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Purpose, the metaverse and the next evolution of brand storytelling

Article • Kristine Axsäter, WARC Exclusive, January 2022

With fundamental shifts in consumer behaviours and expectations, new brand storytelling opportunities are being created in 2022.

How the pandemic has changed the Thai consumer: What to expect in 2022

Opinion • Suchada Supakan, Natthaporn Loetsakulcharoen and Laddawan Thanlap, January 2022

Everything that has happened over two years of COVID-19 will have a long-term impact on business and as Thailand enters the third year, i-dac Bangkok’s Suchada Supakan examines four trends in marketing that brands should take note of .

Virtual influencers are poised to reach a tipping point in 2022

Article • Christina Chong, WARC Exclusive, December 2021

Virtual influencers have proven they’re here to stay; In 2022 they’ll demonstrate their swaying power too.

Lifebuoy: Every prayer starts with a clean pair of hands

Case Study • MMA Smarties, Silver, X (Global), 2021

Lifebuoy, a soap brand, launched a campaign in Vietnam to educate consumers on the importance of always carrying hand sanitiser and drive awareness and sales for the newly launched portable hand sanitiser.

QQ Star Milk: Discovery's Kenyan Safari

Case Study • MMA Smarties, Silver, X (Global), 2021

QQ Star Milk, a milk product brand, launched a campaign in China to maintain its position as the leading healthy growth beverage for children, increase brand awareness and drive sales.

Starmark: VR Company Meeting

Case Study • MMA Smarties, Silver, North America, 2021

Starmark, a technology company, used virtual reality (VR) to unite the team and boost morale during the COVID-19 pandemic.

Eight predictions for 2022

Opinion • WARC, December 2021

Senior agency figures tell WARC what they expect to happen next year.

Meta-Analysis – advertising and the metaverse

Article • Ali Goode , WARC Exclusive, December 2021

Facebook’s re-brand to Meta and its announcement about investing to build the metaverse feels significant.

From offline to online: How the Plush brand made the move successfully

Article • Mukta Lad, Event Reports, FUTR Asia Summit, October 2021

The Australian sofa brand Plush’s expansion into the online space has delivered amazing results, said its e-commerce head, Ash Mehta, who revealed how the company pulled it off at FUTR Asia 2021.

Pond's: Pond's x Cosmo PinkLab – Creating fun and beautiful transformations

Case Study • Clarysse Estremadura, Veronica Valencia, WARC Media Awards, Shortlisted, Effective Channel Integration, 2021

Skincare brand, Pond's, created a virtual learning space in partnership with Cosmopolitan magazine to connect with young women during the COVID-19 lockdowns in the Philippines.

Marketing trends for 2022: Social commerce and livestreaming

Article • Sooraj Thazhath Rayorath and Shivani Kulshrestha, WARC Exclusive, November 2021

Product and brand discovery on social media has been trending upwards for years and is now the first port of call for more Gen Z internet users than search engines.

What's working in AR & VR 2021

Article • WARC Category Intelligence, November 2021

Global strategies, campaign updates and trends in AR & VR.

Snap’s Doug Frisbie: Why social commerce and augmented reality are a perfect match

Opinion • Alex Brownsell, November 2021

Doug Frisbie, VP – Global Business Marketing at social platform Snap Inc, spoke to WARC’s Alex Brownsell for Marketer’s Toolkit 2022 about augmented reality, the rise of social commerce, and why direct relationships with customers still matter. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .

Convergent Commerce: Navigating the increasingly fragmented world of emerging channels and shoppable touchpoints

Article • Ipsos Views, WARC Best Practice, October 2021

While purchase channels and touchpoints are increasing, digital and physical environments are converging.

Maybelline: Peek into the future – AR Makeup

Case Study • Sagar Parekh, WARC Awards for Asian Strategy, 2021

Maybelline New York, a make-up brand, launched an AR filter so that users could virtually try on make-up during the Covid-19 lockdown.

L'Oréal Paris: Rouge Signature

Case Study • Sagar Parekh, WARC Awards for Asian Strategy, 2021

L'Oréal Paris, a make-up brand, used AR technology through YouTube ads so that consumers could virtually try on lipsticks in India.

Baskin Robbins Malaysia: Bring the lion home

Case Study • Vhinasyhah Gopal, Iman Omar, Nazirah Ashari, Jin Wong, Yee Hui Tsin, WARC Awards for Asian Strategy, 2021

Ice-cream brand Baskin-Robbins won back brand love and grew sales in Malaysia during Chinese New Year with a multichannel campaign that used augmented reality to bring its packaging to life in the form of a traditional lion dance.

What we know about virtual and augmented reality

Article • WARC Best Practice, October 2021

This article sets out key insights about the use of virtual reality within the advertising industry, arguing that the complete brand experience it can offer users will make it increasingly important in an ever more distracting world.

SenseMARS: ARgo – transforming retail with AI-based AR

Case Study • SABRE Awards, APAC, Gold, 2021

Chengdu IFS (CDIFS), a shopping centre in China, launched a personalised AR concierge system, ARgo, to guide customers through the complex.

Ophthalmology: Docs just want to have fun - Using emotive and exciting storytelling to help dislodge a 15-year-old habit

Case Study • APG (UK), Entrant, 2021

Roche, a pharmaceutical company, launched a campaign in Europe to raise awareness of the latest scientific development to help with eye diseases brought on by old age or diabetes.

Virtual Signalling: What virtual status can tell us about the future of brands

Opinion • Patricia McDonald, October 2021

Consumers’ desire for entertainment, novelty and status can be realised just as effectively without the physical footprint that is proving so damaging to the planet, explains Patricia McDonald from Dentsu Creative.

Driving effectiveness with direct mail: Making a physical impact in a digital world

Article • WARC Exclusive, October 2021

This report, developed in association with Royal Mail Marketreach, is an analysis of successful UK case studies that use direct mail, both as lead media and in the media mix.

Brave renewed world: How to take advantage of AR’s second coming

Article • Phil Rowley, WARC Exclusive, September 2021

Augmented reality technology is poised for a period of innovation and advancement.

Slovak Psychiatrist Society/Janssen: Countering depression during the Covid-19 pandemic

Case Study • SABRE Awards, IN2, EMEA, 2021

In Slovakia, Slovak Psychiatrist Society, a mental health brand, and Janssen, a pharmaceutical company, used digital tools to target young people to emphasise the importance of depression and its effects on peoples' lives.

David Suzuki Foundation: Green new bill

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

The David Suzuki Foundation, a non-profit organisation, launched an initiative to shift popular and political opinion in favor of a green recovery plan for the environment.

Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
Where and how consumers shop in fashion and luxury goods

Article • Euromonitor Strategy Briefings, December 2020

Looks at the state of play in fashion and luxury, including the impact of COVID-19, crisis-driven changes and survival strategies.
The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.
Top Trends in Media and Society for 2021

Article • Dan Calladine, WARC Webinars, January 2021

Dan Calladine, head of media futures at Carat, discusses key insights from its recently released annual report which highlights twelve societal and media trends – and their implications for brands.
Meta-Analysis – advertising and the metaverse

Article • Ali Goode , WARC Exclusive, December 2021

Facebook’s re-brand to Meta and its announcement about investing to build the metaverse feels significant.
The WARC Guide to effective packaging

Article • WARC Best Practice, November 2020

A summary of new thinking and best practice on effective packaging, from the WARC Guide.