Celebrities & endorsement

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Avon: Power Stay #VeioPraFicar

Case Study • WARC Cases, 2019

Cosmetics brand Avon increased sales in Brazil by proving the durability of its product through women’s sport.

Today’s trend in China, tomorrow’s trend worldwide? A “what if” peek at future marketing

Article • Low Lai Chow, Event Reports, Spikes X Campaign Asia event, March 2021

The world is looking to China for the future of marketing as it sets the trends in media and technology innovation – at the recent Spikes X Campaign Asia event, media agency Mindshare China shared what lessons brands can learn from them.

Rexona: The Rexona “Chamba” dance challenge

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Rexona, a deodorant and antiperspirant brand, increased brand growth in the Philippines by launching the Rexona Chamba dance challenge with influencers to encourage young people to use deodorant every day.

Hennessy: 2020 Tmall super brand day

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Hennessy, a cognac distiller, increased consumption and sales on Tmall in China by launching social videos surrounding the midsummer night consumption occasion.

Himalaya Herbals: Win The Fight

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2021

Himalaya Herbals, a personal care brand, empowered people suffering from acne in Indonesia with its Win the Fight campaign.

Berocca: Get Supercharged At 2PM

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2021

Berocca, an energy vitamin tablet brand, increased sales in Vietnam with its campaign Get Supercharged with Berocca at 2pm by releasing a music video and hosting a hashtag challenge.

Telstra: You don’t need Australia’s best network campaign…until you do

Case Study • Tangrams Strategy & Effectiveness Awards, Silver, 2021

Telstra, a telco brand, focused on storytelling to convince Australia of its superiority in terms of network coverage.

Chipotle Mexican Grill: Chipotle Wins The Super Bowl with TikTok Timeout

Case Study • SABRE Awards, IN2, North America, Best in Digital Marketing/Advertising, 2021

Chipotle, a restaurant chain, increased delivery sales among Gen Z during Super Bowl Sunday by creating videos with popular TikTok stars on the app that dropped delivery slots every time the NFL called a time-out.

Tostitos: Nacho Average Showdown

Case Study • SABRE Awards, IN2, North America, Best Media Partnership, 2021

Tostitos, a tortilla chip brand, partnered with Guy Fieri and Bill Murray to launch a live virtual nacho-making competition to raise awareness and donations for the Restaurant Employee Relief Fund (RERF) during the COVID-19 pandemic.

Tampax Partnered With Amy Schumer To Turn Question Marks Into Periods

Case Study • SABRE Awards, IN2, North America, Best in Brand Narratives, 2021

Tampax, a brand of tampons, launched its humour-led campaign #TimeToTampax to encourage conversation around the taboo topic of menstruation in the USA.

Coors Light: Suckers for Brew

Case Study • SABRE Awards, IN2, North America, Best Influencer Programs and Endorsements (Paid), 2021

Coors Light, a beer brand, partnered with the Jonas Brothers to launch limited edition bottles of beer brewed personally by then to leverage the band's organic love for Coors Light.

Cheetos: Unleash the Cheetle – Introducing Cheetos Popcorn

Case Study • SABRE Awards, IN2, North America, Best New Product/Brand Launch, 2021

Cheetos, a brand of cheese puffs, launched its new product, Cheetos Popcorn, during the Super Bowl in the USA and positioned the Cheetos dust as a hack to excuse the consumer from chores.

Planters: #RIPeanut

Case Study • SABRE Awards, IN2, North America, Best in Broadcast Media, 2021

Planters, a food processing company, launched a Super Bowl campaign that killed off its brand mascot, Mr Peanut, and saw the rebirth of a new one, Baby Nut, to create brand buzz.

We Are In This Together: Anheuser-Busch Responds To COVID-19

Case Study • SABRE Awards, Platinum IN2 for Best in Show, North America, 2021

Anheuser-Busch, a brewing company, launched initiatives that supported blood drive donations, distributed hand sanitiser and supported the hospitality sector during the COVID-19 pandemic.

GiveDirectly: Project 100

Case Study • SABRE Awards, IN2, North America, Best in Social Good, Public Service and Activism, 2021

GiveDirectly, a non-profit organisation, launched Project 100 in the USA to raise $100m within 100 days to support vulnerable families hit badly by COVID-19.

Subway: Beyond Meatball

Case Study • SABRE Awards, IN2, North America, Best Content Creation for Media Sites (Paid), 2021

Subway, a restaurant chain, launched its Beyond Meatball sub in Canada and targeted a female, millennial audience with a video campaign highlighting the care that goes into producing the plant-based product.

Black Forest Plants the First Ever Virtual National Forest on Instagram

Case Study • SABRE Awards, IN2, North America, Best Use of Gamification/User-Generated Contests, 2021

Black Forest, a confectionery brand, partnered with the National Forest Foundation in the USA to plant the first ever virtual national forest on Instagram.

Good Humor: A New Jingle for a New Era

Case Study • SABRE Awards, IN2, North America, Best in Digital/Print Media, 2021

Good Humor, an ice cream brand, took a stand during the Black Lives Matter movement by partnering with rapper and composer The RZA to recreate a classic ice cream truck song which previously featured racist and offensive lyrics.

Mucinex: Beat the Zombie Funk with Mucinex

Case Study • SABRE Awards, IN2, North America, Best Earned Media with Influencers and Communities, 2021

Mucinex, the cold and flu medicine brand, launched a pop-up event and series on TikTok to promote its new Nightshift medicine among younger consumers.

Rexona: Soccer Star Challenge

Case Study • MMA Smarties, Silver, Indonesia, 2020

Rexona, a deodorant brand, created a live FIFA football tournament for fans lamenting the cancelled sporting events in Indonesia and increased market share by 40bps.

Head & Shoulders: #MoveonBro

Case Study • MMA Smarties, Gold, Indonesia, 2020

Head & Shoulders, a shampoo brand, used blooper videos in its campaign Say it Proudly to encourage consumers in Indonesia to overcome their insecurities about pronouncing the brand's name.

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.

ŠKODA UK: Climb for #ThisIsOurTime – Riding to close the gender gap in cycling

Case Study • DMA (UK), Bronze, 2020

ŠKODA UK, a car manufacturer, increased awareness of its association with women’s cycling and gender equality by launching a virtual cycling challenge that encouraged the public to ride alongside the women participating in the 2019 Tour de France.

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.

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.
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.
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 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.
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.
Livestream shopping: How brands can harness this latest e-commerce phenomenon

Article • Pete Lin, WARC Exclusive, September, 2020

A seven-step guide to creating effective livestream commerce content.