Article
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WARC Best Practice, August 2019
This article provides marketers with information and guidance on generating earned media.
Article
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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
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WARC Best Practice, January 2020
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.
Article
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WARC Best Practice, December 2019
The current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing – brands must be ready.
Research Paper
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Jennifer Lee Burton, Kristen M. Mueller, Jan Gollins, and Danielle M. Walls, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 391-401
Every year, executives debate whether to release their Super Bowl advertisements early on social media or whether this early release will hurt the surprise and impact of being seen for the first time during the most viewed televised sporting event in the United States.
Research Paper
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Brad Fay, Ed Keller, and Rick Larkin, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 433-439
Generating “buzz” is a marketing objective for many Super Bowl advertisers, but “buzz” as a campaign objective should not be limited to big tent-pole events like the Super Bowl.
Research Paper
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Taemin Kim, Hyejin Kim, and Yunhwan Kim, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 402-413
Using a computational analysis, a so-called big-data approach, this study examines how brands' Facebook posts affect consumers' electronic word-of-mouth behavior.
Case Study
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James Barnett, WARC Media Awards, Bronze, Effective Use of Tech, 2019
Danner, a women's refuge in Denmark, worked with influencers on social to raise awareness of domestic violence and encourage sufferers to get in touch.
Case Study
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Camille Lin, Linda Qin, Doris Xu, Nicholas Short, WARC Media Awards, Bronze, Best Use of Data, 2019
As a newcomer in China, Booking.com sought to build strong audience connections in what is a fiercely competitive online travel industry.
Case Study
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Jessica Perrin, WARC Media Awards, Grand Prix and Personalisation Special Award, Best Use of Data, 2019
Vans, the footwear and clothing brand, used influencers to successfully broaden its appeal among teens and young adults in the US, generating revenue and brand awareness.
Case Study
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Tahaab Rais, WARC Media Awards, Grand Prix, Effective Channel Integration, 2019
Baby retail brand Babyshop used a multichannel approach and created a new Arabic word to drive brand meaning, and sales, in the Middle East.
Case Study
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Benjamin Condit, Matthew Nolan, Chaojie Miao, Sienna Zhang, WARC Media Awards, Entrant, Effective Channel Integration, 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.
Article
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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
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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
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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.
Case Study
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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.
Opinion
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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
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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
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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
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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
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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
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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
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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
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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
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MMA Smarties, Finalist, LATAM, 2019
Neutrogena, a skincare brand, increased sales in Brazil by developing a series of video skincare routine tutorials presented by influencers, during Carnival season.
