Effectiveness

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WARC 100: Lessons from the world's top effectiveness campaigns

Uncovers the trends behind the creative, as well as data analysis of the top performers.

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.

Mars: M&M's Christmas

Case Study • European Association of Communications Agencies, Finalist, 2018

M&M's, a confectionery brand, used emotions around the true meaning of Christmas to increase penetration in Italy by 3.4% and 1.7% in Russia.

O2: The Forgotten day of Freedom

Case Study • European Association of Communications Agencies, Gold, 2018

O2, a telecommunications services provider, reached people across the Czech Republic and Slovakia by showing them how lucky they are to have the freedom that they do, increasing the brand's attribute of fighting for freedom in the telco market.

Promotur Turismo De Canarias SA: Canary Islands "The 7 islands that became 47"

Case Study • European Association of Communications Agencies, Bronze, 2018

Promotur Turismo De Canarias SA, a tourist information centre in Spain, increased tourist visits to the Canary Islands by launching a micro-segmentation model to target tourists globally.

Bolia.com: Never Waste a Good Crisis: Leveraging Financial Chaos as a Growth Catalyst

Case Study • European Association of Communications Agencies, Finalist, 2018

Bolia, a Danish retailer of Scandinavian designed furniture, disrupted the traditionally conservative furniture category and leveraged the recession to gain market share and accelerate business growth.

Glaxosmithkline: Toothpaste For Gums

Case Study • European Association of Communications Agencies, Silver, 2018

Parodontax, a toothpaste brand, increased its sales across Europe by releasing a creative film to highlight the importance of stopping the journey of gum disease.

Art Fund: How A Little Charity Grew Its Revenues And Saved More Art By Thinking Big

Case Study • European Association of Communications Agencies, Gold, 2018

Art Fund, a British charity, used emotional campaigning and its first ever film, to raise its sales performance of the National Art Pass.

Raffaello: Raffaello against Loneliness

Case Study • European Association of Communications Agencies, Finalist, 2018

Raffaello, a chocolate brand, defended its market position in the Czech and Slovak Republics by launching a project that allowed people to send a pack of Raffaello as a gift.

Huawei: Huawei Mate 10

Case Study • European Association of Communications Agencies, Finalist, 2018

Huawei, a telecommunications company, change perceptions of the brand which led to a market share increase in the CEE region.

LEVEL Travel: Tourism – It's Your World

Case Study • European Association of Communications Agencies, Finalist, 2018

International Airlines Group (IAG), an Anglo-Spanish multinational airline holding company, launched a new low-budget and long-haul airline by targeting young people who are often restricted by the cost of long-haul travel.

Edeka: The Diversity Act

Case Study • European Association of Communications Agencies, Finalist, 2018

Edeka, a German supermarket chain, triggered a huge, international press echo, engagement and awareness when it removed all the non-German products from a supermarket to demonstrate the loss when national diversity is missing.

Bolia.com: No One Lives Like You: Shifting the Meaning of Home

Case Study • European Association of Communications Agencies, Bronze, 2018

FPS Chancellery of the Prime Minister: Belgium – Uniquely Phenomenal

Case Study • European Association of Communications Agencies, Bronze, 2018

The FPS Chancellery of the Prime Minister, a federal public service in Belgium, listed 99 humorous reasons why Belgium is uniquely phenomenal to increase visits to the country.

Coty: Sebastian - Twisted

Case Study • European Association of Communications Agencies, Bronze, 2018

Sebastian International, a hair care brand, increased sales of its Twisted products for curly hair across Europe by breaking category conventions with curly hair crash tests.

Cereal Partners Worldwide – Nestle and General Mills SA: #KeepGoing

Case Study • European Association of Communications Agencies, Bronze, 2018

Nestlé, a food and drinks company, revitalised the FITNESS cereal brand to support women on the journey towards their achievements, which successfully reversed a sales decline in Europe.

Procter & Gamble International Operations SA: WYGS Noseblind

Case Study • European Association of Communications Agencies, Silver, 2018

Febreze, a brand of household odour eliminator, successfully shifted its campaigns from being product/innovation led to having a brand-led approach, which gave it sustainable and continuous growth in its KPIs in France and the UK.

Visit Flanders: The Mud Soldier

Case Study • European Association of Communications Agencies, Grand Prix, 2018

Visit Flanders, the Flemish tourism authority, forged an emotional connection between the tragic anniversary of the WWI battle of Passchendaele and potential visitors from Europe, North America and Australia to reverse visitor declines to Flanders Fields' WWI battlefields.

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.

Harpic wins Jay Chiat Grand Prix

News • 12 October 2018

Harpic, the toilet cleaner, won the Grand Prix at the 2018 Jay Chiat Awards for “Banega Swachh India”, a campaign that promoted sanitation in India, and was developed with the New Delhi office of the McCann Worldgroup agency.

Payless Shoesource Costa Rica: Tinta Para el Alma

Case Study • SABRE Awards, Gold, LATAM, Central America, 2018

Payless, a discount footwear retailer, raised donations and media attention for breast cancer by introducing the idea of nipple tattoos to people in Costa Rica.

Phillips 66: A Full Tank of Gas and Half a Pack of Cigarettes

Case Study • Jay Chiat Strategic Excellence Awards, Silver, Regional strategy, 2018

Phillips 66, a multinational energy company, created different ads for its three US regional audiences which helped to boost sales by as much as 45%.

Ad Council: No One Gets a Diploma Alone

Case Study • Jay Chiat Strategic Excellence Awards, Shortlist, Nonprofit, 2018

Ad Council, an American non-profit organization, convinced school dropouts to get their diploma in the US by launching No One Gets a Diploma Alone, to show the support they would receive.

National Safety Council: Stopping Everyday Killers

Case Study • Jay Chiat Strategic Excellence Awards, Bronze, National strategy and Product service creation, 2018

National Safety Council (NSC), launched a national debate about prescription opioid related deaths in the US via its “Prescribed to Death” campaign, which equipped Americans with the knowledge and tools to have a conversation with their doctors.

Meat & Livestock Australia: Celebrate Australia

Case Study • Jay Chiat Strategic Excellence Awards, Shortlist, National Strategy, 2018

Meat and Livestock Australia, a public authority providing research for the Australian red meat and livestock industry, overcame the challenge of a divisive Australia Day by using the brand Lamb, which represents unity, to make Australia Day a celebration for all Australians.

Jackson Hole Travel & Tourism Board: Stay Wild

Case Study • Jay Chiat Strategic Excellence Awards, Shortlist, Regional Strategy, 2018

Jackson Hole Travel and Tourism Board, a tourism operator for Jackson Hole in Wyoming, launched the Stay Wild campaign in the US to show tourists everything that makes it the last real mountain town.

Cannes Lions 2018: Insights from the Creative Effectiveness winners

Article • WARC Exclusive, August 2018

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.
WARC 100: Lessons from the world's top effectiveness campaigns 2018

Article • WARC 100, April 2018

This report analyses the world's top effectiveness campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.
Brand Purpose Report: Lessons from the 2017 WARC Awards

Article • WARC Exclusive, January 2018

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Brand Purpose category of the 2017 WARC Awards.
Content Strategy Report: Lessons from the 2017 WARC Awards

Article • WARC Exclusive, January 2018

Analysing trends in content strategies, including the use of data and PR, with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2017 WARC Awards.
Social Strategy Report: Lessons from the social category of the 2017 WARC Awards

Article • WARC Exclusive, November 2017

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2017 WARC Awards.
Strategy Toolkit: How marketing works

Article • Strategy Toolkit, Strategy Toolkit

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.