Article
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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.
Case Study
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Benjamin Condit, Matthew Nolan, Chaojie Miao, Sienna Zhang, WARC Media Awards, Shortlisted, Effective Channel Integration, 2019
Sportswear brand Nike achieved an unprecedentedly successful launch of its Kyrie5 sneaker in China by taking the offline 'sneakerdrop' to the virtual world.
Case Study
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James Barnett, WARC Media Awards, Shortlisted, Effective Channel Integration, 2019
Confectionery brand Skittles reached a Super Bowl-sized audience by appearing on Broadway with a bespoke new production.
Case Study
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Emma Bowers, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019
The United Nations launched The People's Seat campaign as a way to shift perceptions of the UN, deliver broad awareness of important issues such as climate change, and, importantly, inspire direct action from the global population.
Case Study
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Benjamin Condit, Jerry Perez, WARC Media Awards, Shortlisted, Effective Channel Integration, 2019
Potato-chip brand Lay's used short-video platform Douyin and the sound of chips being eaten to drive e-commerce impulse purchase in China.
Case Study
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Soumya Ranjan Panda, Nguyen Bao Tran, WARC Media Awards, Shortlisted, Effective Channel Integration, 2019
Dishwashing detergent brand Sunlight used a multi-pronged campaign to encourage reappraisal and win over rural consumers from the local brand in Vietnam.
Case Study
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Jeremy Lewington, WARC Media Awards, Shortlisted, Effective Channel Integration, 2019
Beer brand Corona aligned with non-profit organisation Parley to protect the world's oceans and increase its relevance to young Australians.
News
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18 November 2019
E-commerce is all about creating a frictionless experience to help ease shoppers in and out of the platform, but Alibaba turned that approach on its head for Singles Day, with a “stickiness strategy” to keep people on its sites for longer.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
Standard Chartered Bank, a banking brand, increased applications for its Simply Cash Visa Card in Hong Kong by launching an algorithm agent that provides personalised, targeted content based on the viewing habits of young consumers.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
The Movember Foundation, a charity that aims to tackle the biggest health issues faced by men, got men in New Zealand to talk about their mental health by creating an online survey, the Mensus, which gave them tailored messages to send to friends based on their answers.
Case Study
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Tangrams Strategy & Effectiveness Awards, Silver, 2019
Coca-Cola, the soft drinks brand, increased market share and brand love in China by launching an Augmented Reality (AR) experience on Baidu that connected young people through games and live maps.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
Kraft Parmesan, a cheese brand, increased sales in Japan by launching a video in a hospital lobby and in-store activations to show people the health benefits of the high calcium content in its parmesan.
Article
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Research on WARC, November 2019
This GroupM report recaps the pre-sale, warm-up and breakout periods of key e-commerce players in China like Tmall and JD, who are seeking market growth from new users, new categories, new consumption occasions, and new content.
News
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08 November 2019
Partnership programs “are going to create a whole new genre of advertising”, according to Procter & Gamble’s chief brand officer Marc Pritchard.
Case Study
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MMA Smarties, Gold, X (Global), 2019
Shell Advance, a motorbike engine oil brand, increased brand awareness across Vietnam by launching a campaign that showcased a group of motorcycle accident aid rescuers, and the brand's role in supporting it.
Case Study
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MMA Smarties, Gold, X (Global), 2019
Bubly, the sparkling water brand, successfully broke into the sparkling water category by partnering with a set of celebrities and social media content platforms to drive a mobile led campaign that engaged US consumers.
Case Study
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MMA Smarties, Gold, X (Global), 2019
Lay's, the potato chips brand, increased its e-commerce sales by launching a social-media viral video campaign in which Chinese consumers lip-synced a monologue heavily featuring the chips' characteristic crunchy sound.
Case Study
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MMA Smarties, Finalist, North America, 2019
Headache-relief brand Excedrin created three limited editions, promoted via targeted mobile, influencers, digital OOH and on-ground sampling, to bring its new creative strategy to life among audiences in the US.
Case Study
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MMA Smarties, Gold, North America, 2019
Electronics giant Samsung got talkshow host Jimmy Fallon to film an entire episode of The Tonight Show on its latest smartphone to promote the launch of its Galaxy S10+ handset in the US.
News
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05 November 2019
Jeep, the auto marque owned by Fiat Chrysler Automobiles (FCA), has made innovative use of music partnerships to engage consumers, as well as to create impactful TV spots.
Article
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Geoffrey Precourt, Admap, November 2019
Looks at how P&G is changing the game of advertising through partnerships.
Article
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Geoffrey Precourt, Event Reports, ANA Masters of Marketing Conference, October 2019
Jeep, the auto marque, believes that music can help magnify the impact of its marketing spend in powerful ways.
Article
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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.
Case Study
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SABRE Awards, LATAM, Practice Area, Gold, 2019
Absolut, a vodka brand owned by Pernod Ricard, launched a limited-edition bottle on a global level called “A Drop of Love” to highlight its role in creating social change and promoting equality in Peru.
Case Study
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SABRE Awards, LATAM, Industry Sector, Gold, 2019
Gillette, a razor and personal care brand, "cursed" a pair of boxers and sent them to the German football team amid the World Cup to save its lucky boxer shorts promotion surrounding Neymar Jr, who became injured as the promotion began in Brazil.
