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McDonald's / Spotify: The magical symphony of McFlurry color surprise

Case Study • MMA Smarties, Indonesia, Silver, 2021

McDonald's, the fast food chain, innovated its product to capture a new audience who would purchase the McFlurry in Indoneisa.

Netflix: Matchmaker

Case Study • MMA Smarties, APAC, Gold, 2021

Netflix, a streaming service, launched a campaign in India to drive consideration and gain new subscribers.

Cricbuzz: #AbCricketBuzzega

Case Study • MMA Smarties, Bronze, X (Global), 2021

Cricbuzz, a cricket news and entertainment app, launched a campaign in India to bring back traffic to the app, ensure new downloads, and dominate the conversations around cricket.

Pringles: Dippable baconator

Case Study • MMA Smarties, Gold, North America, 2021

Pringles, a potato crisp brand, tapped into young people's desire for quirky food combinations in the USA.

Little Caesars: #UnlockPretzelCrust

Case Study • MMA Smarties, Gold, North America, 2021

Little Caesars, a pizza chain, drove hype around the reintroduction of its Pretzel Crust pizza in the USA.

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.

Pringles: Trapped in advertising

Case Study • AME Awards, Regional Platinum – North America, Gold, 2021

Pringles, a brand of crisps, satirically 'trapped' comedy characters Rick and Morty in the world of advertising on the night of the Super Bowl in the USA.

Toyota / MTV: Celebrate The universal language of music

Case Study • AME Awards, Silver, 2021

Toyota, an automotive manufacturer, launched a national campaign in the US to boost brand affinity and purchase consideration among millennial and gen-z consumers.

Burger King: The king of the 2020 VMAs

Case Study • AME Awards, Bronze, 2021

Burger King, a fast-food chain, launched a campaign in the US to leverage VMA cultural relevance, experiment with partnership innovation and bolster fan engagement.

Eggo: L'eggometer

Case Study • Chris Harder, WARC Media Awards, Shortlisted, Best Use of Data, 2021

The Kellogg-owned waffle brand Eggo grew penetration in US households with kids with the launch of the L'Eggometer, a data-driven platform that used Google and Twitter insights to measure parents' stress at breakfast time and provide them with ways to combat it.

Absolut Vodka: Shockingly responsible

Case Study • Lara O'Brien, Regan Clarke, WARC Media Awards, Shortlisted, Effective Channel Integration, 2021

Vodka brand, Absolut, stemmed its declining market share and volume to grow for the first time in six years with its Shockingly Responsible campaign in the US.

adidas: Beyond the surface

Case Study • Adrian Mutescu, Anna Sadykova, WARC Media Awards, Gold, Effective Channel Integration, 2021

Sportswear brand, Adidas, changed the conversation about inclusivity in water with its Beyond the Surface campaign promoting inclusive swimwear for women in MENA.

Sony PlayStation: PS5 – 2020's biggest entertainment launch

Case Study • Sam Blake, Liam Hannan, David Moynihan, WARC Media Awards, Silver + Effective Cross-Channel Measurement Award, Effective Channel Integration, 2021

Gaming console, PlayStation, achieved mass appeal and sales success for its new PS5 with a global launch that took the console beyond the screen into popular culture.

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.

no name: Simple Check

Article • WARC Cases, October 2021

As one of the original private label brands, no name – made by grocery retailer Loblaw – had a proud heritage but was now facing intense competition and perceptions of low quality.

Sasakawa-India Leprosy Foundation(S-ILF): Fighting leprosy by deepening diagnostics with trained eyes

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

Sasakawa-India Leprosy Foundation(S-ILF), a charitable organisation, collaborated with the Sasakawa Health Foundation and WHO to launch a nationwide intervention program in India to fight leprosy.

IKEA: Lupe

Case Study • SABRE Awards, LATAM, Diamond, 2021

IKEA, a home furnishings retailer, launched a campaign in Mexico to raise awareness of the new store opening and connect Mexicans to the brand.

Eskinol: Naturally fresh beauty

Case Study • Loren Saguil, Meg Perez, WARC Awards for Asian Strategy, 2021

Facial care brand, Eskinol, used a celebrity partnership on Twitter to reach Gen Z girls immersed in pop culture in the Philippines.

Twitter, Active users, Q4 2016–

Data • WARC Data Points (Dynamic), October 2021

An overview of Twitter's daily active users by market.

Twitter, Advertising revenue, Q1 2012–

Data • WARC Data Points (Dynamic), October 2021

An overview of Twitter's advertising revenue by market.

Saga Prefecture: Midnight temptation anime

Case Study • SABRE Awards, APAC, Gold, 2021

Saga Prefecture, a prefecture in the south of Japan, used animated videos to encourage tourists to visit the prefecture to try the local delicacies.

Britannia: Marie gold my startup 2.0 – home-makers turn job-creators

Case Study • SABRE Awards, APAC, Gold, 2021

Britannia Marie Gold, a biscuit brand, increased brand awareness and growth during the COVID-19 lockdown in India by providing entrepreneurs with virtual training from home.

Ally Financial: Ally Island, the only bank worth visiting in Animal Crossing

Case Study • APG (UK), Entrant, 2021

Ally, a digital bank, launched a campaign in the US and created an experience within the game, Animal Crossing, which is modelled after the real world.

What we know about marketing on Twitter

Article • WARC Best Practice, September 2021

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.

The Marketer’s Toolkit 2022: Global Trends Report

Article • WARC Exclusive, November 2021

The Global Trends Report, part of the Marketer’s Toolkit 2022, identifies five trends that will disrupt existing global marketing practices.
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.
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.
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.
The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.
The WARC Guide to shoppable media

Article • WARC Best Practice, March 2021

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