Creative approaches

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What we know about storytelling strategies

Article • WARC Best Practice, January 2019

Provides guidance and reading on storytelling strategies, or the fashioning of events into a meaningful, relatable story for customers to identify with and remember.

National Geographic prepares for 5G storytelling

News • 21 January 2019

National Geographic, the media company, is already preparing for the enhanced storytelling capabilities that will be enabled by 5G connectivity.

Cincinnati Children’s: CincyHearts.org – A lifelong condition needs a lifetime of care

Case Study • Kristen Wachter, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Cincinnati Children's Hospital used radio, DOOH and online ads to increase awareness of the effectiveness of its adult heart surgery services in Ohio, US.

National Geographic prepares for the 5G-powered content future

Article • Stephen Whiteside, Event Reports, CES 2019, January 2019

National Geographic, the media organization, believes that the introduction of 5G connectivity could have a powerful impact on its storytelling efforts.

NOW TV: Without women there are no stories to tell

Case Study • Giada Divisato, Luigi Mauriello, Silvia Giacomazzi, Alessandro Pastore, WARC Media Awards, Entrant, Effective Channel Integration, 2018

NOW TV, the internet TV by Sky, used Women's Day as an opportunity to make a statement and connect with millennials in Italy.

Barilla: Look for yourself

Case Study • Viviana Sampugnaro, WARC Media Awards, Entrant, Best Use of Data, 2018

Italian pasta and sauce brand Barilla turned to a digital video campaign managed in programmatic to persuade 'rejectors' to revisit the brand in Italy.

Refinery29 x Gatorade: Sisters in Sweat

Case Study • Finola Austin, WARC Media Awards, Entrant, Best Use of Data, 2018

Sports-themed food-and-drink brand Gatorade joined forces with digital media and entertainment company Refinery29 to target teen female athletes in the US with a digital and social media campaign.

How mobile can take centre stage in creative brand storytelling

Opinion • Andrew Buckman, December 2018

As the art of storytelling makes an advertising comeback, Sublime’s Andrew Buckman argues that marketers need to incorporate mobile into the process to better drive consumer engagement and action.

Five tips to bring your brand’s video content to life

Article • Low Lai Chow, Event Reports, Video Marketing Strategies, November 2018

Many brands default to dull, hyper-corporate video content but bringing it to life can be easy if marketers follow some easy tips.

Virgin Holidays: Peak

Case Study • Direct Marketing Association - UK, Silver, 2018

Virgin Holidays, a tour operator, increased footfall in UK storefronts using AI technology to personalise users' communications – without a TV budget.

Rexona: Democratising mobility

Case Study • Sumeet Parab, Crisela Cervantes, Jesse Bouman, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2018

Deodorant and antiperspirant brand Rexona used a multifaceted digital strategy to launch an app that solved mobility challenges for the disabled population in Indonesia under its Movement for Movement campaign.

Network Rail: Always on, so always stay off

Case Study • Direct Marketing Association - UK, Silver, 2018

The Midland Main Line, a major railway line in England, reached 60% of its target audience in the UK with a potentially life-saving message.

British Airways: Plugging people straight into Nashville

Case Study • Direct Marketing Association - UK, Silver, 2018

British Airways (BA), an airline company, promoted its direct flights from Heathrow to Nashville in the UK by launching an out of home campaign with an interactive pop-up shop.

Vans & Vice: Finding the expressive creators

Case Study • Gabriella Manzini, Matt Franks, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2018

Skateboarding shoe and clothing brand Vans used multimedia publisher Vice, to create a content-led campaign to broaden its customer base and drive long-term growth.

Children's Hospice Association Scotland: The joy of CHAS

Case Study • Direct Marketing Association - UK, Gold, 2018

Children's Hospices Association Scotland (CHAS), a non-profit organisation, launched a new alphabet created by children of CHAS families to increase awareness of its mission in Scotland.

Lacoste: A data-based strategy to shape a user-centric customer journey

Case Study • Direct Marketing Association - UK, Bronze, 2018

Lacoste, a clothing company, used data to provide UK suspects, prospects and customers with a consistent omnichannel experience from acquisition to loyalty.

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.

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.

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.

Formula 1: A Season of Stories at Speed

Case Study • Direct Marketing Association - UK, Silver, 2018

Formula One (F1), the highest class of single-seater auto racing, increased interest in the sport in the UK by launching an email campaign with exclusive content such as track-side photos.

My Black is Beautiful: The Talk

Case Study • Jason Jahn, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2018

Procter & Gamble's My Black is Beautiful brand targeted black audiences in the US using TV, radio, social and search, to connect with them in a more meaningful way.

RSPCA: A World that's kinder to Animals

Case Study • Direct Marketing Association - UK, Bronze, 2018

RSPCA, an animal welfare charity, repositioned itself at the heart of animal welfare in the UK by bringing public attention to the RSPCA's work beyond animal cruelty.

Macmillan: Whodunnit?

Case Study • Direct Marketing Association - UK, Bronze, 2018

Macmillan, a charity, used in game prompts to raise more money from the Murder Mystery event in the UK.

John Lewis: Advertising on demand

Case Study • Andrew Darby, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2018

John Lewis, the retailer, partnered with broadcaster Sky to make its Christmas ad available on-demand in the UK.

The Economist: World Cup

Case Study • Direct Marketing Association - UK, Gold, 2018

The Economist, an English-language weekly magazine-format newspaper, identified the World Cup as a unique opportunity to place the brand at the heart of a major global event.

2018 IPA Effectiveness Awards: Insights from the winning campaigns

Article • WARC Exclusive, January 2019

Reveals the trends and lessons from the 2018 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.
Marketer’s Toolkit 2019: Strategy, tech and media for the year ahead

Article • WARC Trends, December 2018

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.
Effective Use of Brand Purpose Report: Lessons from the 2018 WARC Awards

Article • WARC Exclusive, November 2018

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Effective Use of Brand Purpose category of the 2018 WARC Awards.
Effective Content Strategy Report: Lessons from the 2018 WARC Awards

Article • WARC Exclusive, October 2018

Analysing trends in content strategies with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2018 WARC Awards.
Effective Social Strategy Report: Lessons from the 2018 WARC Awards

Article • WARC Exclusive, October 2018

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2018 WARC Awards.
How to market effectively to Millennials

Article • Ola Mobolade, WARC Best Practice, May 2016

This article offers best practice advice about how marketers can engage and impress the elusive Millennial demographic.