Advertising best practice, evidence and insights

Article • WARC Best Practice, January 2019

Details how marketers can use personalisation effectively, including which media work best and why a two-way conversation with the consumer is essential.

TRESemmé: Online to offline success

Case Study • Tricia Cruz, Kitty Faustino, Abhishek Gupta, WARC Media Awards, Shortlisted, Best Use of Data, 2019

Hair care brand TRESemmé used polygon mapping and rich-media programmatic to target fashion- and beauty-driven millennial women and launch its Detox and Nourish range in the Philippines.

Nike: Next% – Speed is your currency

Case Study • Lauren Cadman, Matthew Nolan, WARC Media Awards, Shortlisted, Best Use of Data, 2019

Nike created buzz around its fastest running shoe, the Next%, to cut through the lifestyle clutter of the running shoe market in China and make its 'Dare to Be Faster' message powerful enough to have a halo effect across mass audiences.

Tourism Central Coast: From Couch to Coast

Case Study • Luke Brown, Angela Smith, WARC Media Awards, Shortlisted, Best Use of Data, 2019

Tourism board Tourism Central Coast created an integrated campaign driven by data-insights, to change traveller perceptions of the Central Coast, in New South Wales, Australia.

OMO: Express it, don't text it

Case Study • Uyen Nguyen Diep, Soumya Ranjan Panda, WARC Media Awards, Shortlisted, Best Use of Data, 2019

Laundry brand Omo launched a one-day, data-driven digital and social execution to build relevance for a new product variant on Mother's Day in Vietnam.

McDonald's Singapore: 50 years of Big Mac

Case Study • Elisa Chua, WARC Media Awards, Shortlisted, Best Use of Data, 2019

Fast-food giant McDonald's created a data-led, personalised messaging approach to celebrate 50 years of the Big Mac in Singapore.

Lifebuoy: Real-Time Infection Alert System

Case Study • Thuy Tran, Soumya Ranjan Panda, Linh Ngo, WARC Media Awards, Shortlisted, Best Use of Data, 2019

Soap brand Lifebuoy created a real-time, and hyper-customised, infection alert system targeting mums, to build relevance and drive penetration in Vietnam.

How Rent the Runway became a fashion hit

Article • Brian Carruthers, Event Reports, Tech conference, October 2019

Looks at the evolution of Rent the Runway from a digital business renting clothes for special occasions into one that dresses people on a daily basis.

AI-driven brands must consider trust and consumer values

News • 18 November 2019

Brands are increasingly tapping into the opportunities presented by artificial intelligence (AI), both in terms of improving ROI and enhancing the digital experience of their customers, but it is essential they pay attention to trust, safety and ...

The Movember Foundation: Men, you're not talking, so try ticking

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2019

The Movember Foundation, a charity that aims to tackle the biggest health issues faced by men, got men in New Zealand to talk about their mental health by creating an online survey, the Mensus, which gave them tailored messages to send to friends based on their answers.

GU: Care Label

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2019

GU, a fashion brand and UNIQLO's sister brand, increased awareness and sales in China by featuring meaningful messages on its clothing labels to reunite consumers with their families during Chinese New Year.

Vodafone gave the best birthday gift ever

Case Study • Best Media Innovation, Direct Marketing, 2019

Vodafone, the telecoms provider, personalised its high-income customers' experience of the brand in India which increased its NPS score.

Vodafone helps reunite lost children with their parents using technology

Case Study • Best Media Innovation, Ambient Media, 2019

Arcos Dorados Comercio de Alimentos Ltda: FriesList

Case Study • MMA Smarties, Gold, X (Global), 2019

McDonald's, the fast food chain, increased sales across Latin America by launching a campaign in partnership with Spotify, which enabled consumers to unlock special playlists using their fries.

Google - Easy Questions Don't Always Have Easy Answers

Case Study • MMA Smarties, Bronze, X (Global), 2019

Internet services brand Google successfully increased its user activity in Vietnam by 7%, by launching a geo-targeting-led campaign that positioned the brand as a source of information for everyday types of situations.

Nestle Smoovlatte: Nescafe – From Tianyi With Love

Case Study • MMA Smarties, Silver, X (Global), 2019

Nescafé, an instant coffee brand, partnered with a famous virtual celebrity to create a campaign in which young Chinese consumers could unlock a personalised message by scanning Nescafé bottles.

P/S: The Adventure with King Leo and Friends

Case Study • MMA Smarties, Gold, X (Global), 2019

P/S, a toothpaste brand, created a 21-day tooth-brushing campaign for children in Vietnam, which used artificial intelligence and augmented reality to encourage them to change their toothbrushing habits.

How to make shopper marketing more effective

Article • Ksenia Khalina and Amy Brown, WARC Exclusive, October 2019

Explores five of the most important barriers that marketers face when connecting with today’s shoppers and provides advice on how to cut through.

HSBC UK: A global citizen rediscovers its voice in a changing Britain

Case Study • Account Planning Group - (UK), Silver, 2019

HSBC, a bank, launched a campaign with Richard Ayoade in the UK to celebrate how we are better together, to reinforce itself as a UK brand with a global reach.

Undoing difficult: Ten years of helping families Change4Life

Case Study • Account Planning Group - (UK), Gold, 2019

Change4Life, a public health programme, helped tackle childhood obesity in the UK as a result of the humorous and non-judgemental way it framed the health conversation.

80 Days of Argos – how Argos owned ‘today’

Case Study • Account Planning Group - (UK), Entrant, 2019

Argos, the retailer, used a series of short video ads to promote its same-day delivery service in the UK.

Xbox: The fanchise model – a new value exchange

Case Study • Account Planning Group - (UK), Entrant, 2019

Microsoft, a multinational technology company, increased awareness and sales of the Xbox Design Lab by launching a new e-commerce platform that allowed gamers to buy and sell their own designs.

Asia's anatomy of effectiveness

Article • WARC Exclusive, October 2019

Summarises current thinking about how to advertise effectively in the APAC region, given the current sense that advertising is not driving the growth it should be.

Brand experience should not distract marketers from fundamental brand truths

Opinion • Paul Feldwick, October 2019

This article is part of a series of articles from October's edition of Admap on winning in the era of brand experience.

How Microsoft defines and pursues inclusive marketing

Article • Stephen Whiteside, Event Reports, Advertising Week New York, September 2019

Microsoft, the technology company, believes that inclusive marketing is an essential objective that should be applied across touchpoints and campaigns.

Personalisation