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How Arby’s transformed one TikTok video in a viral triumph

Article • Stephen Whiteside, Event Reports, SXSW, March 2021

Arby’s, the quick-service restaurant chain, scored a viral success on video-sharing app TikTok by seizing on an unusual marketing opportunity.

TikTok content creators: The new kings and queens of social

Article • Mukta Lad, Event Reports, Meltwater APAC Digital Summit, March 2021

Content creators on TikTok are disrupting the world of marketing and media, and attracting the attention of Gen Z and millennials.

Online video and social advertising to accelerate this year

Data • Rob Clapp, WARC Data Points, April 2021

An overview of global media investment in 2020 and 2021.

How Budweiser China acted ‘small’ to win big

Article • Alex Brownsell, WARC Exclusive, April 2021

Matt Che, CMO of Budweiser Brewing Co APAC, and Dolly Huang, Head of Marketing Capabilities, reflect on the use of brand purpose in the brewer’s award-winning ‘All Love is Love’ campaign.

When creativity is sidelined in e-commerce, here’s how to take back control

Article • Low Lai Chow, Event Reports, Spikes Asia X Campaign, February 2021

Marketers who believe in only the short term have sidelined creativity, says MediaCom’s Josh Gallagher.

Trend Snapshot: Clubhouse and the emergence of social audio

Article • Alex Brownsell, WARC Trends, March 2021

Looks at how app Clubhouse has become the poster-boy for social audio after launching in March 2020 and following the arrival of celebrity participants like Elon Musk and Mark Zuckerberg.

Today’s trend in China, tomorrow’s trend worldwide? A “what if” peek at future marketing

Article • Low Lai Chow, Event Reports, Spikes X Campaign Asia event, March 2021

The world is looking to China for the future of marketing as it sets the trends in media and technology innovation – at the recent Spikes X Campaign Asia event, media agency Mindshare China shared what lessons brands can learn from them.

Shoppable media as an omnichannel strategy

Article • WARC Webinars, March 2021

Isobar Commerce's Patrick Deloy and Nathan Petralia share insights from their contribution to the WARC Guide to Shoppable Media on the pros and cons of investing in paid shoppable media advertising.

How influencers help Nationwide and the NFL celebrate players’ charitable efforts

Article • Jo Bowman, Event Reports, ANA Influencer Marketing & Activation Conference, December 2020

Nationwide, the insurance provider, has tapped the power of influencers to promote its sponsorship of the Walter Payton NFL Man of the Year Award.

How influencers helped Wisconsin Cheese achieve “rind-blowing” results

Article • Jo Bowman, Event Reports, ANA Influencer Marketing & Activation Conference, December 2020

Wisconsin Cheese, an organization that champions the state’s cheese and cheesemakers, tapped the power of influencers to transform consumer perceptions.

The ANA outlines the benefits of standardized metrics for influencer marketing

Article • Jo Bowman, Event Reports, ANA Influencer Marketing & Activation Conference, December 2020

The Association of National Advertisers (ANA), the trade body, is seeking to bring a greater degree of standardization to the measurement of influencer marketing.

45% of influencer marketers use TikTok, ahead of Facebook

Data • Rob Clapp, WARC Data Points, March 2021

An overview of different social platforms used for influencer marketing campaigns.

What the shoppable media opportunity means for brands

Opinion • Alex Brownsell, March 2021

The steady convergence of commerce and storytelling is driving the creation of a new advertising opportunity, writes Alex Brownsell.

Strategy Toolkit module 4: Consumer behaviour

Article • WARC Strategy Toolkit, March 2021

This article discusses various approaches used by marketers to understand what consumers want.

Future gazing: Social commerce is the new e-commerce

Article • Maria Bain, WARC Exclusive, March 2021

Three key considerations for brands looking to sell products and services on social media platforms.

Influencer marketing’s impact on shoppable media

Article • Kaho Yamada, WARC Exclusive, March 2021

Explains how brands can use influencer marketing as a sales channel.

쇼핑 가능 미디어(Shoppable media)에 대한 WARC 가이드

Article • WARC Best Practice, March 2021

쇼핑 가능 미디어에 대한 새로운 사고 및 모범 사례 요약.

Headless commerce: Incremental gains and exponential change

Article • Mudit Jaju, WARC Exclusive, March 2021

Explores the technology requirements for brands wishing to sell via social commerce.

Partnerships can breathe new life into older brands

Opinion • Audrey Low, February 2021

Famous ‘legacy’ brands are using partnerships to refresh their positioning and extend their appeal to younger audiences.

Is poor communication undermining the chances of success for COVID-19 vaccines?

Opinion • Kirstie Turner, February 2021

Vaccines against the coronavirus have been widely welcomed, but there are still plenty of doubters out there. Kirstie Turner, of health communications agency Page & Page and Partners, ponders how to address a wave of misinformation and falsehoods.

Brands can align with new, reliable influencers in a US looking for truth

News • 29 January 2021

2020 changed the nature of influencers, as issues ranging from the presidential election to the pandemic left Americans looking for truth.

Keeping it real – consumers want customers’ product photos not professional shots

News • 27 January 2021

Consumers around the world agree that authenticity is what they want from brands when they consider buying – and for most that comes from seeing photos posted by other consumers on social media, not big-money professional shots.

Polarization in the US is fueling a new wave of reliable, authentic influencers

Article • Shawn Francis, WARC Exclusive, Spotlight US, January 2021

Influencers have pivoted to thrive in the polarized United States.

Digital ad revenue in China grew 23% in 2020

News • 18 January 2021

Digital advertising revenue in China grew by almost 23% in 2020, and the double-digit growth occurred even though average media spend fell by more than 15% between Q1 and Q3 because of COVID-19, according to a new report from independent consultancy

The latest revenue stream for gaming companies – virtual influencers

News • 14 January 2021

A fresh approach to the business of influencing comes from the gaming world in China, where the lines between what’s real and what’s virtual are becoming ever-more blurred – step forward Nuan Nuan, once a popular female character created by Chinese g

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
What's working in social

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in social.
2020 Media Strategy Report: Insights from the WARC Media Awards

Article • WARC Exclusive, April 2020

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.
The WARC Guide to Marketing in the gaming ecosystem

Article • WARC Best Practice, September 2020

A summary of new thinking and best practice on marketing in the gaming ecosystem, from the WARC Guide.
What we know about influencer marketing

Article • WARC Best Practice, July 2020

Looks at how influencer opinions and recommendations via word-of-mouth or through social networks play a significant role in spreading ideas and delivering marketing messages to consumers.
2020 Social Strategy Report: Insights from the WARC Awards

Article • WARC Exclusive, July 2020

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2019 WARC Awards.