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What we know about marketing on Snapchat

Article • WARC Best Practice, September 2021

Provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.

Slovak Psychiatrist Society/Janssen: Countering depression during the Covid-19 pandemic

Case Study • SABRE Awards, IN2, EMEA, 2021

In Slovakia, Slovak Psychiatrist Society, a mental health brand, and Janssen, a pharmaceutical company, used digital tools to target young people to emphasise the importance of depression and its effects on peoples' lives.

McDonald's Canada: Friends Wanted

Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2021

McDonald's, a fast food brand, encouraged young people in Canada to apply for jobs with its campaign Friends Wanted.

The UAE Government Media Office: #FirstArabicCountdown

Case Study • WARC Prize for MENA Strategy, Entrant, 2021

The UAE Government Media Office created a simple, yet powerful, initiative that sparked a movement and connected millions of Arabs around the world in celebrating the launch of the first Arab interplanetary mission.

Snapchat approaches 300m daily active users worldwide

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

An overview of Snapchat daily active users in Q2 2021.

Media Owner Profile: Snapchat

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

This Media Owner Profile of Snapchat includes data on advertising revenue and daily active users by region (North America, United States, Europe, Rest of World).

More than half of Twitch, Snapchat and TikTok users are aged 18-24

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

An overview of the share of social media users aged between 18 and 24 in the United States.

Puck: Celebrating the everyday chef

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

Puck, a cheese brand, launched a campaign to increase brand awareness in the Gulf Cooperation Council.

Pony Malta: Flavors of another dimension

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Pony Malta, a malt drink brand, launched its special edition Pix (chocolate flavour) and Bit (cookie flavour) drinks in Colombia during the COVID-19 pandemic.

Snapchat adds 15m daily users, approaches 300m total

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

An overview of Snapchat's daily active users by region in Q1 2021.

Tinkies: Celebrate Everything

Case Study • MMA Smarties, Silver, EMEA, 2020

Tinkies, a sponge cake brand, encouraged consumers in South Africa to create and own moments by giving its audience a platform to Celebrate Everything with Tinkies.

Retailers planning to spend more on Facebook and Twitter advertising in 2021

Data • Cinzia Petio, WARC Data Points (Curated), April 2021

An overview of social media planning for 2021 in the retail sector.

The WARC Guide to shoppable media

Article • WARC Best Practice, March 2021

A summary of new thinking and best practice on shoppable media.

Pinterest was the fastest-growing social platform in Q4

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

An overview of the performance of four of the largest social platforms (Facebook, Twitter, Snapchat, and Pinterest).

UK, Media consumption, 16-34

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

An overview of media consumption in the UK in 2020

LA Rams: AR Uniform Reveal

Case Study • MMA Smarties, Silver, X (Global), 2020

The LA Rams, an American football team, created the first-ever augmented reality (AR) uniform reveal over Snapchat in the USA.

Puck: Making meal-time fun time

Case Study • Anna Sadykova, Tahaab Rais, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Spreadable cheese brand Puck used an edutainment strategy to increase sales in Saudi Arabia and the United Arab Emirates.

Ally Financial: Monopoly

Case Study • James Barnett, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Online-only bank Ally disrupted the traditional marketing approach of the financial industry, bringing a popular board game to life to drive talkability and boost business performance in the US.

Snapchat sees v-shaped recovery with ad revenue rising 52%

Data • Rob Clapp, WARC Data Points (Curated), October 2020

An overview of Snapchat's latest advertising revenue and daily active users in Q3 2020.

The return of the Captain: How reinventing an icon grew Birds Eye Fish Fingers

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Birds Eye, a frozen food brand, returned to growth in the UK by reimagining its iconic Captain figure for today’s consumers to increase brand relevance and salience.

Social media platforms step up on hate content

News • 23 September 2020

Facebook, YouTube and Twitter have agreed to adopt a common set of definitions for hate speech and other harmful content and to collaborate with a view to monitoring industry efforts to improve.

Less than 10% of TikTok users follow brands on the platform

Data • Rob Clapp, WARC Data Points (Curated), September 2020

An overview of user engagement of brand profiles on different social platforms across the United States and six European countries (Denmark, Finland, Germany, Norway, Sweden and the UK).

Social 'buy' buttons encourage just 13% of consumers to spend

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), September 2020

An overview of how social 'buy' buttons on different platforms encourage users to purchase.

Paddy Power: Save Our Shirt

Case Study • Marketing Society, The Brave Awards, Winner, Creative Use of Media, 2020

Paddy Power, an Irish bookmaker, created change in the betting category and encouraged brands to stop placing huge logos on football shirts by releasing a fake, sponsored Huddersfield Football Club shirt to enrage the public before unveiling the real, sponsor-free shirt.

Saudi Telecom Company: The Year Banking Changed

Case Study • Dana Alkutoubi, WARC Prize for MENA Strategy, Entrant, 2020

Telecoms operator STC used OOH, social media and digital to appeal to a broad target audience and launch its STC Pay app in Saudi Arabia.

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.
What we know about social media effectiveness

Article • WARC Best Practice, May 2021

Explores the current thought and writing on social media effectiveness so that marketers can identify the best channels to meet the brand’s objectives.
What we know about e-commerce and social commerce

Article • WARC Best Practice, December 2020

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
Global Ad Trends: State of The Industry 2020/21

Data • James McDonald, Rob Clapp, WARC Data, November 2020

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment, media consumption, and cost inflation this year and next. Key findings include:
What we know about combining TV with digital media

Article • WARC Best Practice, July 2021

Provides marketers with information and guidance about combining TV and digital media strategies.