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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.

IBM: Cognitive Couture

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

IBM, a computer hardware company, established Watson as the leading AI for business in Australia, India and China by creating cultural capital in its support of fashion in these regions.

Finavia Oyj: #Lifeinhel

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Finavia, the Finnish airport operator, increased the number of Chinese passengers to Helsinki Airport by using a movie actor to show that the airport is so good that people wouldn’t want to leave.

Unicef: The Worst Soap Opera

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

UNICEF, the United Nations International Children's Emergency Fund, sparked change in the Dominican Republic through a campaign that revealed a dangerous loophole in the law, making child marriage possible.

P&G: The Words Matter

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Procter and Gamble, a consumer goods company, proved that it cares about social issues in the US by launching a 19-minute documentary film covering the story of a P&G lab tech and vocal gay rights advocate who took up the fight for equal rights.

Crate&Barrel enjoys podcast ad success

News • 12 June 2019

Crate&Barrel, the homewares retailer, enjoyed podcast advertising success for its wedding registry service through a campaign that was carefully aligned with its target audience.

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, Vol. 59, No. 2, 2019, pp. 208-218

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.

Branded content: Creating successful campaigns with ads that don’t look like ads

Article • Belinda Barker, WARC Exclusive, June 2019

Examining winning entries into the 2019 World Media Awards for the dos and don'ts of developing a successful content campaign.

23andMe enjoys podcast success

News • 06 June 2019

23andMe, the genetic and ancestry testing firm, has enjoyed considerable success with a podcast series it created in partnership with iHeartMedia, the media company.

Linkedin: #HearItFromMe

Case Study • SABRE Awards, EMEA, Professional Service Firms, Gold, 2019

LinkedIn, the online business and employment-oriented service, turned itself into a platform for women to increase sign-ups and change brand perception in Saudi Arabia.

Hungarian Telekom : Senior Gamer Club

Case Study • SABRE Awards, EMEA, Telecommunications , Gold, 2019

Telecoms company Telekom, used a native media campaign with gaming as its central idea to teach digital skills to grandparents in Hungary.

888sport: Big Narstie – From Rapper to Reporter

Case Study • SABRE Awards, In2 EMEA, Best Influencer Programs + Endorsements (Paid), Gold

888sport, the multinational online sports gambling company, differentiated itself from the competition in the UK through partnership with a celebrity grime MC.

Axis Communications: An Editorial Approach to Content Marketing

Case Study • SABRE Awards, In2 EMEA, Best Use of Blogs, Gold

Axis Communications, a Swedish network video surveillance company, drove website traffic and media coverage through blogging.

Refinitiv: Revealing the true cost of financial crime

Case Study • SABRE Awards, In2 EMEA, Best Use of Original/Commissioned Research for PR, Gold

Refinitiv, the international provider of financial markets data and infrastructure, revealed the true cost of financial crime through a global report.

Boehringer Ingelheim: Creating The Boehringer Ingelheim CNS Story

Case Study • SABRE Awards, In2 EMEA, Best in Identity Branding, Gold

Boehringer Ingelheim, the German pharmaceutical company, externalised people’s internal struggle with mental illness to increase online engagement.

Givaudan: Givaudan 250 Odyssey

Case Study • SABRE Awards, In2 EMEA, Best in Brand Narratives, Gold

Givaudan, the Swiss flavours and fragrances manufacturer, increased engagement by celebrating its 250th anniversary by creating a campaign story that connected past, present and future.

Philips: Avent - The Science of Caring

Case Study • SABRE Awards, In2 EMEA, Best Content Creation for Media Sites (Paid), Gold

Philips Avent, the UK baby care company, engaged consumers in Romania by involving men in their communications to parents.

Vaynerchuk calls for content revolution

News • 20 May 2019

Brands should not be afraid of making longer form content even as many digital platforms are pushing them towards shorter and shorter messages, Gary Vaynerchuk, CEO of VaynerMedia, has argued.

23andMe and iHeartMedia enjoy branded podcast success

Article • Stephen Whiteside, Event Reports, ARF AUDIENCEXSCIENCE, April 2019

23andMe, a company that provides genetic and ancestry tests, partnered with iHeartMedia, the audio-media firm, on a custom podcast entitled “Spit”.

Crate&Barrel finds a perfect home with podcast advertising

Article • Stephen Whiteside, Event Reports, ARF AUDIENCEXSCIENCE, April 2019

Crate&Barrel, the homeware retailer, successfully used podcast advertising as a means of promoting its wedding registry service.

Sanlam Personal Finance: Pink Tax

Case Study • SABRE Awards, Africa, Public Affairs/Government Relations, Gold, 2019

Sanlam, a South African financial services group, used a nationwide survey to create targeted messaging around the Pink Tax, the premium levied on female-specific products and services in South Africa.

National Social Security Fund (NSSF) Uganda : NSSF Friends With Benefits Image Campaign

Case Study • SABRE Awards, Africa, Corporate Image, Gold, 2019

The National Social Security Fund (NSSF), a quasi-government agency responsible for retirement funds, increased awareness of its benefits and reduced negative sentiment in East Africa by launching a reality TV show featuring its members.

What’s working in content marketing

Article • WARC Category Intelligence, January 2019

Global strategies, campaign updates and trends in content marketing.
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.
Story time for B2B brands: Storytelling is a powerful way to create effective content marketing and generate sales

Article • Chuck Kapelke, ANA Magazine, B-to-B Marketer, July 2018

Story-driven marketing content is being used to drive sales and to help businesses stand out in a crowded marketplace.
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.
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'.