Article
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WARC Best Practice, August 2019
Provides marketers with information and guidance about using humour to create buzz, emotional engagement and virality.
Opinion
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Lucy Aitken, March 2020
Lucy Aitken spotted three themes among the case studies featured in this year’s Effective 100 rankings.
Case Study
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Case Studies on WARC, 2018
Discount supermarket Lidl grew sales of its fresh fruits and vegetables by championing its lettuce and turning it into a pop-culture icon in Portugal.
Case Study
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Case Studies on WARC, 2018
Cable TV platform Cablevisión drove downloads of its Flow app in Argentina by positioning it as protection against spoilers.
Case Study
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Case Studies on WARC, 2018
Sports betting operator Supermatch increased in popularity with a campaign that celebrated Uruguayans’ passion for football.
Case Study
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Case Studies on WARC, 2016
Hungarian beer Soproni reversed an eight-year-long volume decline and improved brand metrics through a new communication platform rooted in Hungarian culture.
Research Paper
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Malgorzata (Mag) Karpinska-Krakowiak, Journal of Advertising Research, Vol. 60, No. 1, 2020, pp. 38-53
Two experimental studies in Poland examined how perceived and manipulated realism of comedic violence may influence consumer responses to brands.
Case Study
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Jenny Chan, Case Studies on WARC, ROI Festival, October 2019
Real Leaf (a bottled tea brand owned by Coca Cola) in Taiwan deepened the value proposition of its new green tea product into a rallying cry to destress and chill out.
Case Study
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Jenny Chan, Case Studies on WARC, ROI Festival, October 2019
KFC's keen insight into the struggles of young white-collar workers in urban China led to a campaign that framed its breakfast offering as helping the overworked.
Case Study
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Case Studies on WARC, 2018
Discount supermarket chain Aldi increased sales, market share and quality perceptions in the UK through an eight-year long campaign that highlighted the quality and convenience of its products by comparing them with much-loved brands.
Case Study
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Case Studies on WARC, 2018
Beer brand Poker reversed declining sales in Colombia through a WhatsApp promotion which strengthened its position as a drink that is best enjoyed with friends.
Case Study
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Case Studies on WARC, 2017
Breakfast bread Buondì Motta generated sales increases and huge buzz with a controversial TV campaign aimed to appeal to the modern Italian family.
Article
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Geoffrey Precourt, Event Reports, ANA Influencer Marketing Conference, November 2019
JetBlue, the air carrier, is using a nuanced influencer strategy as it seeks to connect this element of its marketing to its wider efforts at brand building.
Case Study
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Case Studies on WARC, 2019
Australian motor insurer Royal Automobile Club of Victoria (RACV) entered the pet insurance category by positioning itself as the cover for pets’ natural overconfident and reckless behaviour.
Case Study
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SABRE Awards, IN2, North America, Best Content Creation for Media Sites (Earned), 2020
Anheuser-Busch beer brand Natural Light launched a light-hearted recruitment video, starring its real-life brand manager, to attract applicants for its summer internship programme in the US.
Case Study
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SABRE Awards, IN2, North America, Best Use of Integrated Social Media, 2020
Online restaurant reservation provider OpenTable, used a social media strategy to encourage diners in the US, Canada and Australia to get into #DiningMode on Mother's Day; putting their phones aside and giving their mums the gift of uninterrupted conversation.
Case Study
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SABRE Awards, IN2, North America, Best in Brand Animation, 2020
Verizon Media-owned content studio RYOT Studios created an animated music video, Earth, to generate global awareness about the imminent dangers of climate change and raise funds in support of environmental charities.
Case Study
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SABRE Awards, IN2, North America, Best Use of Illustrations + Photography, 2020
Pharmaceutical company Endo Pharmaceuticals created a multi-platform campaign to raise awareness of Peyronie's Disease, and its treatment, among men in the US.
Opinion
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Geoffrey Precourt, January 2020
Hyundai, the South Korean auto giant, is talking Boston ahead of the 2020 Super Bowl - WARC's resident Bostonian, Geoffrey Precourt, explains why that's smaht.
Opinion
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Chiara Manco, January 2020
As cannabis is made legal in more countries, WARC’s Chiara Manco highlights three food brands that have targeted users effectively.
Article
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Geoffrey Precourt, Event Reports, ANA Multicultural Marketing & Diversity Conference, November 2019
Procter & Gamble, the consumer packaged goods manufacturer, conducted rigorous analysis of its multicultural marketing to ensure it was excelling in this area.
Case Study
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Data and Marketing Association, Bronze, 2019
TV Licensing, the official TV licensing website for the UK, used the TV programme Love Island to convince young consumers in the UK that they need a TV license.
Case Study
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Data and Marketing Association, Gold, 2019
The Guardian, a newspaper brand, increased its print subscriptions in the UK by creating a series of out-of-home posters and tube panels that made a nod to digital detoxing.
Case Study
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Data and Marketing Association, Gold, 2019
Direct Line, an insurer, launched Red Saturday in the UK to encourage Black Friday shoppers to insure their new purchases by buying cover there and then.
Case Study
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Data and Marketing Association, Bronze, 2019
Specsavers, an optical retail chain, promoted its audiology service in the Uk by releasing a humorous door drop leaflet to relax consumers into talking about hearing problems.
