Effectiveness

What we know about creativity and effectiveness

Article • WARC Best Practice, December 2017

This paper explores current thought and reading on the connection between creativity and effectiveness, a relationship for which there is compelling evidence, especially in terms of creating brand fame: a driver of long-term performance.

The effects of signaling monetary and creative effort in ads: Advertising effort can go a long way influencing B2B clients, employees, and investors

Article • Micael Dahlen, Sara Rosengren and John Karsberg, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 433-442

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

The 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.

ŠKODA: ŠKODA x Handsome Dancer – CoinciDance

Case Study • Paloma Ho, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

ŠKODA, the car brand, used a series of viral videos to increase brand awareness in Taiwain.

Diageo: The Welcome Drink

Case Study • Anouk Kalaf, Linda Fagerlund, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Drinks manufacturer Diageo joined forces with TV cooking show MasterChef and created a multimedia strategy to boost spirit sales in Australia.

Courtyard by Marriott: Where winners feel at home

Case Study • Stuart Wareman, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Hotel group Marriott created a partnership with football club Bayern Munich, in order to rebrand its Courtyard offering and boost loyalty and sales in Germany.

Rexona: Mobile voice pack

Case Study • Oscar Maalihan, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Deodorant brand Rexona used NBA star Steph Curry and navigation app Waze to drive relevance and boost engagement in the Philippines.

My Black is Beautiful: The Talk

Case Study • Jason Jahn, WARC Media Awards, Shortlisted, 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.

Pampers: Bums don’t lie

Case Study • Vandana Mehra, Manish Lohana, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Baby care brand Pampers created a programme of paediatrician-led workshops to boost nappy sales by targeting young mothers and their mothers-in-law in India.

Just Eat: The Perfect Night In

Case Study • Poppy Barnes, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Just Eat, the online takeaway ordering platform, used a TV sponsorship to increase awareness and sales in the UK.

Clear: NBA Live in-game sponsorship

Case Study • Kel Alegre, Nol Christian Calimbahin, Loren Saguil, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Anti-dandruff shampoo Clear changed its brand proposition and used its sponsorship of the NBA Live app to increase brand awareness of its Cool Sport hero variant, and drive engagement in the Philippines.

John Lewis: Advertising on demand

Case Study • Andrew Darby, WARC Media Awards, Shortlisted, 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.

KFC: Gamers' Playground

Case Study • Summer Liu, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

KFC, the fast-food brand, used a partnership with a video game to increase sales in China.

Need for Speed: EA Games & Need for Speed Payback

Case Study • Linda Fagerlund, Luke Chan, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Gaming company EA used influential car-modification content creators to create a digital campaign to launch its Need for Speed Payback driving game in Australia.

Suzuki Ignis: An Ignis Adventure

Case Study • Chris Herbert, Rachel Lorenzon, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Suzuki, the car brand, co-created a TV show with a broadcaster to engage young women and increase sales of its Ignis model in the UK.

Age UK: The Loneliness Documentary

Case Study • Anneka Dew, WARC Media Awards, Shortlisted, 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.

Pond's: Re-writing the influencer playbook

Case Study • Mikhal Anindita, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Beauty brand Pond's used an influencer strategy to launch a new skincare product in Indonesia.

next: Bradesco - Bank next

Case Study • MMA Smarties, Gold, LATAM, 2018

Bradesco, a bank, launched an app to help it reach a younger, digital-first generation in Brazil.

Coca-Cola: Coca Cola Fan Feat

Case Study • MMA Smarties, Gold, LATAM, 2018

Soft drinks company Coca-Cola created FanFeat, a competition for music fans, to boost sales among 12- to 24-year-old Brazilians, achieving record teen engagement and an increase in Coke sales.

Buscape Company: Consumer Day Brazil Experience

Case Study • MMA Smarties, Silver, LATAM, 2018

Buscapé, a comparison shopping service, increased awareness and sales in Brazil by launching an influencer campaign to celebrate Consumer's Day.

next: Bradesco - Bank next - Lollapalooza Game

Case Study • MMA Smarties, Gold, LATAM, 2018

next, a mobile only bank, used its sponsorship of Lollapalooza Brazil to drive account openings.

Mastercard: Start Something Priceless with your favorite wine

Article • MMA Smarties, Bronze, LATAM, 2018

Mastercard, a financial services corporation, created brand lift in Brazil by launching a series of creative assets and hero video that showed the benefits of using Mastercard while eating out.

Lubricantes Mobil: Volviendo Whatsapp en un canal de TV

Case Study • MMA Smarties, Silver, LATAM, 2018

Mobil Delvac, a motor oil brand, reached out to Columbian transporters, owners and truck drivers on WhatsApp to increase brand awareness at its event.

Burger King: Coxinha Fries

Case Study • MMA Smarties, Finalist, LATAM, 2018

Burger King, a fast food restaurant chain, got involved in the cultural conversation surrounding coxinha, a fried dough food, in Brazil by launching its own version of the snack, Coxinha Fries.

Listerine: When data brings out the bold

Case Study • MMA Smarties, Finalist, LATAM, 2018

Listerine, a brand of antiseptic mouthwash product, segmented its audience to deliver targeted ads on Facebook, achieving an ROI of 3.2%.