Digital media

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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.

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 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.

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.

NetApp: Orchestrating a Choral Symphony - Driving sales impact through employee advocacy and social selling

Case Study • SABRE Awards, Gold, APAC, Technology: Software & Services, 2018

NetApp, a hybrid cloud data services company, optimized the digital footprint of its sales workforce in APAC to drive positive sales impact and greater online conversations.

Go Gentle Australia: Stop The Horror

Case Study • SABRE Awards, Gold, APAC, Australia/New Zealand, 2018

Go Gentle Australia, a right-to-die advocacy group, was able to emotionally engage Australians with its six-minute film.

Procter & Gamble: Pampers Positive

Case Study • SABRE Awards, In2 APAC, Best Meme/Viral Campaign, 2018

Pampers, a brand of baby and toddler products marketed by P&G, increased its market share in Vietnam by launching Pampers Positive, which created social conversations between mothers about the parenting pressures and myths they face.

Prevail: Granny's Secret

Case Study • SABRE Awards, Gold, APAC, Consumer Health, 2018

Prevail, a brand of incontinence products, increased external visits to e-commerce channels by 6500% and increased sales by 74% during its campaign in China, which used emotional storytelling.

Go Gentle Australia: Stop The Horror

Case Study • SABRE Awards, In2 APAC, Digital and Print Media, 2018

Go Gentle Australia, a right-to-die advocacy group, was able to emotionally engage Australians with its six-minute film.

Rakuten Kobo: Kobo's Bookstore Therapy - A YouTuber's diagnosis

Case Study • SABRE Awards, Gold, APAC, Web-Based Business, 2018

Kobo, an e-book company, increased its awareness in Taiwan by launching the Bookstore Therapy, which saw e-books answering the increasing concerns of Taiwanese people in a digital age.

Temasek: The Great Singapore Replay

Case Study • SABRE Awards, Gold, APAC, Financial Services, 2018

Temasek, an investment company, launched The Great Singapore Replay (TGSR) – a campaign that increased awareness of Temasek's community engagement by over 144% and helped re-write Singapore's music history.

Huawei Mobile: Huawei X Rex Tso - From Zero to Hero

Case Study • SABRE Awards, Gold, APAC, Consumer Electronics, 2018

Huawei, a mainland Chinese global smartphone brand, had to fight an uphill battle to gain acceptance among increasingly anti-China Hong Kong consumers.

Porsche boldly uses LinkedIn as its corporate communications platform

Case Study • SABRE Awards, In2 APAC, Best Use of Global Social Networking Platforms, 2018

Porsche, an automotive brand, promoted its company image among auto and technology professionals in China by deploying LinkedIn as its corporate communication vehicle through page redesign and engaging content.

Paytm: Helping India cope with the death of cash

Case Study • Jitender Dabas, Harshvardhan Sahni, WARC Prize for Asian Strategy, Shortlisted, 2018

Paytm, India's leading digital wallet, used the disruptive demonetisation of two high-denomination bank notes as an opportunity to extend the digital payment system to undigitised members of the Indian economy.

Tata Tea: Alarm Bajne Se Pehle Jaago Re – Awaken before the alarm goes off

Case Study • Sushma R Rao, WARC Prize for Asian Strategy, Shortlisted, 2018

Beverage company Tata Tea ran a social activism campaign focused on gender sensitivity and sports education to increase exposure and engagement.

Johnson's Baby: Touch

Case Study • Talha Bin Hisaam, Nadia Putri Prianti, WARC Prize for Asian Strategy, Shortlisted, 2018

Skin and baby-care brand Johnson's used an integrated campaign in Indonesia to grow sales and establish itself as a baby-care expert in a category that lacked differentiation.

Verena Sure: Capture

Case Study • Amanda Hancock, WARC Prize for Asian Strategy, Shortlisted, 2018

Diet brand Verena Sure circumvented strict government regulations by using its own digital and social media platforms to launch its over-the-counter product in Thailand.

Jollibee: Valentine’s joy for the heartbroken

Case Study • Gino Borromeo, Adrian Quintana, Miguel De Leon, Sonia Pascual, WARC Prize for Asian Strategy, Shortlisted, 2018

Filipino fast food brand Jollibee increased sales around Valentine's Day with a campaign for the broken-hearted.

McDonald's: Full-heart support for Gaokao

Case Study • Hans Lopez-Vito, Angela Gao, Leon Liu, WARC Prize for Asian Strategy, Shortlisted, 2018

Fast-food restaurant chain McDonald's used a game on WeChat, TV and online video to show support for schoolchildren taking the Gaokao exam and build brand love in China.

Quaker: Overnight Oats

Case Study • Larah Lee, Cristina Buenaventura, WARC Prize for Asian Strategy, Shortlisted, 2018

Oats brand Quaker used radio and social media to help update its image for millennials in the Philippines.

Vodafone India: #Lookup

Case Study • Arjun Paul Vedanayagam, WARC Prize for Asian Strategy, Shortlisted, 2018

Telecoms company Vodafone India grew awareness and positive sentiment through a social campaign in response to a rival's disruptive entrance to the market.

Hotel Indigo: Neighbourhood 15

Case Study • Yanling Leow, WARC Prize for Asian Strategy, Shortlisted, 2018

Boutique hotel chain Hotel Indigo penetrated a cluttered market by launching its first resort property in Seminyak, Bali.

Vicks: Touch of Care

Case Study • Jordan Price, WARC Prize for Asian Strategy, Shortlisted, 2018

Over-the-counter brand Vicks used long-form video, distributed purely on social media, to reignite affinity, trust, and respect for the brand in India.

Mudah.my: Ho Ee Ki – Let It Go

Case Study • Tanvi Singh, WARC Prize for Asian Strategy, Shortlisted, 2018

Malaysian online marketplace mudah.my targeted Chinese Malaysians with a humorous social media campaign, filmed in their local dialect, to boost site listings during Chinese New Year.

New digital opportunities for retailers

Opinion • Alistair Hill, September 2018

Retail is changing and so are the formats through which to influence purchase. On Device Research’s Alistair Hill talks through some of his firm’s findings in this area.

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.
Carat's top 10 trends for 2018

Article • Dan Calladine, WARC Exclusive, January 2018

Ten media and technology trends and their implications for brands, including e-commerce, loyalty, Chinese influence, voice, blockchain and smart cities.
The Future 100: Trends and change to watch in 2018

Article • J. Walter Thompson Intelligence, Research on WARC, December 2017

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.
ROI in 2017: Effectiveness in the digital age

Article • WARC Trends, Toolkit 2017

This article, taken from the Warc Toolkit 2017 report, discusses how to achieve marketing effectiveness in the digital age by striking the right balance between close targeting and mass reach, and between short- and long-term strategies.
Marketing in the Digital Age: Binet and Field on how media choices impact effectiveness

Article • Joseph Clift, Event Reports, Eff Week, November 2016

This report discusses Marketing in the Digital Age, a new work looking into the causes of marketing effectiveness from Les Binet and Peter Field.
What we know about combining TV with digital media

Article • WARC Best Practice, June 2017

This article provides marketers with information and guidance about combining TV and digital media strategies.