Article
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WARC Best Practice, September 2020
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.
Case Study
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Jitender Dabas, Kush Anand, WARC Prize for Asian Strategy, Shortlisted, 2020
Toilet-cleaner brand Harpic used a multi-channel campaign to encourage behaviour change and unlock demand for the brand in rural India.
Case Study
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Saumya Tyagi, Ankit Singh, WARC Prize for Asian Strategy, Shortlisted, 2020
Fortis, the chain of hospitals, launched the first ever organ donor symbol to tackle the cultural taboo against organ donation in India.
Case Study
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Owen Smith, WARC Prize for Asian Strategy, Shortlisted, 2020
Hair care brand Pantene leveraged China's Singles' Day shopping event to get consumers' attention with their Breakup Salon brand experience.
Article
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Pete Lin, WARC Exclusive, September, 2020
A seven-step guide to creating effective livestream commerce content.
News
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07/09/2020
Comparative advertisements which are not factual and are inaccurate with claims that can’t be substantiated by the company would be treated as misleading advertisements according to soon-to-be-released guidelines by the India government.
Article
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Ayantunji Gbadamosi, International Journal of Market Research, Vol. 63, No. 5, 2020, pp. 561-577
Although postmodernism and celebrity culture are closely linked, research attention on this has not been adequately synthesized with ethnic minority groups.
News
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23/07/2020
Mustang, the auto marque owned by Ford, successfully fueled demand for its Mach-E electric SUV without even having a finished product to show off to consumers Lisa Schoder, head of Ford’s US integrated marketing and media, discussed this subject ...
Article
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Geoffrey Precourt, Event Reports, ANA Digital and Social Media Conference, July 2020
Mustang, the auto marque owned by Ford, was launching a new electric SUV, called the Mach-E, which marked a significant departure from the brand’s typical vehicles, and a major innovation in its own right.
Case Study
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SABRE Awards, In2 EMEA, Best in Broadcast Media (Earned), Gold, 2020
Lukoil, a petroleum and natural gas extraction company, developed a unique program that has helped save Khanty – a small indigenous nation in Western Siberia – from extinction by creating a future for new generations.
Case Study
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SABRE Awards, In2 EMEA, Best Content Creation for Media Sites (Earned), Gold, 2020
Gillette, a shaving brand, told the stories of men who grew up without fathers in an emotional video on Father's Day to make an impact among men during this key period in the UK.
Case Study
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SABRE Awards, In2 EMEA, Best Use of Social Networks, Gold, 2020
Twitter, a social media platform, encouraged women in the UK to have their smear tests by starting an open conversation on its platform in collaboration with Jo's Cervical Cancer Trust.
Case Study
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SABRE Awards, In2 EMEA, Best Media Partnership, Gold, 2020
Follicular Lymphoma Foundation, a non-profit organisation, launched a campaign featuring striking imagery of the EMEA VP of Facebook who is living with Follicular Lymphoma to reach millennials globally.
Case Study
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Case Studies on WARC, 2019
Carbonated drinks giant Pepsi ran a multichannel campaign to increase sales in the US.
Article
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Dr Gemma Calvert, Win Ee Chun and Dr Eamon Fulcher, WARC Exclusive, June 2020
Distinctive brand assets have a powerful role to play in ensuring top-of-mind recall with consumers – but in a world changed by COVID-19, a strategic reassessment of assets is needed.
Case Study
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Dina El Dessouky, Yosr Khalifa, Mustafa Darwish, WARC Prize for MENA Strategy, Entrant, 2020
Etisalat, a telco provider in Egypt, took the fight to the competition with a - literally - hard-hitting campaign that captured consumer interest, and boosted confidence and engagement.
Case Study
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Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2020
Dubai luxury real estate brand Madinat Jumeirah Living created captivating character-based content to build awareness and grow sales in a declining real estate category.
Case Study
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Ali Khalil, WARC Prize for MENA Strategy, Silver, 2020
QSR brand Burger King targeted young Saudis with a social media 'trolling' campaign featuring football icon Sami Al-Jaber to drive sales of its new spicy menu across 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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Mohit Lodha, Kevin Pinto, WARC Prize for MENA Strategy, Entrant, 2020
Banking brand RAKBANK used a three-part social media strategy, She Can Play, to spark a conversation about girls playing football to build buzz and talkability and improve brand perception in the United Arab Emirates.
Case Study
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Roy Khachan, Remie Abdo, WARC Prize for MENA Strategy, Bronze, 2020
Detergent brand OMO piggybacked on the Marvel film franchise's famous post-credits scenes to boost sales and appeal to millennials in Lebanon.
Case Study
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SABRE Awards, Gold, EMEA, 2020
Eve Sleep, an e-commerce mattress company, increased awareness and sales in the UK by launching an open letter and podcast that told of the negative impact snoozing has on our health.
Case Study
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SABRE Awards, Gold, EMEA, 2020
LNER, an East Coast rail brand, increased awareness in the UK by creating an audio journey captured on video that celebrated the rich diversity of accents and regional dialect on its line.
Case Study
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SABRE Awards, Gold, EMEA, 2020
Santander, a banking brand, warned young people in the UK about the dangers of online fraud by showing fake makeup tutorials from influencers that revealed their bare faces to show that shopping on a fraudulent website can leave you empty handed.
News
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30/06/2020
New Delhi’s ministry of consumer affairs is compiling the country’s first ever government-designed code of conduct for advertisers and agencies, in a move designed to curb unfair practices and misleading claims.
