Celebrities & endorsement

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Flipping the conversation on celebrity marketing in China

Opinion • Arthur Tsang, July 2021

How many brands feel that they are being held to ransom by a celebrity spokesperson, when all of the data points to campaigns with the right celebrity significantly outperform those without? Arthur Tsang, chief creative officer of BBDO China, says there is a way to step out of being just another brand they attach their face to.

How Alienware unleashed more users beyond the gamer niche

Case Study • DZ (多准）, WARC Cases, June 2021

Alienware, a computer hardware subsidiary of Dell, increased its number of high-spend customers by using data analysis to identify and define the characteristics of four target segments.

An-Nahar: The new National Anthem Edition

Case Study • Noor Hassanein, WARC Prize for MENA Strategy, Shortlisted, 2021

Arabic-language daily newspaper An-Nahar reworded the national anthem to encourage positive action and raise its profile in Lebanon.

Emirates Nation Brand: Mars shot

Case Study • Tahaab Rais, Tala Arakji, WARC Prize for MENA Strategy, Shortlisted, 2021

The UAE's nation brand partnered Kevin Hart for its Mars Shot campaign, crowdsourcing a global quest to make the world better.

Facebook: #LoveLocal

Case Study • Rifaat Fakih, Jennifer Fischer, WARC Prize for MENA Strategy, Shortlisted, 2021

Social network Facebook crafted a locally focused campaign to raise its profile in Jordan, Lebanon and Egypt as the leading platform for small and medium-sized businesses.

Influencer marketing: Consumer sentiment data

Article • WARC Exclusive, Spotlight India, June 2021

Analyses data from ongoing surveys of Indian consumers, provided by GWI.

Influencers are the visible, not hidden, persuaders

Article • Naresh Gupta, WARC Exclusive, Spotlight India, June 2021

Bang in the Middle’s Naresh Gupta explains the rise of participative culture and the influencer movement, before outlining responsible and sound practices that are required of both marketers and influencers.

ASCI ad guidelines: How adding a hashtag can transform influencer strategy

Article • Felix Joy, WARC Exclusive, Spotlight India, June 2021

Guidelines by ASCI, the Advertising Standards Council of India, make it mandatory for online influencers to prominently label promotional content, but Blink Digital’s Felix Joy says this will impact their credibility as they are seen to be more trustworthy and authentic.

Divesting influencer marketing of its troubles

Article • Hemant Dua, WARC Exclusive, Spotlight India, June 2021

Do Your Thng’s Hemant Dua suggests ways to allay concerns with fake followers and engagement while maximising the benefits in influencer marketing.

Influencer marketing: Keeping up with a dynamic industry

Article • Vaibhav Odhekar, WARC Exclusive, Spotlight India, June 2021

As influencer marketing becomes more important to brands, it is also evolving with changing demands and technology, and AnyMind Group’s Vaibhav Odhekar shares why it is important to watch the space carefully as it grows.

Tapping the power of influencer marketing: How Indian brands can get it right

Article • Shrutika Nagpal, WARC Exclusive, Spotlight India, June 2021

Influencers may not be experts or celebrities, says Scatter Content’s Shrutika Nagpal, but their value lies in the helpful, credible and authentic information they are able to provide to consumers, thus aiding marketers in their quest to build loyalty.

Mega, micro, nano: What brands need to know about influencer marketing

Article • Saurabh Kanwar, WARC Exclusive, Spotlight India, June 2021

Brands need influencer marketing but taking this route can involve high costs with pitfalls.

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