Online & mobile research

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Article • WARC Best Practice, March 2019

Explores how online communities have emerged as an alternative to online panel research, being an effective way of interacting with and sourcing customer insight.

What we know about social listening and real time research

Article • WARC Best Practice, January 2019

Summarises knowledge and offers guidance and reading on social listening and real time research, the process of gathering data from audience conversations across social media platforms and processing into structured insights.

What we know about mobile research

Article • WARC Best Practice, January 2019

This paper summarises knowledge and offers guidance and reading on mobile research, encompassing both the methodological use of mobile devices and technologies in the research process, and the research of consumer mobile habits.

How to gain insight from social listening

Article • Will McInnes, WARC Best Practice, July 2017

This article provides a best practice guide to social media listening – the process of capturing mentions of brands on the internet – and how marketers can better understand and respond to their audiences’ feelings and sentiments.

Nissan Saudi Arabia: #Shedrives

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

Auto maker Nissan took advantage of the royal decree granting women the right to drive in Saudi Arabia by launching a campaign to drive top-of-mind awareness.

Netsafe New Zealand: Re:Scam – The World's Most Unhelpful Chatbot

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

Netsafe, a non-profit organisation that focuses on online safety, tackled global cyber crime using a computer-generated bot that "re-scammed" the scammers.

Tennessee Department Of Tourist Development: The Colorblind Viewer

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

The Tennessee Department of Tourist Development, a state agency, installed Colorblind Viewers in its parks to help people see fall colors for the first time, generating more than 662 million earned impressions.

E-Cigarette Marketing on Social Networking Sites: Effects on Attitudes, Behavioral Control, Intention to Quit, and Self-Efficacy

Research Paper • Joe Phua, Journal of Advertising Research, Vol. 59, No. 2, 2019, pp. 242-254

This study examined exposure to three types of e-cigarette marketing—sponsored advertisements, brand pages, and user-created groups—on social networking sites and their influence on health-related outcomes.

Third Space Rebrand

Case Study • Design Business Association, Silver, 2019

Third Space, a gym brand, has facilitated its growth by repositioning the brand as a premium offering for its members in the UK.

Amazon Echo: Alexa, Play My Song

Case Study • Case Studies on WARC, 2019

Multinational tech company Amazon launched its Echo smart speaker in India by appealing to its target audience’s music-streaming habits.

The impact of airing Super Bowl television ads early on social media: Benefits and drivers of watching, liking, and sharing advertisements on social media

Research Paper • Jennifer Lee Burton, Kristen M. Mueller, Jan Gollins, and Danielle M. Walls, Journal of Advertising Research, Digital First, May 2019

Every year, executives debate whether to release their Super Bowl advertisements early on social media or whether this early release will hurt the surprise and impact of being seen for the first time during the most viewed televised sporting event in the United States.

Location ads reach nearly all mobile Americans

News • 24 May 2019

Brands that have allocated budgets to location-marketing are likely to be encouraged by findings from a new survey of US consumers, which suggests they are mostly comfortable with the experience despite some privacy concerns.

How Uber built a real-time sentiment tracker

Article • Sam Peña-Taylor, Event Reports, I-COM Data Creativity Awards, May 2019

Uber, the global ride-hailing platform, put together a system that would allow it to track sentiment in almost real time.

Head & Shoulders: #GoScalpBrave

Case Study • SABRE Awards, EMEA, Marketing to Men, Gold, 2019

Shampoo brand Head & Shoulders launched a creative platform based on the England football team to drive awareness, engagement and sales of its Men Ultra shampoo in England.

Great Ormond Street Hospital: Superhope

Case Study • SABRE Awards, EMEA, Healthcare Providers, Gold, 2019

Great Ormond Street Hospital (GOSH), the UK children’s hospital, launched an integrated campaign, based on patients as superheroes, to raise awareness of its work and drive patient referrals from Gulf Co-operation Council (GCC) states.

Huawei: Waistcoat's Coming Home

Case Study • SABRE Awards, EMEA, Guerrilla Marketing, Gold, 2019

Mobile phone brand Huawei created a social media campaign around England football manager Gareth Southgate’s waistcoat to generate mass awareness of the brand in the UK during the FIFA World Cup 2018.

McDonald's: The smallest McDonald’s in the world

Case Study • SABRE Awards, EMEA, Word Of Mouth, Gold, 2019

Fast-food brand McDonald’s created a travelling restaurant in a bid to achieve strong sales of its summer menu and increase brand closeness and preference in the Netherlands.

Sony Alpha: Sony Alpha Universe

Case Study • SABRE Awards, EMEA, Branded Journalism, Gold, 2019

Electronics brand Sony created a community-led website and supporting social media campaign to appeal to photography enthusiasts and boost awareness and sales of its Alpha camera range.

Burger King: Explains a lot

Case Study • SABRE Awards, EMEA, Social Media/Social Networking Campaign, Gold, 2019

Fast-food brand Burger King used a single tweet against rap artist Kanye West to connect with young millennials.

Lidl Romania: Lidl's Best Hater Fan

Case Study • SABRE Awards, In2 EMEA, Best Meme/Viral Campaign, Gold

Lidl, the discount supermarket chain, increased reach and engagement on Facebook in Romania by acknowledging its haters online.

Mobile ads must work in under a second

News • 21 May 2019

Advertisers have less than half a second to make an impact among consumers on mobile, according to a study conducted by the Mobile Marketing Association (MMA).

Sanlam Personal Finance: Pink Tax

Case Study • SABRE Awards, Africa, Public Affairs/Government Relations, Gold, 2019

Sanlam, a South African financial services group, used a nationwide survey to create targeted messaging around the Pink Tax, the premium levied on female-specific products and services in South Africa.

MultiChoice Kenya: MultiChoice Talent Factory

Case Study • SABRE Awards, Africa, Corporate Social Responsibility, Gold, 2019

Multichoice Kenya, an entertainment company, launched a series of events and press releases to increase awareness of its Multichoice Talent Factory (MTF), which aims to increase production of local film content in Africa and improve employment rates.

How to discover emerging food trends with social media data

Article • Anna Hamill, Event Reports, MRS FMCG Research Summit, May 2019

Marketers can use a wealth of unbiased data such as social media and search to determine the next big food trend and capitalise on it.

KFC: Make a Meal of It

Case Study • SABRE Awards, Africa, Social Media Campaign, Gold, 2019

KFC, a fast food restaurant brand, launched a TV campaign featuring a fake footballer taking a dramatic dive and rolling all the way to a KFC restaurant in South Africa to promote its brand during the FIFA World Cup.

The Mere Exposure Effect: Understanding how marketers can optimise emotional responses to OOH ads

Article • Jennie Roper and Dr Alistair Goode, WARC Exclusive, March 2019

Media company Kinetic turned to the Mere Exposure Effect to gain a better understanding of how to apply behavioural cognitive science to today’s advertising industry, and made several discoveries.
Identity shifters: A Gen Z exploration

Article • Research on WARC, April 2019

Details research carried out by by advertising agency RPA that reflects the thoughts of more than 1,090 Gen Z researchers and research participants.
What we know about online communities

Article • WARC Best Practice, March 2019

Explores how online communities have emerged as an alternative to online panel research, being an effective way of interacting with and sourcing customer insight.
What we know about social listening and real time research

Article • WARC Best Practice, January 2019

Summarises knowledge and offers guidance and reading on social listening and real time research, the process of gathering data from audience conversations across social media platforms and processing into structured insights.
How Brands Can Make Smarter Decisions in Mobile Marketing: Strategies for Improved Media-Mix Effectiveness and Questions for Future Research

Research Paper • Vassilis Bakopoulos, John Baronello, and Rex Briggs, Journal of Advertising Research, Vol. 57, No. 4, 2017, pp. 447-461

Brands can make better use of strategy to improve the use of mobile in the media mix. The research team looked at three case studies dealing with an insurance, fast-food and FMCG brand respectively.
How to gain insight from social listening

Article • Will McInnes, WARC Best Practice, July 2017

This article provides a best practice guide to social media listening – the process of capturing mentions of brands on the internet – and how marketers can better understand and respond to their audiences’ feelings and sentiments.