Celebrities & endorsement

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ViacomCBS EyeQ: Culture of influence

Article • Research on WARC, October 2021

Explores the all-consuming impact of online creators and their communities on culture, brands and beyond.

Avec Eric: A spiritual journey in food

Case Study • APG (UK), Entrant, 2021

Avec Eric, a culinary brand, was launched in the US to bring more awareness and build his brand.

Samsung, ESPN, Netflix, Aviation, Xbox & Cyberpunk: How getting meta led to mega impact

Case Study • APG (UK), Entrant, 2021

Samsung, an electronics company, launched a campaign for the release of the 2017 QLED TV in America.

When the Fun Stops, Stop

Case Study • APG (UK), Bronze, 2021

When The Fun Stops, Stop was the UK's first industry-wide campaign to educate people on gambling responsibly.

Football Beyond Borders: Going Beyond Borders

Case Study • APG (UK), Entrant, 2021

Football Beyond Borders (FBB), an education and social inclusion charity, launched a campaign in the UK to broaden its ability to support young people and reach new audiences.

ITV and Veg Power: Eat Them to Defeat Them - How making veg bad did a lot of good

Case Study • APG (UK), Entrant, 2021

ITV, a television network, and VegPower, a non-profit company, collaborated on a campaign in the UK to tackle child obesity by getting kids to eat their vegetables.

adidas GMR: Planning in Development

Case Study • APG (UK), Entrant, 2021

adidas, a sportswear manufacturer, launched a global campaign to increase awareness of new technology that was designed to get the younger generation moving.

The Guinness for when you’re not drinking Guinness: How we rebranded tap water to tackle responsible drinking.

Case Study • APG (UK), Gold, 2021

Guinness, a beer brewery, launched a campaign in the UK and Ireland during the Six Nations rugby championship to tackle responsible drinking by bringing about real behaviour change and squashing the stigma of drinking water.

Co-op: Don't Compete, Co-Operate

Case Study • APG (UK), Entrant, 2021

Co-op, a food retail brand, partnered with Marcus Rashford and launched a campaign in the UK to help fight against food poverty.

Warburtons: Family, flour, fame.

Case Study • APG (UK), Silver, 2021

Warburtons, a bakery business, launched the long-term campaign From Our Family To Yours, in the UK to increase perceived brand quality and willingness to pay more.

BT Sport: Unscripted Or - ‘How we talked about it for two weeks and decided the internet was right’

Case Study • APG (UK), Entrant, 2021

BT Sport, a telecommunications company, launched a campaign in the UK to match previous years' sales with a fraction of the media spend.

How in unprecedented times, the BBC showed its timeless value

Case Study • APG (UK), Entrant, 2021

BBC, a national broadcaster, launched a campaign in the UK to prompt re-evaluation of its role in UK culture and society.

Why BBC iPlayer is wasted on some

Case Study • APG (UK), Entrant, 2021

BBC iPlayer, a streaming platform, launched a campaign in the UK, targeting a younger audience, to improve audience perceptions of the BBC.

Surf: Bursting the bubble to sell more suds

Case Study • APG (UK), Entrant, 2021

Surf, a laundry detergent brand, launched a campaign in the UK to increase relevance and market growth.

Libresse: The first menstruation themed live stream exhibition event of Libresse new product launch

Case Study • SABRE Awards, APAC In2, Best Influencer Programs Endorsements (Paid), 2021

Libresse, the feminine hygiene product brand, launched the 'Liberating Our Periods' campaign in China.

How we helped the next generation find confidence that lasts in the British Army

Case Study • APG (UK), Silver, 2021

The British Army, a principal land warfare force, launched a recruitment campaign in the UK to show how the army offered a personal benefit to young people that appealed to their desire, not just for physical growth but personal growth.

GambleAware: How we outed and paused mindless betting

Case Study • APG (UK), Bronze, 2021

GambleAware, an independent charity, launched a campaign in the UK to encourage at-risk gamblers (ARG) to change their betting behaviour by thinking a bet through before placing it.

ZSL London Zoo & ZSL Whipsnade Zoo: In the face of a global pandemic, how our animals and famous friends’ marketing efforts gave us a million reasons to keep our zoos open

Case Study • APG (UK), Entrant, 2021

The Zoological Society of London (ZSL), a conservation charity, launched a campaign in the UK to raise enough funds to save London Zoo and Whipsnade Zoo and convince the public that the zoos were worth saving.

Tourism New Zealand: Guide to (Tourism) New Zealand

Case Study • APG (UK), Entrant, 2021

Tourism New Zealand, the country's official tourism agency, launched a global campaign to grow consideration of NZ as a holiday destination by evolving its brand platform.

Stroke Association: From combat to construct - Rebuilding the story of stroke

Case Study • APG (UK), Entrant, 2021

The Stroke Association, a national charity, launched a campaign in the UK to raise awareness and understanding of strokes, drive propensity to support and drive engagement through an idea establishing the relevance of the cause.

New York Life: Celebrating a new kind of hero - The Brave Of Heart

Case Study • APG (UK), Entrant, 2021

New York Life (NYL), an insurance company, launched a campaign to communicate what NYL stood for to drive differentiation and recruit more Americans into life insurance.

Bank OCBC NISP: Save 20 by nyala

Case Study • YouTube Works for Brands, Indonesia, Best Media Orchestration, 2021

Bank OCBC NISP, a financial services company, increased awareness among younger consumers in Indonesia by encouraging them to start saving regularly through social challenges and YouTube video ads.

Puma: Propah lady

Case Study • YouTube Works for Brands, India, Best Long Form Storytelling, 2021

Puma, an athletic apparel brand, ran a social media campaign featuring unconventional female influencers to encourage women to own their individuality, and drive awareness and sales for its women's sneakers in India.

Naver Webtoon: Meeting the best webtoon of my life

Case Study • YouTube Works for Brands, Korea, Best brand reinforcement campaign, 2020

Naver Webtoon, an online publishing platform, increased brand awareness and active users in Korea.

Glance: Baar baar dekho

Case Study • YouTube Works for Brands, India, Media Innovation,2021

Glance, a content discovery platform, increased awareness in India by launching a series of 15-second YouTube ads that promoted its constant feed of personalised mobile lock screen content.

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.
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 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.
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 value of authenticity: A marketing lesson by BTS x McDonald’s

Article • Bethany Bloch, WARC Exclusive, June 2021

Brands can get tips for their own marketing campaigns from the successful collaboration between Korean pop sensation BTS and fast food giant McDonald’s, says Mutant’s Bethany Bloch.
Over half of award-winning ideas use emotion as creative strategy

Data • Marte Aune, WARC Data Points (Curated), April 2020

An overview of creative strategies used by award-winning creative and effective ideas.