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Similac: Touch

Case Study • Gilad Kat, Guy Melzack, WARC Media Awards, Gold, Effective Use of Tech, 2021

Infant formula milk brand Similac turned to touch to help boost sales by becoming mums' brand of choice in Israel.

Old Spice: Guest Starring… Old Spice

Rankings • WARC Media 100, 2021

Old Spice, a men’s personal care brand, launched a meme-based campaign by collaborating with YouTubers and brand ambassador Isaiah Mustafa to launch its antiperspirants and body sprays in Israel.

19% of B2B marketing budgets go to advertising

Data • Rob Clapp, WARC Data Points (Curated), September 2021

An overview of B2B marketing budgets.

Israel, Media consumption overview, 2019-2020

Data • WARC Data, May 2021

This report provides an overview of media consumption trends in Israel between 2019 and 2020.

Israel, Ad blocking

Data • WARC Data Points (Dynamic), May 2021

An overview of ad blocking in Israel.

Israel, Second screening

Data • WARC Data Points (Dynamic), May 2021

An overview of second screening (using another device while watching TV) in Israel.

Always: Rabbi Bot

Rankings • WARC Media 100, 2021

Feminine care brand Always built equity and increased relevance among religious Jewish women in Israel by creating an app to resolve tensions around biblical commandments and menstruation.

Pantene: BrA.I.ds of Strength

Rankings • WARC Media 100, 2021

Haircare brand Pantene encouraged women in Israel to donate hair for wigs for cancer sufferers by using AI to tell women if they were eligible to donate.

IKEA: ThisAbles

Rankings • WARC Creative 100, 2021

IKEA, the furniture retailer, created a range of free add-ons to make existing IKEA products usable for people with disabilities in Israel.

How P&G reached an audience without mass-media channels

Article • Alex Brownsell, WARC Exclusive, April 2021

WARC asked Gal Swisa, Always Brand Leader at P&G Israel, and Gilad Kat, Mediacom’s Team P&G Communication Planning Director, about the success of ‘Rabbi Bot’.

Most adults will spend more online than in store this year

Data • Rob Clapp, WARC Data Points (Curated), March 2021

An overview of whether consumers across 31 markets will spend more money online than in stores this year.

Always: Always On Bat-Mitzvah

Case Study • Gilad Kat, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Feminine care brand Always created a virtual Bat Mitzvah to appeal to girls over 12, and their mums, in Israel.

Old Spice: Guest Starring… Old Spice

Case Study • James Barnett, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020

Male personal care brand Old Spice engaged YouTubers to help run a meme-based campaign using brand ambassador Isaiah Mustafa to launch its anti-perspirants and body sprays in Israel.

Pantene: BrA.I.ds of Strength

Case Study • Gilad Kat, WARC Media Awards, Grand Prix, Effective Use of Tech, 2020

Haircare brand Pantene launched a multimedia campaign to encourage women in Israel to donate hair for wigs for cancer sufferers.

Always: Rabbi Bot

Case Study • Gilad Kat, WARC Media Awards, Gold, Effective Use of Tech, 2020

Feminine care brand Always created an app to solve tensions around biblical commandments and menstruation to build equity and increase relevance among religious Jewish women in Israel.

Oral B: You're Out!

Rankings • WARC Media 100, 2020

Dental care brand Oral-B boosted brand awareness in Israel by connecting religious authority to having clean teeth during Yom Kippur.

Pantene: Blend-In

Rankings • WARC Media 100, 2020

Hair care brand Pantene rejuvenated its Beautiful Lengths programme in Israel by showing people the value of a normal life.

IKEA: ThisAbles

Rankings • WARC Creative 100, 2020

IKEA, the furniture retailer, created a range of free add-ons to make existing IKEA products usable for people with disabilities in Israel.

Pantene: Blend-In

Case Study • James Barnett, WARC Media Awards, Gold and Platform Pioneer Special Award, Effective Use of Tech, 2019

Hair care brand Pantene reinvented the approach of its Beautiful Lengths programme to build hair donation momentum and reduce barriers to donating hair in Israel.

Oral-B: You're Out

Case Study • James Barnett, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Dental care brand Oral-B hijacked the holiest day of the year to encourage take-up of its electric toothbrushes in Israel.

Influencers in the media mix: Lessons from the 2018 WARC Media Awards

Article • Delon Wang, WARC Webinars, August 2019

Delon Wang, head of client services at WARC, looks at how, and why, influencers are being invested in like never before, and presents some success stories from the 2018 WARC Media Awards.

IKEA: ThisAbles

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

IKEA, a furniture retail company, hacked 13 of its popular products and used 3D printing to create special add-ons for people with disabilities in Israel.

Gillette: Babyface

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Gillette, a shaving brand, reversed a decline in sales in Israel by targeting new and expectant dads with a video campaign that showed the importance of skin-to-skin contact with their newborns.

Pantene: Beautiful Lengths

Rankings • WARC Media 100, 2019

Pantene, the hair-care brand, revived the Beautiful Lengths campaign in Israel by communicating the opportunity to remove a cancer sufferer from a billboard.

Gillette: I Don't Roll On Shabbos

Rankings • WARC Media 100, 2019

P&G’s toiletry brand Gillette boosted its deodorant sales in Israel by providing the Jewish community with 48-hour deodorant protection.

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:
2021 MENA Strategy Report: Insights from the WARC Prize for MENA Strategy

Article • WARC Exclusive, September 2021

Insights and themes from the winners of the 2021 WARC Prize for MENA Strategy, an annual case study competition that rewards the region’s smartest strategic thinking.
81% of consumers are omnichannel shoppers

Data • Rob Clapp, WARC Data Points (Curated), May 2021

An overview of online and offline purchase journeys across 17 different markets.
Bentley: An Extraordinary Journey to the Future

Case Study • Hanna Lubin, WARC Awards, Entrant, Effective Content Strategy, 2020

Luxury automotive brand Bentley changed perceptions of a new younger audience in the UK through the use of innovative, compelling content.
KFC Arabia: Shift+K+F+C

Case Study • Rifaat Fakih, Jennifer Fischer, Haikel Ben Hammouda , WARC Prize for MENA Strategy, Grand Prix and Pivot to Digital Award, 2021

Fast-food brand, KFC, went beyond the norm of giveaways and sponsorships to tap into the gaming culture and lift sales in Saudi Arabia.
Vodafone Egypt: How to make small seem big

Case Study • Jay Chiat Strategic Excellence Awards, Grand Prix, October 2013, pp. 0-0

This case study describes a campaign in Egypt by Vodafone, the mobile telecommunications company, to promote micro credit recharge cards in a way that built on local culture.