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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.

Harley-Davidson Canada: Common Ground

Case Study • AME Awards, Gold, 2018

Harley-Davidson Canada, a motorcycle company, attracted a broader target audience in Canada by showing how diverse its riders are through a foreign exchange of bikers documentary.

McDonald’s China: Rising! Chinese hip-hop

Case Study • AME Awards, Finalist, 2018

McDonald's, an American fast food company, launched the Rising! Chinese Hip-Hop campaign in China, to rejuvenate the McDonald's brand among Chinese millennials.

Indian Motorcycle: Inking our mark on motorcycle culture

Case Study • AME Awards, Gold, 2018

Indian Motorcycle, a motor brand, increased its market share in the US by challenging motorcross legend Carey Hart to get a tattoo with ink made from his motorbike.

ALJ Toyota after sales

Case Study • AME Awards, Bronze, 2018

Abdul Latif Jameel (ALJ) Toyota, the distributor for automotive brand Toyota, improved brand perception by creating a 3D animated series in Saudi Arabia.

BMW: Road to Coachella

Case Study • AME Awards, Finalist, 2018

BMW, a car manufacturer, launched the Road to Coachella campaign in the US to successfully showcase its partnership with the Coachella festival.

BBC Global News: SOE Toolkit

Research Paper • IAB Europe Research Awards, Research and Data Innovation, Winner, 2018

BBC Global News, the international news and current affairs television channel, created a campaign-testing tool that allows advertisers to measure the effectiveness of branded content.

Lincoln Financial Group presents: The Game Plan

Case Study • AME Awards, Finalist, 2018

Lincoln Financial Group, a financial services group, launched a campaign in the US to raise brand awareness among NFL fans.

Embrace the extraordinary with OMO

Case Study • AME Awards, Gold, 2018

OMO, a laundry brand owned by Unilever, increased its market share in China by showing millennial women many different life experiences in order to encourage them to forget the fear of getting dirty.

Editorial Content in Native Advertising: How Do Brand Placement and Content Quality Affect Native-Advertising Effectiveness?

Research Paper • Yoori Hwang and Se-Hoon Jeong, Journal of Advertising Research, Digital First, May 2018

This study examines how brand placement in editorial content (i.e., whether a sponsoring brand is mentioned in editorial content) affects consumers’ responses to native advertising and whether the effect is moderated by either high or low quality of editorial content.

WARC Awards: Content shortlist announced

News • 01 May 2018

GLOBAL: Campaigns from Coca-Cola, IKEA and Whiskas are among the 21 from around the world that have been shortlisted for the Effective Content Strategy category in the 2018 WARC Awards.

Skittles: The NFL tastes the rainbow

Case Study • SABRE Awards, North America, Sponsorship, 2018

Skittles, a sweets brand, launched a two-tiered influencer and content campaign for the Super Bowl, in order to increase its share of voice in the US.

U by Kotex Fitness finds power in the pre-shop

Article • Mary Connors, Event Reports, P2P Summit, March 2018

Kimberly-Clark, the health and personal care giant, found that reaching female consumers in the pre-shop phase was vital when launching U by Kotex Fitness.

HPE Takes Its Mars-shot

Case Study • SABRE Awards, North America, Technology: Hardware, 2018

Hewlett Packard Enterprise (HPE), an IT, technology & enterprise company, launched a global educational campaign on the technology required to complete a mission to Mars, in order to improve brand perception.

Nippon Pylox: If you can dream it, you can Pylox it

Case Study • Chan Su Ling, Nichelle Ng, WARC Awards, Shortlisted, Effective Content Strategy, 2018

Paint products company Nippon Paint Malaysia engaged communities and their influencers in a campaign to cement a niche among the highly competitive spray-paint category.

EGBank: The Chronicles of Oufa

Case Study • Naila Fattouh, WARC Awards, Shortlisted, Effective Content Strategy, 2018

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

Saudi Telecom Company: Unveil Saudi

Case Study • Dana Al Kutoubi, WARC Awards, Shortlisted, Effective Content Strategy, 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.

Maxis 4G Films: Showing the difference between a good connection and a great one

Case Study • Chan Su Ling, Lau Su Lin, WARC Awards, Shortlisted, Effective Content Strategy, 2018

Telecommunications brand Maxis used a campaign in Malaysia to communicate emotional attributes – reliability and trust – over price.

Emirates NBD: Dear Younger Me…

Case Study • Tahaab Rais, WARC Awards, Shortlisted, Effective Content Strategy, 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.

Rexona Confidence Academy

Case Study • Yasmin Shehab, WARC Awards, Shortlisted, Effective Content Strategy, 2018

Deodorant brand Rexona used a youthful, locally flavoured campaign to raise its profile and grow sales in the Egyptian youth market.

Smart Energy GB: The Power of 10p

Case Study • Sam Guinivan, WARC Awards, Shortlisted, Effective Content Strategy, 2018

Smart Energy GB, the independent voice of Britain's smart meter rollout, conquered 21- to 28-year-olds' energy indifference using an innovative content series.

Whiskas Kitten Kollege: Finding a voice amidst an internet obsession

Case Study • Diana Lopes, WARC Awards, Shortlisted, Effective Content Strategy, 2018

Cat food brand Whiskas created a branded content platform to consolidate its position in the UK as the reference in cat care and stand out in a crowded arena.

Antarctica's Web Series: A new way in beer branded content

Case Study • João Gabriel Fernandes, David Gross, Mariana Corradi, Mariana Nobis, WARC Awards, Shortlisted, Effective Content Strategy, 2018

Beer brand Antarctica used a highly interactive campaign to increase engagement and awareness among young consumers in Brazil.

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

Article • 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.
Carat's top 10 trends for 2017

Article • Dan Calladine, WARC Exclusive, January 2017

This report looks at the trends and technologies that are set to become more important and relevant to marketers in 2017 including live video, VR and AR, web TV and chatbots.
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.