Article
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WARC Best Practice, October 2019
This article provides marketers with information about how to balance long-term and short-term strategies.
Article
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WARC Best Practice, September 2019
This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.
Article
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WARC Best Practice, April 2019
Explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.
Article
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WARC Best Practice, February 2019
Explores current thought and reading on the connection between creativity and effectiveness, a relationship for which there is compelling evidence, especially in terms of creating brand fame: a driver of long-term performance.
Article
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WARC Exclusive, November 2019
Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2019.
Opinion
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Ervin Ha, November 2019
Pepsi is quitting the Indonesian market; YouGov's Ervin Ha looks at the reasons behind this decision and what can other soft drinks brands can learn.
Case Study
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MMA Smarties, Bronze, X (Global), 2019
Miller Genuine Draft (MGD), a beer brand, increased sales and consumer engagement by launching a campaign that allowed South African consumers to order their packs of beer through a Facebook chatbot and have it delivered in the hour.
Case Study
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MMA Smarties, Gold, X (Global), 2019
Looking to cement its brand in the Brazilian market, the snack brand Lay's, launched a reality TVC show that selected the first woman announcer for a UEFA Champions League match.
Case Study
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MMA Smarties, Gold, X (Global), 2019
Castrol, a lubricant oil brand, created a WeChat mini-program that not only educated independent Chinese mechanics on the brand's products but also increased brand engagement through activities and special in-app offers.
Case Study
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MMA Smarties, Silver, X (Global), 2019
Foxtel, a sports TV network, increased channel subscriptions across Australia by launching a multi-media campaign featuring Monty, the world's first AI predictive cricket commentator.
Case Study
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MMA Smarties, Silver, X (Global), 2019
To increase sales in the Brazilian market, beauty brand Avon launched an eight-hour make-up tutorial that showcased its products while giving viewers "one hour only" real-time discounts for each item presented.
Case Study
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MMA Smarties, Finalist, X (Global), 2019
P/S, a toothpaste brand, successfully launched its new whitening toothpaste by creating an AI Dentist that enabled Vietnamese users to check their teeth whiteness levels, while driving product trials and sales growth.
Case Study
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MMA Smarties, Gold, X (Global), 2019
Tuenti, a mobile network operator, increased sales in Argentina by launchng a video game that placed its female heroine at the center of a fight against gender stereotypes, during Women's Day.
Case Study
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MMA Smarties, Gold, X (Global), 2019
Biti's Kids, a footwear brand, designed a smart shoe and paired smartphone app that allowed Vietnamese parents to monitor how much physical exercise their kids were doing, as part of their education.
Case Study
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MMA Smarties, Gold, X (Global), 2019
Meesho, a social commerce platform, launched a digital campaign that successfully increased its user acquisition numbers in India, through the use of geo-targeted ads and AI-driven algorithms.
Case Study
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MMA Smarties, Silver, X (Global), 2019
Nescafé, an instant coffee brand, partnered with a famous virtual celebrity to create a campaign in which young Chinese consumers could unlock a personalised message by scanning Nescafé bottles.
Case Study
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Entrant, X (Global), 2019, MMA Smarties
P/S, a toothpaste brand, launched a mobile game for children and mothers in Vietnam to encourage sales of its anti-cavity toothpaste.
Case Study
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MMA Smarties, Bronze, X (Global), 2019
Knorr, a food and beverages brand, reversed declining sales in the Philippines by launching a cooking-pal service that directly engages users' during mealtimes.
Case Study
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MMA Smarties, Finalist, X (Global), 2019
Swimco, a swimwear brand, increased store traffic across its Canadian stores by launching a geo-fencing campaign that delivered targeted mobile ads to customers within range of one of its locations.
Case Study
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MMA Smarties, Gold, X (Global), 2019
Shell Advance, a motorbike engine oil brand, increased brand awareness across Vietnam by launching a campaign that showcased a group of motorcycle accident aid rescuers, and the brand's role in supporting it.
Case Study
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MMA Smarties, Silver, X (Global), 2019
Coca-Cola, the soft drinks brand, increased consumer engagement globally by developing a pair of drinking glasses that light up whenever used, allowing friends to share their Coca-Cola drinking moments with each other.
Case Study
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MMA Smarties, Silver, X (Global), 2019
P/S, a toothpaste brand, launched a partnership with a child-safe social media platform to deliver content that effectively educated Vietnamese children about brushing their teeth and increased brand awareness.
Case Study
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MMA Smarties, Gold, X (Global), 2019
Nike, the footwear brand, developed a socially enabled WeChat platform that allowed Chinese consumers to chat with friends and live-stream the All-Stars Weekend games, while delivering Nike content and product information.
Case Study
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MMA Smarties, Finalist, X (Global), 2019
Samsung, a smartphone brand, successfully increased sales and brand engagement using a campaign featuring its S10 model on an interactive HD video ad, which allowed customers in the Philippines to experience the product in an innovative way.
Case Study
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MMA Smarties, Finalist, X (Global), 2019
Yapi Kredi, a Turkish banking services brand, successfully launched its mobile banking app using a multi-media campaign strategy.
