halloween at Liseberg: The Forest

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Liseberg, an amusement park in Sweden, launched a campaign to promote its Halloween attraction, The Forest.

Vaseline: Step out of the shadows

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Vaseline, a skincare brand, launched its Healthy White SPF 24 variant in Sri Lanka.

The effectiveness code

Article • James Hurman with Peter Field, WARC Exclusive, June 2020

This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.
What we know about reach and frequency

Article • WARC Best Practice, December 2020

Provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.
Insights from the 2021 Creative Effectiveness Lions winners

Article • WARC Exclusive, August 2021

Highlighting trends among the campaigns entered into the 2021 Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
What we know about marketing on Facebook

Article • WARC Best Practice, May 2021

Explores the current reading on the topic of marketing on Facebook – the best used social network in the world, reaching over two billion users every month.
What we know about earned media

Article • WARC Best Practice, August 2021

This article provides marketers with information and guidance on generating earned media.
A guide to TikTok for brands

Article • Frances Sinclair, WARC Best Practice, February 2020

A guide to using social video app TikTok as a marketing platform, including its organic and paid advertising opportunities, working with TikTok influencers, and how to measure performance.