Advertising best practice, evidence and insights

What we know about sponsorship effectiveness

Article • WARC Best Practice, July 2019

Examines how brands can build awareness and increase loyalty through effective sponsorship.

What we know about marketing at major sporting events

Article • WARC Best Practice, April, 2019

The current thinking and reading on the subject of sports marketing – aligning a brand or product with an event or team – including major sporting events such as The Olympic Games, FIFA World Cup or The Super Bowl.

What’s working in sponsorship

Article • WARC Category Intelligence, January 2019

Global strategies, campaign updates and trends in sponsorship.

How to plan an effective sports sponsorship strategy

Article • Neil Hopkins, WARC Best Practice, March 2018

Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.

Pharmaton: TV Sponsorship Enhanced Interaction with Second Screen

Case Study • MIXX Awards, Bronze, Campaign Effectiveness, 2019

Pharmaton, a multivitamin product, sponsored TV show Survivor which enabled it to reach 50% of its target audience in Turkey.

Does sports sponsorship get noticed?

News • 03 June 2019

In a summer of league finals and World Cups in multiple sports, a handful of blue-moon moments are arriving all at once.

A massive summer for sports sponsors, but will fans notice?

Article • Alex Charkham, WARC Exclusive, May 2019

With research revealing that most people people dislike or are indifferent to advertising, sponsors of sporting events need to think carefully about playing a useful role in the fan experience.

Otrivin: Near at hand

Case Study • Dmitry Anureev, WARC Awards, Entrant, Effective Content Strategy, 2019

Nasal spray brand Otrivin used a mix of traditional and digital media to increase spontaneous awareness of the brand in Russia.

Bank of America: Echoes of Vietnam

Case Study • Jessica Perrin, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

Bank of America created an online streaming audio-visual experience based on the Vietnam War to drive positive sentiment among millennials in the US.

Media Strategy Report 2019: Insights from the WARC Media Awards

Article • WARC Exclusive, March 2019

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Coles and MasterChef: Commercial sponsorship in Australian TV

Article • Brooke Hemphill, Event Reports, Mumbrella Entertainment Marketing Summit, November 2018

The decade-long partnership between Australian grocery chain Coles and MasterChef is a standard setter for brand integration within a television setting.

After fake news, now it's fake sponsored content

News • 20 December 2018

Sponsored content on Instagram user feeds was once seen by many as “selling out”, but now it’s considered cool and a sign of success.

EPICA: EPICA in the show 'Tantsy'

Case Study • Natalia Kudryavtseva, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2018

Ehrmann, the food manufacturer, launched a new yoghurt brand, EPICA, in Russia using a partnership with a TV show.

Diageo: The Welcome Drink

Case Study • Anouk Kalaf, Linda Fagerlund, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2018

Drinks manufacturer Diageo joined forces with TV cooking show MasterChef and created a multimedia strategy to boost spirit sales in Australia.

RAM Pro Master: Rapid Your Business Partner

Case Study • Marco Cordero, Yuridia Ruiz, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2018

Automotive brand RAM launched a new small van model in Mexico by appealing to small business owners.

Clear: NBA Live in-game sponsorship

Case Study • Kel Alegre, Nol Christian Calimbahin, Loren Saguil, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Anti-dandruff shampoo Clear changed its brand proposition and used its sponsorship of the NBA Live app to increase brand awareness of its Cool Sport hero variant, and drive engagement in the Philippines.

Secrets Resorts: Leveraging broadcast television and custom content

Case Study • Katherine D. Perez, Monica Olivio Crane, Caity Lamb, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2018

Secrets Resorts & Spas, a luxury hotel chain, used a partnership with TV network ABC to appeal to affluent women in the US.

Hyundai Ioniq: Better Drives Us

Case Study • Peter Watkins, John Hubbard, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2018

Hyundai, the car brand, used video content marketing to improve brand metrics and sales in the US.

Hotlink: PokéMobile

Case Study • Chan Su Ling, Jacinth Lum, Lau Su Lin, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2018

Telecoms company Maxis partnered with ride-hailing service Grab to piggy-back on the Pokémon trend to raise awareness of its mobile phone payment service Hotlink Cash Online (HCO) in Malaysia.

Wiko: La Notte del Maestro

Case Study • Simone Foggiato, Francesca D’Auria, Michele Ciccarese, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2018

Mobile phone brand Wiko used sponsorship of a football event to increase brand awareness in Italy.

Virgin Media: Sharing awards love with TV superfans

Case Study • Data and Marketing Association, Silver, 2018

Virgin TV, a cable television service, put UK viewers front and centre of its sponsorship of the BAFTA's treating them as a 'plus one' from the red carpet to backstage.

Just Eat: The Perfect Night In

Case Study • Poppy Barnes, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Just Eat, the online takeaway ordering platform, used a TV sponsorship to increase awareness and sales in the UK.

Age UK: The Loneliness Documentary

Case Study • Anneka Dew, WARC Media Awards, Gold, Effective Use of Partnerships and Sponsorships, 2018

Age UK, the charity dedicated to older people, co-created a TV programme in order to explain the issue of loneliness and increase donations and volunteering in the UK.

Listerine: Bring Out the Bold – Listerine and The Voice

Case Study • Mario Mejia, Laura Murcia, Sandrino Vejar, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2018

Mouthwash brand Listerine partnered with TV programme The Voice to reach audiences across Latin America.

Sunsilk: Belive in yourself

Case Study • MMA Smarties, Finalist, Vietnam, 2018

Sunsilk, a haircare brand, used social media and celebrity endorsement to increase brand awareness and sales in Vietnam.