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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.

What we know about native advertising

Article • WARC Best Practice, May 2017

This article provides marketers with information and guidance about using native advertising.

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.

Qantas takes off as a publisher

News • 17 October 2018

National airline Qantas is prioritising quality and relevancy across multiple platforms – magazine, online, social, and video – in its quest to become Australia’s best content marketing brand.

Effective Content Strategy Report: Lessons from the 2018 WARC Awards

Article • WARC Exclusive, October, 2018

Analysing trends in content strategies with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2018 WARC Awards.

Phillips 66: A Full Tank of Gas and Half a Pack of Cigarettes

Case Study • Jay Chiat Strategic Excellence Awards, Silver, Regional strategy, 2018

Phillips 66, a multinational energy company, created different ads for its three US regional audiences which helped to boost sales by as much as 45%.

Pediatric Brain Tumor Foundation: Imaginary Friend Society

Case Study • Jay Chiat Strategic Excellence Awards, Gold, Nonprofit, 2018

Pediatric Brain Tumor Foundation (PBTF), a charity for the childhood brain tumor community, made a resource for children to help them understand abstract cancer information and did so without any media spend in the US.

Harry's: Painting the World Orange

Case Study • Jay Chiat Strategic Excellence Awards, Gold, Global strategy, 2018

Harry’s, the subscription shaving brand, reached a broad audience of men in the US and the UK to connect their brand with progressive ideas of masculinity.

Vype quality: A tale of two marketing models

Case Study • Donald Pirie and Florence Sharp, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2018

Vype, a leading vaping brand, increased its market share in the UK by redesigning its communication model and launching a campaign that reached consumers at various touchpoints.

Ella's Kitchen: Selling up doesn't mean selling out

Case Study • Clare Phayer, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Ella’s Kitchen, a baby food brand, created a new communications model designed to support British parents in the process of weaning their children while increasing revenue by £14.6m.

Tesco: Supercharging helpfulness through social

Case Study • Saskia Jones, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018

Tesco, a supermarket chain, leveraged social platforms behind the brand promise of 'Every Little Helps' to change brand perception and create commercial growth in the UK.

AT&T Business: The Future of Commerce

Case Study • MMA Smarties, Bronze, North America, 2018

AT&T, a telecommunications company, was able to generate awareness of its B2B solutions via The Washington Post and drive deep engagement with its audience.

VHI - Restoring Balance in the Healthcare Market

Case Study • Institute of Advertising Practitioners in Ireland, Silver, ADFX Awards, 2018

Vhi Healthcare (VHI), an Irish health insurance company, invested in long-term brand building rather than lowering prices to achieve a better blend of younger and older customers.

VHI - Let's Talk Fertility

Case Study • Institute of Advertising Practitioners in Ireland, Bronze, ADFX Awards, 2018

Vhi Healthcare (Vhi), an Irish health insurance company, addressed the taboo subject of fertility issues in its campaign to drive long-term growth where it also achieved an ROMI of €1.58.

Irish Blood Transfusion Service: Donor See, Donor Do

Case Study • Institute of Advertising Practitioners in Ireland, Gold, ADFX Awards, 2018

Irish Blood Transfusion Service (IBTS), a statutory body that is responsible for Ireland's blood supply, leveraged the power of the individual to make a disproportionate impact and crafted a campaign that returned the IBTS to consistent supply.

B2B content needs 'room to breathe'

News • 28 September 2018

B2B content marketing needs to make the most of owned media and be given “time to breathe”, according to a prominent practitioner of the art.

How Booking.com built a content strategy beyond page views

Article • Sam Peña-Taylor, Event Reports, Digital Marketing World Forum, September 2018

Travel site Booking.com has invested in a digital B2B publication that offers premium content to the platform’s hotels and B&B partners.

VICE targets 'sweet spot' of brand publishing

News • 26 September 2018

Brand publishing treads a fine line in a content-heavy, time-pressed media environment, and marketers need to think carefully about where and how they tell stories that will most effectively attract consumers’ attention, a publisher advises.

Quality content makes ads more effective, says BBC News

News • 25 September 2018

BBC News has released the findings of a global study that supports the idea that high-quality content leads to better results for advertisers.

VICE’s currency for measuring impact across channels

Article • Sam Peña-Taylor, Event Reports, Digital Marketing World Forum, September 2018

As the volume of content available grows, so metrics like viewability and opportunity to see are becoming less meaningful – time is the most valuable metric, according to VICE.

How Eurail created a newspaper-style content team

Article • Sam Peña-Taylor, Event Reports, Digital Marketing World Forum, September 2018

Eurail adapted its content offer through an overall transformation of its content teams and its content delivery architecture, leading to a new kind of self-steering team.

Philips: It's Not You. It's the Iron

Case Study • SABRE Awards, Gold, APAC, Digital Campaign, 2018

Philips, an electronic appliances brand, was able to convince Koreans that their clothing iron can make the laborious task of ironing much easier.

How content marketing drives luxury travel

News • 06 September 2018

SINGAPORE: The four Cs of marketing in luxury travel are “content, content, content and content”, according to a senior marketing expert in the area.

Content and customer personas drive luxury travel

Article • Low Lai Chow, Event Reports, Digital PR Strategies Conference, July 2018

Content marketing is essential to driving sales in the luxury travel category, with customer personas split into four distinct demographics.

Emirates NBD: When You Grow Up

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2018

Emirates NBD, a leading bank in the UAE, used a novel approach and an integrated campaign to increase take-up of its investment savings plans.

Content Strategy Report: Lessons from the 2017 WARC Awards

Article • WARC Exclusive, January 2018

Analysing trends in content strategies, including the use of data and PR, with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2017 WARC Awards.
Measuring the Effectiveness of Branded Content across Television and Digital Platforms: How to Align with Traditional Marketing Metrics While Capturing What Makes Branded Content Unique

Article • Gian M. Fulgoni, Raymond Pettit, and Andrew Lipsman, Journal of Advertising Research, Vol. 57, No. 4, 2017, pp. 362-367

Branded content provides a challenge for marketers to align its measurement with traditional metrics across television and digital platforms.
The effects of content characteristics on consumer engagement with branded social media content on Facebook

Research Paper • Andrew T. Stephen, Michael R. Sciandra, and J. Jeffrey Inman, ARF Experiential Learning, ARF Annual Conference 2017

This paper addresses the issue of social media content marketing – designing brand content that is shared with consumers via social media - in relation to Facebook and in the context of consumer engagement.
Seriously Social 2016 - How social strategy can drive business results

Article • Peter Field, WARC Trends, November 2016

This exclusive report analyses the most effective social media campaigns, including an in-depth review of how social strategy drives effectiveness and practical suggestions for other brands to follow.
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.
How to develop an effective YouTube content strategy

Article • Julian Saunders, WARC Best Practice, July 2016

This article provides best practices for developing a content strategy on the most visited online video platform in the world, allowing brands to engage a different culture from the mainstream and find a place in the 'everything channel'.