PR, WOM & earned media

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In the aftermath of the Capitol riots, US brands re-assess their entanglement with politics

Opinion • Cathy Taylor, January 2021

“Axe Body Spray has come out stronger against the insurrection than the majority of the GOP,” tweeted the anti-Trump Lincoln Project last Thursday, sharing this tweet from the Unilever brand:

Everything is PR

Opinion • Faris Yakob, January 2021

Everything is PR because, in an age of crises, everything is crisis communication, writes Faris Yakob, but the flip side is that everything communicates.

Why brands in China are looking beyond their own category

News • 21 December 2020

‘Chu Quan’ marketing offers an opportunity for brands to connect beyond their categories and become a part of a wider cultural conversation.

The key to opening different media doors

Opinion • Zofia Iwaszkiewicz, December 2020

During 2020 Kantar has published seven category-specific media effectiveness investigations covering food and drink, tech and telco, alcohol, finance,

Get out of your zone: Winning the ‘Chu Quan’ marketing game in China

Article • Alice Yu Yuebo, WARC Exclusive, Spotlight China, December 2020

Alice Yu outlines an emerging opportunity for brands to connect beyond their categories and become a part of a much wider consumer conversation.

Why do some advertisements get shared more than others? Quantifying facial expressions to gain new insights

Research Paper • Daniel McDuff and Jonah Berger, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 370-380

Why do some advertisements get shared more than others? Using scalable automated facial coding algorithms, the authors quantified the facial expressions of thousands of individuals in response to hundreds of video advertisements.

What we know about reach and frequency

Article • WARC Best Practice, December 2020

Provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.

Clear: Come Back Stronger

Case Study • Jasmine Lai, Adrian Adshade, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Anti-dandruff brand Clear partnered with mental health professionals in Southeast Asia to inspire engagement and help young people cope with the strain of lockdown.

Reform Alliance: When It's Over

Case Study • Dean Challis, Samantha Deevy, Paulina Liang, Molly Klein, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Prison reform non-profit Reform Alliance used icons such as Kim Kardashian and Madonna to front a social media campaign aimed at getting personal protective equipment into prisons in the US and secured a $10m donation from Twitter founder Jack Dorsey in the process.

Dove: Not Just One Brand of Real Beauty

Case Study • Imogen Bourke, Alana Zervos, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020

Dove, the beauty care brand, localised its global brand platform to tackle unrealistic beauty standards for women in Hong Kong.

Burger King: Twitter Bait

Case Study • Jimmy George, Annabelle Butler, Jane Dorsett, WARC Media Awards, Silver and Platform Pioneer Award, Effective Use of Tech, 2020

Quick-Service Restaurant chain Burger King created an online campaign based on 'creeping' on social media influencers' pages to launch a new dessert product to young millennials in the US.

Get your innovation right in 2021

News • 02 December 2020

With media budgets tight in many markets, a new WARC report highlights the sort of innovative strategies, that, post-pandemic, brands can use to facilitate talking points and grab attention as well as drive PR and social engagement.

Angry Birds: #BringTheAnger

Case Study • Kathryn Ruocco, WARC Media Awards, Bronze, Effective Use of Tech, 2020

Gaming company Rovio Entertainment celebrated the 10th anniversary of its Angry Birds game and made it culturally relevant again in the US with its #BringTheAnger campaign, encompassing digital OOH, influencers and on-ground activity featuring gadgets powered by anger.

What we know about marketing on Facebook

Article • WARC Best Practice, November 2020

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.

KFC: Michelin Impossible

Case Study • APG (AUS), Creative Strategy Awards, Finalist, 2020

KFC, a fast food brand, reversed negative perceptions of its food quality in Australia with its campaign Michelin Impossible.

From founder to employee, Patagonia is committed to agitating for change

Article • Sam Peña-Taylor, Event Reports, Festival of Marketing, October 2020

Patagonia’s European marketing director explains how the company doesn’t just talk about an abstract purpose; the brand and its employees act directly to address these issues.

Airbnb prospectus points to the importance of brand for loyalty

News • 20 November 2020

Booking platform Airbnb has published its IPO prospectus – an opportunity to peer under the hood at its long-term strategy.

Long live the King: Burger King's advertising plays a different game

Opinion • Faris Yakob, November 2020

The products of creativity clients want from agencies aren’t art and copy but attention and commerce, says Faris Yakob – Burger King is the brand leading the way.

Dove: The Quest to End Hair Discrimination

Case Study • Lauren Tuchalski, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Beauty brand Dove ran a multi-channel campaign, targeting the Black community, in the United States to attract signatures for a petition against hair discrimination and align itself with anti-racist activism.

Airbus: The Sustainable Flight

Case Study • Filipe Gouveia, Lucy Skorodelova, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Aerospace company Airbus used a multi-channel campaign in the APAC region to cut through trade show clutter and grab the attention of decision makers in the aerospace industry.

Five considerations for advertisers embarking on a Super Bowl journey

Article • Ana Jiménez Núñez and Leander Sodji, WARC Exclusive, November 2020

Key takeaways for Super Bowl advertisers from Mano’s annual Super Bowl Compass report.

HomeEquity Bank: #PauseToRemember

Case Study • Maxine Thomas, David Tremblay, WARC Media Awards, Silver, Effective Channel Integration, 2020

Financial services provider HomeEquity Bank targeted online war gamers in a Remembrance Day activation to raise awareness of its partnership with the Royal Canadian Legion and increase brand affinity among seniors in Canada.

ITC: Bhadrachalam – making of the Indian Paper Tigers

Case Study • SABRE Awards, Gold, South Asia, 2020

ITC, a multinational conglomerate company, aimed to support the socioeconomic transformation of the Bhadrachalam region in India by establishing a papermill that could generate livelihoods and replenish environmental resources.

Rashtriya Garima Abhiyan: Dignity March

Case Study • SABRE Awards, Gold, South Asia, 2020

Dignity March, a national initiative to end sexual violence against women, raised awareness of the need to end sexual violence against women in India by creating a march that featured thousands of survivors and stakeholders supporting the cause.

PVR Cinemas: Alternate Content, the new king to drive footfalls at the cinemas

Case Study • SABRE Awards, Gold, South Asia, 2020

PVR, a film entertainment brand, reinforced its image as a consumer-centric brand that continues to bring alive unique experiences for a multiplex audience in India and showcased its products and offerings with its Alternate Content campaign.

The effectiveness code

Article • James Hurman with Peter Field, WARC Exclusive, June 2020

This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.
A guide to TikTok for brands

Article • Frances Sinclair, WARC Best Practice, February 2020

A guide to using social video app TikTok as a marketing platform, including its organic and paid advertising opportunities, working with TikTok influencers, and how to measure performance.
What we know about influencer marketing

Article • WARC Best Practice, May 2020

Provides an overview of how influencer opinion and recommendations can deliver marketing messages to consumers through social networks and word of mouth.
How marketers can de-risk the COVID-19 disruption

Article • Amit Narayan, WARC Exclusive, February 2020

Crises often have the potential to hurt a brand’s reputation, it is critical that marketers step up to the plate and drive the company’s response and recovery plan – Control Risks' Amit Narayan outlines some key action points for a strategy that builds resilience and achieves sustainable growth.
What we know about reach and frequency

Article • WARC Best Practice, December 2020

Provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.
What we know about marketing on Facebook

Article • WARC Best Practice, November 2020

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.