Content | WARC

What’s working in content marketing

Article • WARC Category Intelligence, January 2019

Global strategies, campaign updates and trends in content marketing.

What we know about native advertising

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.

Verizon looks beyond CTRs to 'redefine' native

News • 15 February 2019

With banner ad blindness at an all-time high, there is great potential for native ads to deliver a better experience for consumers and more effective results for advertisers – and Verizon is responding accordingly.

Verizon Media ‘reinvents’ native ads with a new approach to measurement

Article • Alex Brownsell, Event Reports, The Big Bang, February 2019

Native ads offer an effective alternative to banner ads, which most consumers now routinely ignore if they aren’t actively blocking them.

Content-driven marketing comes of age

Opinion • Alex Delamain, January 2019

The rise of content-driven marketing is continuing unabated, as more and more advertisers increase its importance in their budgets, observes The Economist and World Media Group’s Alex Delamain.

Arona

Case Study • Cristina Viguera, WARC Media Awards, Entrant, Effective Use of Tech, 2018

The municipality of Arona in south Tenerife used digital in-flight media to promote itself as a destination to tourists from all over Europe.

Marketers using wrong measures to judge content campaigns

News • 09 January 2019

Marketers appear to be confusing metrics when it comes to measuring the success of content campaigns, new research has concluded.

Refinery29 x Gatorade: Sisters in Sweat

Case Study • Finola Austin, WARC Media Awards, Entrant, Best Use of Data, 2018

Sports-themed food-and-drink brand Gatorade joined forces with digital media and entertainment company Refinery29 to target teen female athletes in the US with a digital and social media campaign.

Get your sequencing right

News • 07 January 2019

If marketers apply the right sequencing to a campaign involving out-of-home media and including editorial elements, advertisers can expect to see a significant boost in effectiveness, research has shown.

Coke unlocks 'the handcuffs of the 30-second spot'

Opinion • Chiara Manco, January 2019

Grand Prix winner of the 2018 WARC Awards’ Effective Content Strategy category, Coca-Cola’s campaign around the African Cup of Nations in Egypt proves that a single-minded message is not always the answer.

How content and sequencing boost out-of-home effectiveness

Article • Brooke Hemphill, Event Reports, Mumbrella MSIX, November 2018

New research indicates that smart content and optimal sequencing can significantly boost the effectiveness of out-of-home campaigns by more than 30%.

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.

bubly: Giphy launch partnership

Case Study • Ricky Weina, Maria Zavala, Andrew La Fond, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2018

New sparkling water brand bubly used GIFs to bring to life its brand personality and grow awareness and purchase intent in the US.

Saudi Telecom Company (STC): Unveil Saudi

Case Study • Dana Al-Kutoubi, WARC Media Awards, Silver, 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.

Suzuki Ignis: An Ignis Adventure

Case Study • Chris Herbert, Rachel Lorenzon, WARC Media Awards, Grand Prix, 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.

AT&T: Business Solutions Pillars

Case Study • Jason Jahn, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2018

Tech giant AT&T appealed to business leaders in the US via a digital campaign to highlight its B2B offerings.

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.

VOXI by Vodafone: Endless Possibilities

Case Study • Direct Marketing Association - UK, Gold, 2018

Vodafone, a multinational telecommunications conglomerate, increased awareness and consideration among 16- to 24-year-olds in the UK by launching network just for them and encouraging user-generated content.

Right content at the right time

Article • Christopher Hosford, ANA Magazine, B2B Marketer, November 2018

Looking at the way tailoring content to the buyer's decision-making journey can boost B2B marketing efforts.

Harley-Davidson Canada: Common Ground

Case Study • Maxine Thomas, Heather Segal, David Tremblay, WARC Media Awards, Bronze, 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.

Pocoyo House: Discovering mobile with Pocoyo

Case Study • MMA Smarties, Silver, Spain, 2018

Pocoyo House, a digital playground for children, launched in-app video episodes and online storybooks to encourage downloads across Spain.

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.