Article
•
WARC Best Practice, August 2019
This article provides marketers with information and guidance on generating earned media.
Article
•
Ed Keller and Brad Fay, WARC Best Practice, April 2016
This article offers best practice advice on engaging influencers - defined as consumers who are much more likely than the average to seek out and share information - for campaigns based around word-of-mouth strategies.
Article
•
Research on WARC, November 2019
Looks at a range of trends that may prevail in 2020 and the effects these will have for marketers, including added value, social self-care and overt privacy.
Case Study
•
Best Media Innovation, Best Use of Influencer Marketing for a brand, 2019
HDFC Life, a leading private insurance company in India, targeted the country’s largest demographic, an ever-prosperous youth market, to promote the importance of life insurance.
Case Study
•
MMA Smarties, Silver, X (Global), 2019
To increase sales in the Brazilian market, beauty brand Avon launched an eight-hour make-up tutorial that showcased its products while giving viewers "one hour only" real-time discounts for each item presented.
Case Study
•
MMA Smarties, Finalist, North America, 2019
Toothpaste brand Pronamel used influencer collaboration on social media to tap into the self-care trend and drive purchase of its Pronamel Intensive Enamel Repair product among women in the US.
Case Study
•
MMA Smarties, Finalist, North America, 2019
Headache-relief brand Excedrin created three limited editions, promoted via targeted mobile, influencers, digital OOH and on-ground sampling, to bring its new creative strategy to life among audiences in the US.
Opinion
•
Faris Yakob, October 2019
Words are alive and well in the internet age, observes Faris Yakob, and their broader cultural effects are more than ever tied to their ability to break free of their intended contexts and become bigger then the ad – here’s how it worked for these brands.
Case Study
•
Account Planning Group - (UK), Entrant, 2019
Nike, a sportswear brand, encouraged young women in Milan to get into sport by highlighting their existing skills and creating spaces for them to participate comfortably.
Case Study
•
Account Planning Group - (UK), Entrant, 2019
Diesel, the luxury clothing brand, took over street fashion by selling misspelt branded t-shirts in a pop-up in New York's underground.
Case Study
•
Account Planning Group - (UK), Bronze, 2019
Plastic Oceans International, a global non-profit organisation that addresses the issue of plastic pollution, created a campaign about a new country comprising a floating patch of plastic off the coast of Hawaii, which reached over 101 million people and incited 240,906 signatures on a petition.
Case Study
•
Account Planning Group - (UK), Entrant, 2019
Diesel, the high-end clothing brand, used the online hate the brand was receiving to fuel its latest fashion collection in the US.
Case Study
•
Account Planning Group - (UK), Bronze, 2019
ASOS, an online fashion retailer, collaborated with Gen Z artists and activists to launch a new brand in the UK, making it the fourth highest selling brand on the ASOS platform during the campaign.
Case Study
•
Account Planning Group - (UK), Gold, 2019
FIFA, the game, proved that the virtual world can influence the real one, and got more new players playing FIFA18, breaking its global sales records.
Article
•
WARC Exclusive, October 2019
Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2019 WARC Awards.
Case Study
•
SABRE Awards, Asia-Pacific, South-East Asia, Gold, 2019
Air Asia, a low-cost airline, took a cheeky approach to humour, helping its brand stand out of the crowd for Singapore’s millennial travellers.
Case Study
•
SABRE Awards, Asia-Pacific, Superior Achievement in Measurement and Evaluation , Diamond, 2019
Adidas, a sports clothing brand, engaged with consumers in Singapore by launching a campaign that used influencer-led content to portray its brand message.
Case Study
•
SABRE Awards, Asia-Pacific, Social Media/Social Networking Campaign, Gold, 2019
Narendra Bhawan Bikaner, a boutique hotel in India, created an influencer outreach campaign on Instagram that encouraged users to travel to its hotel through fear of missing out.
Case Study
•
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
•
SABRE Awards, Asia-Pacific, Home & Furniture, Gold, 2019
Bosch, the home appliances brand, worked with influencers to exceed its sales target for its Unlimited vacuum cleaner among consumers in Singapore.
Case Study
•
Benjamin Condit, Matthew Nolan, Chaojie Miao, Sienna Zhang, WARC Prize for Asian Strategy, Entrant, 2019
Sportswear brand Nike partnered with a vlogging app and created an interactive immersive space to cement its connection with youth and creativity and launch its Air Max 720 shoe in China.
Case Study
•
Ronald Lee, WARC Prize for Asian Strategy, Entrant, 2019
Hong Kong Tourism Board (HKTB) used an online campaign focused on local knowledge to boost its social presence and increase its relevance to travellers.
Case Study
•
Toru Jhaveri, Sanchari Chakrabarty, Natasha Bohra, WARC Prize for Asian Strategy, Shortlisted, 2019
Feminine care brand Stayfree adapted a value proposition in India to boost sales and redefine how women see sanitary pads.
Article
•
Stephen Whiteside, Event Reports, CommerceNext, July 2019
Purple, the mattress brand, has secured more than 1.5 billion views of its online video content by taking an innovative approach to this medium.
Article
•
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.
