Effectiveness

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What we know about differentiation and salience

Article • WARC Best Practice, April 2019

Explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.

What we know about creativity and effectiveness

Article • WARC Best Practice, February 2019

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.

What we know about long-term and short-term effectiveness

Article • WARC Best Practice, December 2018

This article provides marketers with information about how to balance long-term and short-term strategies.

What we know about the theories of brand growth

Article • WARC Best Practice, December 2018

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.

McDonald’s: “50 Years of Big Mac”

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

McDonald's, the fast food chain, celebrated 50 years of the Big Mac in Switzerland by creating 50 different designed images to highlight the Big Mac's enduring popularity.

Reclame Aqui: Corruption Detector

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Reclame Aqui, a consumer protection company, launched an app to expose corrupt politicians during election time in Brazil.

Chicken Licken: Sbu 2.0

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Chicken Licken, a South African fast food brand, increased sales of its Hotwings by using the topicality of AI to make a humorous TV commercial.

Kingo Energy: Kingo

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Kingo Energy, a solar energy company, created a video for social media that drove brand awareness among investors around the world and potential users in Guatemala.

Christie's: The Last Da Vinci

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Christie’s, the British auction house, set the record for a painting sold in auction when it sold the last known work by Leonardo da Vinci held in private hands, Salvator Mundi.

Sambito: Nature Represented

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Sambito, a commercial consultancy, got thousands of lawyers to fight court cases for nature by defending trees for free, in order to help protect Ecuador’s threatened environment.

Cannes Creative Effectiveness entries soar

News • 17 June 2019

As the Cannes Lions International Festival of Creativity kicks off today, the growing value attached to creative effectiveness is evident in the 34% increase in entries to the Creative Effectiveness Lions, the only global benchmark of the ...

Free Democrats "Dark Diaries"

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Free Democrats Party (FDP), a political party in Germany, rejuvenated its party by attracting young voters in Germany.

Share Foods: Share "1 For You. 1 For The World."

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Share, a German consumer goods brand, launched its brand in the German market by creating a 360º campaign that saw social media influencers announce the social purpose of the brand through online video.

Louvre Abu Dhabi: Highway Gallery

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

New museum Louvre Abu Dhabi took its famous artworks to the people to generate brand love and increase footfall.

Toyota Motor Corporation: Start Your Impossible

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Toyota, the automobile maker, used inspiring stories to bring to life its vision for the future in its global 360 campaign, which also increased its share price by 11%.

Graubünden Tourism: The Photography Ban

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Graub�nden Tourism, a tourism information centre in Switzerland, used a PR stunt to raise interest for Berg�n and increase tourism to the area.

IBM: Cognitive Couture

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

IBM, a computer hardware company, established Watson as the leading AI for business in Australia, India and China by creating cultural capital in its support of fashion in these regions.

Microsoft 'Xbox Design Lab Originals: The Fanchise Model' – Turning Fans Into Fanchises

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Microsoft, a multinational technology company, increased awareness and sales of the Xbox Design Lab by launching a new e-commerce platform that allowed gamers to buy and sell their own designs.

Santa Casa De Misericórdia De São Paulo: Hemoji

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Santa Casa de Misericórdia de São Paulo, a philanthropic hospital in Latin America, launched an emoji alphabet that represents the blood types and got people on Twitter to use them in their names to highlight themselves as potential donors.

Unilever: Hair Talk

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Sunsilk, a haircare brand, connected with its millennial audience in Thailand thanks to its viral film which prompted the brands 13.1% growth.

P&G: Babyface

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Gillette, a shaving brand, reversed a decline in sales in Israel by targeting new and expectant dads with a video campaign that showed the importance of skin-to-skin contact with their newborns.

Essity: Bloodnormal

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Bodyform, the feminine hygiene brand, used a digital film to break taboos and connect with women globally.

Coca-Cola: Share A Coke 1,000 Name Celebration

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Coca-Cola, the soft drinks brand, improved awareness of the increased numbers of names featured on its packaging by creating a unique song for every name.

David Sheldrick Wildlife Trust: Hello In Elephant

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

David Sheldrick Wildlife Trust (DSWT), a charity that aims to save elephants from extinction, was able to raise awareness for elephant deaths arising from a loss of habitat, by introducing and translating elephant communications to a global audience.

Harpic: Five Words That Built Toilets

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Harpic, a toilet bowl cleaner brand, increased brand awareness in India by launching matrimonial newspaper ads to show people the necessity of having a toilet.

Media Strategy Report 2019: Insights from the WARC Media Awards

Article • WARC Exclusive, March 2019

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.
2018 IPA Effectiveness Awards: Insights from the winning campaigns

Article • WARC Exclusive, January 2019

Reveals the trends and lessons from the 2018 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.
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.
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.
Effective Social Strategy Report: Lessons from the 2018 WARC Awards

Article • WARC Exclusive, October 2018

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2018 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.