Effectiveness

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.

IPA Awards: Looking for constants in a sea of change

Opinion • Mike Teasdale, February 2019

The 2018 IPA Effectiveness Awards illuminate much of what is changing in advertising, how questions of effectiveness are shifting.

Four insights from the 2018 IPA Effectiveness Awards

News • 29 January 2019

The Institute of Practitioners in Advertising’s Effectiveness Awards demand some of the most detailed analysis of payback from marketing spend.

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.

The evolution of effectiveness

Opinion • Neil Godber, January 2019

Wunderman Thompson’s Neil Godber, Convenor of the Judges for the 2018 IPA Effectiveness Awards, shares themes from the judging sessions that demonstrate how effectiveness is evolving.

What happened when Colgate-Palmolive tasked AI with finding ROI

News • 23 January 2019

Colgate-Palmolive, the consumer products company, has attempted to use artificial intelligence (AI) to gain a clearer perspective on the payback from its retail promotions – but with limited results.

Arona

Case Study • Cristina Viguera, WARC Media Awards, Entrant, Effective Use of Tech, 2018

The municipality of Arona in south Tenerife used digital in-flight media to promote itself as a destination to tourists from all over Europe.

HP: Imagining the office of the future

Case Study • Ronnie Thomas, Scindya Datt, WARC Media Awards, Entrant, Effective Use of Tech, 2018

HP, the computer company, used augmented reality in a campaign targeting businesses across APAC.

Bajaj Almond Drops: Sliding into the Guinness World Record

Case Study • Kavita Acharekar, Nirmal Desai, Prasad Patwardhan, Maitri VJ, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Bajaj Almond Drops, the leading brand in the hair oil market in India, decided to gain market share by setting a new Guinness World Record, which would demonstrate the importance of the traditional habit of hair oiling engagingly and interestingly.

Sensodyne: Sensodyne Ramadan – Storytelling works

Case Study • Firka Aulia Mahyudi, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Sensodyne, the GlaxoSmithKline brand, wanted to celebrate Ramadan with Indonesian people and help them enjoy the sweet food enjoyed during iftar (the meal breaking the fast) with a social media campaign.

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.

Pepsi: The Icon of Youth

Case Study • Anh Vu, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Soft drink brand Pepsi regained brand love in Vietnam by reinforcing its position as a leading brand for youth.

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.

Volkswagen T- Roc: Born Confident launch

Case Study • Ivan De Santis, Greta Bottini, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Volkswagen, the German carmaker, launched its T-Roc model on the Italian market through a cross-media campaign.

Innovation: creating fresh value for 2019

Opinion • Lucy Aitken, January 2019

The 2018 WARC Awards Grand Prix for Innovation went to 7-Second Resumes, a solution that reframed how job-hunters appeal to recruiters.

The Higgs Boson of creative effectiveness

Article • Orlando Wood, WARC Webinars, January 2019

Orlando Wood, chief innovation officer at System 1 Group, shares how brands can predict the market share growth associated with advertising over the long-term.

Lifebuoy: First Line of Defence

Case Study • Elviana Lim, WARC Media Awards, Entrant, Best Use of Data, 2018

Lifebuoy, the world's leading soap brand, created a data-led campaign in Indonesia to raise awareness about the need for handwashing with soap.

Baby Dove: Now in the Philippines

Case Study • Clarysse Estremadura, Steph King, WARC Media Awards, Entrant, Best Use of Data, 2018

Unilever-owned personal care brand Dove employed TV and digital to launch its Baby Dove range, focusing on body wash, in the Philippines.

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.

Polase: Programmatic Summer

Case Study • Raffaele Natale, Valeria Vairo, Matia Pollastri, WARC Media Awards, Entrant, Best Use of Data, 2018

Polase, Italy's category leader of saline nutritional supplements, used a data- and programmatic-led strategy to optimise brand visibility, relevance and profitability.

Dove Dry Shampoo

Case Study • Artyom Khokhlov, WARC Media Awards, Entrant, Best Use of Data, 2018

Dove, the global beauty brand, successfully launched its new dry shampoo product in Russia through high-precision targeting to gain high reach and involvement.

McDonald’s disrupts seasonal advertising in China

Opinion • Chiara Manco, January 2019

Winning the 2018 WARC Awards’ Social category Grand Prix and Path-to-Purchase Special Award, McDonald’s Full-heart Support for Gaokao campaign achieved unprecedented engagement and footfall for the fast-food restaurant in China.

Channelling your inner Poirot: how to write good case studies

Opinion • Lucy Aitken, January 2019

At the Euro Effies, Matt Gladstone, Strategy Partner at Grey London, advised authors of case studies to act like detectives when writing their paper.