Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
Racold, a water heater and geyser brand, increased sales and ROI in India by showing the public targeted ads based on their misspelling of geysers.
Case Study
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Best Media Innovation, Digital, Search, 2019
Maggi, a brand of seasonings and instant soups, increased buzz around the launch of its new Indian-inspired flavours by launching a campaign with Google that allowed consumers to vote for flavour predictions on Google search results.
Case Study
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Best Media Innovation, Digital, Search, 2019
Hero MotoCorp, a motorbike brand, improved consideration in India by partnering with key search engines to create a microsite which showed its superiority against its competitor within search results.
Case Study
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MMA Smarties, Bronze, X (Global), 2019
Internet services brand Google successfully increased its user activity in Vietnam by 7%, by launching a geo-targeting-led campaign that positioned the brand as a source of information for everyday types of situations.
Case Study
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MMA Smarties, Best in show, X (Global), 2019
Güd, an online dog food brand, increased brand awareness by developing a stray-dog adoption campaign that took advantage of people’s spelling mistakes around dog breeds as a way to drive traffic to a rescue center in Brazil.
Case Study
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MMA Smarties, Bronze, X (Global), 2019
Yaani, an internet search engine, increased brand awareness and daily search volume in Turkey by developing a campaign that promised to plant a tree for every 100 searches conducted on its platform.
Case Study
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MMA Smarties, Gold, North America, 2019
Car manufacturer Mini used a mobile-first search strategy to communicate the car’s fuel-efficient credentials and increase test-drive uptake among car buyers in Canada.
Case Study
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MMA Smarties, Best in show, North America, 2019
Quick service restaurant chain Pizza Pizza unlocked data from Google Trends to target cannabis smokers with a special promotion and drive late-night sales in Canada.
Article
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Jorge Seeliger and Charlie Davison, WARC Best Practice, October 2019
At a time when e-commerce strategy is top of every brand’s agenda, it’s uncanny how seamlessly the benefits of visual search mesh with the demands of best practice e-commerce.
News
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30 September 2019
Google celebrated its 21st anniversary last Friday and it came as timely new research into the expectations of UK consumers when searching for brand information online revealed that just 18% trust the results every time.
Case Study
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ARF Ogilvy Awards, Gold, 2019
Twitter, a social media platform, launched an innovation automation tool to create contextually relevant ads on a global scale, minutes after news has broken.
Case Study
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ARF Ogilvy Awards, Silver, 2019
Acuvue, a contact lens brand, launched an ad copy and digital banner campaign to reconnect with consumers in Japan, and encourage them to restart with Acuvue contact lenses.
News
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20 September 2019
Marketers may need to carefully assess the impressions they receive from affiliate marketing partners, as these providers often have their own way of estimating such figures, according to a paper in the Journal of Advertising Research (JAR).
News
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18 September 2019
Amazon began making changes to its search function late last year to feature own-brand products more prominently in results, despite pushback from engineers and lawyers, a new report alleges.
Research Paper
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Rainer Olbrich, Patrick Mark Bormann, and Michael Hundt, Journal of Advertising Research, Vol. 59, No. 3, 2019, pp. 342-356
Service providers increasingly use multiple channels for their advertising. One compelling combination integrates affiliate marketing with search-engine advertising.
Case Study
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Elissa Wong, WARC Prize for Asian Strategy, Entrant, 2019
Singaporean energy company Geneco ran a digital and OOH campaign to attract customers in Singapore's emerging energy market.
News
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04 September 2019
China’s brand owners are shifting from search advertising to paid content that spurs impulse purchases from comparing products, according to Newrank and CTR.
Opinion
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Raghbir Rana, September 2019
SEO is a given for online marketing. Or is it? Raghbir Rana of Wunderman Thompson Commerce explains why search engines are no longer king.
Article
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Alex Brownsell, WARC Exclusive, August 2019
Looks at the power of Pinterest and how best to utilise the platform, which boasts 300 million users globally.
News
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27 August 2019
Search advertising, closely followed by weekly marketing emails, are the most effective methods of influencing consumer purchasing decisions, according to a recent survey on both sides of the Atlantic.
News
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13 August 2019
As much as technical innovation, the application of behavioural science has been central to the success of the FANGs (Facebook, Amazon, Netflix and Google), an industry figure maintains, as they minimise cognitive load through constant testing of ...
Article
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Richard Chataway, WARC Best Practice, August 2019
Explores how the major digital companies are able to leverage their knowledge of consumer behaviour by continually experimenting towards better user experiences – and how any enterprise can use similar experimentation to learn.
Case Study
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Cannes Creative Lions, Gold, Creative Strategy Lion, 2019
The Canadian Down Syndrome Society (CDSS), a non-profit organization, created the Endangered Syndrome video campaign in North America to get people with Down syndrome put on the endangered species list.
News
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31 July 2019
Etsy, the e-commerce focused on handmade and vintage items is effectively like an online craft fair in which sellers create personal storefronts.
News
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17 July 2019
Voice-based marketing is set to receive a major push in India as marketers hope to net new, vernacular language-speaking digital consumers, and as Amazon adds a Hindi voice model to its developer kit.
