Storytelling

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American Express – Small Business Saturday

Case Study • WARC Cases, January 2022

This case study looks at how American Express found success with its Small Business Saturday campaign in the US and how it grew into a social movement for local community businesses and gained the support of a US President.

The Open University: Your ambition. Our mission.

Case Study • DMA (UK), Silver, 2021

The Open University (OU), a university, launched a campaign in the UK to dispel myths and recruit students.

Relate: Let's Talk The Joys of Later Life Sex

Case Study • DMA (UK), Gold, 2021

Relate, a relationship charity, encouraged older people in the UK to talk openly about sex and intimacy.

The National: The Middle East Explained

Case Study • DMA (UK), Gold, 2021

The National, a Middle Eastern news source, relaunched in the UK and the USA to create a clear and unbiased view of the region.

The Commonwealth War Graves Commission: War Graves Week

Case Study • DMA (UK), Gold, 2021

The Commonwealth War Graves Commission (CWGC), an intergovernmental organisation, launched a geo-targeting campaign to make the plight of victims of war more personal in the UK.

The Kiyan Prince Foundation: Long Live The Prince

Case Study • DMA (UK), Gold, 2021

The Kiyan Prince Foundation (KPF), an organisation that tackles knife crime, raised funds and spread its message in the UK.

NHS: 'Just'

Case Study • DMA (UK), Silver, 2021

NHS, a publicly funded healthcare system, showed the public was still there to help them with other serious illnesses despite the COVID-19 pandemic by launching a TV and digital campaign that told people to just see their doctor.

Moleskine: Global ecommerce platform redesign for Moleskine

Case Study • DMA (UK), Bronze, 2021

Moleskine, a manufacturer and product designer, increased online orders on its website in the UK by redesigning its website with a simplified homepage and personalised features to set it apart from third-party platforms.

Land Rover: New Land Rover Discovery

Case Study • DMA (UK), Bronze, 2021

Land Rover, an automotive brand, increased orders of its new Land Rover Discovery model in the UK by launching a Famous Five-style direct mailpack that showed families the adventures they could enjoy with the car, especially after COVID-19 lockdowns.

BRITA: The Feel Good Filter

Case Study • DMA (UK), Bronze, 2021

Brita UK, a water filter brand, encouraged UK consumers to switch to filtered water by launching a TV ad featuring a nine-year-old girl who showed that making small changes can have a big impact on the environment.

Purpose, the metaverse and the next evolution of brand storytelling

Article • Kristine Axsäter, WARC Exclusive, January 2022

With fundamental shifts in consumer behaviours and expectations, new brand storytelling opportunities are being created in 2022.

Wardah: Heart to heart

Case Study • MMA Smarties, Indonesia, Silver, 2021

Wardah, the cosmetics brand, wanted to own the Ramadan moment to strengthen its position as pioneer of Halal cosmetics in Indonesia.

Allegheny Health Network: Creating #LivingProof of its care quality credentials

Case Study • WARC Cases, January 2022

Allegheny Health Network (AHN), a healthcare provider in western Pennsylvania (WPA), increased its share of patients by proving its approach to individualised care through its extensive ad campaign.

Behind the winning idea: Speight's – The Dance

Article • Lucinda Sherborne and Rachel Ellerm, WARC Exclusive, January 2022

This episode of Behind the winning idea explores the strategy, execution and outcome of Speight's: The Dance, awarded Bronze in the Sustained Growth category of the 2021 WARC Awards for Effectiveness.

Chợ Tốt: Sale 0%

Case Study • MMA Smarties, APAC, Bronze, 2021

Chợ Tốt, a C2C marketplace, launched a campaign in Vietnam to highlight that it did not need big sale events to offer bargains.

The Coffee House: The mysterious adventure to save the moon

Case Study • MMA Smarties, APAC, Gold, 2021

The Coffee House, a café chain, launched a campaign in Vietnam for the Mid-Autumn Festival.

L'Oréal Paris: Chính Nữ campaign

Case Study • MMA Smarties, APAC, Gold, 2021

L'Oréal Paris Vietnam, a beauty brand, launched a campaign in Vietnam to change perceptions of women and increase awareness and relevancy.

Lifebuoy: Safety4All – Love, Like Safety, Does Not Discriminate

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

Lifebuoy, a soap brand, launched a campaign in Vietnam to raise awareness of the brand's portable hand sanitiser product and educate and remind people to use it throughout the day.

Pernod Ricard’s Ann Mukherjee: “Brands have to tell timeless stories in timely ways”

Opinion • WARC, December 2021

Ann Mukherjee, CEO and Chairman at Pernod Ricard NA, will be chairing the Brand Purpose category of the 2022 WARC Awards for Effectiveness . Here, she talks about the challenges brought about by the pandemic, consumers’ new expectations of brands and Pernod Ricard’s definition of authentic purpose-led work. Ann Mukherjee, CEO and Chairman at Pernod Ricard NA

From storytelling to storyhearing

Research Paper • Leigh Caldwell, ESOMAR Conference papers, 2021

Irrational Agency, a behavioural insight agency, highlighted the value in listening to and analysing consumer stories to gain unique insights.

Ad Council / Brady: End family fire – no extra life

Case Study • MMA Smarties, Best in show, North America, 2021

Brady, a US non-profit organisation advocating for gun control, raised awareness of how easy access to guns is a key driver of gun suicide in the USA.

Tourism New Zealand: Good Morning World

Case Study • APG (AUS), Gold, 2021

Tourism New Zealand, a tourist board, increased consideration for New Zealand as a tourist destination by creating a new good morning video to greet the world every day for a whole year.

BBC: I May Destroy You

Case Study • Steve Winstanley, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2021

The BBC, the British broadcasting corporation, launched a campaign in the United Kingdom to make sure that the media for I May Destroy You was relevant to under 35s.

Similac: Touch

Case Study • Gilad Kat, Guy Melzack, WARC Media Awards, Gold, Effective Use of Tech, 2021

Infant formula milk brand Similac turned to touch to help boost sales by becoming mums' brand of choice in Israel.

Deutsche Telekom: What we do next? – celebrating Gen Z's online activism

Case Study • Chun-Wei Peng, Victoria Chen, Daniel Jager, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2021

Deutsche Telekom, a telecommunications company, launched a campaign to change the discourse on Gen Z's online behaviour and connect with Gen Z.

Insights from the 2021 Creative Effectiveness Lions winners

Article • WARC Exclusive, August 2021

Highlighting trends among the campaigns entered into the 2021 Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
What we know about storytelling strategies

Article • WARC Best Practice, February 2021

Provides guidance and reading on storytelling strategies, or the fashioning of events into a meaningful, relatable story for customers to identify with and remember.
Changing channels in B2B: Shifting strategies in tech and telco markets

Article • WARC Exclusive, February 2021

An analysis of B2B marketing within the technology and telecoms sectors, in association with Spotify.
Strategy Toolkit module 4: Consumer behaviour

Article • Strategy Toolkit, March 2021

This article discusses various approaches used by marketers to understand what consumers want.
Driving marketing effectiveness through digital packaging

Article • WARC Exclusive, May 2021

This report, developed in association with HP Graphic Arts, is an analysis of successful case studies that use packaging as lead media, with a focus on those that utilise variable product packaging through digital printing.
The Five Fs of creative effectiveness, according to Kantar

Article • Low Lai Chow, Event Reports, Spikes Asia X Campaign, February 2021

Brands planning to lead with creative marketing should note two trends, says Kantar’s regional head of creative Irene Joshy.