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What we know about marketing on TikTok

Article • WARC Best Practice, January 2022

Explores the latest best practice guidance around using TikTok, a mobile video app, as a platform for marketing communications.

Chợ Tốt: Sale 0%

Case Study • MMA Smarties, APAC, Bronze, 2021

Chợ Tốt, a C2C marketplace, launched a campaign in Vietnam to highlight that it did not need big sale events to offer bargains.

Cricbuzz: #AbCricketBuzzega

Case Study • MMA Smarties, Bronze, X (Global), 2021

Cricbuzz, a cricket news and entertainment app, launched a campaign in India to bring back traffic to the app, ensure new downloads, and dominate the conversations around cricket.

Depositions.com Mobile App

Case Study • MMA Smarties, Silver, X (Global), 2021

Starmark, a marketing brand, launched a campaign in Florida to drive awareness of a new app that offered greater productivity and flexibility to attorneys and legal assistants.

Building and measuring trust at LinkedIn: Using narrative analytics and other methodologies to measure, track and act

Research Paper • Jeff Marshall; Rogier Verhulst; Becky Owens; Sean O’Connor, ESOMAR Conference papers, 2021

LinkedIn, a professional networking platform, gained insights into measuring consumer trust in the USA.

A journey into achieving: Creative excellence for TikTok across europe

Case Study • MRS Awards Papers, Finalist, Creative Development Research, 2021

TikTok, a video-focused social networking service, launched a campaign in Germany to strengthen the relationship with their current audience and increase tracking measures.

TikTok: TikTok x Euros 2020 – Where fans play

Case Study • Marc Whittle, Ella Keita, Maria Luisa Galang, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2021

TikTok, a video-sharing social media service, launched a European campaign to increase app usage among males aged 18+.

UNILAD: The Illegal Blood Bank

Rankings • WARC Media 100, 2021

UNILAD, a digital publisher, launched a campaign in the UK to change a law preventing sexually active gay and bisexual men from donating blood.

VICE: The 8-Bit Journo

Rankings • WARC Creative 100, 2021

VICE, a media company, leveraged SMS to recreate the experience of the internet during a communications blackout in Kashmir, India.

Reverso: DeepTruth: we use lies to tell the truth

Rankings • WARC Effective 100, 2021

Reverso, a company specialising in AI-based language tools, launched a deepfake video featuring Argentinian politicians to show the importance of spotting fake news online, especially with the upcoming general election in Argentina.

UNILAD: The Illegal Blood Bank

Rankings • WARC Creative 100, 2021

UNILAD, a digital publisher, launched a campaign in the UK to change a law preventing sexually active gay and bisexual men from donating blood.

Vice: The 8-Bit Journo

Rankings • WARC Effective 100, 2021

VICE, a media company, recreated the experience of the internet through SMS during the communications blackout in Kashmir, India.

Reverso: DeepTruth: we use lies to tell the truth

Case Study • WARC Cases, November 2021

TikTok: #CreateForGood

Case Study • AME Awards, Finalist, 2021

TikTok, a social network platform, launched a campaign in the MENA region to raise awareness on the importance of sign language.

WhatsApp: The last horoscope

Case Study • AME Awards, Silver, 2021

WhatsApp, a cross-platform mobile messaging company, launched a campaign in North America to empower the Latinx/Hispanic community with the right information to vote, to recognise their power and importance and to vote.

Bumble: Stand for safety

Case Study • SABRE Awards, South Asia Gold & Global winner, 2021

Bumble India, an online dating application, launched a campaign to increase brand awareness and build strong brand affinity with women's safety messaging that is hyper-relevant.

Pearson: Making India ‘delivery ready’ through the pandemic

Case Study • SABRE Awards, South Asia, Diamond, 2021

Vahan, an AI-enabled livelihood platform, launched a campaign in India to communicate the relevance of the WhatsApp chatbot for employers and blue-collar workers to ensure that e-commerce delivery was uninterrupted.

upGrad: #Don’tLickAssKickAss

Case Study • Kawal Shoor, Abhishek Hariharan, Ipshita Khan, WARC Awards for Asian Strategy, 2021

upGrad, an online course provider, launched a campaign in India to change perceptions about online learning and encourage enrolments to its courses.

Spotify: Listen on Spotify

Case Study • Belynda Sim, Grace Espinoza, WARC Awards for Asian Strategy, 2021

Audio streaming service Spotify drove local product relevance with an online video, display, social, and influencer marketing and grew consideration and monthly average users in the Philippines, Thailand and Indonesia.

Behind the product – Why trust in tech isn’t skin deep

Article • Justin Westcott , WARC Exclusive, October 2021

Over the last decade, tech has been losing its extensive lead and the sector saw an all-time low this year in 17 out of 27 markets.

LinkedIn: #WeCanDoIt – International Women’s Day campaign

Case Study • SABRE Awards, APAC Gold & Global winner, 2021

LinkedIn, a business and employment-oriented online service, invited its members to share their stories of challenging gender stereotypes and overcoming gender gaps in the workplace to celebrate women during the COVID-19 pandemic.

What the Facebook outage should teach marketers

Opinion • James Milne, October 2021

Six hours with no Facebook, Instagram or WhatsApp was a major global story. Similar platform outages are likely in future, cautions Outbrain’s James Milne, whose advice to marketers is to diversify spending.

Duolingo: Fun is serious business

Case Study • APG (UK), Entrant, 2021

Duolingo, a language learning app, launched a global campaign to increase awareness and new sign-ups.

Dreaming of streaming: Deconstructing Twitch's five audience segments

Article • Brian Carruthers, Event Reports, DMEXCO, September 2021

Twitch’s evolution from livestreaming service for gaming to a live social and interactive service has gathered pace during the pandemic.

Naver Webtoon: Meeting the best webtoon of my life

Case Study • YouTube Works for Brands, Korea, Best brand reinforcement campaign, 2020

Naver Webtoon, an online publishing platform, increased brand awareness and active users in Korea.

Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
What we know about marketing on TikTok

Article • WARC Best Practice, January 2022

Explores the latest best practice guidance around using TikTok, a mobile video app, as a platform for marketing communications.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
The WARC Guide to The future of identity

Article • WARC Best Practice, July 2021

A summary of new thinking and best practice on the future of identity.
A guide to TikTok for brands

Article • Frances Sinclair, WARC Best Practice, February 2020

A guide to using social video app TikTok as a marketing platform, including its organic and paid advertising opportunities, working with TikTok influencers, and how to measure performance.
Top Trends in Media and Society for 2021

Article • Dan Calladine, WARC Webinars, January 2021

Dan Calladine, head of media futures at Carat, discusses key insights from its recently released annual report which highlights twelve societal and media trends – and their implications for brands.