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Using third-party data to measure consumer confidence

Case Study • MRS Awards Papers, Finalist, Innovation in Data Analytics, 2021

Freemavens, a digital market research company, launched a research study in the UK to understand how to respond to customers' needs during the current climate and their overall confidence.

Retail media ad costs rise 21% to new high

Data • Rob Clapp, WARC Data Points (Curated), November 2021

An overview of digital advertising (social media, search and retail media) costs.

KitchenAid: SEO trend spotting

Case Study • Mathilde Gomez, WARC Media Awards, Shortlisted, Best Use of Data, 2021

Kitchen appliance manufacturer KitchenAid employed a content strategy based on SEO data to raise awareness of the brand in the 'maker' audience during lockdown in Australia.

adidas: Winning retail search

Case Study • Josh Gallagher, WARC Media Awards, Gold, Best Use of Data, 2021

Sportswear manufacturer adidas grew e-commerce sales by almost 80% across APAC though a Google partnership that added price extensions to the brand's search results.

Serato Studio: Data-driven beatmaker mission

Case Study • Rebecca Didovich, Jill Varani, Callum Lovell, WARC Media Awards, Silver, Best Use of Data, 2021

DJ software company Serato used a first-party data-driven approach to attract engaged new users at scale and serious music producers to its music production app Serato Studio.

Dove: Dove Hair x Google – Future-proofing first party data

Case Study • Tricia Cruz, Kitty Faustino, Oscar Maalihan, Giulia Alivia, Loren Saguil, WARC Media Awards, Bronze, Best Use of Data, 2021

Personal care brand Dove created its own audience modelling tool to leverage its first-party data in the Philippines in preparation for a cookie-less future.

SEO and SEM: Best practices for Indonesia’s consumer brands

Article • Aldila Septiadi, WARC Exclusive, November 2021

ADA’s Aldila Septiadi explains how combining search engine optimisation (SEO) and search engine marketing (SEM) can drive superior conversion and high-quality traffic to deliver tangible results for brands.

Aer Lingus: Flying High with Aer Lingus – Taking Dynamic to New Heights

Case Study • WARC Cases, November 2021

Aer Lingus, an airline brand, used dynamic search ads and programmatic retargeting to improve customer experience and personalisation.

How search insight led Specsavers’ response to the COVID-19 pandemic

Case Study • WARC Cases, November 2021

Specsavers, an optical retail chain, launched an online information hub to help people in the UK access accurate health information during the COVID-19 pandemic.

Search and social are most popular for brand research in China

Data • Cinzia Petio, WARC Data Points (GlobalWebIndex), November 2021

An overview of the online sources used to look for information on brands, products and services in China.

Super Cute's: Super diapers – Wondershorts and Wonderskirts

Case Study • Akshay Appu, WARC Awards for Asian Strategy, 2021

Sanitary brand, Soothe Healthcare, used an online consumer acquisition-led approach to launch its Super Cute's nappies range in India.

Amazon, Revenue, Q1 2014–

Data • WARC Data Points (Dynamic), October 2021

An overview of Amazon's revenue by business segment.

From research to discovery: How Google has seen digital shopping mature during the pandemic

Article • Sam Peña-Taylor, Event Reports, World Retail Congress London Summit, September 2021

Google’s ongoing research into pandemic retail habits shows what was unique to lockdown and which behaviours are here to stay.

The future of SEO in fashion and beauty

Article • Tasha Amponsah-Antwi, WARC Best Practice, September 2021

E-commerce is causing fashion and beauty brands to adapt their SEO strategies.

Mermaids: Re-educating Google

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

Mermaids, a charity supporting transgender youth, assisted parents to support their transgender children in the UK by intercepting Google's algorithm to provide them with supportive resources rather than misleading results.

The new rules of search

Article • Matt Dailey, WARC Best Practice, August 2021

Advice on how marketers can adapt search strategies in the post-pandemic era.

What's working in search 2021

Article • WARC Category Intelligence, August 2021

Global strategies, campaign updates and trends in search.

44% of SEA consumers play video games while watching TV

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

An overview of multiscreening (activities done when watching TV) in Southeast Asia.

Mashreq Bank: Journey to happiness

Case Study • Asih Wulansari, Bilal Soomro, WARC Prize for MENA Strategy, Entrant, 2021

Mashreq, the bank, transitioned away from its traditional lead-generation customer acquisition model with an always-on digital campaign in the UAE.

Do you need online ads to drive online sales?

Article • WARC Exclusive, July 2021

Part of the WARC series ‘Rethinking brand for the rise of digital commerce’, this report asks whether the assumption that online sales require online ads needs to be challenged.

How do you balance brand-building and performance for online sales?

Article • WARC Exclusive, June 2021

Part of the WARC series ‘Rethinking brand for the rise of digital commerce’, this report looks at how to balance brand-building and performance marketing for digital sales.

Indonesia, Search advertising expenditure

Data • Cinzia Petio, WARC Data Points (Dynamic), July 2021

An overview of total search advertising spend in Indonesia since 2019.

Does brand matter in digital commerce?

Article • WARC Exclusive, July 2021

Part of the WARC series ‘Rethinking brand for the rise of digital commerce’, this report addresses the importance of brand in digital commerce.

Why building brands is a growing priority for China’s digital marketers

Opinion • Lv Zhi Guo 吕志国, June 2021

Umeng+ (pronounced “you mong” in English) is a widely used analytics platform for mobile applications in China. Founded in 2010, the Alibaba-owned but independently-managed company serves developers who require statistical tools to help them analyse mobile data, understand their users’ in-app behaviour, and cross-promote apps via their app networks. As of 2020, Umeng+ services two million mobile apps, of which Chinese ones form about 65%.

Parkdean Resorts x Rise at seven: Dominating the market post pandemic

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

Parkdean Resorts, a national holiday provider in the UK, launched a campaign to dominate the search market during a difficult period for the travel industry.

Rethinking brand for the rise of digital commerce

Article • WARC Exclusive, June 2021

This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.
The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
The WARC Guide to new research in marketing

Article • WARC Best Practice, January 2021

A summary of new thinking and best practice on new research in marketing.
The WARC Guide to customer retention

Article • WARC Best Practice, May 2021

A summary of new thinking and best practice on customer retention.
What’s working in automotive

Article • WARC Category Intelligence, March 2021

Global strategies, campaign updates and trends in the automotive category.