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What we know about marketing on Facebook

Article • WARC Best Practice, October 2021

Explores the current reading on the topic of marketing on Facebook – the best used social network in the world, reaching over two billion users every month.

From discovery to purchase: The role of community commerce

Article • WARC Exclusive, October 2021

This report, produced in partnership with TikTok and Publicis Groupe, explores the role that social communities play in influencing purchase decisions.

KFC: The chicken dance

Case Study • SABRE Awards, APAC In2, Best Meme/Viral Campaign, 2021

KFC, the fast-food chain, found new ways to reenergise its fan base and bring back excitement in Myanmar.

Football Beyond Borders: Going Beyond Borders

Case Study • APG (UK), Entrant, 2021

Football Beyond Borders (FBB), an education and social inclusion charity, launched a campaign in the UK to broaden its ability to support young people and reach new audiences.

Duolingo: Fun is serious business

Case Study • APG (UK), Entrant, 2021

Duolingo, a language learning app, launched a global campaign to increase awareness and new sign-ups.

Sky TV/Sky Q: Simplicity is the enemy of DIVERSITY

Case Study • APG (UK), Entrant, 2021

Sky Q, a subscription-based television and entertainment service, launched a campaign in the UK to increase consideration by tapping into a more diverse representation of its potential customers.

Lifebuoy: Using Planning to Strike Gold

Case Study • APG (UK), Entrant, 2021

Lifebuoy, a hygiene soap brand, launched a campaign to reintroduce the brand to the UK market during the pandemic and encourage people to clean their hands in the right way at the right time.

How we helped the next generation find confidence that lasts in the British Army

Case Study • APG (UK), Silver, 2021

The British Army, a principal land warfare force, launched a recruitment campaign in the UK to show how the army offered a personal benefit to young people that appealed to their desire, not just for physical growth but personal growth.

Freedom From Torture: Give a damn, do what we can - How we responded rapidly to raise money for survivors of torture in lockdown

Case Study • APG (UK), Entrant, 2021

Freedom From Torture, a British registered charity, launched a campaign in the UK to challenge the public's beliefs on torture and raise money to support asylum seekers.

Diesel: Cancelled Plans

Case Study • APG (UK), Entrant, 2021

Diesel, a clothing and lifestyle brand, launched a global campaign to inject itself back into culture and drive sales.

Grenfell United: Unsafe homes in the spotlight - How making the invisible highly visible inspired a national call for change

Case Study • APG (UK), Entrant, 2021

Grenfell United, a support network for survivors and bereaved families, launched a campaign in the UK to ensure the Grenfell tragedy is never repeated by uniting the nation to demand safer homes for everyone.

Tourism New Zealand: Guide to (Tourism) New Zealand

Case Study • APG (UK), Entrant, 2021

Tourism New Zealand, the country's official tourism agency, launched a global campaign to grow consideration of NZ as a holiday destination by evolving its brand platform.

Under The Skin: Connecting Childline to a new generation

Case Study • APG (UK), Gold, 2021

Childline, a free counselling service for 9–18-year-olds, launched a campaign in the UK during Anti-Bullying Week to show young people that no matter how they feel on the inside, they're not alone.

McDonald's Canada: Friends Wanted - The One Where Ross & Rachel Helped Planning Reimagine Recruitment

Case Study • APG (UK), Gold, 2021

McDonald's, a fast-food chain, launched a recruitment campaign in Canada to improve the negative perception among potential Gen Z recruits and to encourage them to apply.

Commerce and video streaming are most important trends for APAC marketers

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

An overview of the most significant consumer behaviours affecting the marketing industry in Asia Pacific.

Brands moving Instagram strategy to carousel posts and IGTV

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

An overview of Instagram posts by format (photo, carousel, video or IGTV) between 2019 and 2021.

B2B marketers use broader range of channels than B2C

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

An overview of marketing channels used by B2B and B2C companies.

Amazon Prime Video outperforms among older audiences

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

An overview of subscription video-on-demand (SVOD) audiences aged 55+.

Dreaming of streaming: Deconstructing Twitch's five audience segments

Article • Brian Carruthers, Event Reports, DMEXCO, September 2021

Twitch’s evolution from livestreaming service for gaming to a live social and interactive service has gathered pace during the pandemic.

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.

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.

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.

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.

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.

Marketers think TikTok advertising is innovative, but less trustworthy

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

An overview of marketers' perceptions of trust and innovation of advertising on digital media platforms.

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.
Global Ad Trends: State of The Industry 2020/21

Data • James McDonald, Rob Clapp, WARC Data, November 2020

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment, media consumption, and cost inflation this year and next. Key findings include:
The WARC Guide to shoppable media

Article • WARC Best Practice, March 2021

A summary of new thinking and best practice on shoppable media.
The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.
Global Ad Trends: COVID-19 One Year On

Data • Rob Clapp, WARC Data, April 2021

This report summarises the latest research from WARC's Data platform, with a focus on the long-term changes and opportunities in advertising and consumption across e-commerce, online video, social media, and gaming and esports. Key findings include:
What we know about marketing on TikTok

Article • WARC Best Practice, October 2021

Explores the latest best practice guidance around using TikTok, a mobile video app, as a platform for marketing communications.