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Harnessing intentional attention

Article • Pauline Robson, WARC Exclusive, January 2022

Magazine media can help brands to harness focused media consumption moments.

Bose: #DiscoveredAtHome

Case Study • DMA (UK), Silver, 2021

Bose, an audio equipment brand, connected with young people at home during the COVID-19 global lockdown by inviting up and coming UK artists to perform to millions of people from their homes.

Virgin Media: Twitter Street

Case Study • DMA (UK), Gold, 2021

Virgin Media, a telco brand, used Twitter to increase donations to vendors of the street newspaper Big Issue.

International Olympic Committee / The Coca-Cola Company: I Belong Here: The Olympics: Tokyo 2020

Case Study • DMA (UK), Silver, 2021

The International Olympic Committee, a non-governmental sports organisation, and The Coca-Cola Company, a beverage company, increased engagement among young audiences for the Toyko 2020 Olympics with a digital and social campaign that showed its inclusive nature.

GambleAware: Bet Regret – Tap Out

Case Study • DMA (UK), Gold, 2021

GambleAware, a charity working to minimise gambling-related harm, encouraged bettors in the UK to take time out and think about their bet before placing it.

Oreo: The Playful Network

Case Study • DMA (UK), Gold, 2021

Oreo UK, a biscuit brand owned by Mondelez International, used humour to connect with people in the UK during the COVID-19 pandemic by launching The Playful Network.

The Open University: Your ambition. Our mission.

Case Study • DMA (UK), Silver, 2021

The Open University (OU), a university, launched a campaign in the UK to dispel myths and recruit students.

Exel Composites: For forward thinkers, by forward thinkers

Case Study • DMA (UK), Silver, 2021

Exel Composites, a fibreglass composite brand, used videos and 3D animation to educate consumers about its products.

Virgin Media: Breaking the Great British Smile Drought

Case Study • DMA (UK), Gold, 2021

Virgin Media, a telco brand, gave the UK a reason to smile over the Christmas of 2020 with a campaign based on the tradition of pantomime.

Lynx: LynXmas, Smell Ready for Christmas

Case Study • DMA (UK), Gold, 2021

Lynx, a deodorant owned by Unilever, increased sales and value share of Lynx Africa in the UK.

Relate: Let's Talk The Joys of Later Life Sex

Case Study • DMA (UK), Gold, 2021

Relate, a relationship charity, encouraged older people in the UK to talk openly about sex and intimacy.

Jaguar Land Rover: Land Rover Defender – 'Just Add Water. And Mud. And Ruts. And Rocks…'

Case Study • DMA (UK), Gold, 2021

Land Rover, an automobile brand, encouraged consumers to attend a Land Rover experience day in the UK.

Jaguar Land Rover: New Jaguar F-TYPE - 'Exhilaration at Every Turn'

Case Study • DMA (UK), Silver, 2021

Jaguar Land Rover, an automobile brand, promoted its F-TYPE model in the UK with a digitised poster and event day.

The National: The Middle East Explained

Case Study • DMA (UK), Gold, 2021

The National, a Middle Eastern news source, relaunched in the UK and the USA to create a clear and unbiased view of the region.

NHS: We Are The NHS – Then, Now, Always

Case Study • DMA (UK), Gold, 2021

NHS England, the country's national health service, drove recruitment during the COVID-19 pandemic with its We Are The NHS campaign.

Samsung: Don't Just Watch

Case Study • DMA (UK), Bronze, 2021

Samsung, an electronics brand, launched a segmented campaign that used wellbeing ambitions to encouraged UK consumers to buy the Galaxy Watch3 and use it to make healthy lifestyle changes.

The Commonwealth War Graves Commission: War Graves Week

Case Study • DMA (UK), Gold, 2021

The Commonwealth War Graves Commission (CWGC), an intergovernmental organisation, launched a geo-targeting campaign to make the plight of victims of war more personal in the UK.

Toolstation: My Toolstation

Case Study • DMA (UK), Gold, 2021

Toolstation, a tools and building materials brand, encouraged consumers in the UK to purchases from its website instead of via its catalogue.

Diageo: Message in a Bottle

Case Study • DMA (UK), Silver, 2021

Diageo, an alcoholic drinks brand, increased sales during the COVID-19 pandemic by introducing personalised audio messages to online purchases.

VOXI: Eyes On

Case Study • DMA (UK), Silver, 2021

VOXI, a mobile network, boosted its social media presence among young creatives in the UK by launching an Instagram competition that provided prizes to support them during the pandemic.

The Kiyan Prince Foundation: Long Live The Prince

Case Study • DMA (UK), Gold, 2021

The Kiyan Prince Foundation (KPF), an organisation that tackles knife crime, raised funds and spread its message in the UK.

Nubian Jak Community Trust: Black Plaque Project

Case Study • DMA (UK), Silver, 2021

Nubian Jak Community Trust, a commemorative plaque and sculpture scheme focused on memorialising the historic contributions of Black and minority ethnic people in Britain, unveiled 30 temporary plaques dedicated to Black Britons in the UK.

Mazda: Optimising online conversion for Mazda UK

Case Study • DMA (UK), Bronze, 2021

Mazda, an automotive brand, increased online engagement during COVID-19 lockdowns in the UK by launching a data-driven campaign that improved content and optimised CTAs.

IKEA: The Sustainable Everyday

Case Study • DMA (UK), Silver, 2021

IKEA, a furniture brand, nudged consumers in the UK to behave more sustainably.

HSBC: The Homeless Bank Account

Case Study • DMA (UK), Silver, 2021

HSBC, a banking brand, helped homeless people in the UK open bank accounts by getting its branches to allow them to open an account using a participating charity's address as their proof of identity.

Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
What we know about marketing to women

Article • WARC Best Practice, May 2021

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.
What we know about marketing to children

Article • WARC Best Practice, May 2021

Looks at the power children have across a lucrative market, due to both how much they spend on themselves and the purchasing influence they have on their families, and how to carefully market to them in a way that can build life long brand relationships.
The changing face of sustainability and what it means for brands part 2: Decision frames, tackling barriers and branding

Article • Brian Carruthers, WARC Exclusive, January 2021

Advice from InSites Consulting on how brands can respond to changing consumer attitudes to issues around sustainability.
The changing face of sustainability and what it means for brands part 1: Understanding consumer attitudes

Article • Brian Carruthers, WARC Exclusive, January 2021

Research by InSites Consulting has uncovered shifting consumer attitudes towards issues around sustainability.
How to stay at the forefront of SEO trends

Article • Caitlin Robertson, WARC Best Practice, March 2020

A best practice guide to improving a brand’s organic search strategy, including technical improvements and on-page and off-page activities.