Content | WARC

What we know about native advertising

Article • WARC Best Practice, August 2019

Provides marketers with information and guidance about using native advertising.

What’s working in content marketing

Article • WARC Category Intelligence, January 2019

Global strategies, campaign updates and trends in content marketing.

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.

How Hulu is rising to the content discovery challenge

Article • Alex Brownsell, Event Reports, Cannes Lions, June 2019

Hulu’s chief executive discusses content discovery, delivering a personalised experience, and ownership by Disney.

MediaMarkt: Heroes of Sales – the first shoppable online comedy

Case Study • MIXX Awards, Silver, Branded Content and Video Advertising, 2019

MediaMarkt, a retailer for consumer electronics, created a campaign in Hungary which consisted of a 15-episode comedy web-series to advertise products in a MediaMarkt store.

Cornetto: Mobile in Love

Case Study • MIXX Awards, Bronze, Video Advertising, 2019

Cornetto, the ice-cream brand, was able to reach 14 million users as a result of its collaboration with teen romance film 4N1K in Turkey.

Advance: Pet Talks

Case Study • MIXX Awards, Bronze, Integrated Advertising, 2019

Advance, the specialist pet food brand, launched Pet Talks to reach pet owners in Spain resulting in 15m video views.

Always: Relevant content led to massive impact with young women

Case Study • MIXX Awards, Bronze, Native Advertising, 2019

Always, a feminine hygiene brand, engaged young women in Denmark in a discussion of menstruation which led to a 65% increase in Always usage.

Tailor-made: How to cut through with custom content

Article • Belinda Barker, Event Reports

More brands now want agencies and media partners to develop increasingly sophisticated branded content solutions to reach certain target audiences.

Why it pays to play by the rules of attention

Article • Tim Elkington, WARC Exclusive, July 2019

Explores the practical steps that brands can take to optimise the attention levels their ads create.

Uber: Uber Legends

Case Study • Tahaab Rais, Tala Arakji, WARC Prize for MENA Strategy, Shortlisted, 2019

Ride-hailing app Uber used data to create a social and out-of-home campaign to increase rider loyalty and attract new customers in the United Arab Emirates.

Byblos Bank: Make Small Victories

Case Study • Carl Bou Abdallah, WARC Prize for MENA Strategy, Shortlisted, 2019

Lebanese bank Byblos Bank re-ignited interest for its youth account through content and events specially designed to inspire young customers.

OMO: The Right to Play

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Shortlisted, 2019

Detergent brand OMO took a multichannel approach to create a regionally relevant approach to its 'Dirt is Good' philosophy and increase share, value and sales volumes in the United Arab Emirates.

McDonald's: The Official Sponsors of Losers

Case Study • Carl Bou Abdallah, WARC Prize for MENA Strategy, Shortlisted, 2019

Fast-food brand McDonald's employed a social media and on-ground strategy targeting losing football fans during the 2018 World Cup to drive footfall to restaurants in Lebanon.

Orange Tunisia: The Hashtagging Grandpa

Case Study • Tahaab Rais, Mongi Bhouri, WARC Prize for MENA Strategy, Shortlisted, 2019

Telecoms brand Orange used a multichannel, branded content approach, featuring a grandad, to appeal to young people and turn around its image as an old-fashioned brand in Tunisia.

Quibi’s Jeffrey Katzenberg on creating an ad model to suit both brands and subscribers

Article • Alex Brownsell, WARC Exclusive, June 2019

Jeffrey Katzenberg talks consumers paying for premium mobile content, his reasons for not viewing Netflix and Disney as rivals, and how Quibi will ensure a superior quality of branded content.

Procter & Gamble: The Words Matter