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What we know about marketing on Facebook

Article • WARC Best Practice, January 2022

Explores the current reading on the topic of marketing on Meta-owned Facebook – the best used social network in the world, reaching nearly three billion users every month.

Cadbury 5 Star: Ok Google, eat a 5 Star

Case Study • MMA Smarties, APAC, Silver, 2021

Cadbury's, a chocolate brand, launched a campaign in India to promote 5Star and connect Gen Z using a voice bot on Android phones.

Baby Dove: #RealMomsVillage chatbot – a data-driven campaign recognizing moms' needs

Case Study • MMA Smarties, APAC, Silver, 2021

Baby Dove, a baby care brand, launched a campaign in the Philippines to improve data collection from mothers.

Cadbury 5 Star: Ok Google, eat a 5 Star

Case Study • Harsha Vardhan Desireddy, Harshil Vora, Pranjali Singh, WARC Media Awards, Silver, Effective Use of Tech, 2021

Chocolate brand Cadbury used voice command technology to engage with its Gen Z target in India and encourage them to relax with a 5Star.

How Thai brands can automate without losing the human touch

Article • Thanoos Kerdlaup, WARC Exclusive, November 2021

With the influx of digital customers, ADA’s Thanoos Kerdlaup explains why marketing automation is required in order for brands to maintain the personal touch.

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.

Baby Dove: The #RealMomsVillage chatbot

Case Study • Loren Saguil, Clarysse Estremadura, WARC Awards for Asian Strategy, 2021

In the Philippines, baby skincare brand Baby Dove used a chatbot as part of a data-driven strategy to grow its brand and disrupt a category dominated by a heritage brand.

Pond's: Skin Advisor Live

Case Study • Loren Saguil, Clarysse Estremadura, Veronica Valencia, WARC Awards for Asian Strategy, 2021

Skincare brand, Pond's, used an AI-powered chatbot to offer consumers in-home skin advice during COVID-19 in the Philippines.

Digital readiness and personalisation: How to reach India’s festive shopper

Article • Sangeeta Tanwar, Event Reports, Building Resilient Brands: India Festive Season 2021, September2021

To win Indian consumers this festive season, panelists at InMobi’s Building Resilient Brands: India Festive Season 2021 Summit note the importance of digital readiness in a post-pandemic world.

The art of storyselling: Social commerce in Thailand

Article • Raveena Udasi Mathew, WARC Exclusive, Spotlight SEA, September 2021

OMD Thailand’s Raveena Udasi Mathew looks at how to reignite the art of storytelling in this modern age of data-driven marketing and e-commerce.

What's working in search 2021

Article • WARC Category Intelligence, August 2021

Global strategies, campaign updates and trends in search.

Hollard Insurance Ghana: #MeetArabaHollard #GhanaFirstVirtualInsurer

Case Study • SABRE Awards, Africa, Gold, 2021

Hollard Insurance Ghana, an insurance brand, launched a chatbot in WhatsApp so the people of Ghana had easier and better access to its insurance services.

COVID-19 and rural India: The challenges and opportunities for marketers

Article • Sharad Varshney, WARC Exclusive, Spotlight India, August 2021

Dialogue Factory’s Sharad Varshney looks at how the COVID-19 pandemic has affected rural India and what brands can learn about this huge market.

What's working in audio 2021

Article • WARC Category Intelligence, July 2021

Global strategies, campaign updates and trends in audio.

Digital CX: The inevitable customer service shift for APAC

Article • Vivien Ang, WARC Exclusive, June 2021

As the COVID-19 pandemic becomes endemic, customer experience (CX) has become more important than ever for companies.

P/S: The adventure with King Leo and friends

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

P/S, a toothpaste brand, used an augmented reality (AR) experience to encourage children in Vietnam to brush their teeth before going to bed.

Baby Dove: #RealMomsVillage chatbot

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

Baby Dove, a baby care brand, launched the #RealMomsVillage chatbot in the Philippines to provide advice to parents and grow its brand.

POND'S: POND'S AI-powered skin advisor live

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

POND'S, a skincare brand, launched its Skin Advisor Live (SAL) on Facebook Messenger and Shopee in the Philippines.

What's working in tech-enabled marketing

Article • WARC Category Intelligence, May 2021

Global strategies, campaign updates and trends in tech-enabled marketing.

What we know about chatbots

Article • WARC Best Practice, May 2021

With many brands now using chatbots as a marketing tool, this article examines the benefits, purposes and future of chatbots.

MTN Chat: Recharge without leaving your chats

Case Study • MMA Smarties, Bronze, EMEA, 2020

MTN, a telco brand, launched MTN Chat in South Africa and became the first telco in the world to use WhatsApp Business to engage with consumers.

When creativity is sidelined in e-commerce, here’s how to take back control

Article • Low Lai Chow, Event Reports, Spikes Asia X Campaign, February 2021

Marketers who believe in only the short term have sidelined creativity, says MediaCom’s Josh Gallagher.

Are you listening? Synthetic voice and the future of audio advertising

Article • Silke Zetzsche, WARC Exclusive, March 2021

How brands can use synthetic voice in dynamic creative advertising.

What you need to know about interactive audio ads

Article • Flora Williams, WARC Exclusive, March 2021

A best practice guide to creating interactive audio advertising.

Beyond the Label: Mental Health Public Education

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

The National Council of Social Service (NCSS), a social services organisation, changed public opinion regarding people with mental health issues in Singapore thanks to its social campaign.

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.
What we know about marketing on Facebook

Article • WARC Best Practice, January 2022

Explores the current reading on the topic of marketing on Meta-owned Facebook – the best used social network in the world, reaching nearly three billion users every month.
What's working in tech-enabled marketing

Article • WARC Category Intelligence, May 2021

Global strategies, campaign updates and trends in tech-enabled marketing.
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.
What's working in search 2021

Article • WARC Category Intelligence, August 2021

Global strategies, campaign updates and trends in search.
What's working in audio 2021

Article • WARC Category Intelligence, July 2021

Global strategies, campaign updates and trends in audio.