Online & mobile research

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.

Practical ethics in social media research: The greatest good for the greatest number?

Article • Tara Beard-Knowland, Steven Ginnis, Research on WARC, Ipsos MORI, August, 2019

With people laying out their everyday light-hearted views – and deepest darkest secrets – for all to see,the amount of data readily available to anyone inclined to look is staggering, which raises important questions around the principles and legitimacy of analysing individuals’ data.

Tommy Hilfiger: Tommy Hilfiger Adaptive

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

Tommy Hilfiger, a clothing brand, launched an adaptive clothing line in the US that makes clothing more accessible for people with disabilities.

Gillette: Handle with care

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

Gillette, a razor and shaving products brand, created the TREO razor in the UK to bring a better experience to men who can no longer shave for themselves.

Selfies, chatbots, and the state of mobile banking

Article • Rebecca Koppie and Greg Flemming, Admap, August 2019

Looks at the state of mobile banking and how consumers use it across the US.

How a Truth Set Can Power Data Accuracy Verification

Research Paper • Maria Domoslawska and Jake Moskowitz, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019

Emodo, the software company, conducted research to determine if a simple, cost-effective method could be developed to assess data quality.

Does depicting gay couples in ads influence behavioral intentions? How appeal for ads with gay models can drive intentions to purchase and recommend

Research Paper • Bradley J. Bond and Justine Rapp Farrell, Journal of Advertising Research, Digital First, July 2019

This study examines the behavioral intentions of heterosexual and lesbian, gay, and bisexual (LGB) consumers following exposure to advertising featuring heterosexual or LGB imagery.

Teads: Making 6 Seconds Count

Research Paper • IAB Europe Research Awards, Winner, Digital Advertising Formats, 2019

Teads, the global media platform, tested the performance of 6-second ads across 10 countries and established how they can work harder at driving emotional engagement and impact.

Gemius: #TrueSingleSource

Research Paper • IAB Europe Research Awards, Winner, Audience Measurement, 2019

Gemius SA, a media company, launched two products that allows marketers in Poland to gain in depth analysis on tagged and non-tagged campaigns.

Godrej Interio: India Needs to Sleep@10

Case Study • SABRE Awards, South Asia, Marketing to Consumers (Existing Product), 2019

Godrej Interio, a furniture store, changed Indians' attitudes towards having a healthy sleep regime by enlisting celebrities to spread the message, and creating an app that gives insights on sleep regimes.

Mahindra Foundation: Wings for our girls

Case Study • SABRE Awards, South Asia, Best In Show, 2019

The Mahindra Foundation, a non-profit organisation, launched a short film that showed the dire consequences of restricting girls from education in India.

Renault: Rennovative Megane Sedan test drive campaign

Case Study • MIXX Awards, Silver, Direct Response/Lead Generation Campaign, 2019

Renault, the car manufacturer, increased the number of test drives it was conducting in Turkey by partnering with mobile app Getir to make the experience an instant one.

Forum: Do millennials differ in terms of survey participation?

Research Paper • Oriol J. Bosch, Melanie Revilla and Ezequiel Paura, International Journal of Market Research, Vol. 61, No. 4, 2019, pp. 359-365

Millennials have been the focus of quite some research because of their differences with older cohorts.

Lifebuoy: Preventing people from infections during Ramadan

Case Study • Alvaro Bretel, WARC Prize for MENA Strategy, Shortlisted, 2019

Lifebuoy, the soap and hygiene brand, used YouTube ads during Ramadan to promote hand washing and increase sales of its products in the Middle East.

McDonald's: The Official Sponsors of Losers

Case Study • Carl Bou Abdallah, WARC Prize for MENA Strategy, Shortlisted, 2019

Fast-food brand McDonald's employed a social media and on-ground strategy targeting losing football fans during the 2018 World Cup to drive footfall to restaurants in Lebanon.

P&G’s Pritchard: Gillette’s brand purpose drive never in doubt

Article • Geoffrey Precourt and Anna Hamill, Event Reports, Cannes Lions, June 2019

Gillette, the male-grooming line owned by Procter & Gamble, repositioned its brand in a courageous way that prompted a wider social debate.

Mucinex: #SuperSickMonday

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

Mucinex, the cold and flu medicine brand, inserted itself into conversation around the Super Bowl to increase engagement during peak flu season in the US.

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.

Sting: Remake The Boxer

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

Sting, an energy drink brand, partnered with Amir Khan to become the leader in the energy drink category in Pakistan.

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.

Six Twitter marketing tips from the best Cannes Lions case studies

Article • Stephen Whiteside, Event Reports, Cannes Lions, June 2019

Twitter, the social network, and Contagious, the intelligence provider, joined forces to study the best practices that emerged from 1,856 case studies entered into the Cannes Lions International Festival of Creativity.