Article
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WARC Best Practice, August 2019
Provides marketers with information and guidance about the most effective approaches to using music in advertising.
Article
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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.
Article
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Grashima Sahni, WARC Best Practice, March 2020
Carat’s Grashima Sahni outlines trends emerging with India’s music-loving youth and how brands can play a role in this evolving landscape.
Article
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WARC Best Practice, March 2020
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.
News
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28 February 2020
Bacardi, the drinks giant probably best known for its eponymous white rum brand, has been experimenting with voice marketing for several years and the experience of using platforms like Amazon Alexa and Google Home has prompted the company to ...
Case Study
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Case Studies on WARC, 2019
Soft drinks brand Sprite launched a multi-channel campaign to help teens respond to online haters in Latin America.
News
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25 February 2020
Brands assets come in various forms but it is those visual assets owned by the brand itself that are most likely to be strongly linked to ‘effective branded attention’ in creative, new research suggests.
Case Study
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Case Studies on WARC, 2018
The Munich Animal Shelter raised awareness of dogs up for adoption through a collaboration with Spotify that matched potential owners and shelter dogs based on their music tastes.
Article
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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.
Case Study
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SABRE Awards, IN2, North America, Best in Audio: Podcasts + Music, 2020
Non-profit organisation the National Center for Missing & Exploited Children launched an integrated national, local, print, broadcast, radio, online and social media PR campaign to launch Runaway Train 25, a music video that featured photos of missing children based on the viewer's location in the US.
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 in Brand Narratives, 2020
Confectionery brand Skittles created a Broadway musical instead of a TV ad to boost its Super Bowl presence and sales in the US.
Case Study
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SABRE Awards, IN2, North America, Best in Real-time Engagement, 2020
Clothing brand Wrangler launched a campaign based on the Lil Nas X hit Old Town Road, to grow a younger, more diverse online audience and increase its social media channel subscribers, without alienating its existing fanbase in the US.
Case Study
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Jenny Chan, Case Studies on WARC, ROI Festival, October 2019
Levi's was a brand that went out of fashion among the Chinese youths, and became cool again by extensively partnering with music platforms and icons whom the youths had emotional attachments with.
Article
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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.
Article
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WARC Best Practice, January 2020
Provides marketers with information and guidance about using recall and recognition to test the effectiveness of a campaign.
Article
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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.
Article
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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.
Opinion
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Helen Rose, December 2019
UK consumers’ occasionally misguided nostalgia is an opportunity for advertisers, writes Helen Rose, Head of Insight & Analytics at the7stars.
Article
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Chris Warren, ANA Magazine, ANA Magazine, December 2019
To forge meaningful and long-lasting relationships with consumers of different generations, marketers need to fully grasp what makes Gen Z tick and then plan accordingly.
Article
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Research on WARC, December 2019
YouGov and the7stars joined forces to investigate the most fondly remembered parts of culturalhistory – and unpick exactly why the nation looks back on its past with rose-tinted glasses.
Case Study
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Eugenia Teo, WARC Media Awards, Entrant, Effective Use of Tech, 2019
As market leader in the fast-paced, competitive smartphone market in the Philippines, Samsung reignited excitement in the category by amplifying its product superiority, increasing both sales and brand love.
Case Study
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Benjamin Condit, Chaojie Miao, Air Luo, Sienna Zhang, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019
Hsu Fu Chi, the traditional Chinese candy brand, recaptured the waning Chinese New Year food gifting market by using the nostalgic power of music to gain relevance and drive purchase.
Case Study
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Benjamin Condit, Chaojie Miao, Jerry Perez, Sienna Zhang, WARC Media Awards, Bronze and Collaboration with an Influencer Special Award, Effective Use of Partnerships and Sponsorships, 2019
Bottled coffee brand Nescafé Smoovlatte partnered virtual idol Luo Tianyi to grow sales and brand love among a youth audience in China.
Case Study
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Ceren Avman, WARC Media Awards, Entrant, Effective Use of Tech, 2019
Confectionery brand Eti used a partnership with Spotify to deliver songs via embedded packaging codes to launch its Ahenk chocolate bar in Turkey.
