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.

How brands can resolve the personalisation conundrum

Article • Benoit Cacheux, WARC Exclusive, December 2019

Outlines research into consumer expectations around personalised advertising, shopping experiences and customer services.

Marketers drop personalisation

News • 04 December 2019

By 2025, 80% of marketers who have invested in personalisation will abandon their efforts due to lack of ROI, the perils of customer data management or both, according to Gartner.

Turning brand purpose into activism: P&G’s Chief Brand Officer, Marc Pritchard

Opinion • Geoffrey Precourt, November 2019

This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .

Shell: Cross-channel measurement beyond last-click attribution

Case Study • Hong Tran, Priyanka Gupta, Joyce Wu, Germaine Tse, WARC Media Awards, Shortlisted, Effective Channel Integration, 2019

Fuel brand Shell launched a multi-media promo programme to drive top-of-mind awareness and boost fuel sale volumes in Hong Kong.

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.

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.

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: Capacity-Based McDelivery 2.0

Case Study • Elisa Chua, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019

Fast-food brand McDonald's partnered with food delivery aggregator GrabFood to fulfil demand for additional delivery orders when its McDelivery riders were fully occupied in Singapore.

P/S: The AI Dentist

Case Study • Anish Appukuttan, Hang Tong, Sang Lam, Soumya Ranjan Panda, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019

Toothpaste brand P/S created an 'AI Dentist' that used facial- and tooth-recognition features on mobile to promote its whitening credentials and boost sales among beauty conscious women in Vietnam.

Toyota: Hilux – You’ll be fine

Case Study • Will Jellicoe, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019

Toyota made savvy media choices to increase awareness and drive consideration of its Hilux model in the UK.

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.

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.

Maybelline: QQ Dancing

Case Study • Benjamin Condit, Jerry Perez, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019

Cosmetics brand Maybelline partnered with mobile game app QQ Dancing to drive sales in lower tier cities in China.

Data privacy – are you a Google or an Apple?

Opinion • Michael Hanbury-Williams, November 2019

Post-GDPR, it’s becoming ever clearer that consumers will have to decide whether they are willing to give up their personal data, and if so, to what extent.

Nescafé: From Tianyi with Love

Case Study • Benjamin Condit, Chaojie Miao, Jerry Perez, Sienna Zhang, WARC Media Awards, Shortlisted, 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.

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.

Pepsi Max: MAX Your Summer

Case Study • George Shearring, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019

Soft drinks brand Pepsi Max ran a data partnership campaign with publisher Time Out to drive sales growth over summer in Australia, while increasing relevance and consideration to purchase.

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.

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.

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.

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.

Personalisation