Content | WARC

Article • WARC Best Practice, August 2019

Provides marketers with information and guidance about using native advertising.

How to use native advertising effectively

Article • Rebecca Lieb, WARC Best Practice, October 2017

This article provides best practices for successful native advertising campaigns, including how to plan a content strategy and how to approach the three main players in the native landscape: publishers, social media platforms and technology vendors.

Vox Media's branded content play during lockdown

News • 06 July 2020

Location shoots and large budgets may be on pause as a result of COVID-19 and the oncoming recession, but Vox Media has shown how, with careful planning and a creative use of animation, it is still possible for publishers to create high-quality ...

Emirates NBD: Inspire What's Next

Case Study • Tahaab Rais, Tala Arakji, WARC Prize for MENA Strategy, Shortlisted, 2020

Private bank Emirates NBD grew brand favourability and sales with an awareness campaign in the United Arab Emirates.

Puck: Repurposed Meals

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Shortlisted, 2020

Puck drove brand engagement and share to increase with a social content series during Ramadan across the Gulf countries.

TikTok launches integrated platform for marketers

News • 29 June 2020

TikTok, the Chinese short-form video-sharing platform, has launched a new portal that brings together its marketing solutions for brands under one roof.

Vox Media finds success with ‘Explainer’ branded content during COVID-19

Article • Alex Brownsell, Event Reports, Lions Live, June 2020

Vox Media, the US digital media publisher, changed approach to deliver branded content projects during the Coronavirus pandemic.

COVID-19: Impact on video consumption trends in India

Article • Mindshare, Vidooly, WARC COVID-19 Series, June 2020

With the world’s biggest democracy under lockdown, Indians are trying to adopt new lifestyles by staying indoors and cultivating new habits.

Channel 4 establishes social-first VICE competitor for brands

News • 29 May 2020

UK broadcaster Channel 4 is branching out of television with the creation of a social-first branded entertainment offer, which seeks to extend the company’s value to advertisers beyond that of a media partner and into content.

Northwell Health: The Well by Northwell – Revmade

Case Study • SABRE Awards, Gold, North America, 2020

Northwell Health, a non-profit integrated healthcare network, promoted its new publication, The Well, by creating a map of the most in-demand content through hyper-focused outreach in the US.

APCO's Stay Ahead thought leadership

Case Study • SABRE Awards, Silver, North America, 2020

APCO Worldwide, an agency, provided its US clients with a monthly thought leadership newsletter to promote its ability to help them keep track of global trends.

Content that hooks is content that sells

Opinion • Chiara Manco, May 2020

The 2020 WARC Awards’ Effective Content Strategy shortlist is a testament to the power of compelling content to get consumers’ attention.

Puck: Repurposed Meals

Case Study • Tahaab Rais, Anna Sadykova, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Puck drove brand engagement and share to increase with a social content series during Ramadan across the Gulf countries.

Bridgestone: Your Passion in Motion

Case Study • Ewa Schreiber, Martyna Lodzinska, Marcin Świejkowki, Rafał Broniarek, WARC Awards, Entrant, Effective Content Strategy, 2020

In Poland, tyre manufacturer Bridgestone launched a 10-month content strategy when a budget cut forced a rethink in how to defend its market share.

Barclays Private Bank: Smarter Giving

Case Study • Emilie Uzan, Alice Pike, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Barclays Private Bank devised a philanthropic campaign to help increase donations from high net worth individuals to the charity sector in the UK and Europe.

Ford Everest: Carpool Talk

Case Study • Hang Nguyen, WARC Awards, Entrant, Effective Content Strategy, 2020

Car-manufacturer Ford used a disruptive content marketing campaign, amplified on social media, to change perceptions of its Everest SUV in Vietnam.

Aurecon Transport: 2035 – Moving People and Goods

Case Study • Chris Saxby, Courtney Lock, Nerissa Pacis, WARC Awards, Entrant, Effective Content Strategy, 2020

Engineering, design and advisory company Aurecon devised a content strategy to position itself as a thought leader in the mobility space in Australia.

Space: Monzón – Idol. Champion. Murderer.

Case Study • Giselle Insaurralde, Gustavo Cosentino, WARC Awards, Entrant, Effective Content Strategy, 2020

TV channel Space adopted a strong segmentation strategy in Argentina to target distinct groups of viewers, and capture a new and more diverse audience.

Nestlé Fitness: Keep Going

Case Study • Tahaab Rais, Tala Arakji, Inaan Budhiraja, WARC Awards, Entrant, Effective Content Strategy, 2020

Cereal brand Nestlé Fitness reversed declining sales in Lebanon with an unconventional influencer campaign.

Shell Advance: Forever Outriders

Case Study • WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Oil brand Shell used the power of influencers and online content in Vietnam to increase awareness and preference among a young target audience.

Ducati Motor Holding Spa: Multistrada Family – Born to travel

Case Study • Giacomo Frigerio, WARC Awards, Entrant, Effective Content Strategy, 2020

Motorcycle brand Ducati Motor Holding launched a new positioning in the travel sector with its Born to Travel campaign in Europe and the US.

SBI Life Insurance: Real Life Real Stories

Case Study • Sabiha Khan, Aakash Chatterjee, WARC Awards, Entrant, Effective Content Strategy, 2020

Insurance company SBI Life Insurance used an inspirational digital video series to reach young people in India.

Maybelline: The foundation of fairness

Case Study • Rajesh Sharma, Neerja Goswami, Kanika Saxena, WARC Awards, Entrant, Effective Content Strategy, 2020

Makeup brand Maybelline looked to an integrated campaign to reinforce its position in the booming Indian beauty market and become default choice for millennial and Gen Z women.

ANZ Banking Group Ltd: ANZ retail shareholder campaign

Case Study • Jemma Wight, Sue-Ellen Atherton, Andrew Cornell, WARC Awards, Entrant, Effective Content Strategy, 2020

Banking and financial services company ANZ created a content marketing strategy centred on a newsletter encompassing articles, videos and podcasts to communicate with its global retail investor base.

Samsung Galaxy S10: Do What You Can't Jimmy Fallon

Case Study • Jessica Perrin, WARC Awards, Entrant, Effective Content Strategy, 2020

Electronics giant Samsung got talk show host Jimmy Fallon to film an entire episode of The Tonight Show on its latest smartphone to promote the launch of its Galaxy S10+ handset in the US.