Advertising best practice, evidence and insights

How to run an effective rich media campaign

Article • Jaime Enrico Singson, WARC Best Practice, May 2017

This paper explores the key points for the running of a successful rich media campaign and provides examples of case studies that have succeeded in creating compelling rich media content.

The state of rich media

Article • Jaime Enrico Singson and Mike McNulty, WARC Best Practice, May 2017

This article explores the notion of what rich media is as well as delving into its formats, channels, providers and the challenges facing it.

How to maximize the return on investment from digital marketing

Article • Gian Fulgoni, WARC Best Practice, March 2016

This article explains how marketers can maximize the return on investment in digital marketing, a platform predicted to overtake TV in adspend in 2016.

JetBlue: Little Tickets

Case Study • Ellie Gogan-Tilstone, Mihir Warty, Jane Dorsett, Lindsay Cardinale, WARC Awards, Shortlisted, Effective Social Strategy, 2018

JetBlue, the airline, used a social media campaign in the US to encourage more parents to take their families on holiday.

McDonald's: Full-heart support for Gaokao

Case Study • Hans Lopez-Vito, Angela Gao, WARC Awards, Shortlisted, Effective Social Strategy, 2018

McDonald's, the fast food chain, used a supportive message during the Chinese exam season to increase sales.

Singapore Tourism Board: Justice Bao and The Missing Travel Insurance

Case Study • Ruth Lim, WARC Awards, Shortlisted, Effective Social Strategy, 2018

The Singapore Tourism Board, a government body, used humorous social media ads and nostalgia to increase awareness of the importance of travel insurance in Singapore.

Hépar: #InMyFamilyWeSay

Case Study • Michel Kowalski, WARC Awards, Shortlisted, Effective Social Strategy, 2018

French mineral water brand Hépar increased sales by building a campaign around the phrases French families use to describe going to the toilet.

PlayStation: Play Everything

Case Study • Abigail Kwek, Natalie Gruis, WARC Awards, Shortlisted, Effective Social Strategy, 2018

PlayStation, the games console brand, used an integrated campaign with a focus on social media to connect with casual gamers across Southeast Asia.

Pampers Positive

Case Study • Bang Nguyen, WARC Awards, Shortlisted, Effective Social Strategy, 2018

Baby-care brand Pampers launched an integrated campaign to support Vietnamese mothers and challenge common parenting myths.

UNICEF: Nudging audiences out of compassion fatigue and into action

Case Study • Cameron Roberts, Dr Zainab Khosrowtaj, Pip Bingemann, WARC Awards, Shortlisted, Effective Social Strategy, 2018

UNICEF, a leading global humanitarian agency, boosted regular donations in Australia by changing its narrative on Facebook.

BT Sport: It's not cricket, it's the Ashes

Case Study • Tim Whirledge, Ed Cracknell, WARC Awards, Shortlisted, Effective Social Strategy, 2018

BT Sport, the sports TV channel, used social media, OOH and media partnerships to increase awareness of its rights to broadcast cricket and grow sales in the UK.

Gas-X: Finding the female gaze in fart jokes

Case Study • Archana Iyer, WARC Awards, Shortlisted, Effective Social Strategy, 2018

Gas-X, an over-the-counter medication, changed its use of humour on social media to appeal to women in the US.

Addict'Aide: Like my addiction

Case Study • Marine Mercier, WARC Awards, Shortlisted, Effective Social Strategy, 2018

Addiction support organisation Addict'Aide launched an Instagram-focused, cost-effective campaign in France to highlight the early signs of addiction to alcohol.

Snickers: #HUNGEREPLY

Case Study • Kaori Yatsu, WARC Awards, Shortlisted, Effective Social Strategy, 2018

Snickers', the confectionery brand, used social media and packaging to connect with young men and increase sales in Japan.

Geological Survey of Canada History Committee: @GeoStories – How Instagram turned millennials onto geology

Case Study • Michael McDonald-Beraskow, Bryan Dowkes, Chris Campeau, WARC Awards, Shortlisted, Effective Social Strategy, 2018

The Geological Survey of Canada, a government agency, used Instagram to raise awareness of geology and its own 175th anniversary.

Fleggaard: Crossing the Line

Case Study • Patrick Poulsen, WARC Awards, Shortlisted, Effective Social Strategy, 2018

Fleggaard, a Danish border supermarket chain located in Germany, attracted a new audience with a mockumentary starring one of Denmark's most entertaining fictional characters.

Beko: Futbot

Case Study • Tahaab Rais, WARC Awards, Shortlisted, Effective Social Strategy, 2018

Beko, a consumer electronics company, used a social media chatbot to connect with football fans in Turkey and improve brand metrics.

Four pillars for digital brand-building

News • 17 April 2018

GLOBAL: Many brands continue to see digital as primarily a response-led medium, but digital channels, when used well, can play a fundamental and complementary role in brand building, an industry figure maintains.

eBay: Real people make a real difference

Case Study • Marc Phillips, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018

E-commerce platform eBay used a social media campaign to achieve significant positive change in how it is perceived by US and UK youth.

How digital channels can help build a brand

Article • Oliver Feldwick, WARC Best Practice, April 2018

Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.

Microsoft: Empowering girls to #MakeWhatsNext in STEM

Case Study • Martin Vogts, Michelle Kiely, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018

Tech company Microsoft empowered and inspired young females around the world to pursue a career in STEM (Science, Technology, Engineering, Math).

Bodyform/Libresse: This is what happens when whores and pimps become marketers

Case Study • Margaux Revol, Alaina Crystal, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018

Bodyform, the feminine hygiene brand, used a TV ad and social media to break taboos and connect with women in the UK.

Audi Spain: The doll that chose to drive

Case Study • Patricia Miret, Patricia Urgoiti, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018

Car maker Audi challenged the stereotypes of 'cars being for men, not women' in Spain through a Christmas campaign centred on a 3D-animated short video.

Digital brand building: What fashion brands must know

Article • Low Lai Chow, WARC Exclusive, April, 2018

Fashion brands are diversifying their marketing strategies away from print as social media and influencers offer new opportunities to capture millennial shoppers.

Sprint Latino: La Futbolera

Case Study • Sergio Barrientos, Joaquin Lira, Natalie Garcia, WARC Awards, Shortlisted, Effective Innovation, 2018

Telco Sprint launched a chatbot-based game in Facebook Messenger to drive positive engagement with the Latino market in the US.

Digital media