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ViacomCBS EyeQ: Culture of influence

Article • Research on WARC, October 2021

Explores the all-consuming impact of online creators and their communities on culture, brands and beyond.

How emergent beauty platforms are offering creators more agency over their earning potential

Opinion • Natasha Hulme, October 2021

Beauty influencers are embracing the creator economy to speak directly to audiences and find greater control over what they choose to create and share explains Natasha Hulme, Global Strategy Director at SEEN.

Influencing the influencers: Exploring the creator economy in esports

Article • Soraya Sobh, WARC Exclusive, October 2021

This article defines the lines between influencer marketing and the creator economy, why one is about pay and post and the other is a long-term content and engagement strategy.

Strategies for Effective Live Advertising

Article • Yiru Wang, Zixuan “Mia” Cheng, Jianyu “Kerwin” Hao, Kirk Plangger, Colin Campbell and Sara Rosengren, WARC Exclusive, October 2021

This article explores the growing area of live advertising, when a host or influencer speaks directly to their audience in a live chat offering discounts and demonstrations for products, and generates sales in real-time.

What brands need to know about the rising creator economy in Asia

Article • Misaki Sato, Jeerapat Klinpayom and Sandra Lee, WARC Exclusive, October 2021

Shares research on influencers across APAC, and looks at how influencer marketing in the region has evolved since the start of the Covid-19 pandemic.

New power dynamics equal new possibilities

Opinion • Zoe Scaman, October 2021

Embrace the growth of the creator economy to reimagine brand and business models says Zoe Scaman, founder of Bodacious and co-founder of MCX.

How brands can engage in the creator economy

Article • Jorik Houweling and Nthabi Kamala, WARC Exclusive, October 2021

This article explains the creator economy, detailing the new ways creators are monetising their work and the difference between creators and influencers.

The WARC Guide to brands and the creator economy

Article • WARC Best Practice, October 2021

A summary of new thinking and best practice on brands and the creator economy.

What is a content creator?

Article • Nicole Alibrandi, WARC Exclusive, October 2021

This article provides a detailed overview of the role of creators in the advertising ecosystem and shares eleven ways creators monetise their profile or businesses.

How influencers are exploring their income options

Article • Alexander Frolov, WARC Exclusive, October 2021

Looks at influencer earnings and the emerging ways influencers are taking more control of their income.

Inside the rise of the gaming influencer

Article • Bethany Bloch, WARC Exclusive, October 2021

This article explores the increase in gaming in Asia since the start of the pandemic and the growing power of gaming creators.

Influencer brands aren't bulletproof – here are three times they've gone wrong

Opinion • Sara McCorquodale, October 2021

Behind the trend of creators marketing their own brands, there’s been some high profile mishaps says Sara McCorquodale CEO and founder of CORQ .

The impact of the creator economy on the next generation

Article • Nick Richardson, WARC Exclusive, October 2021

This article explores children and teenagers’ changing media habits, and why they are embracing the creator economy as consumers and participants.

Overlook the clichés of the creator economy

Opinion • Matt Klein, October 2021

Matt Klein, cultural theorist and strategist, highlights that the real power of the creator economy is in reaching the ‘long tail’ of media interests.

Driving effectiveness with direct mail: Making a physical impact in a digital world

Article • WARC Exclusive, October 2021

This report, developed in association with Royal Mail Marketreach, is an analysis of successful UK case studies that use direct mail, both as lead media and in the media mix.

Make it relevant: Diversity and inclusion in China ads

Article • Laurence Lim Dally and Nara Parhat, WARC Exclusive, September 2021

Cherry Blossoms Intercultural Branding’s Laurence Lim Dally and Nara Parhat examine the approach to DEI (diversity, equality and inclusion) issues in local and Western brands’ advertising in a homogenous country like China.

Deep diving into social commerce and its embrace in Southeast Asia

Article • Neeraj Gulati, WARC Exclusive, Spotlight SEA, September 2021

Entropia’s Neeraj Gulati examines the evolution of social commerce and how it has become an always-on shopping mindset backed by the human experience of community, conversation and validation.

What’s next for social commerce in the Philippines?

Article • Jean Arboleda and RJ Paculan, WARC Exclusive, Spotlight SEA, September 2021

TBWA\SMP’s Jean Arboleda and RJ Paculan analyse how the pandemic has created new social media opportunities for brands to make a sale and connect with consumers.

Social commerce in Indonesia: Trends, challenges and how to win hearts

Article • Gianinna Agustina and Jody Ridwan, WARC Exclusive, Spotlight SEA, September 2021

Social commerce is a natural fit with Indonesian consumer behaviour but Gianinna Agustina and Jody Ridwan Juniarsyah of romp Jakarta say brands must provide a better online shopping experience for consumers to fully embrace it.

Social commerce: Consumer sentiment data

Article • WARC Exclusive, Spotlight SEA, September 2021

Analyses data from ongoing surveys of Southeast Asian consumers, provided by GWI.

How to use a spokesperson’s smile effectively: Smile intensity, consumer self-construal, and brand relationship determine ad effectiveness

Research Paper • Chun-Tuan Chang, Hsiao-Ching Lee, Yu-Kang Lee, and Hui-Wen Chang, Journal of Advertising Research, Digital First, September 2021

Drawing from the social-functional perspective, this research explored the differences in consumers’ responses to two types of spokesperson’s smile: broad and slight.

Influencers and user-generated content help LG start a positive laundry cycle with consumers

Article • Jo Bowman, Event Reports, ANA Influencer Marketing Conference, August 2021

LG, the electronics and appliances brand, tapped into the power of influencers and user-generated content to drive interest in its innovative WashTower laundry appliance.

How micro-influencers helped drive sales of the Lexus IS

Article • Jo Bowman, Event Reports, ANA Influencer Marketing & Activation Conference, August 2021

Lexus, the automaker, successfully tapped the power of micro-influencers to fuel sales of its IS sports sedan.

Online video and influencer budgets to see biggest increase in 2022

Data • Rob Clapp, WARC Data Points (Curated), September 2021

An overview of the change in media budgets by senior marketers in 2022.

China’s Saturnbird: Brewing coffee with culture and creativity

Article • WARC Exclusive, Spotlight China, June 2021

Popular Chinese coﬀee brand Saturnbird is driving growth with an evolving consumer-centric strategy that emphasises creativity and community connections.

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 we know about influencer marketing

Article • WARC Best Practice, July 2021

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.
The WARC Guide to shoppable media

Article • WARC Best Practice, March 2021

A summary of new thinking and best practice on shoppable media.
Insights from the 2021 Creative Effectiveness Lions winners

Article • WARC Exclusive, August 2021

Highlighting trends among the campaigns entered into the 2021 Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
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's working in social

Article • WARC Category Intelligence, June 2021

Global strategies, campaign updates and trends in social.