PR, WOM & earned media

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Why brands in China are looking beyond their own category

News • 21 December 2020

‘Chu Quan’ marketing offers an opportunity for brands to connect beyond their categories and become a part of a wider cultural conversation.

The key to opening different media doors

Opinion • Zofia Iwaszkiewicz, December 2020

During 2020 Kantar has published seven category-specific media effectiveness investigations covering food and drink, tech and telco, alcohol, finance,

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

Article • Alice Yu Yuebo, 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.

Why do some advertisements get shared more than others? Quantifying facial expressions to gain new insights

Research Paper • Daniel McDuff and Jonah Berger, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 370-380

Why do some advertisements get shared more than others? Using scalable automated facial coding algorithms, the authors quantified the facial expressions of thousands of individuals in response to hundreds of video advertisements.

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.

Clear: Come Back Stronger

Case Study • Jasmine Lai, Adrian Adshade, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Anti-dandruff brand Clear partnered with mental health professionals in Southeast Asia to inspire engagement and help young people cope with the strain of lockdown.

Reform Alliance: When It's Over

Case Study • Dean Challis, Samantha Deevy, Paulina Liang, Molly Klein, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Prison reform non-profit Reform Alliance used icons such as Kim Kardashian and Madonna to front a social media campaign aimed at getting personal protective equipment into prisons in the US and secured a $10m donation from Twitter founder Jack Dorsey in the process.

Dove: Not Just One Brand of Real Beauty

Case Study • Imogen Bourke, Alana Zervos, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020

Dove, the beauty care brand, localised its global brand platform to tackle unrealistic beauty standards for women in Hong Kong.

Burger King: Twitter Bait

Case Study • Jimmy George, Annabelle Butler, Jane Dorsett, WARC Media Awards, Silver and Platform Pioneer Award, Effective Use of Tech, 2020

Quick-Service Restaurant chain Burger King created an online campaign based on 'creeping' on social media influencers' pages to launch a new dessert product to young millennials in the US.

Angry Birds: #BringTheAnger

Case Study • Kathryn Ruocco, WARC Media Awards, Bronze, Effective Use of Tech, 2020

Gaming company Rovio Entertainment celebrated the 10th anniversary of its Angry Birds game and made it culturally relevant again in the US with its #BringTheAnger campaign, encompassing digital OOH, influencers and on-ground activity featuring gadgets powered by anger.

What we know about marketing on Facebook

Article • WARC Best Practice, November 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.

Airbnb prospectus points to the importance of brand for loyalty

News • 20 November 2020

Booking platform Airbnb has published its IPO prospectus – an opportunity to peer under the hood at its long-term strategy.

Long live the King: Burger King's advertising plays a different game

Opinion • Faris Yakob, November 2020

The products of creativity clients want from agencies aren’t art and copy but attention and commerce, says Faris Yakob – Burger King is the brand leading the way.

Five considerations for advertisers embarking on a Super Bowl journey

Article • Ana Jiménez Núñez and Leander Sodji, WARC Exclusive, November 2020

Key takeaways for Super Bowl advertisers from Mano’s annual Super Bowl Compass report.

HomeEquity Bank: #PauseToRemember

Case Study • Maxine Thomas, David Tremblay, WARC Media Awards, Silver, Effective Channel Integration, 2020

Financial services provider HomeEquity Bank targeted online war gamers in a Remembrance Day activation to raise awareness of its partnership with the Royal Canadian Legion and increase brand affinity among seniors in Canada.

LG Electronics: A new take on influencer marketing for Generation Z

Case Study • SABRE Awards, APAC, Multicultural Marketing, Gold, 2020

LG Electronics, an electronics brand, launched its global campaign with the aim of fostering a long-term relationship between brand and consumers and promoting the G8X ThinQ smartphone's Dual Screen.

Ford: Rock in Rio

Case Study • SABRE Awards, LATAM, Practice Area, Gold, 2020

Ford, an automotive company, increased its sales, awareness and market share in Brazil by launching a competition that gave anyone who purchased a Ford vehicle the chance to win tickets to the Rock in Rio festival.

#SubtlySponsoredPost: How Samsung overtook Apple in a-not-so subtle way

Case Study • Effies (Australia), Australian Effies, Bronze, 2020

Samsung, an electronics brand, connected with an Australian audience that was tired of 'authentic' influencer posts through a comedic music video and a mocking sponsored post.

Cannes Lions analysis provides an insight into creating successful “lo-fi” content

Article • Stephen Whiteside, Event Reports, Lions Live, October 2020

Research by Cannes Lions has found that “lo-fi” content, which does not rely on traditional high-end production values, can have various benefits for marketers.

Tiktok's Trevor Johnson on Black Lives Matter and delivering ‘business impact’ for advertisers

Opinion • Alex Brownsell, October 2020

2020 will go down as the year in which TikTok tipped into the media mainstream. Trevor Johnson, the social video app’s Head of Marketing, Global Business Solutions, Europe, talks to Alex Brownsell for the WARC Marketer’s Toolkit 2021 about how brands should go about engaging – and selling to – its growing number of users.

TikTok: Ten lessons for brands creating Hashtag Challenges

Article • Alex Brownsell, WARC Exclusive, October 2020

Research from TikTok and Kantar on how to create effective branded Hashtag Challenges.

Aussie fandom is big business

News • 28 September 2020

Fandom is a A$4.

Brands need to share fan values to unlock the value of fandom

Article • Mukta Lad, Event Reports, The Big Ideas Store, July 2020

Nine Australia’s The Big Ideas Store webinar shone the spotlight on how the phenomenon of pop culture fandom can play a pivotal role in the marketing of brands.

Jägermeister’s masterclass in pivoting

News • 31 August 2020

Though it became relatively common to see alcohol brands pivoting to produce hand sanitiser, the – extremely nightlife focussed – liqueur brand opted instead to help those unable to work during lockdown through its #SaveTheNight campaign.

Santoor: Beauty Spot

Case Study • Siju RS, Sonia Bhatnagar, Kedarnath Gupta, WARC Prize for Asian Strategy, Entrant, 2020

Santoor, India's leading beauty brand, rolled out its Beauty Spot campaign to connect with young voters during the recent elections.

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.
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.
What we know about influencer marketing

Article • WARC Best Practice, May 2020

Provides an overview of how influencer opinion and recommendations can deliver marketing messages to consumers through social networks and word of mouth.
How marketers can de-risk the COVID-19 disruption

Article • Amit Narayan, WARC Exclusive, February 2020

Crises often have the potential to hurt a brand’s reputation, it is critical that marketers step up to the plate and drive the company’s response and recovery plan – Control Risks' Amit Narayan outlines some key action points for a strategy that builds resilience and achieves sustainable growth.
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.
What we know about marketing on Facebook

Article • WARC Best Practice, November 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.