Article
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WARC Best Practice, August 2019
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.
Research Paper
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Caroline Lancelot Miltgen, Anne-Sophie Cases, and Cristel Antonia Russell, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 414-432
Social-networking sites, such as Facebook, are an important and fast-growing advertising channel. Because access to social-networking sites may happen through different devices, it is important to identify whether the drivers and mitigating factors affecting responses to social-networking-site advertising differ between consumers who access Facebook primarily on PCs versus on mobile phones.
News
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05 December 2019
As the social network looks for ways to remain relevant to people’s digital lives now and in the future, a new report indicates that the company is looking to growing industries in both the consumer and business spaces to thrive.
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.
Article
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Stefano Maggi, WARC Exclusive, December 2019
While social media analytics are easily trackable, a huge amount of sharing traffic is ‘dark’ and shared person to person.
Case Study
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MRS Awards, Finalist, MRS Award for Media Research, 2019
Pearl & Dean, a cinema advertising company, utilised a unique implicit testing methodology to prove that cinema is instrumental in benefiting brands in the UK.
Article
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WARC Trends, November 2019
WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.
Article
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WARC Trends, November 2019
Part of WARC's Marketer’s Toolkit 2020, this chapter offers a deep dive into industry trends affecting marketing plans in 2020.
Case Study
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Emma Bowers, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019
The United Nations launched The People's Seat campaign as a way to shift perceptions of the UN, deliver broad awareness of important issues such as climate change, and, importantly, inspire direct action from the global population.
Case Study
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Ha Tran, Soumya Ranjan Panda, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019
Haircare brand TRESemmé created a dynamic e-commerce campaign to maximise awareness and trial of its new Salon Detox variant in Vietnam.
Case Study
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Apoorva Shetty, Mukhlis Sholihin, R.K Narayanan, Sarabpreet Bedi, WARC Media Awards, Shortlisted, Best Use of Data, 2019
Ice-cream brand Cornetto ran a targeted mobile campaign to appeal to teens for the launch of its UniCornetto variant in Indonesia.
Case Study
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Anish Appukuttan, Hang Tong, Sang Lam, Soumya Ranjan Panda, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019
Toothpaste brand Closeup engaged TV-to-mobile fingerprinting technology to leverage multiscreen content consumption behaviour and target young adults in Vietnam during the 2018 FIFA World Cup.
Case Study
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Tangrams Strategy & Effectiveness Awards, Gold, 2019
Be CyberSafe, an advocacy for the Internet and Mobile Marketing Association of the Philippines, launched a campaign to bring awareness to kids and teens about the risks of being online and avoiding child predators in the Philippines.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
Ovaltine, a brand of milk flavouring product, drove brand mentions and ROI in Vietnam by launching a brand battle between itself and its competitor, MILO, advocating for child happiness against MILO's competitive attitude.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
HSBC, a banking brand, increased penetration and sign ups for its Visa Platinum credit card in Singapore by launching a social experiment film and targeted media that showed the importance of spending quality time with your family.
News
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07 November 2019
TikTok’s global users download figures may have hit a bump, but, in the couple of years the short-form video app has been available in the US, younger teens have picked up on it to the point where they’re now as likely to use it as Facebook or ...
Case Study
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MMA Smarties, Gold, X (Global), 2019
Shell Advance, a motorbike engine oil brand, increased brand awareness across Vietnam by launching a campaign that showcased a group of motorcycle accident aid rescuers, and the brand's role in supporting it.
Case Study
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MMA Smarties, Gold, X (Global), 2019
P/S, a toothpaste brand, created a 21-day tooth-brushing campaign for children in Vietnam, which used artificial intelligence and augmented reality to encourage them to change their toothbrushing habits.
Case Study
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MMA Smarties, Finalist, X (Global), 2019
Cornetto, an ice-cream brand, successfully increased sales in Indonesia by launching a campaign that featured its new Unicornetto product heavily on its online campaign video.
Case Study
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MMA Smarties, Silver, X (Global), 2019
Anmum, a pregnancy milk brand, created a pregnancy advice platform that allowed pregnant women and mothers to share information, while building positive brand perception in Indonesia.
Case Study
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MMA Smarties, Gold, X (Global), 2019
Meesho, a social commerce platform, launched a digital campaign that successfully increased its user acquisition numbers in India, through the use of geo-targeted ads and AI-driven algorithms.
Case Study
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MMA Smarties, Bronze, X (Global), 2019
Miller Genuine Draft (MGD), a beer brand, increased sales and consumer engagement by launching a campaign that allowed South African consumers to order their packs of beer through a Facebook chatbot and have it delivered in the hour.
Case Study
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MMA Smarties, Silver, X (Global), 2019
Walls, an ice-cream brand, successfully increased market share by launching a real-time programmatic campaign that leveraged the brand's sponsorship of the Indonesian team during the Asian Games.
Case Study
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MMA Smarties, Bronze, X (Global), 2019
Knorr, a food and beverages brand, reversed declining sales in the Philippines by launching a cooking-pal service that directly engages users' during mealtimes.
Case Study
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MMA Smarties, Finalist, X (Global), 2019
OTEES, a cereal brand, launched a mobile game to help South African consumers decide which new flavour cereal should become a permanent product.
