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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.

Shopping reinvented in home and garden

Article • Euromonitor Strategy Briefings, December 2020

This report examines how shopping is being reinvented in the home and garden industry. ‘Shopping reinvented’ is one of the eight most influential megatrends shaping consumer markets.

Why ‘hybrid’ events are a brand opportunity, not a fix-it for COVID

Article • Christophe Castagnera, WARC Exclusive, December 2020

For brands hamstrung by a lack of live events during COVID-19, ‘hybrid’ events can offer a way forward.

Why shoppable content is irresistible and impactful in the new normal

Article • Rico Chan, WARC Exclusive, December 2020

Shoppable content provides a frictionless ‘browsing-to-buying’ window for brands.

Gaming the system: Brands going virtual in the pandemic

Article • Maureen McLaughlin, ANA, ANA Magazine, December 2020

The shift to digital-first has sent brands – including Hellmann's, a condiment brand, Rock the Vote, a non-profit organisation, and Desperados, an alcohol brand – into the realm of videogames and virtual events to reach consumers.

How augmented reality is set to transform retail

Opinion • Faisal Galaria, December 2020

AR has been around for a while but, apart from the brief Pokémon Go craze, has never quite caught on with the public. The current shift to online shopping is about to change all that, says Blippar CEO Faisal Galaria.

Frisian Flag Indonesia: “Catch to Grow”

Case Study • Yoohyun Kim, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Frisian Flag 123, the toddler milk, captured the attention of a mobile-savvy audience with an augmented reality game in Indonesia.

Sunsilk: #Habamazing New Looks Everyday

Case Study • Kitty Faustino, Tricia Cruz, April Lagua, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Sunsilk, the shampoo brand, combined emerging AR-filter technology with a catchy hashtag to engage young women in the Philippines.

P/S: The Adventure With King Leo and Friends

Case Study • Soumya Ranjan Panda, Sang Lam, Anish Appukuttan, WARC Media Awards, Silver, Effective Use of Tech, 2020

Toothpaste brand P/S harnessed the power of AI to encourage kids to brush their teeth, increasing consumption and boosting growth in Vietnam.

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.