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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.

Saudi Telecom Company: Unveil Saudi

Case Study • Dana Al-Kutoubi, WARC Prize for MENA Strategy, Shortlisted, 2018

Telco Saudi Telecom Company launched the Unveil Saudi campaign to strengthen the association with its claim to have the widest coverage across the Kingdom.

Puck: Cook with Her

Case Study • Tahaab Rais, Aakriti Goel, WARC Prize for MENA Strategy, Shortlisted, 2018

Cheese brand Puck used a provocative film to increase share of voice and market share in Saudi Arabia during Ramadan.

Emirates NBD: Dear Younger Me…

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

Emirates NBD, a young bank in Egypt, used a non-traditional campaign to launch the country's first fully-serviced youth banking product, and drive engagement and acquisitions.

Emirates NBD: People with Determination

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

Banking brand Emirates NBD created a unique programme to help people with disabilities into employment in the UAE.

EGBank: The Chronicles of Oufa

Case Study • Naila Fattouh, WARC Prize for MENA Strategy, Shortlisted, 2018

EGBank used a non-traditional campaign on social media to target Egyptian youth and secure their custom.

Nissan: Camelpower – The world's first measure for desert performance

Case Study • Vishal Badiani, Ali Marashi, WARC Prize for MENA Strategy, Shortlisted, 2018

Automotive brand Nissan Middle East created a new industry benchmark for automotive desert performance.

Egyptian Tourism Authority: Rebounding for inbounding

Case Study • Amir Adib, Sally Ezzat, Razan El Meligi, WARC Prize for MENA Strategy, Shortlisted, 2018

The Egyptian Tourism Authority used market-specific communication with experience-led messages to increase the volume of inbound tourism from ancillary markets.

The Egyptian Autistic Society: More to Autism

Case Study • Lina Fateen, Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2018

The Egyptian Autistic Society used an integrated strategy to change society's misperceptions about autism.

Coca-Cola: Hijacking the African Cup

Case Study • Naila Fattouh, WARC Prize for MENA Strategy, Shortlisted, 2018

Beverage brand Coca-Cola used an imaginative integrated campaign to start a conversation around football and increase awareness during the African Cup of Nations in Egypt.

Coca-Cola: The Line-Up Song