Article
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WARC Best Practice, January 2020
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.
Article
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WARC Best Practice, January 2020
Explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce'.
Article
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WARC Best Practice, January 2020
Provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.
Article
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WARC Best Practice, May 2019
Explores the current thought and writing on social media effectiveness so that marketers can identify the best channels to meet the brand’s objectives.
Article
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WARC Category Intelligence, January 2019
Global strategies, campaign updates and trends in social media.
Article
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Mobbie Nazir, WARC Best Practice, November 2016
This paper explores the use of social within the roster of a campaign's media use; a broad term, it refers to a collective of online communication channels built on community-based input, interaction, content-sharing and collaboration.
News
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10 January 2020
Plans by the Indian government to introduce changes to how online content is policed may only apply to major social media platforms.
Article
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WARC Best Practice, January 2020
Explores the current thinking around the subject of marketing on LinkedIn, the Microsoft-owned social network aimed at professionals.
Article
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Michael Leis, Admap, January 2020
The healthcare journey has a long trajectory, as patients navigate the different components of managing their conditions.
News
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20 December 2019
Brand trust and the use of personal data is a hot topic, and while this may often relate to how marketers are using data in social media, not many are thinking about how they use ‘dark social’ in their campaigns.
Article
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Lauren Hallanan, Miro Li, and Elaine Wong, Research on WARC, November 2019
This report co-authored by The Meet Group and Double V Consulting specifies what makes Little Red Book (Red for short, or 小红书XiaoHongShu in Chinese) distinct for marketers, how the UGC-heavy platform bounced back from its July 2019 scandal, and how to create the right style of content for it.
Article
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WARC Best Practice, December 2019
This article summarises the insights from a series of key papers on social commerce in South-East Asia, which is thriving in a mobile-first consumer culture, including wider trends in social media and the rise of messaging apps as commercial platforms.
Article
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Low Lai Chow, Event Reports, FUTR Asia Summit, October 2019
Explores the benefits for advertisers of using visual call-to-actions in digital media, including user-generated content.
News
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09 December 2019
TikTok, the Chinese viral video app that is hugely popular among teenagers, has been operating in the US for two years and now plans to ramp up its challenge to the Google-Facebook “duopoly” with an ambitious advertising strategy of its own.
Article
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Alex Brownsell, WARC Exclusive, December 2019
WeChat offers the best entry point for international brands into the Chinese market thanks to its “open and integrated ecosystem”, according to Kenx Gao, a specialist in cross-border e-commerce.
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
Twitter, the social media app, found that co-ordinating media campaigns across Twitter and TV in the UK drives double digit lifts across a range of brand metrics.
Article
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Brian Carruthers, Event Reports, Social Media Week, November 2019
Looks at how distiller William Grant created and marketed a new whisky brand.
Article
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Research on WARC, November 2019
Looks at how social commerce (the buying and selling of goods on social media apps) is emerging as rising ad costs on e-commerce in China steer brands towards this trend.
Article
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Research on WARC, November 2019
Looks at a range of trends that may prevail in 2020 and the effects these will have for marketers, including added value, social self-care and overt privacy.
News
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01 November 2019
Twitter is banning all paid-for political advertising from its platform, the company’s CEO announced this week, in a move that coincides with a new survey revealing strong support in the UK for tougher regulation of political ads on social media.
Article
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Brian Carruthers, Event Reports, DMEXCO, September 2019
An exploration of the camera and video apps Snapchat and TikTok, and how brands are using them.
Article
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Reed Karaim, Event Reports, ANA Digital & Social Media Conference, July 2019
American Express, the payments company, has developed a clear framework to help in recruiting influencers, developing content with these ambassadors, and measuring the impact of their work.
Article
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Reed Karaim, Event Reports, ANA Digital & Social Media Conference, July 2019
Organic Valley, a cooperative food brand, has sought to build authentic connections with consumers in a way that mirrors the natural qualities of its products.
Opinion
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Redickaa Subrammanian, September 2019
As data privacy concerns mount among regulators, advertisers need to prepare while continuing to meet consumer demands.
