Advertising best practice, evidence and insights

Article • WARC Best Practice, January 2020

Explores the current writing on the subject of Twitter as a marketing tool; an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

Snickers: Bring Back the Idols

Case Study • Kaori Yatsu, Hiroaki Taki, Akie Suzuki, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Confectionery brand Snickers collaborated with smartphone game Idol Master to appeal to young males and boost single-bar sales in Japan.

ŠKODA: Hesitation

Case Study • Pauline Dunas, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Automotive brand SKODA created a campaign tailored around the specific insights of the local market to challenge erroneous brand perceptions in France.

Band-Aid: Job-Hunting in Sneakers

Case Study • Kaori Yatsu, Aisha Takashima, Akie Suzuki, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2020

Plaster brand Band-Aid created a multiplatform campaign to appeal to younger consumers and, in the process, launched a new movement in the job-hunters' market in Japan.

An integrative typology of relational benefits and costs in social media brand pages

Article • Georgios Tsimonis, Sergios Dimitriadis, and Suha Omar, International Journal of Market Research, Vol. 62, No. 2, 2020, pp. 216-233

This article focuses on consumer–brand relationships in the social media environment and suggests a typology of the benefits and costs consumers perceive when interacting with social media brand pages.

MINI On-Demand: Tweet to Test Drive

Case Study • Case Studies on WARC, 2018

BMW-owned automotive brand MINI drove dealership visits and leads for its Countryman model in the US through a unique approach to the test-drive experience.

Twitter tests ‘Fleets’, its answer to Instagram Stories

News • 06 March 2020

Twitter, the social messaging platform, is testing a new feature that encourages users to share their “fleeting thoughts” and “momentary opinions” in posts that disappear after 24 hours.

Ad Hoc Utilities Group: Public Affairs campaign

Case Study • SABRE Awards, IN2, North America, Politics/Public Affairs/Lobbying/Government, 2020

Ad Hoc Utilities Group, a coalition made up of most US nuclear generators, prevented onerous trade restrictions by utilising political intelligence to inform earned media opportunities.

Affectiva: WSJ really IS the future of everything, when it comes to AI and ethics

Case Study • SABRE Awards, IN2, North America, Best in Digital/Print B2B Media (Earned), 2020

Artificial emotion intelligence company Affectiva used The Wall Street Journal's Future of Everything Festival to gain recognition from top-tier business press and establish a leadership position in the emerging AI ethics movement in the US.

Wendy's: Keeping Fortnite Fresh

Case Study • SABRE Awards, Platinum IN2 for Best in Show, North America, 2020

Quick-service restaurant chain Wendy's became a player on online game Fortnite to connect with young diners in the US and boost its core message of never using frozen beef in its patties.

Heinz: Mahomes 57

Case Study • SABRE Awards, IN2, North America, Best Earned Media with Influencers + Communities, 2020

Ketchup brand Heinz Tomato Ketchup leveraged NFL star Patrick Mahomes' love for the condiment to create a social media storm in the US, at zero cost.

LEGO Education SPIKE Prime: The building bricks to confidence in learning

Case Study • SABRE Awards, IN2, North America, Best New Product Launch, 2020

LEGO, the toy company, increased awareness of its education programmes by launching global media events to showcase topics covered and how the programmes work.

Twitter: Magpie – A 100% AI-driven multi-channel marketing campaign

Case Study • Data and Marketing Association, Gold, 2019

Twitter, a social media platform, increased conversions in the UK by creating Magpie, a custom campaign management tool that helped marketers serve targeted ads.

Direct Line: Red Saturday

Case Study • Data and Marketing Association, Gold, 2019

Direct Line, an insurer, launched Red Saturday in the UK to encourage Black Friday shoppers to insure their new purchases by buying cover there and then.

Cheltenham Science Festival: AIDA – AI Science Festival Curator

Case Study • Data and Marketing Association, Gold, 2019

Cheltenham Science Festival, a leading science festival, took an abstract idea – AI, data, machine learning, neural networks – and used creativity to deliver a compelling narrative to attract people to the festival in the UK.

Does co-ordinating advertising campaigns across both Twitter and TV drive increased impacts?

Research Paper • 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.

The complexity of Twitter’s political ad ban – and what to do about it

News • 19 November 2019

A savvy manoeuvre designed to pile pressure on Facebook, the detail of Twitter’s restriction on political advertising is taking shape – and its complexity may cause headaches for the microblogging site.

Sport Chek: Warning, Do Not Attempt

Case Study • Touché!, WARC Media Awards, Shortlisted, Effective Channel Integration, 2019

Canada's number-one sports retailer Sport Chek focused on danger to highlight the bravery of athletes during the PyeongChang Winter Olympics.

#Flocks: Unpicking communities on Twitter

Research Paper • Rob Sanders, Peter Laflin and Martin Bryant, ESOMAR, Fusion, 2019

Twitter, the social media platform, studied its audience in the UK to glean insights that would change how it resonates both with brands and advertisers as well as its own internal marketing teams.

Retroviral: #TheBestDick

Case Study • MMA Smarties, Bronze, South Africa, 2019

Retroviral, the ad agency, disrupted within its category to get the attention of prospective clients through the launch of its book in South Africa.

Chipotle Freeting: A Multichannel Mobile Approach

Case Study • Entrant, X (Global), 2019, MMA Smarties

Chiptole, a restaurant brand, created a connection with its audience in the US during the NBA finals by launching a campaign on Twitter offering a promotion every time a fan texted in unique words the brand had tweeted.

Chipotle Freeting: A Multichannel Mobile Approach

Case Study • MMA Smarties, Gold, North America, 2019

Fast casual restaurant chain Chipotle integrated a mobile-first approach into its social channels to optimise multi-screening to raise brand awareness and engagement among consumers in the US.

TUMS: TummerTime

Case Study • MMA Smarties, Silver, North America, 2019

Antacid TUMS used branded and influencer co-created social content to drive awareness of its TUMS Chewy Bites with Gas Relief derivative among millennials in the US.

Hello Sensodyne

Case Study • MMA Smarties, Finalist, India, 2019

Sensodyne, a toothpaste brand, warned about the dangers of not treating tooth sensitivity by creating a Google Assistant skill, Hello Sensodyne, in India.

Sprite: India Opens The Bottle Of Refreshment With Sprite

Case Study • MMA Smarties, Silver, India, 2019

Sprite, a soft drink brand, repackaged its bottles and introduced scannable technology to make it consumers' first choice drink during India's hot summer by introducing challenges to complete to win a prize holiday.

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