Article
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WARC Best Practice, February 2020
Provides guidance and reading on storytelling strategies, or the fashioning of events into a meaningful, relatable story for customers to identify with and remember.
Article
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Research on WARC, April 2020
With people confined to their homes and seeking both a constant source of news and a welcome distraction, VAB sought to quantify the affect that COVID-19's “new normal” has had on TV viewership.
Case Study
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Case Studies on WARC, 2018
Coffee brand Nescafé reversed a sales decline and improved its perception as a socially committed brand in Mexico through a campaign that got people closer to its CSR program.
Case Study
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Jenny Chan, Case Studies on WARC, ROI Festival, October 2019
Guerlain kept pace with the times in China and moved decisively to tap on period-piece culture to gain resonance with beauty fans enthusiastic about palace politics prevalent in the drama.
Case Study
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Jenny Chan, Case Studies on WARC, ROI Festival, October 2019
Famed Chinese water brand Nongfu Spring released new bottle designs that are covered with drawings of emperors, concubines and empress dowagers, alongside humorous monologues that left good impressions on consumers.
Article
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Research on WARC, February 2020
A look at four trends defining the landscape reveals what every manufacturer should know about the state of brand storytelling on digital marketplaces – and why it matters so much.
Case Study
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Case Studies on WARC, 2019
Automaker Renault launched its Kwid Outsider model in Brazil through a film which appealed to pop-culture fans and was promoted Hollywood-style.
Case Study
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Case Studies on WARC, 2017
Breakfast bread Buondì Motta generated sales increases and huge buzz with a controversial TV campaign aimed to appeal to the modern Italian family.
Case Study
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SABRE Awards, IN2, North America, Healthcare, 2020
Nicorette, a nicotine replacement therapy brand, increased awareness and sales of its new lozenges in the US by partnering with former smoker and NASCAR legend Dale Earnhardt Jr.
Case Study
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SABRE Awards, IN2, North America, Best Content Creation for Media Sites (Paid), 2020
American pecan growers partnered with Epicurious to stream a live online one-day variety show to appeal to consumers' patriotic spirit and boost demand in the run-up to holiday season in the US.
Case Study
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SABRE Awards, IN2, North America, Best in Brand Film/Video, 2020
Family history company, Ancestry used a short TV documentary to bring its data to life and appeal to the descendants of slaves in the US.
Case Study
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SABRE Awards, IN2, North America, Most Innovative Agency Initiative, 2020
Courageous Studios, the Branded Content Studio of WarnerMedia's News Division, launched its new experiential marketing division in the US through a series of 360-degree campaigns and purpose-driven films.
Case Study
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SABRE Awards, IN2, North America, Best in Trade Shows & Awards, 2020
Autonomous vehicle manufacturer Zoox used a curated speaking strategy to leverage media coverage for the company in the US.
Case Study
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Jenny Chan, Case Studies on WARC, ROI Festival, October 2019
Pepsi created a highly-customised video campaign at scale during Chinese New Year in 2019 called 'Exclusive Imprint', in which each consumer received a different compilation reflecting their life in moving pictures.
Case Study
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Jenny Chan, Case Studies on WARC, ROI Festival, October 2019
Timberland built on the past success of its unusual China marketing campaign to promote its boots among young Chinese consumers, with videos that mostly avoided the faces of wearers in favour of shots of the products, and counter-intuitively stressed that the individuality of the boots increases with age.
Case Study
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Jenny Chan, Case Studies on WARC, ROI Festival, October 2019
Olay kicked off a social discussion on age-related taboos and judgment facing older women and urged females to instead pursue their dreams without prejudice.
News
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11 December 2019
Christmas advertising in the UK sets the bar for what more brands should be doing year-round, according to Kantar: eight out of ten Christmas ads use a story, as opposed to just four in ten that use stories in the rest of the year.
Case Study
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Data and Marketing Association, Gold, 2019
Crystal Cruises, a cruise line, featured stories of real people talking about how luxury felt to them to help increase online bookings across the UK.
Case Study
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Data and Marketing Association, Silver, 2019
The Open University, a university, reached audiences who believed university to be inaccessible by launching hero films and an SEO-focused campaign that showed the real experiences of its students.
Article
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Daren Poole, Admap, December 2019
Christmas is the height of the advertising year in many Western markets.
Case Study
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Data and Marketing Association, Gold, 2019
Westminster City Council, a London local authority, brought the stories of the British and Commonwealth soldiers who died in World War One to people in London at the centenary of Armistice day.
Case Study
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Data and Marketing Association, Silver, 2019
University of Bradford, a UK university, used real students and alumni as the face of its campaign to encourage an uplift in undergraduate applications.
Case Study
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Data and Marketing Association, Bronze, 2019
The Royal British Legion, a charity, marked the centenary of the end of World War One in the UK by launching educational programmes and fundraisers based on stories of the generation that lived it.
Case Study
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Data and Marketing Association, Silver, 2019
The Royal British Legion, a charity, made the British public feel part of D-Day commemorations by allowing them to submit their own stories and messages to create a tribute on the beaches of Normandy.
Case Study
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Data and Marketing Association, Gold, 2019
Health Education England, a government office, encouraged nurses to return to the NHS in the UK by launching inspiring films that told real stories of nurses who had returned to the profession.
