Advertising best practice, evidence and insights

Global Ad Trends: 2022 – Where is the money going?

Data • James McDonald and Rob Clapp, WARC Data, December 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment forecasts for 2022/23. Key findings include:

What drives consumers to engage with influencers? Segmenting consumer response to influencers: Insights for managing social-media relationships

Research Paper • Justine Rapp Farrell, Colin Campbell, and Sean Sand, Journal of Advertising Research, Digital First, November 2021

Recent years have seen a significant increase in influencer advertising, a strategy applied to drive brand awareness and purchase by leveraging everyday opinion leaders on social media.

Knorr: Rooftop farms

Case Study • AME Awards, Gold, 2021

Knorr, a food brand, launched tackled the hunger crisis in Egypt by launching its Rooftop Farms initiative.

Redoxon: Healthy treat with a tasty twist

Case Study • Thoa Kim Tran, Mei Ann Ng, WARC Media Awards, Shortlisted, Effective Channel Integration, 2021

Vitamin supplement, Redoxon, went from category new entrant to number one selling brand by aligning a key product attribute with an emerging consumer habit in Vietnam.

NHS England: We are the NHS – Then, now, always

Case Study • Jane Dorsett, Jane Dorsett, WARC Media Awards, Shortlisted, Effective Channel Integration, 2021

The NHS, the world's largest free-to-residents public healthcare system, used an integrated channel approach to relaunch its recruitment drive during COVID-19 in the UK.

L'Oréal (Multiple brands): Fueling digital automation across brands and markets with e-retailer data

Case Study • Mads Bindseil, Camilla Gad Damkjaer, Kasper Zoffmann Jessen, WARC Media Awards, Shortlisted, Best Use of Data, 2021

Personal care company L'Oréal used a bespoke AI to deliver increasingly efficient Facebook media investments across its brands in the Nordics and grew online sales across four markets.

Instagram is most popular for influencer marketing in Asia

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

An overview of influencer marketing trends in Asia.

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.

beIN Sports: Fans for life

Case Study • WARC Cases, November 2021

beIN Sports, a network of sports channels, increased brand awareness in the US by showing the devotion of the Hinchas.

Mercado Libre: Money Catalogue

Case Study • WARC Cases, November 2021

Mercado Libre, an online marketplace company, increased sales and buyers on its platform in Colombia by transforming Colombian bills into the biggest Christmas catalogue ever made to show the top rated products that could be bought.

TAL: Less death, more life

Case Study • Effies (North America), Australian Effies, Bronze, 2021

TAL, the insurance company, shifted brand consideration and regained category leadership in Australia.

Mangaldeep: Infusing spiritual strength to fight the pandemic!

Case Study • SABRE Awards, South Asia, Diamond, 2021

Mangaldeep, an incense stick brand, launched a campaign in India to provide hope, positivity and peace to devotees amid the pandemic by bringing temples to people's homes.

Upjohn: #KeepItReal

Case Study • SABRE Awards, South Asia, Gold, 2021

Pfizer Upjohn, a pharmaceutical company, launched a campaign in India to increase sales and consultations, create behavioural change amongst couples and enable a frictionless purchase journey.

Whisper: #KeepGirlsInSchool

Case Study • SABRE Awards, South Asia, Gold, 2021

P&G Whisper, a feminine hygiene brand, launched a campaign in India to drive awareness of how millions of girls drop out of high school when they start puberty, build advocacy and engage consumers.

Facebook ad revenue growth decelerates to 33%, equal to $28bn

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

An overview of Facebook's advertising revenue growth.

The next era of growth: Connected brands

Opinion • Zehra Chatoo, October 2021

New research from Facebook shows how brands can use touchpoints, commerce integration and creators to move the dial on brand metrics.

Maybelline: Peek into the future – AR Makeup

Case Study • Sagar Parekh, WARC Awards for Asian Strategy, 2021

Maybelline New York, a make-up brand, launched an AR filter so that users could virtually try on make-up during the Covid-19 lockdown.

ExxonMobil: Mecánico online

Case Study • SABRE Awards, LATAM, Gold, 2021

Mobil, a motor oil brand, launched a digital initiative in Mexico to help Mexican mechanics digitalize their business and improve their financial health.

Prudential Cambodia: Where is home?

Case Study • Rajib Gupta, Akhshy Thiagarajan, Ankita Ghosh, WARC Awards for Asian Strategy, 2021

Prudential Cambodia, a life insurance company, launched a campaign in Cambodia for the Khmer New Year to spread a message of hope during the Covid-19 pandemic when many could not be with their families.

Janssen: Salud sin Pausa

Case Study • SABRE Awards, LATAM, Gold, 2021

Janssen, a pharmaceutical company, launched a campaign in America to invite patients and caregivers not to pause diagnoses, medical appointments and treatments during the COVID-19 pandemic.

Youlead: The story of black flower pond [Kalumal Pokuna]

Case Study • Chamith Buthgumwa, Ashan Bandaranayeke, Vinoli De Alwis, WARC Awards for Asian Strategy, 2021

YouLead, an IESC programme, created a myth in Sri Lanka to encourage young people to seek career guidance.

Parachute Advansed: Strong hair, strong bonds

Case Study • Madiha Chowdhury, Shadman Shakib, Sohieb Murtuza, WARC Awards for Asian Strategy, 2021

Parachute Advansed, a haircare brand, launched a campaign in Bangladesh to resonate with younger consumers.

Avon: That’s my shade – the movement integrated communication strategy & plan

Case Study • SABRE Awards, LATAM Gold & Global winner, 2021

Avon, a skincare and beauty product brand, launched a campaign in Brazil to create awareness for their transformation movement, amplify the voices of black Brazilian women and generate an impact on Avon's stakeholders.

Maxis: MaxisONE Share – The new #CoupleGoals

Case Study • June Gan, Tai Kam Leong, Emir Shafri, WARC Awards for Asian Strategy, 2021

Malaysian telco Maxis ran an influencer-led campaign targeting young couples to grow subscriptions and penetration for its shared line product, and increase brand preference.

Pond's: Branded Content x Collab Ads

Case Study • Loren Saguil, Clarysse Estremadura, Veronica Valencia, WARC Awards for Asian Strategy, 2021

Skincare brand, Pond's, used influencer marketing to drive conversion amongst Gen Z and millennials in the Philippines.

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