Advertising best practice, evidence and insights

What we know about celebrity endorsements

Article • WARC Best Practice, August 2019

Provides guidance and best practice on using a celebrity to communicate a brand in the age of social media, where a move to engaged experts and stars-of-the-people can connect with consumers through digital in an effective and authentic way.

Banco de Crédito BCP: With You, Captain

Case Study • Case Studies on WARC, 2018

Peruvian bank BCP achieved brand and business results by celebrating the strength and perseverance of Peruvian soccer fans.

Millie's Library: Unlimited Friendship with Reading

Case Study • Case Studies on WARC, 2018

Millie’s Library, an e-book subscription service, increased registrations and grew awareness by appealing to avid Korean readers.

Supermatch: We are all experts

Case Study • Case Studies on WARC, 2018

Sports betting operator Supermatch increased in popularity with a campaign that celebrated Uruguayans’ passion for football.

JetBlue, Spike Lee and pizza: an ongoing influencer tale

News • 02 March 2020

JetBlue believes influencer marketing has to be connected to deeper marketing goals rather than simply being tactical, as the airline demonstrated in a tie-up with filmmaker Spike Lee.

Taiwanese tea brand sets up 'Ministry Of Doing Nothing'

Case Study • Jenny Chan, Case Studies on WARC, ROI Festival, October 2019

Real Leaf (a bottled tea brand owned by Coca Cola) in Taiwan deepened the value proposition of its new green tea product into a rallying cry to destress and chill out.

Guerlain 'Stylish Guide To The Yanxi Palace' takes advantage of costume-drama appeal

Case Study • Jenny Chan, Case Studies on WARC, ROI Festival, October 2019

Guerlain kept pace with the times in China and moved decisively to tap on period-piece culture to gain resonance with beauty fans enthusiastic about palace politics prevalent in the drama.

Tencent Video announces 20 May as its 'Love's Official Declaration Day'

Case Study • Jenny Chan, Case Studies on WARC, ROI Festival, October 2019

Tencent Video desired to find its own 'festival positioning' in the marketing calendar, just like how Tmall created the Double Eleven or Singles' Day (denoted as 11.11), and JD the 6.18 festival.

How JetBlue uses influencers as focuses in support of broader tactics

Article • Geoffrey Precourt, Event Reports, ANA Influencer Marketing Conference, November 2019

JetBlue, the air carrier, is using a nuanced influencer strategy as it seeks to connect this element of its marketing to its wider efforts at brand building.

What’s working in consumer electronics

Article • WARC Category Intelligence, February 2020

Global strategies, campaign updates and trends in the consumer electronics category.

Power of you - distinctive brand assets

Article • WARC Exclusive, February 2020

This Ipsos meta-analysis of over 2,000 pieces of video creative examines the relationship between effectiveness and the presence or not of brand assets.

Celebrity saturation fails in Super Bowl ads

News • 17 February 2020

Super Bowl ads that featured large numbers of celebrities generally failed to make a significant emotional impact among consumers, according to analysis from System1, the research firm.

The power pair: how couples are shaping influencer marketing

Opinion • Amelia Neate, February 2020

On Valentine’s Day, Amelia Neate, from Influencer Matchmaker, notes how couples are driving a new wave of influencer marketing It’s Valentine’s Day, love is in the air.

Courageous Studios

Case Study • SABRE Awards, IN2, North America, Most Innovative Agency Initiative, 2020

Courageous Studios, the Branded Content Studio of WarnerMedia's News Division, launched its new experiential marketing division in the US through a series of 360-degree campaigns and purpose-driven films.

Fantasy Life

Case Study • SABRE Awards, IN2, North America, Best in Digital Marketing/Advertising, 2020

Fantasy sports app, Fantasy Life, used an integrated strategy to reach fantasy football fans in the US and create standout for the platform.

Planet Fitness: Teen Summer Challenge

Case Study • SABRE Awards, IN2, North America, Best in Broadcast Media (Earned), 2020

Fitness centre brand Planet Fitness created the Teen Summer Challenge, spearheaded by Stranger Things actor Caleb McLaughlin, to increase brand loyalty and affinity among Generation Z, and fuel future member growth in North America.

Frito-Lay: Doritos another level

Case Study • SABRE Awards, IN2, North America, Best in Identity Branding, 2020

Frito-Lay-owned tortilla snack brand Doritos, created a campaign across outdoor, TV and social media that didn't feature its brand name or logo, to appeal to Gen Z consumers in the US.

American Pecan Council: The Super American Pecan-A-Thon

Case Study • SABRE Awards, IN2, North America, Best Content Creation for Media Sites (Paid), 2020

American pecan growers partnered with Epicurious to stream a live online one-day variety show to appeal to consumers' patriotic spirit and boost demand in the run-up to holiday season in the US.

RYOT (A Verizon Media Company): EARTH brand animation

Case Study • SABRE Awards, IN2, North America, Best in Brand Animation, 2020

Verizon Media-owned content studio RYOT Studios created an animated music video, Earth, to generate global awareness about the imminent dangers of climate change and raise funds in support of environmental charities.

Edelman Intelligence for Hologic: Getting tested gets put to the test

Case Study • SABRE Awards, IN2, North America, Best in Measurement, Post-Campaign Analysis, 2020

Hologic, a medical technology company focused on women's health, used a core analytics offering by Edelman Intelligence in the US to create smarter investments in its campaign to prevent cervical cancer.

Skittles: Broadway the Rainbow

Case Study • SABRE Awards, IN2, North America, Best in Brand Narratives, 2020

Confectionery brand Skittles created a Broadway musical instead of a TV ad to boost its Super Bowl presence and sales in the US.

360PR helps Stonyfield Organic take its mission to new pastures

Case Study • SABRE Awards, IN2, North America, Best in Social Good + Public Service, 2020

Dairy company Stonyfield Organic created #PlayFree, an on-ground initiative to remove pesticides from children's playing fields and community spaces and underscore the brand's organic credentials in the US.

Nicorette: Taste Test Drive

Case Study • SABRE Awards, IN2, North America, Healthcare, 2020

Nicorette, a nicotine replacement therapy brand, increased awareness and sales of its new lozenges in the US by partnering with former smoker and NASCAR legend Dale Earnhardt Jr.

Bospar: We're not in Kansas Anymore

Case Study • SABRE Awards, IN2, North America, Most Innovative Recruitment/Retention Initiative, 2020

Bospar, a PR firm in the US, improved its relationship with its staff by launching a series of holiday parties, hiring more diverse workers and putting their wellbeing above clients.

Heinz: Mahomes 57

Case Study • SABRE Awards, IN2, North America, Best Earned Media with Influencers + Communities, 2020

Ketchup brand Heinz Tomato Ketchup leveraged NFL star Patrick Mahomes' love for the condiment to create a social media storm in the US, at zero cost.

Celebrities & endorsement