Article
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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.
Article
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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.
Article
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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.
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.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
The Movember Foundation, a charity that aims to tackle the biggest health issues faced by men, got men in New Zealand to talk about their mental health by creating an online survey, the Mensus, which gave them tailored messages to send to friends based on their answers.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
Standard Chartered Bank, a banking brand, increased applications for its Simply Cash Visa Card in Hong Kong by launching an algorithm agent that provides personalised, targeted content based on the viewing habits of young consumers.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
Otrivin, a decongestant spray brand, increased market share and engagement in India by creating a model that predicts cold and flu searches to allow for targeted marketing.
Case Study
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Tangrams Strategy & Effectiveness Awards, Silver, 2019
Coca-Cola, the soft drinks brand, increased market share and brand love in China by launching an Augmented Reality (AR) experience on Baidu that connected young people through games and live maps.
Case Study
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Best Media Research/Analytics, Best Media Research using Proprietary Data, 2019
Flipkart, an online selling store, leads the e-commerce space in India, but Amazon, with its significantly larger media spend, started to close the gap, so Flipkart needed a smarter way to reach its core audience while maximizing ROI.
Case Study
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Best Media Innovation, Digital, Social Media, 2019
Tata Croma, one of India’s leading retail chains for consumer electronics and durables, wanted to boost TG’s awareness scores by increasing engagement.
Case Study
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Best Media Innovation, Television, 2019
Samsung, a telecommunications brand, increased desirability among Indian consumers by partnering with news channel NDTV and replacing all their cameras with Samsung handsets, which were used to film its news programmes.
Case Study
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Best Media Strategy, Services, 2019
Vodafone, the telecoms provider, has enacted three projects to help cement its position as a leader in tech affecting consumers and culture in India.
Case Study
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Best Integrated Campaign, Services, 2019
Google Maps, a web-mapping service, launched #LookBeforeYouLeave as a way to help people in India save time and avoid the unpredictability of traffic caused by bad weather.
Case Study
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Best Media Research/Analytics, Best Media Research using Proprietary Data, 2019
Kissan, a ketchup, jam and squash brand, increased penetration among mothers in India by launching an online recipe timetable that promoted the use of Kissan products as ingredients.
Case Study
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Best Media Innovation, Branded Content, 2019
Mountain Dew, a soft drink brand produced by PepsiCo, increased awareness and preference among millennials in India by launching a film with an extreme sports athlete that saw him tackle the most dangerous peak in the world.
Case Study
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Best Media Strategy, Consumer Products, Beverages and drinks , 2019
Pepsi, a soft drink brand, increased consideration in India by launching 200 million bottles and cans with words that spoke to millennials depicting the spontaneity of Pepsi moments.
Case Study
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Best Media Strategy, Consumer Products, Beverages and drinks, 2019
Mirinda, a PepsiCo beverage, ran an ethical campaign in India to drive a stronger association with teenagers and increase brand awareness.
Case Study
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Best Media Strategy, Consumer Products, Confectionery and food, 2019
Aashirvaad Atta, India's No 1 branded atta, tackled a potentially damaging viral 'fake news' video that threatened its reputation with a 'Brand Voice' counter-campaign.
Case Study
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Best Media Innovation, Events/Experiential Marketing, 2019
Vodafone, a telecommunications brand, launched a campaign based off of Airbnb, titled Farmer BnB, which got travellers to stay with farmers for an authentic village experience to encourage financial stability and prevent suicide among farmers in India.
Case Study
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MMA Smarties, Silver, X (Global), 2019
Abreva, a cold sore medicine brand, launched an optimised digital video campaign on YouTube to successfully increase purchase intent among younger consumers in North America.
Case Study
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MMA Smarties, Bronze, X (Global), 2019
Yaani, an internet search engine, increased brand awareness and daily search volume in Turkey by developing a campaign that promised to plant a tree for every 100 searches conducted on its platform.
Case Study
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MMA Smarties, Best in show, North America, 2019
Quick service restaurant chain Pizza Pizza unlocked data from Google Trends to target cannabis smokers with a special promotion and drive late-night sales in Canada.
Case Study
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MMA Smarties, Bronze, North America, 2019
Over-the-counter brand Gas-X used a social and digital campaign rooted in Instagram Stories to change its brand message and appeal to female consumers in the US.
Case Study
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MMA Smarties, Bronze, North America, 2019
Toothpaste brand Sensodyne relaunched its website to become more mobile friendly and function as a hub for all activations and product launches, driving engagement and simplifying the path to purchase in the US.
Case Study
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MMA Smarties, Finalist, North America, 2019
Headache-relief brand Excedrin created three limited editions, promoted via targeted mobile, influencers, digital OOH and on-ground sampling, to bring its new creative strategy to life among audiences in the US.
