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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.

Metaverse audiences interested in brand and sponsor content

Data • Rob Clapp, WARC Data Points, August 2021

An overview of metaverse features and activities of interest.

Five fundamentals for creating successful augmented reality campaigns

Article • Keith Soljacich, WARC Exclusive, August 2021

Looks at augmented reality – which combines the virtual with the real world – and how it can best be used on behalf of brands.

How Diesel‘s HypeRoom revolutionised B2B buying platforms

Article • Sam Peña-Taylor, Event Reports, Lions Live, June 2021

Diesel, the Italian fashion brand, responded to lockdown restrictions on showroom visits from business-to-business buyers by creating a digital showroom experience that points to an e-commerce future which feels more like a videogame.

Media Lions 2021: Essence CEO Kyoko Matsushita on the future of ‘augmented connectedness’

Opinion • Alex Brownsell, June 2021

Kyoko Matsushita, Global CEO at GroupM agency Essence, shares insights from the virtual judging room at Cannes Lions.

Dove: Be bold

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Dove, a personal care brand, promoted its Dove Advanced Hair Series (AHS) Serum in Singapore by using an AR filter to help women try out different hairstyles.

Can advertisers overcome consumer qualms with virtual reality? Increasing operational transparency through self-guided 360-degree tours

Research Paper • Nathalie Spielmann and Ulrich R. Orth, Journal of Advertising Research, Vol. 61, No. 2, 2021, pp. 147-163

Perceived lack of authenticity and inferences of manipulative intent by an advertiser can impede an advertisement’s intended effect.

U.S. Army: In Our Boots – 360 VR experience

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Armed forces branch, the US Army, created a 360 VR experience to show prospects the realities of Army life and drive recruitment numbers in the US.

How Facebook Horizon combines VR and social media in the “metaverse”

Article • Stephen Whiteside, Event Reports, SXSW, March 2021

Facebook Horizon aims to build the next generation of social media in the “metaverse”, a term that describes shared, three-dimensional and digitally-driven spaces.

Pinterest strives to combine inspiration with shoppability

Article • Alex Brownsell, Event Reports, Advertising Week Europe, May 2021

Pinterest’s Head of Retail Tim Woollias on how brands can make shoppable content more immersive.

Syngenta: Turning Science into Storytelling with Virtual Reality

Case Study • SABRE Awards, Gold, North America, 2021

Syngenta, an agricultural science and technology provider, turned science into storytelling in the US with its virtual reality (VR) experience at the Golf Industry Show (GIS).

Lenovo: New Realities Transforms Global POV on Empathy and Technology

Case Study • SABRE Awards, Gold, North America, 2021

Lenovo, a computer manufacturing company, launched a global short film series that used Virtual Reality to show people the stories of 10 extraordinary women leading the charge on critical issues.

3 in 15: Shoppable media

Article • Alex Brownsell, WARC Exclusive, April 2021

WARC’s Alex Brownsell, senior editor for media and editor of the WARC Guide to Shoppable Media, published earlier this year takes us through why social commerce is so important, the role of influencers in effective livestream shoppable content and what shoppable media might look like in five years’ time.

Game-changing tech: How it will power a safer Olympics

Opinion • Andy Edmonds, March 2021

The Tokyo Olympic Games may have been delayed by a year but technological innovations – accelerated by the COVID-19 pandemic – promise to make the event more immersive by bringing athletes closer to an even wider fan base.

Future gazing: Social commerce is the new e-commerce

Article • Maria Bain, WARC Exclusive, March 2021

Three key considerations for brands looking to sell products and services on social media platforms.

S-26 Procal GOLD: AR Book

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

S-26 Procal GOLD, a brand of growing-up milk, increased sales by launching an interactive augmented reality (AR) colouring book that provided an experience for mums and babies to share, differentiating the brand from competitors.

Grand Seiko: Making Luxury a Virtual Experience

Case Study • SABRE Awards, IN2, North America, Best in Digital Promo & Activation, 2021

Grand Seiko, a Japanese maker of watches, clocks and electronic devices, launched a wearable Instagram filter as part of a digital event to promote its new Toge Special Edition watch during the Coronavirus pandemic.

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.

Where societal trends intersect with media trends

News • 18 January 2021

Fear of going out, more local living, increasingly digitally connected lives and a new focus on data privacy provide the context marketers will be working in during 2021 – and all this in a polarised society, adds the annual Carat Trends report.

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.

Changing gears for the post-COVID shopper

News • 22 December 2020

Shoppable content and immersive commerce formats are increasingly important aspects of the online shopping experience for buyers unable or unwilling to venture into physical stores.

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.

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.
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.
Five digital shopping trends surging due to the coronavirus

Article • Euromonitor Strategy Briefings, August 2020

With COVID-19 placing constraints on physical operations, consumer-facing companies have become more reliant on the digital channel to drive all forms of engagement with their customer base.
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.
What’s working in augmented and virtual reality

Article • WARC Category Intelligence, January 2020

Global strategies, campaign updates and trends in augmented and virtual reality.
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.