Music & sound

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DB Export Gold Low Carb redefines the romantic ballad

Article • Anna Hamill, WARC Exclusive, April 2021

DB Breweries’ new extra low-carb product needed to made a splash with beer-loving Kiwis, and in a category where there were already several competing products.

An underestimated opportunity: Why brands should take the podcasting plunge

Article • Shauna Moran, WARC Exclusive, April, 2021

Global research from GWI on podcast audiences.

INCUCAI / Sony Music Entertainment: Through your eyes

Case Study • WARC Cases, 2020

INCUCAI, an Argentine charity, and Sony Music Entertainment, a music company, encouraged people to become cornea donors by taking away the act of seeing.

Trend Snapshot: Clubhouse and the emergence of social audio

Article • Alex Brownsell, WARC Trends, March 2021

Looks at how app Clubhouse has become the poster-boy for social audio after launching in March 2020 and following the arrival of celebrity participants like Elon Musk and Mark Zuckerberg.

One in three young adults prefers brands with a sonic identity

Data • Rob Clapp, WARC Data Points, March 2021

An overview of consumer engagement with sonic and audio brand identity in Great Britain.

What we know about podcasts in marketing

Article • WARC Best Practice, March 2021

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.

Ad Council: She Can STEM – Dare to STEM

Case Study • WARC Cases, 2020

For the second year of its She Can STEM initiative, US non-profit organization Ad Council launched a Minecraft experience that got teen girls to immerse themselves in STEM-based challenges.

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.

The impact of source effects on the evaluation of music for advertising: Are there differences in how advertising professionals and consumers judge music?

Research Paper • Manuel Anglada-tort, Steve Keller, Jochen Steffens and Daniel Müllensiefen, Journal of Advertising Research, Vol. 61, No. 1, 2021, pp. 95-109

When choosing music for advertisements, professionals are influenced by a large number of factors that could impair their judgment.

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.

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.

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.

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.

What we know about recall and recognition

Article • WARC Best Practice, February 2021

Provides marketers with information and guidance about using recall and recognition to test the effectiveness of a campaign.

Procter & Gamble: Rejoice Teman Perjalanan Hijrahmu

Case Study • MMA Smarties, Bronze, Indonesia, 2020

Rejoice, a shampoo brand owned by P&G, targeted hijab-wearing women in Indonesia with its hijab shampoo and positioned itself as a brand that understands their daily struggles.

Viking: Staying Connected with Viking TV

Case Study • DMA (UK), Silver, 2020

Viking, a cruise company, launched a new digital platform in the UK during the coronavirus pandemic to help people stay connected and share travel stories while staying at home.

Sennheiser: Sound Check

Case Study • DMA (UK), Silver, 2020

Sennheiser, a privately held audio company, demonstrated its superior audio offering to UK consumers by launching an audio track designed to test three key elements of sound.

Volkswagen Malaysia: Buckle Up

Case Study • WARC Cases, 2020

Automobile brand Volkswagen brought attention to the issue of children’s car safety in Malaysia through a social-first content campaign.

Bivina: That’s Sea Spirit

Case Study • MMA Smarties, Silver, Vietnam, 2020

Bivina, a beer brand, released a music video and held events to target men from Vietnamese coastal regions as part of its campaign That's Sea Spirit.

Generali: Sống Như Ý – Live The Life You Desire

Case Study • MMA Smarties, Gold, Vietnam, 2020

Generali, an insurance company, increased brand awareness and growth by launching a campaign centred on music and film during the Vietnamese new year festival Tet.

Mirinda: Sell away your grudges for Tet

Case Study • MMA Smarties, Gold, Vietnam, 2020

Mirinda, a soft drink brand, increased its top-of-mind awareness in Vietnam during the new year festival Tet with its platform Laugh Away the Grudge.

Biti's Hunter: Tet – Bringing Tet Home

Case Study • MMA Smarties, Silver, Vietnam, 2020

Biti's Hunter, a footwear brand, released a film and song during the Vietnamese festival Tet to encourage young people to return home early so the festivities could begin.

Tea+: Delightful Summer Melodies

Case Study • MMA Smarties, Bronze, Vietnam, 2020

Tea+, a brand of vitamin-infused tea, launched a music-centred campaign to promote its Oolong Lemon tea as the ideal summer beverage in Vietnam.

VinFast: #phieucungxechat

Case Study • MMA Smarties, Gold, Vietnam, 2020

VinFast E-Scooter, a brand of electric scooters, promoted two e-scooters in Vietnam by leveraging TikTok's advanced branded effect technology to let users experience the e-scooters without leaving their homes.

Z세대가 왔다. 이제 브랜드들은 통제권을 내려놓을 줄 알아야 한다

Article • Low Lai Chow, Event Reports, IAB SEA+India Re:Volve Webinar Series, October 2020

IAB SEA+ India 웨비나에서는 Z세대 소비자와 더 원활하게 연결되기 위해 브랜드가 어떻게 사고 방식을 바꾸어야 하는지 설명했다.

2020 Content Strategy Report: Insights from the WARC Awards

Article • WARC Exclusive, August 2020

Analysing trends in content strategies with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2020 WARC Awards.
What is the role of distinctive brand assets?

Article • WARC Evidence, January 2020

Looks at the role of different kinds of brand assets – visual, verbal, auditory – and whether thy help to create shortcuts in consumers’ minds that make brands more memorable and impactful.
What we know about podcasts in marketing

Article • WARC Best Practice, March 2021

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 recall and recognition

Article • WARC Best Practice, February 2021

Provides marketers with information and guidance about using recall and recognition to test the effectiveness of a campaign.
Developing brand assets

Article • Dominic Twose, WARC Best Practice, January 2020

This article explores the importance of building strong branding into marketing activity and how to develop brand assets.
The future 100

Article • Research on WARC, January 2020

The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.