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What we know about using music in advertising

Article • WARC Best Practice, December 2018

Provides marketers with information and guidance about the most effective approaches to using music in advertising.

How to choose the right music for your brand

Article • David Meerman Scott, WARC Best Practice, August 2017

This paper explores best practices for using music to build a brand – one of the least understood elements of brand building.

Bacardi taps indie music to engage Indian consumers

News • 17 May 2019

Advertising alcoholic drinks is banned in India, but that has not stopped veteran rum producer Bacardi from building its brand by engaging audiences through the medium of independent music.

How creative radio ads build brands

Article • Stephen Whiteside, Event Reports, ARF AUDIENCEXSCIENCE, April 2019

Creative radio ads can boost a variety of important brand metrics, according to a study by Westwood One, the audio-media company, and VERITONIC, an analytics provider.

Citi strikes a new note for inclusion in ads with “#SeeHerHearHer”

Article • Stephen Whiteside, Event Reports, #SeeHer 2019 Creative and Media Leadership Summit, March 2019

Citi, the financial-services provider, is using its marketing muscle to boost female empowerment in the music industry.

Ab InBev Africa: Carling Black Label - Soccer Song for Change

Case Study • SABRE Awards, Africa, Cause-Related Marketing, Gold, 2019

Carling Black Label, a beer brand, raised awareness of the correlation between a football team losing and the increased violence against women in South Africa by replacing its branding with #NoExcuse and changing the lyrics of a popular song.

BWL Agency: Homecoming

Case Study • SABRE Awards, Africa, Media, Arts, and Entertainment, Gold, 2019

The Homecoming Project, a platform for cultural exchange, launched in Nigeria and offered an opportunity for 3,000 of Nigeria’s diaspora to rediscover Nigeria.

UNICEF and Government of Ghana: Ghanaians Against Child Abuse (GACA)

Case Study • SABRE Awards, Africa, Integrated Marketing, Gold, 2019

The Government of Ghana created a social campaign against child abuse in Ghana by launching a media event for key opinion leaders and roadshow for influencers to spread the message.

National Social Security Fund (NSSF) Uganda : NSSF Friends With Benefits Image Campaign

Case Study • SABRE Awards, Africa, Corporate Image, Gold, 2019

The National Social Security Fund (NSSF), a quasi-government agency responsible for retirement funds, increased awareness of its benefits and reduced negative sentiment in East Africa by launching a reality TV show featuring its members.

Beautyrest Be More Awake Campaign

Case Study • SABRE Awards, North America, Home & Furniture, Gold, 2019

Beautyrest, a mattress company, increased brand awareness in the US by partnering with composer Max Richter, who played his original 8-hour concert while people enjoyed a good night’s sleep on a Beautyrest mattress.

Wendy's: We Beefin?

Case Study • SABRE Awards, North America, Consumer Products, Gold, 2019

Wendy's, the fast food chain, created a song calling out its competitors in the US, which helped the brand achieve 800 million earned media impressions in 10 days.

BioMarin Pharmaceuticals: Hemophilia – The Musical

Case Study • SABRE Awards, North America, Special Event, Gold, 2019

BioMarin, a biotechnology company, increased awareness of theatre as therapy for people dealing with a bleeding disorder in the US by producing Hemophilia: The Musical.

Nescafé: University Pride

Case Study • Naila Fattouh, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Coffee brand Nescafé used TV, digital, outdoor and on-pack design to promote its single-serve Nescafé 3-in-1, following currency devaluation in Egypt.

Puma: Suede Gully

Case Study • Ketan Rambhia, Mehak Jaini, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Sportswear brand Puma, promoted a street culture movement via a music video to markets its Suedes shoes in India.

Coca-Cola: Never Take the Jersey Off

Case Study • Naila Fattouh, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Coca-Cola, the beverage brand, thwarted competition from its main competitor and drove sales during the 2018 World Cup by running a promo campaign that appealed to patriotic football fans in Egypt.

YouTube Go: The Data Shaman

Case Study • Isobel Dela Torre, Indra Permadi, WARC Awards, Shortlisted, Effective Content Strategy, 2019

YouTube, the video streaming service, used TV ads to overcome fears about data usage and increase numbers of users in rural Indonesia.

Coca-Cola: Sunset

Case Study • Tahaab Rais, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Soft drinks giant Coca-Cola used social media to drive its brand message during Ramadan in the Middle East.

Babyshop: World Without Walls

Case Study • Tahaab Rais, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Children's retailer Babyshop used a multichannel approach to redefine its brand strategy during Ramadan in the Middle East.

Absolut: True Colors of Slovakia

Case Study • Martin Woska, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Premium vodka brand Absolut launched a controversial campaign in Slovakia to raise brand awareness and promote a message of diversity.

Stayfree: Take Back Your Time

Case Study • Toru Jhaveri, Sanchari Chakrabarty, Natasha Bohra, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Feminine care brand Stayfree adapted a value proposition in India to boost sales and redefine how women see sanitary pads.

Soundless video ads require a rethink

News • 19 April 2019

Brands need to take more proactive and deliberate steps to maximise the impact of video ads that are viewed in soundless environments, according to a study published in the Journal of Advertising Research (JAR).

McDonald’s marketing now offers an “emotional free sample”

Article • Stephen Whiteside, Event Reports, BRITE, March 2019

McDonald’s, the quick-service restaurant chain, is tapping into the power of emotional marketing as it seeks to break through with consumers.

NPR tackles sonic branding

News • 19 March 2019

National Public Radio (NPR), the media organisation, is seeking to use sonic branding elements to make sure its content is recognisable whatever platform it appears on.

Mastercard branding now includes a 'mogo'

News • 15 March 2019

Payments brand Mastercard has spent the past two years developing a sonic brand identity which, its chief marketing and communications officer says, can support the trustworthiness of its communications.

NPR tackles the sonic branding challenge

Article • Stephen Whiteside, Event Reports, SXSW Interactive, March 2019

National Public Radio (NPR), the broadcasting organization, is facing a new branding challenge as its content becomes available on a wider range of platforms.

McDonald’s marketing now offers an “emotional free sample”

Article • Stephen Whiteside, Event Reports, BRITE, March 2019

McDonald’s, the quick-service restaurant chain, is tapping into the power of emotional marketing as it seeks to break through with consumers.
Lessons from Mastercard on how to create a sonic brand identity

Article • Raja Rajamannar, WARC Exclusive, March 2019

Mastercard CMO Raja Rajamannar shares lessons from the two-year process the payment brand underwent to create a sonic brand architecture.
What we know about podcasts in marketing

Article • WARC Best Practice, February 2019

Explores how the increasing popularity of podcasts is presenting new opportunities for advertisers, including a chance to access hard-to-reach audio audiences that are highly engaged, and explains how brands must clearly indicate their presence to avoid overstepping editorial boundaries.
What we know about using music in advertising

Article • WARC Best Practice, December 2018

Provides marketers with information and guidance about the most effective approaches to using music in advertising.
What we know about recall and recognition

Article • WARC Best Practice, December 2018

Provides marketers with information and guidance about using recall and recognition to test the effectiveness of a campaign.
The future is voice: How voice technology is changing the world of people and brands

Research Paper • Arpapat Boonrod and Prachawan Ketavan , ESOMAR, APAC, 2018

Provides suggestions on how brands can build stronger and more meaningful relationships with consumers, through understanding how new technologies – and voice technology in particular – are affecting people in the digital era.