Article
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WARC Best Practice, May 2020
The most current thinking and writing on qualitative theories and methods, the broad approach of seeking to understand the attitudes, motivations, and behaviours of consumers: the why and how of decision making.
Article
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WARC Best Practice, December 2019
This paper summarises knowledge and offers guidance and reading on ethnography, a research method where the researcher observes from the point of view of the subject of the study.
Article
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Research on WARC, September 2020
Brings together fresh new qualitative research, quantitative data and A/B testing from communities to better understand what Gen Z womxn want from to see from brands.
Case Study
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Divya Agarwal, WARC Prize for Asian Strategy, Shortlisted, 2020
Adhesive brand Fevikwik used TV, digital and social media to drive behaviour change and increase brand scores on salience, likeability, and brand appeal in India.
Case Study
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Garron Chiu, Peter Rodenbeck, WARC Prize for Asian Strategy, Shortlisted, 2020
Quick service restaurant brand McDonald's coupled the element of surprise with a smart multimedia strategy to drive mass awareness and trial in Hong Kong.
Opinion
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Stuart Sullivan-Martin, Camilla Bruggen and Elif Pulcu, September 2020
COVID-19 offers advertising strategists an opportunity to revive and renew the methods by which they acquire real human insights.
Case Study
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Yutaka Tsuda, Kei Okubo, WARC Prize for Asian Strategy, Shortlisted, 2020
Financial newspaper The Nikkei took a multi-pronged approach to attract a new young audience in Japan's highly competitive media landscape.
Article
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WARC Best Practice, September 2020
Summarises the insights from key papers on the topic of bricolage (how different materials are used in the creative process of understanding) and semiotics (the study of signs and symbols) – techniques used by qualitative researchers to deliver cultural insight.
News
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10/08/2020
Many people around the world find themselves fluctuating between adaptation to the requirements of lockdowns and resistance to them, depending on their need for connection with other people; brands will need to reassess their role accordingly, new ...
Article
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Jacob Harbord, Christine Tan, Clement Law and Angel Manzano, WARC Exclusive, August 2020
There is no doubt that measures to contain the spread of COVID-19 will have a lasting impact on everyone and knowing how people are adapting and coping will be key for brands moving forward.
Article
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Natyra Xharavina, Alexandros Kapoulas, and George Miaoulis, Jr., International Journal of Market Research, Vol. 63, No. 4, 2020, pp. 499-515
In the past decades, marketing has been revolutionized by digital sources, which provide marketers with rich information on potential consumers.
Case Study
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SABRE Awards, In2 EMEA, Best Use of Original/Commissioned Research for PR, Gold, 2020
Mylan, a pharmaceutical company, launched research that it turned into promotional content to open up a conversation among women about their wellbeing to promote its brand of feminine hygiene products, Saugella, in France and Italy.
Case Study
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SABRE Awards, In2 EMEA, Best Content Creation for Media Sites (Paid), Gold, 2020
Equinor, a Petroleum refining company, built a podcast series that educated the Norwegian public on climate change to engage young people.
Case Study
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SABRE Awards, In2 EMEA, Best in Digital Brand Platforms, Gold, 2020
Samsung, an electronics brand, created scannable bank notes using its AR technology to allow people to access the sold-out George Enescu Festival in Romania.
Case Study
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Garrett Olexiuk, Bhaskar Bateja, Remie Abdo, WARC Prize for MENA Strategy, Bronze and Research Excellence Award, 2020
Car manufacturer Nissan Middle East used a multichannel, personalised data-driven strategy to relaunch its Patrol marque in the United Arab Emirates.
Case Study
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Maxime Menant, Remie Abdo, WARC Prize for MENA Strategy, Gold and Brand Rebel Award, 2020
QSR brand KFC used a TV, social media and outdoor campaign to publicise its use of fresh Saudi chicken in order to appeal to national pride and boost sales in Saudi Arabia.
Case Study
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Dina El Dessouky, Yosr Khalifa, Mustafa Darwish, WARC Prize for MENA Strategy, Bronze, 2020
Egyptian telco Etisalat crafted a comic campaign to narrow the gap between itself and Vodafone and win customers over to its hybrid offer.
Case Study
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SABRE Awards, Gold, EMEA, 2020
Coca-Cola, a soft drinks brand, increased brand trust among Norwegians during Ramadan by launching a new logo, fasting ads and partnering with famous Muslim influencers to educate Norwegian consumers and bridge the cultural gap.
Case Study
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SABRE Awards, Gold, EMEA, 2020
Premier Inn, a hotel chain, promoted its new pillow by recycling its old stock to create a nationwide underground network of Pillow Fight Clubs in the UK.
Case Study
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SABRE Awards, Diamond, EMEA, 2020
WaterWipes, a baby wipes brand, increased market share globally by creating a documentary-style video that showed the real and honest life of being a parent.
Case Study
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SABRE Awards, Gold, EMEA, 2020
McDonald's, a fast food restaurant brand, increased its number of mature employees in the UK by creating a multi-channel campaign featuring current mature employees.
Case Study
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SABRE Awards, Gold, EMEA, 2020
REGINA MARIA, a private healthcare network, discouraged Romanians from self-diagnosing on the internet and highlighted the importance of visiting a doctor by using Google to take, and fail, the exam that future doctors were taking.
Case Study
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SABRE Awards, Gold, EMEA, 2020
Boehringer Ingelheim, a pharmaceutical company, launched five hero films globally that championed the bond between a pet and its owner to change negative perceptions surrounding the pharma sector.
Case Study
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SABRE Awards, Gold, EMEA, 2020
Schindler, an elevator and escalator brand, showed how important the role of the technician is within its company by launching an interactive video in Spain and Portugal that made staff overcome challenges playing the role of the technician.
Case Study
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Case Studies on WARC, 2019
IT solutions brand Eaton Power Quality got jaded IT professionals to put their trust in its products through a tongue-in-cheek online mystery game demonstrating its expertise.
