Content | WARC

Article • WARC Best Practice, December 2018

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.

How to plan an effective content marketing strategy

Article • Shafqat Islam, WARC Best Practice, November 2016

This article argues that planning, creating, distributing and optimising valuable content can drive brand awareness, spark lead generation and deliver business value.

Native ads lead to greater purchase intent than display

News • 10 December 2018

British consumers are more likely to purchase from brands and recommend them to others once they have been served relevant, native ads rather than traditional display ads, a new survey has found.

Saudi Telecom Company (STC): Unveil Saudi

Case Study • Dana Al-Kutoubi, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Telecoms operator STC used live streaming from far-flung corners of the Kingdom to prove its network coverage credentials in Saudi Arabia.

Need for Speed: EA Games & Need for Speed Payback

Case Study • Linda Fagerlund, Luke Chan, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Gaming company EA used influential car-modification content creators to create a digital campaign to launch its Need for Speed Payback driving game in Australia.

Suzuki Ignis: An Ignis Adventure

Case Study • Chris Herbert, Rachel Lorenzon, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Suzuki, the car brand, co-created a TV show with a broadcaster to engage young women and increase sales of its Ignis model in the UK.

Harley-Davidson Canada: Common Ground

Case Study • Maxine Thomas, Heather Segal, David Tremblay, WARC Media Awards, Shortlisted, Effective Channel Integration, 2018

Harley-Davidson, the motorbike brand, used a documentary series to connect with young people in Canada and increase sales.

Michelob Ultra: Making Michelob Ultra famous in eight weeks

Case Study • Yuridia Ruiz, WARC Media Awards, Shortlisted, Best Use of Data, 2018

Beer brand Michelob used an influencer strategy to grow awareness and sales in Mexico.

Progressive’s marketing snuggles up to the edge of creativity and risk

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2018

Progressive, the insurance provider, is seeking to find the right balance of information and intuition to succeed in its marketing efforts.

How City Group and Wimbledon are building a global footprint

Article • Matthew Carlton, Event Reports, Leaders Sport Business Summit, October 2018

Major sporting brands are looking to extend their reach beyond existing markets, a trend that involves developing digital and content-producing capabilities.

KFC: Olé Olé Hour

Case Study • Phoenix Tang, Chan Su Ling, Galen Lau, WARC Prize for Asian Strategy, Entrant, 2018

Quick-service food brand KFC launched a fun gameshow-based campaign in Malaysia to raise brand awareness and increase sales in a competitive sector.

Nestlé NAN Optipro 3: When the parents meet the experts

Case Study • Hon Wui Theo, WARC Prize for Asian Strategy, Entrant, 2018

Milk formula brand Nestlé NAN Optipro 3 grew engagement in Singapore with a multimedia promotional campaign around a product marketed on a platform of trust.

Scotch Smartz & Scotch Eazy: Scotch Turbo Course

Case Study • Chaivut Eiamvuthikorn, WARC Prize for Asian Strategy, Entrant, 2018

Thai ready-to-drink brand Scotch grew product sales by running a widely publicised online tutorial programme.

Kissan Ketchup: Kissan Tiffin Timetable

Case Study • Brajesh Dwivedi, Ruchir Bajoria, WARC Prize for Asian Strategy, Entrant, 2018

Dressings and spreads brand Kissan created an online recipe repository to raise awareness and drive category growth in India.

Nihar Shanti Amla: Pathshala Funwala – Democratising English in rural India

Case Study • Pranoy Kanojia, Yudhishthir Agrawal, WARC Prize for Asian Strategy, Entrant, 2018

Indian hair oil brand Nihar Shanti Amla grew equity, engagement and reach with an English language education programme.

The neuroscience of memory: Emotion and memory in branded content

Article • Sally Wu, Hamish McPharlin and Caitlin Harley, Research on WARC, November 2018

The BBC used neuroscientific research explore the relationship between emotion and long-term memory in delivering engaging branded content.

Nestlé Dancow: Iya Boleh – Yes, you can

Case Study • Sumegha Rao, Jean Paul de Ponti, Heru Santoso, Krisnina Hanum, WARC Prize for Asian Strategy, Entrant, 2018

Dancow, a growing-up milk brand, increased sales in Indonesia by encouraging parents to say yes to their children.

Lifebuoy: 24-Hour Doctor

Case Study • Mimi Lu, Jezzebel Gu, Elaine Zhu, Sarah Zou, WARC Prize for Asian Strategy, Entrant, 2018

Anti-bacterial soap bar brand Lifebuoy launched an interactive online initiative in China to stand out in an undifferentiated market and increase sales.

Kellogg's Muesli: India's first food gym

Case Study • Preeti Mascarenhas, Aditi Dalal, WARC Prize for Asian Strategy, Entrant, 2018

Cereal brand Kellogg's Muesli used an app-based campaign in India to drive trial and gain top-of-mind status in the cereal category.

Darlie: Smile white, the future's bright

Case Study • Hon Wui Theo, WARC Prize for Asian Strategy, Entrant, 2018

Toothpaste manufacturer Darlie grew volume share and engagement through a multimedia campaign in Singapore.

The Hong Kong Jockey Club: Striding On

Case Study • James Wong, Christopher Lui, Nicky Chan, WARC Prize for Asian Strategy, Entrant, 2018

Leading charity donor the Hong Kong Jockey Club used digital media to generate interest in its platform and promote health and fitness.

Content overload: How to develop a content creation strategy for the long-term

Opinion • Stuart Pocock, October 2018

Advertisers now have more access to content creation providers than ever before. Stuart Pocock, Co-founder of The Observatory International, explains how they should determine who they work with.

Make 'em laugh

Opinion • Lennie Stern, October 2018

Lennie Stern, Head of Creative and Entertainment Strategies, BETC Paris argues that achieving the right balance between emotional clues and informative content leads to effectiveness. The most shared content is always in some way evocative.

Injecting Emotion into Campaign Effectiveness: How the BBC found a way to turn the emotional impact of branded content into a campaign metric

Research Paper • Hamish McPharlin, ESOMAR, Congress, 2018

The British Broadcasting Corporation (BBC) researched the emotional impact of content marketing and how that can be used as a campaign metric.