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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.

LADbible Group: LADx

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

LADbible Group, a social media and entertainment platform, partnered with comedian Jimmy Carr to promote its latest advertising product LADx in the UK.

Spotify: 2020 wrapped

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

Spotify, a streaming brand, launched '2020 Wrapped' in the US, hoping to help connect and support its users and all of the creators they love.

Reddit: Up the vote

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

In 2020, Reddit, a social news website, launched the campaign 'Up the Vote', focusing on one of America's biggest weaknesses: voting.

Facebook: Project reinvent

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

During the COVID pandemic in the US, Facebook, a social networking site, launched 'Project Reinvent' with the aim to help small businesses recover, reimagine their marketing and reconnect with their customers.

Google year in search 2020: The search for why

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

Google, a technology company, coordinated a debut alongside US late night television shows and social channels, with the aim to share 2020's high and low points with the broadest possible audience.

The Big Issue & LinkedIn: Raising Profiles

Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2021

The Big Issue, a street newspaper, and LinkedIn, a professional networking platform, collaborated in the UK to enable Big Issue vendors to regain their income online.

Pinterest’s new research aims to bust its women-only audience ‘myth’

Opinion • Visha Naul, July 2021

Visha Naul, Director of Business Marketing, EMEA, outlines Pinterest’s lesser-known audience segments, and explains why she discourages brands from being ‘shouty’ on its platform.

SEA gamers: How to reach the next level to capture their hearts and minds

Article • Cheeri Leo, WARC Exclusive, Spotlight SEA, July 2021

Southeast Asia has one of the largest and most active gaming markets in the world and Twitch’s Cheeri Leo shares how brands can level up their marketing strategies to do more with SEA gamers.

What brands can learn from how Headspace builds healthy routines

Article • Jo Bowman, Event Reports, Nudgestock, June 2021

The likelihood of affecting long-term behaviour change hinges largely on giving people the feeling very early on that they’re already making progress, according to Headspace.

Just Park: Freeing up parking spaces for NHS heroes

Case Study • SABRE Awards, EMEA, Gold, 2021

JustPark, an app that helps drivers finding parking spaces, assisted the NHS during the COVID-19 pandemic in the UK by helping staff to find places to park.

LinkedIn: Changemakers

Case Study • SABRE Awards, EMEA, Gold, 2021

LinkedIn, a professional networking website, improved brand awareness and brand perception with its 12-month influencer programme LinkedIn Changemakers.

Badoo: Thanks for Wanking

Case Study • SABRE Awards, EMEA, Gold, 2021

Badoo, a dating app, positioned itself as an honest dating app with its bold UK campaign Thanks for Wanking.

Brands and ads: Creating content to be the ad

Article • Mukta Lad, WARC Exclusive, Marketing Influence 360 Conference, April 2021

Instead of focusing on creating ads, brands may consider looking at building content and there are ways to create great content that can be the ad itself.

Facebook: #LoveLocal

Case Study • Rifaat Fakih, Jennifer Fischer, WARC Prize for MENA Strategy, Shortlisted, 2021

Social network Facebook crafted a locally focused campaign to raise its profile in Jordan, Lebanon and Egypt as the leading platform for small and medium-sized businesses.

WeChat: We Remit

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

WeChat, a messaging, social media and payment app, launched WeRemit in Hong Kong to help Filipino and Indonesian domestic workers send money home efficiently.

Google: Know what your data knows

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Google, a technology company, turned a typical March Madness sponsorship into a demonstration of Google Cloud AI technology by making game predictions on live TV in the US.

Brands on Reddit can benefit, if they make themselves welcome at the party

Article • Jenny Nicholson, WARC Exclusive, June 2021

Looks at Reddit, the social media platform, and how brands can better engage with its audiences.

The Easter Island Effect and brand building in a mobile first economy

Article • Ian Edwards and Harry Davison, WARC Exclusive, June 2021

This paper from Facebook shares new research about brand building online.

Unilad: The illegal blood bank

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 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.

Joyclub: Supercharging sexual liberation in Spain

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

JOYclub, the social platform for sex, established itself as the home of sexual liberation with its launch into Spain.

GB News, culture wars, and the future of brand safety

Opinion • Brian Carruthers, June 2021

The launch of GB News, a UK news network promising to take on “woke warriors”, shows that brands cannot avoid getting involved in the broader cultural conversation, argues Brian Carruthers, WARC’s News Editor.

App Samurai: Storyly

Case Study • MMA Smarties, Silver, MENA, 2020

App Samurai, a mobile growth platform, converted stories into a tool for every app owner to boost onboarding, engagement, retention, and revenue with its own branded story content with Storyly.

TikTok: Hive

Case Study • MMA Smarties, Silver, MENA, 2020

TikTok, a social media platform, hosted a virtual even to bring people together in the Middle East after a year of COVID-19.

Twitter: #ElevatorTweets

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Twitter, a social networking platform, used LED screens in elevators to deliver real-time tweets to planners and buyers in the UAE.

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, April 2021

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