Digital media

Unilever’s Conny Braams: “Strong brands do well in e-commerce”

Opinion • Anna Hamill, June 2021

Brand building in e-commerce environments has emerged as a priority for marketers in the post-COVID world. Unilever’s Chief Digital and Marketing Officer, Conny Braams, shares the FMCG giant’s approach to growth in digital channels with WARC’s Anna Hamill.

Only 26% of Apple users allow app tracking when prompted

Data • Rob Clapp, WARC Data Points, June 2021

An overview of Apple app users who have allowed app tracking when shown the App Tracking Transparency prompt.

Rethinking brand for the rise of digital commerce

Article • WARC Exclusive, June 2021

This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.

Post-pandemic social trends

Article • Peter Gasston and Camila Toro, WARC Exclusive, June 2021

The pandemic forced socialising online.

Media subscription services see better retention post-COVID

Data • Rob Clapp, WARC Data Points, June 2021

An overview of global media subscriptions and their retention rate before and after COVID-19.

Voice of the consumer: Lifestyles survey 2021 – key insights

Article • Euromonitor Strategy Briefings, May 2021

Analyses key aspects of consumers in a variety of settings including at home, at work, in-stores and online across 40 key markets.

GB News, culture wars, and the future of brand safety

Opinion • Brian Carruthers, June 2021

The launch of GB News, a UK news network promising to take on “woke warriors”, shows that brands cannot avoid getting involved in the broader cultural conversation, argues Brian Carruthers, WARC’s News Editor.

Lifebuoy: Purpose (Blis)

Case Study • MMA Smarties, Bronze, MENA, 2020

Lifebuoy, a soap brand, launched a public service campaign in Egypt to remind people that practising good hand hygiene and using any soap brand can help reduce the spread of infections, while reminding people to stay at home.

App Samurai: Storyly

Case Study • MMA Smarties, Silver, MENA, 2020

App Samurai, a mobile growth platform, converted stories into a tool for every app owner to boost onboarding, engagement, retention, and revenue with its own branded story content with Storyly.

Lipton: Stay At Home

Case Study • MMA Smarties, Silver, MENA, 2020

Lipton, a tea brand, launched its Stay at Home YouTube campaign in Egypt to drive messaging around the impact of social distancing in society and highlighted the health benefits of green tea.

FCA

Case Study • MMA Smarties, Gold, MENA, 2020

FCA, an automobile brand, used banner ads to raise brand awareness and attract customers in the Middle East.

Dove: Amazon

Case Study • MMA Smarties, Gold, MENA, 2020

Dove, a personal care brand, boosted sales via Amazon on White Friday in the UAE.

McDonald’s: Taskeeta

Case Study • MMA Smarties, Silver, MENA, 2020

McDonald's, a fast-food brand, launched an interactive, gamified mobile campaign in Saudi Arabia to present its promotional meal.

KitKat: Core

Case Study • MMA Smarties, Gold, MENA, 2020

KitKat, a confectionery brand, launched a gamified, multilingual campaign in the Middle East to reclaim its association with taking a break.

RAKBANK: She Can Play

Case Study • MMA Smarties, Gold, MENA, 2020

RAKBANK, a banking brand, improved brand perception in the UAE with its She Can Play campaign that focused on a young girl and her love of football.

Pampers: Hope Is Born

Case Study • MMA Smarties, Gold, MENA, 2020

Pampers, a nappy brand, donated one million nappies in Lebanon and raised the country's morale with its social media campaign #HopeIsBorn.

Kotex

Case Study • MMA Smarties, Silver, MENA, 2020

Kotex, a menstrual hygiene brand, focused its campaign on mobile gaming in Saudi Arabia, Bahrain, the UAE, Oman and Kuwait with video content celebrating female Arab champions in their chosen field.

TikTok: Hive

Case Study • MMA Smarties, Silver, MENA, 2020

TikTok, a social media platform, hosted a virtual even to bring people together in the Middle East after a year of COVID-19.

RAKBANK: Memotraits - AI Brings Memories to Life

Case Study • MMA Smarties, Gold, MENA, 2020

RAKBANK, a banking brand, turned memories into tactile experiences for FC Barcelona fans in the UAE with its Memotraits campaign.

Rexona: Move More Stay Home

Case Study • MMA Smarties, Silver, MENA, 2020

Rexona, a deodorant brand, encouraged people to stay active during the COVID-19 lockdown and raised awareness around brand purpose in Egypt with its Move More Stay Home campaign.

RAKBANK: Euphoria Moments

Case Study • MMA Smarties, Gold, MENA, 2020

RAKBANK, a banking brand, used AI to serve FC Barcelona fans in the UAE contextually targeted ads with its campaign Euphoria Moments.

ThinkTV: Be TV certain

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

ThinkTV, a research and marketing organisation, created a campaign to promote TV advertisement in Australia.

Spacetoon: Spacetoon and Moshaya strategic partnership

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Spacetoon partnered with The Moshaya Family, a Saudi YouTube content creator with 20 million subscribers, and produced an animation entitled 'The Moshaya Family Animation' in the UAE.

Hewlett Packard Enterprise: All in the name of healthcare

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Hewlett Package Enterprise, an IT company, created HPE GreenLake, a platform that addressed the data needs of healthcare organisations in the United States.

Lenovo: Equality Spell Check

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Lenovo, a technology company, launched a campaign across MENA countries to raise awareness about the different meanings that workplace words have for women compared to men.