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.

Is outcome-based measurement the key to better marketing?

Opinion • Paul Rowlinson, March 2019

With CTR on the ropes, it’s time to look to customised outcome-based metrics, says Paul Rowlinson . “Our relationship no longer tells the full story”: so said a recent open letter from the Internet Advertising Bureau (IAB) imploring brands to end their dependence on clicks.

Moving past the click: four alternatives to CTR

Opinion • Tim Elkington, March 2019

CTR is a relic from the early days of digital advertising, says Tim Elkington, Chief Digital Officer, IAB UK.

How to make sense of cross-platform measurement

Article • Sean Pinkney, Admap, March 2019

Explains the results of research by Comscore, which details a sophisticated model to combine recency, frequency and interactive effects on campaigns across digital media.

Click-through rate is well past its sell-by date

Opinion • Jake Ferguson, February 2019

The recent publication of the IAB UK Measurement Tool Kit was accompanied by the provocative suggestion that some advertisers were ‘clickheads’, relying too heavily on click-through rate as a measure of digital ad effectiveness.

Reynolds: The Hot-Cheetos Turkey

Case Study • SABRE Awards, Micro Marketing, In2, 2019

Reynolds, a home goods brand, caused a stir on social media in the US by creating an unusual recipe for turkey seasoning.

Clorox: Clean is the Beginning—Clorox with Ketchum

Case Study • SABRE Awards, Best Use of Original/Commissioned Research for PR, In2, 2019

The Clorox Company, a manufacturer and marketer of consumer and professional products, increased household penetration of its products in the US by launching a biometric video that tracks how people react to a clean room versus a dirty one.

HP: Today's All-American Family and Unconscious Bias

Case Study • SABRE Awards, Best in Brand Film/Video, In2, 2019

HP, the software company, reinforced the company’s legacy of promoting diversity and inclusion in the US in its latest campaign featuring the ‘All-American Family Portrait’.

Fremont Website Takes Holistic Approach to SEO

Case Study • SABRE Awards, Best Seo/Content Distribution Program (Paid + Organic), In2, 2019

The City of Fremont, a city in California's San Francisco Bay Area, increased website traffic in the US by launching a new site that is mobile and tablet friendly and supports its business proposition.

Janssen Pharmaceutical Companies: Champions of Science: The Art of Ending Stigma

Case Study • SABRE Awards, Best in Crowdsourcing & Co-creating, In2, 2019

Janssen Pharmaceutica, a pharmaceutical company of Johnson & Johnson, increased brand awareness in the US by launching an anthem video that helped fight the stigma against mental health.

Niagara Conservation: Welcome to the Water Revolution—Niagara Conservation with Padilla

Case Study • SABRE Awards, Best Content Creation for Media Sites (Paid), In2, 2019

Niagara Conservation, the manufacturing company, launched a fully integrated campaign that used humor to get a serious message across to US customers.

TENGA: Feel More – Redefining Masculinity by Destigmatizing Masturbation Around the World

Case Study • SABRE Awards, Best Persuasive Content, In2, 2019

TENGA, a global sexual wellness company, increased sales and brand awareness in the US by launching Feel More, a platform that encouraged men to feel more and be unashamed of sex toy use.

Conoco Launches “Choose Go”

Case Study • SABRE Awards, Best Use of Social Media or Analytics for Audience Insights or Influencer Targeting, In2, 2019

Conoco, a multinational energy corporation, launched its Choose Go campaign among millennials in the US by creating an anime-style content series based on insights into their interests and social conversations.

Tinder: #RepresentLove

Case Study • SABRE Awards, Best in show #1, In2, 2019

Tinder, a mobile dating app, increased app downloads globally by launching interracial couple emojis to highlight its commitment to diversity and love.

Clear: Real-Time Multi-Screen Sports Sync

Case Study • Kel Alegre, Nol Christian Calimbahin, Loren Saguil, WARC Media Awards, Entrant, Effective Use of Tech, 2018

Clear Shampoo launched its Real-Time Multi-Screen Sports Sync campaign in the Philippines for its hero variant, Clear Men Anti-Dandruff Shampoo, Cool Menthol Sport.

Pepsi: A/R Football

Case Study • Chanatda Khumrungruang, WARC Media Awards, Entrant, Effective Use of Tech, 2018

Pepsi built Thailand's first web-based augmented-reality football game topped off with great prizes that were very appealing to its young, target audience.

IHOb: The day IHOP flipped the script

Case Study • Elizabeth Hartley, WARC Media Awards, Entrant, Effective Channel Integration, 2018

IHOP, the restaurant chain, used a stunt built for social media and PR to generate buzz and increase sales in the US.

Gallup Workplace: Custom workplace solutions

Case Study • Kristin Bell, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Gallup, the pollster and business consultancy, used paid search advertising to increase leads for its workplace solutions in the US.

Andersen Windows 400 Series: Endless Yes

Case Study • Ed Schindler, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Andersen Windows, a windows manufacturer, increased sales of its custom-sized windows in the US through paid search, social and digital ads.

Blackmores: Kindness as a data strategy

Case Study • Sandeep Joseph, WARC Media Awards, Entrant, Best Use of Data, 2018

Vitamin supplements brand Blackmores grew sales and likeability by supporting the cause against food waste in Malaysia.

Cream Silk: Customised Solutions

Case Study • John Obaldo, Loren Saguil, Angelica Banzon, WARC Media Awards, Entrant, Best Use of Data, 2018

Hair care brand Cream Silk used Facebook's propriety clustering algorithm, Mindsights, to create more relevant brand communications and drive functional superiority among its target audience in the Philippines.

Burger King: Stories Ordering

Case Study • Case Studies on WARC, 2018

Burger King, the fast-food restaurant chain, allowed consumers to create their perfect McWhopper through the Instagram polls feature in Spain.

Carat's 10 trends for 2019

Article • Dan Calladine, WARC Exclusive, December 2018

Ten media and technology trends and their implications for brands, including contextual commerce, digital detox, expanding connectivity, design from data, smart out of home and experiential e-commerce.
How does effectiveness vary by media channel?

Article • WARC Evidence, October 2018

Looks at how different channels deliver different outcomes and advises on the optimal roles of different channels, as well as the dominant medium for reach, impact and scalability.
What we know about combining TV with digital media

Article • WARC Best Practice, September 2018

Provides marketers with information and guidance about combining TV and digital media strategies.
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.