Celebrities & endorsement

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Sainsbury's: Signsbury’s – the world’s first deaf-friendly supermarket

Case Study • DMA (UK), Gold, 2020

Sainsbury's, a British supermarket brand, transformed its store into 'Signsbury's' to raise awareness of British Sign Language (BSL).

BT Sport: Unscripted

Case Study • DMA (UK), Grand Prix, 2020

BT Sport, a group of pay television sports channels, collaborated with Google Cloud, Opta and Squawka to write the script for the entire 2019/20 season using artificial intelligence.

O2: GO

Case Study • DMA (UK), Gold, 2020

O2, a telecommunications brand, re-engaged audiences with a campaign that increased the number of people downloading and using the O2 Priority app in the UK.

Médecins Sans Frontières UK: The COVID-19 Appeal

Case Study • DMA (UK), Gold, 2020

Médecins Sans Frontières (MSF) UK, an international medical NGO, drove donations by targeting segments of the public based on their interests and hobbies.

The latest revenue stream for gaming companies – virtual influencers

News • 14 January 2021

A fresh approach to the business of influencing comes from the gaming world in China, where the lines between what’s real and what’s virtual are becoming ever-more blurred – step forward Nuan Nuan, once a popular female character created by Chinese g

Strepsils: Empowering the Voice of Fans

Case Study • Imogen Bourke, Alana Zervos, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Strepsils, the medicated lozenge brand, harnessed the power of music fandom to increase sales in Hong Kong.

Clear: Come Back Stronger

Case Study • Jasmine Lai, Adrian Adshade, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Anti-dandruff brand Clear partnered with mental health professionals in Southeast Asia to inspire engagement and help young people cope with the strain of lockdown.

Reform Alliance: When It's Over

Case Study • Dean Challis, Samantha Deevy, Paulina Liang, Molly Klein, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Prison reform non-profit Reform Alliance used icons such as Kim Kardashian and Madonna to front a social media campaign aimed at getting personal protective equipment into prisons in the US and secured a $10m donation from Twitter founder Jack Dorsey in the process.

Save the Children: Christmas Jumper Day 2019

Case Study • Roxanne Vure, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020

British charity Save the Children collaborated with broadcaster Channel 4 and retail advertising partners for its eighth annual Christmas Jumper Day campaign to raise funds, drive sign-ups and regain its brand association with event.

L'Oréal Paris: Making age a non-issue

Case Study • Joy Molan, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020

L'Oréal Paris, the global beauty brand, used a special edition of fashion monthly British Vogue to champion age positivity and reconnect with British consumers.

KFC New Zealand: Fresh Stories

Case Study • Chris Lloyd, Amanda Palenski, James Davidson, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020

Global QSR brand KFC cooked up a multi-platform campaign to boost brand metrics around trust and freshness and expand its user base in New Zealand.

Timberland: Concrete Green with Loyle Carner

Case Study • Hannah Savage, WARC Media Awards, Gold and Collaboration With An Influencer Award, Effective Use of Partnerships and Sponsorships, 2020

Timberland, the footwear brand, partnered with musician Loyle Carner to increase sales in the UK.

Tesco: Getting the UK TV Family Together at Christmas

Case Study • Katy Harkness, Francesca Blair, Tom Mardon, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2020

Retailer Tesco created a first of its kind partnership in the United Kingdom that saw its ad content integrated across three leading TV broadcasters to drive buzz and sales during the Christmas season.

Tesco Stores: Bringing Back Supermarket Sweep

Case Study • Amy Butterworth, WARC Media Awards, Gold, Effective Use of Partnerships and Sponsorships, 2020

Tesco, the grocery retailer, used ad-funded programming to amplify its nostalgic centenary celebrations in the UK.

Lady's Choice: The Gift of Social Commerce

Case Study • Maan Bernardino, WARC Media Awards, Bronze, Effective Use of Tech, 2020

Philippines-based dressings brand Lady's Choice reversed a period of slowing growth by leveraging online communities and using Facebook Live to break e-commerce records.

KFC: KFC Rainy Day Delivery

Case Study • Nicholas Short, Zoe Ren, WARC Media Awards, Bronze, Best Use of Data, 2020

Fast-food brand KFC partnered with a weather app and a pop star to create a dynamic campaign to position itself as the go-to fast-food delivery on rainy days to increase its delivery business market share in China.

Vim: The power of 100 lemons

Case Study • Rituparna Dasgupta, Ashutosh Paretkar, Rajani Ranjan, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Dishwash bar and liquid brand Vim raised awareness of its products through a mobile-based campaign that aimed to effect behaviour change in rural India.

SAP: The Future of Marketing has Feelings

Case Study • Fabian Preiss, WARC Media Awards, Bronze, Best Use of Data, 2020

Multinational software company SAP adopted a multimedia approach to promote awareness of a new software category among B2B decision makers in Germany and establish itself as the leading force in this field.

Sydney Children's Hospitals Foundation: Curing Homesickness

Case Study • APG (AUS), Creative Strategy Awards, Finalist, 2020

Sydney Children's Hospitals Foundation, a charity, encouraged donations and united Australians behind the cause of tackling homesickness in children's hospitals.

New Zealand Human Rights Commission: Give Nothing to Racism

Case Study • APG (AUS), Creative Strategy Awards, Bronze, 2020

New Zealand Human Rights Commission (HRC), a human rights institution, highlighted the racism in the country by launching an online platform asking people to stop dismissing casual racism.

Dove: #ShowUs Russia

Case Study • Irina Zernishko, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Skincare brand Dove used a multi-channel campaign in Russia to improve brand awareness and grow sales by taking a stand against digitally distorted images in advertising.

Ally Financial: Monopoly

Case Study • James Barnett, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Online-only bank Ally disrupted the traditional marketing approach of the financial industry, bringing a popular board game to life to drive talkability and boost business performance in the US.

Five considerations for advertisers embarking on a Super Bowl journey

Article • Ana Jiménez Núñez and Leander Sodji, WARC Exclusive, November 2020

Key takeaways for Super Bowl advertisers from Mano’s annual Super Bowl Compass report.

Al Jazirah Ford: Decision Impossible

Case Study • Carl Bou Abdallah, Sanjay Kumar, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Al Jazirah Ford in Saudi Arabia ran a social media campaign during Ramadan to drive sales in a challenging market, and increase its Twitter and YouTube followings.

Lifebuoy: World's largest COVID campaign

Case Study • Rituparna Dasgupta, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

Soap brand Lifebuoy used a targeted multichannel approach to educate three sectors of society in India on the importance of hand-washing during the Covid-19 pandemic and reinforce its stature as market leader.

What we know about celebrity endorsements

Article • 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.
How to make short-form video resonate

Article • Mihkel Jäätma, WARC Best Practice, January 2020

With short-form video advertising becoming more popular, marketers need to better understand how to make shorter formats engaging.
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.
The perceived fit between Instagram influencers and the endorsed brand: How influencer–brand fit affects source credibility and persuasive effectiveness

Research Paper • Priska Linda Breves, Nicole Liebers, Marina Abt, and Annika Kunze, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 440-454

Two online studies analyzed the impact of the fit between Instagram influencers and the endorsed brand.
Re-evaluating iconic brand assets in a post-pandemic world

Article • 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.
The science of influencer and its impact on influencer measurement

Article • Ian Forrester and Shazia Ginai, Research on WARC, October 2019

Reveals the insights from a study about if influencer marketing (when done right) evokes intense emotions and creates lasting memories.