Article
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WARC Best Practice, April 2020
Explores how online communities have emerged as an alternative to online panel research, being an effective way of interacting with and sourcing customer insight.
Article
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WARC Best Practice, December 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.
Article
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WARC Best Practice, December 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.
Article
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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.
Opinion
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Greg Revelle, June 2020
Greg Revelle is Chief Marketing Officer of Kohl’s, a major US retailer with 1100 stores in 49 states.
Research Paper
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Nathalie Spielmann and Ulrich R. Orth, Journal of Advertising Research, Digital First, June 2020
Perceived lack of authenticity and inferences of manipulative intent by an advertiser can impede an advertisement’s intended effect.
Article
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Low Lai Chow, Event Reports, Meltwater webinar, June 2020
Social listening is a critical activity at a time of profound disruption to consumer habits, as it gives marketers a real-time insight into evolving needs and behaviours.
Research Paper
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Bradley J. Bond and Justine Rapp Farrell, Journal of Advertising Research, Vol. 60, No. 2, 2020, pp. 208-211
This study examines the behavioral intentions of heterosexual and lesbian, gay, and bisexual (LGB) consumers following exposure to advertising featuring heterosexual or LGB imagery.
Case Study
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SABRE Awards, Gold, Africa, 2020
Cartoon Network, a cable channel, launched a new season of the most popular soccer animation series in South Africa and partnered with Supersport United Soccer Schools to promote soccer among children.
Case Study
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SABRE Awards, Africa, 2020
KFC, a restaurant chain, created a social campaign that asked the South African public to find a couple that had a proposal in one of its restaurants to increase brand love and awareness.
Case Study
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SABRE Awards, Gold, Africa, 2020
East African Breweries Limited, a beverage company, partnered with HBO Network to produce a limited-edition whisky in Kenya, inspired by the critically acclaimed TV series, Game of Thrones.
Case Study
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SABRE Awards, Gold, Africa, 2020
United States International University Africa, launched a digital media campaign featuring influencers to dispel myths about the university.
Case Study
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SABRE Awards, Gold, North America, 2020
UPS, a postal service, created a two-month campaign using local hiring events and a national press release to encourage applications for its temporary, seasonal roles in the US.
Case Study
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SABRE Awards, Gold, North America, 2020
Northwell Health, a non-profit integrated healthcare network, promoted its new publication, The Well, by creating a map of the most in-demand content through hyper-focused outreach in the US.
Case Study
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SABRE Awards, Gold, North America, 2020
Lay's, a crisp brand, promoted joy across the US by releasing limited edition packaging that featured the smiles of real people and encouraging people to take smiling selfies with them.
Case Study
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SABRE Awards, Gold, North America, 2020
3M, a global science, technology and manufacturing leader, launched a CEO interview, scientists toolkit and online video series to promote its second State of Science Index report in the US.
Case Study
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SABRE Awards, Gold, North America, 2020
Cheez-it, a cheese cracker brand, promoted its product among adults in the US by creating a snack pack for grown-ups that paired its cheesy product with boxed wine.
Case Study
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SABRE Awards, Diamond, North America, 2020
Pace University, a higher education institution, promoted its law school among US voters by using technology to target them with unique and relevant political and social issues.
Case Study
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SABRE Awards, Gold, North America, 2020
Hot Octopuss, a sex toy brand, increased awareness and launched its new finger toy in the US by creating Show Stigma The Finger, a campaign that used activists to highlight stigmas stopping women from achieving sexual fulfilment.
Case Study
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SABRE Awards, Gold, North America, 2020
Washington State Department of Health, a state agency of Washington, tackled the issue of sexual violence among young people in Washington by launching social videos and posters in a pilot school.
News
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26 May 2020
Chipotle, the quick-service restaurant chain, has leveraged insights from its team of social media “culture hunters” in rapidly adapting to the challenges of COVID-19.
Article
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Drago Djourov, WARC COVID-19 Series, May 2020
Researcher Drago Djourov outlines how online methods can help brands make sense of what’s happening right now but makes the case for why we need to go back to face-to-face research post COVID-19.
Article
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Danielle Bailey, WARC Exclusive, May 2020
Looks at learnings from China for B2C marketers in the Western world.
News
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11 May 2020
Conversations in the unstructured mass of the internet may not have helped to predict COVID-19, but are helping to navigate the deeper consumer trends at play as people respond to a big shock to their lives – the AI company Black Swan is parsing ...
Article
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Sam Peña-Taylor, WARC COVID-19 Series, May 2020
A startup, Black Swan Data, has been exploring the trends in conversations surrounding lockdown at scale through two ongoing reports: Pulse, which explores higher-level culture, and Beacon, which is a category-level trend report looking at food and drink.
