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.

Creating healthcare content that matters

Article • Michael Leis, WARC Webinars, January 2020

Michael Leis (Publicis Health) discusses the repeatable, strategic guides that can be built to clarify decision-making and drive the world’s largest, most engaged therapeutic-area audiences.

How brands can learn to create moments of online connection

Article • Anita Caras, WARC Exclusive, January 2020

The findings of a study by Verizon Media into the key motivations underlying how and why consumers interact with online content.

Turn experience into content: Unilever

News • 13 December 2019

Content can transform the way that consumers experience the brand, according to Unilever’s senior global brand director, who believes that the blurring of the boundaries between offline and online offers rich pickings for generating content.

Content strategy insights from the 2019 WARC Awards

News • 10 December 2019

The year’s most effective content strategies build audiences for the long term, feature tangible elements, and tap younger audiences’ desire for self-expression – here’s what you need to know.

Effective Content Strategy Report: Lessons from the 2019 WARC Awards

Article • WARC Exclusive, December 2019

Analysing trends in content strategies with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2019 WARC Awards.

Five native formats shaping the next generation of e-commerce advertising

Opinion • Rico Chan, December 2019

In a world with small screens and even shorter attention spans, marketers are relying heavily on native ads to drive action, conversions and brand storytelling.

How to drive retail success with native ads

Article • Research on WARC, November 2019

Native ads and their multiple innovative formats are best equipped to deliver experiences that entertain, inspire, and solve for the real needs of consumers from awareness to conversion.

Uber: Uber Legends

Case Study • Tahaab Rais, Tala Arakji, WARC Media Awards, Silver, Best Use of Data, 2019

Uber championed its top users with Uber Legends, an evocative campaign that tells the real stories of real journeys, to engage users and increase brand love.

ŠKODA UK: #ThisIsOurTime

Case Study • Susie Milburn, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019

Volkswagen-owned auto brand ŠKODA leveraged its cycling heritage and sponsorship of the Tour de France to provoke conversations about gender inequality in the sport.

Ford Everest: Carpool Talk

Case Study • Hang Nguyen, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019

Car-manufacturer Ford used a disruptive content marketing campaign, amplified on social media, to change perceptions of its Everest SUV in Vietnam.

Tim Hortons: The Away Game

Case Study • WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019

Tim Hortons, the restaurant chain, leveraged a favourite pastime - hockey - with The Away Game campaign to revive love for the brand in Canada.

Can-Am Ryker: A ride like no other

Case Study • Touché!, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Vehicle brand BRP took an unconventional approach to publicise the launch of its latest model to a younger target audience, teaming up with pop culture icons to increase awareness and drive trial.

Dove: ‘Show Us’

Case Study • Patricio Shilton, Lucia Yanes, Bianca Astuto, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Skincare brand Dove implemented a comprehensive campaign in Argentina to fulfil its brand purpose and effect a real change in society.

Shell Advance: Forever Outriders

Case Study • Anupama Jha Kumar, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Oil brand Shell used the power of influencers and online content in Vietnam to increase awareness and preference among a young target audience.

Google: Exporting Google to the World

Case Study • Nancy Ting, Blair Chen, Vanilla Qian, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Google was able to power the global ambitions of Chinese small and medium-sized businesses by using B2C tactics in a B2B campaign, increasing both brand awareness and performance effects.

Tourism Québec: Born to Let Go

Case Study • Hearts & Science Montreal, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Tourism Quebec harnessed the power of data to inspire travellers from abroad to visit the province.

Space: Monzón – Idol. Champion. Femicide.

Case Study • Patricio Shilton, WARC Media Awards, Entrant, Effective Channel Integration, 2019

TV channel Space adopted a strong segmentation strategy in Argentina to target distinct groups of viewers, and capture a new and more diverse audience.

XFINITY drives real-time viewer engagement with “Reality Week”

Article • Stephen Whiteside, Event Reports, 4A's Strategy Festival, October 2019

XFINITY, the cable TV and online services brand, engaged an audience of millions with a campaign that drew on the mass appeal of reality television.

How Jeep uses music to build its brand

News • 05 November 2019

Jeep, the auto marque owned by Fiat Chrysler Automobiles (FCA), has made innovative use of music partnerships to engage consumers, as well as to create impactful TV spots.

How the power of music partnerships drives Jeep’s marketing success

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing Conference, October 2019

Jeep, the auto marque, believes that music can help magnify the impact of its marketing spend in powerful ways.

Toyota AYGO: Go Your Own Way

Case Study • Account Planning Group - (UK), Entrant, 2019

Toyota, the automotive manufacturer, increased sales of its AYGO car in the UK with a campaign that created buzz around the launch of a new model.