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Celebrities & endorsement

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What we know about celebrity endorsements

Article • WARC Best Practice, December 2018

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.

HP's online video success story

News • 16 July 2019

HP, the technology giant, has driven sales of its secure printers through the smart use of customer insights and leveraging the power of online video with a narrative content initiative entitled “The Wolf: True Alpha”.

How action-packed online video boosted demand for HP’s secure printers

Article • Reed Karaim, Event Reports, Brand Marketing Summit, May 2019

Compelling online video helped HP, the information technology company, boost demand for its secure printers among business-to-business customers.

Mucinex: #SuperSickMonday

Case Study • Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2019

Mucinex, the cold and flu medicine brand, inserted itself into conversation around the Super Bowl to increase engagement during peak flu season in the US.

Apple: The Rock X Siri — Dominate The Day

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Apple, a technology brand, created a short film on YouTube that showed Siri organisation Dwayne "The Rock" Johnson's busy schedule to encourage users across China, Japan, Germany, the UK and the US to re-engage with Siri.

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Apple, a technology company, promoted its Animoji feature on iPhones in the US by partnering with Grammy-nominated artists to produce Animoji music videos.

LADbible/Plastic Oceans International: Trash Isles

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Plastic Oceans International, a non-profit company, put the issue of plastic pollution in our oceans on the agenda in the UK by turning a country-sized patch of trash into the world's 196th nation.

Cigna: TV Doctors Of America – Season 2

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Cigna, the American health insurance company, increased annual check ups and customer numbers through the “second season” of its TV Doctors of America campaign.

Tourism Australia – Dundee: The Son Of A Legend Returns Home

Case Study • Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2019

Government agency Tourism Australia mimicked a Hollywood film campaign to shift perceptions and attract US high-value travellers.

GRAMMY Awards: Compton

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

The Recording Academy, a music recording company, promoted the GRAMMYs in the US by launching a film that showed the roots of 7-time GRAMMY award winner Kendrick Lamar, with the message that greatness can come from anywhere.

Sting: Remake The Boxer

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Sting, an energy drink brand, partnered with Amir Khan to become the leader in the energy drink category in Pakistan.

Toyota Motor Corporation: Start Your Impossible

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Toyota, the automobile maker, used inspiring stories to bring to life its vision for the future in its global 360 campaign, which also increased its share price by 11%.

The Times Of India: Sindoor Khela – #NoConditionsApply

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2019

The Times of India, an English-language daily newspaper in India, launched a purpose-driven campaign that challenged a 400-year-old tradition in India.

Coca-Cola Fan Feat

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Coca-Cola, the soft drinks brand, increased sales and emotional engagement in Brazil by getting music fans to pick three artists to collaborate on a new song.

Entel Perú: Unlimited Apologies

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Entel Peru, the Peruvian telecommunications company, increased prepay sales by using an emotionally meaningful sports figure to highlight the company’s selling point of letting Peruvians talk to any operator.

Santa Casa De Misericórdia De São Paulo: Hemoji

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Santa Casa de Misericórdia de São Paulo, a philanthropic hospital in Latin America, launched an emoji alphabet that represents the blood types and got people on Twitter to use them in their names to highlight themselves as potential donors.

Taco Bell: Web Of Fries

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Taco Bell, a fast food chain, promoted a real product to US customers with a fake film that made Nacho Fries Taco Bell’s best-selling product launch in its history.

Wendy's: Webeefin?

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Wendy's, the fast food chain, created a hip hop song calling out its competitors in the US, which helped the brand achieve more than 3.6 million streams.

Toyota Motor Corporation: Good Odds

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Toyota, the automotive brand, launched a global brand building campaign during the Olympic and Paralympic Games by creating a campaign that didn't feature any cars.

Greenpeace Poland: To The Last Tree Standing

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Greenpeace Poland, a non-profit, campaigned using the video game Minecraft to stop the illegal logging of a forest in Poland.

Subway: Subway Live Feed 2017

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Subway, a fast food restaurant, increased sales globally by launching a one-day activation that offered a free sub and gave a meal to the hungry for every sub purchased.

Sickkids Foundation: Sickkids Vs – All In

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

SickKids Foundation, a children's health research organisation, launched an integrated campaign that targeted neighbourhoods in Toronto to generate donations to build a new hospital.

SlimFast Advanced Vitality

Case Study • Design Business Association, Bronze, 2019

SlimFast, a dietary supplement brand, increased category sales and brand penetration in the UK by launching a new packaging design featuring brightly coloured pouches.

Winston Churchill Cigars

Case Study • Design Business Association, Silver, 2019

Winston Churchill Cigars, a cigar collection, re-launched its Winston Churchill collection in the UK by creating six different cigars to represent the many traits that made up Churchill.

United Nations: How Good Marketing Makes for Better Democracy

Case Study • Marketing Society UK, The Brave Awards, Highly Commended, 2019

United Nations (UN), an international body, dominated the global news agenda to ensure Climate Change stayed on the international agenda.