Article
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WARC Best Practice, January 2020
This article provides advice about how marketers can improve brand perceptions and preference, and drive sales during popular events or cultural festivities such as Christmas or the Super Bowl.
Article
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WARC Best Practice, December 2019
The current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing – brands must be ready.
News
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12 March 2020
Brands often make the mistake of creating a single message that they simply flip from subdued to celebratory between Ramadan and the Eid al-Fitr festive periods, according to digital agency ADA.
News
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10 March 2020
A new report from TrafficGuard has found that total e-commerce web traffic doesn’t increase over the Islamic holy month of Ramadan, but instead, is significantly loaded to the earlier weeks.
Case Study
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Case Studies on WARC, 2018
French telco Bouygues Telecom stood out among bigger competitors at Christmas through an emotional campaign showing the role of technology in bringing people together.
Case Study
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Jenny Chan, Case Studies on WARC, ROI Festival, October 2019
News
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17 February 2020
Super Bowl ads that featured large numbers of celebrities generally failed to make a significant emotional impact among consumers, according to analysis from System1, the research firm.
News
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14 February 2020
Valentine’s Day retains an allure for British consumers who spent £335m on Valentine-related items last year, including £30m on boxed chocolates, £32m on greetings cards and £21m on roses.
Case Study
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SABRE Awards, IN2, North America, Best Use of Integrated Social Media, 2020
Online restaurant reservation provider OpenTable, used a social media strategy to encourage diners in the US, Canada and Australia to get into #DiningMode on Mother's Day; putting their phones aside and giving their mums the gift of uninterrupted conversation.
Case Study
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SABRE Awards, IN2, North America, Best Content Creation for Media Sites (Paid), 2020
American pecan growers partnered with Epicurious to stream a live online one-day variety show to appeal to consumers' patriotic spirit and boost demand in the run-up to holiday season in the US.
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, Consumer, 2020
Reese's Peanut Butter Cups, an American confectionery brand, increased sales during the Halloween season by creating a vending machine for consumers to trade in their unwanted candy for its peanut butter cups.
Article
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Stephen Whiteside and Catharine P. Taylor, Event Reports, FeelMore50, February 2020
System1, the research firm, produced a ranking of the top TV ads from 2019 based on an assessment of their emotional impact on consumers.
Article
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Catharine P. Taylor, Event Reports, FeelMore50, February 2020
System1, the international research firm, analyzed all the commercials from the 2020 Super Bowl to understand the main drivers of emotional response and, in turn, creative effectiveness.
Opinion
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DuBose Cole, February 2020
VaynerMedia's DuBose Cole explores the effective strategies behind the Super Bowl's best campaigns. Who won Super Bowl LIV? For teams, this is an obvious question as the Kansas City Chiefs delivered a fourth quarter comeback to clinch the game.
Opinion
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Jeremy Carey, January 2020
Sponsors have a chance to connect with a broad audience during Tokyo 2020, but that opportunity will be wasted if campaigns fail to achieve ‘staying power’ beyond the two weeks of competition.
News
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31 January 2020
Super Bowl 2020 kicks off this Sunday and, as usual, numerous brands will vie for attention of football fans, but a new survey suggests campaign teams fighting the presidential election would be advised not to advertise during the game.
Article
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Admap, February 2020
A summary of new thinking and best practice on creating a sports sponsorship framework from Admap.
Opinion
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Geoffrey Precourt, January 2020
Hyundai, the South Korean auto giant, is talking Boston ahead of the 2020 Super Bowl - WARC's resident Bostonian, Geoffrey Precourt, explains why that's smaht.
News
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10 January 2020
Marketers that run Super Bowl commercials would benefit from rigorously tracking online and offline word of mouth (WOM) as they seek to determine the effectiveness of their spots, a study in the Journal of Advertising Research (JAR) has argued.
Case Study
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Jenny Chan, Case Studies on WARC, ROI Festival, October 2019
Pepsi created a highly-customised video campaign at scale during Chinese New Year in 2019 called 'Exclusive Imprint', in which each consumer received a different compilation reflecting their life in moving pictures.
News
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17 December 2019
Following the growth of re-sale specific sites and brands’ interest in driving more value from products, new research from Deloitte indicates that over a quarter of all consumers plan to give a resale item this season, with younger consumers ...
News
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11 December 2019
This year’s Singles Day from Alibaba-owned Tmall featured a game that increased the platform’s stickiness ahead of its biggest annual shopping day, indicating a powerful tool for the Chinese e-commerce giant to fight the rising costs of new user ...
News
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11 December 2019
Christmas advertising in the UK sets the bar for what more brands should be doing year-round, according to Kantar: eight out of ten Christmas ads use a story, as opposed to just four in ten that use stories in the rest of the year.
News
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09 December 2019
A minority of consumers in the UK say they have bought goods or services on their mobile device directly from an ad (42%), but this rises to 64% who would purchase something directly from an ad if the product is relevant to them.
