PR, WOM & earned media

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How Lenovo shaped marketing strategy for its service-led transformation

Article • Gabey Goh, WARC Exclusive, April 2021

Bhaskar Choudhuri, Asia Pacific chief marketing officer of Lenovo PCs and Smart Devices speaks to WARC about the rare opportunity to work on the B2C and B2B segments simultaneously and how its marketing initiatives are unified under the global company vision of “smarter technology for all”.

Burger King’s Moldy Whopper: Turning category tropes on their head

Article • Anna Hamill, WARC Exclusive, April 2021

Burger King’s Moldy Whopper set the advertising world alight – the work was the realisation of many years spent improving the brand’s food quality, according to Fernando Machado, Burger King’s Chief Marketing Officer.

‘Michelin Impossible’: How KFC’s audacious dream went viral in Australia

Article • Anna Hamill, WARC Exclusive, April 2021

Australia’s fast-food category is crowded, and cut-throat – KFC Australia’s campaign ‘Michelin Impossible’ drove outstanding results on a shoestring budget.

DB Export Gold Low Carb redefines the romantic ballad

Article • Anna Hamill, WARC Exclusive, April 2021

DB Breweries’ new extra low-carb product needed to made a splash with beer-loving Kiwis, and in a category where there were already several competing products.

Power Oil: What did you just eat?

Case Study • WARC Cases, 2020

Cooking oil brand Power Oil increased sales by positioning itself as a safer, more viable alternative to unbranded cooking oils.

Avon: Power Stay #VeioPraFicar

Case Study • WARC Cases, 2019

Cosmetics brand Avon increased sales in Brazil by proving the durability of its product through women’s sport.

The best of the APG Awards: show-stopping PR strategies

Opinion • Chiara Manco, March 2021

Past APG Awards winners show PR strategies' potential for brand building and growth, writes WARC's Chiara Manco.

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.

KunKun Body: Lifestyle odor - Designing health through odor

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Konica Minolta, a technology company, increased sales of its Kunkun body device which detects odours generated by physical change (lifestyle odours) through a PR-led campaign in Japan.

E Pluribus Unum: Divided by Design – Findings from the American South

Case Study • SABRE Awards, IN2, North America, Best in Broadcast Media, 2021

E Pluribus Unum, a non-profit initiative, promoted its report with learnings on what can bring South America together by launching an interactive website with rich multimedia components.

Tampax Partnered With Amy Schumer To Turn Question Marks Into Periods

Case Study • SABRE Awards, IN2, North America, Best in Brand Narratives, 2021

Tampax, a brand of tampons, launched its humour-led campaign #TimeToTampax to encourage conversation around the taboo topic of menstruation in the USA.

HP: Children Belong in the Conversation – HP Empowers Families to Tackle Tough Conversations

Case Study • SABRE Awards, IN2, North America, Public Service: #BlackLivesMatter/Racial Equity, 2021

HP, an information technology company, inserted HP into the back-to-school conversation in the US while showcasing its core values surrounding diversity and inclusion and driving awareness for its series Print, Play & Learn.

Microsoft Teams: Solving Video Fatigue through Together Mode

Case Study • SABRE Awards, IN2, North America, Technology/Clean Energy/Green Energy, 2021

Microsoft Teams, a business communicant platform, positioned its product Together Mode to help people working from home worldwide feel more connected to their colleagues and decrease mental fatigue.

Visit Finland: Buy Happiness – Rent a Finn

Case Study • SABRE Awards, IN2, North America, Lean Marketing, 2021

Visit Finland, the Finish tourism board, increased tourism to Finland with its global Rent a Finn campaign.

Ford Motor Company: Electric Vehicle Myths Busted

Case Study • SABRE Awards, IN2, North America, Best Persuasive Content, 2021

Ford, an automotive brand, launched an educational web portal and blog posts to inform consumers of the benefits of electric vehicles.

Hyatt Hotels Corporation: Hyatt x Zeno - Brand Purpose

Case Study • SABRE Awards, IN2, North America, Best in Brand Purpose, 2021

Hyatt Hotels Corporation, a hotel brand, leveraged Hyatt's purpose of care to demonstrate how the brand reimagined travel in the USA during the COVID-19 pandemic.

We Are In This Together: Anheuser-Busch Responds To COVID-19

Case Study • SABRE Awards, Platinum IN2 for Best in Show, North America, 2021

Anheuser-Busch, a brewing company, launched initiatives that supported blood drive donations, distributed hand sanitiser and supported the hospitality sector during the COVID-19 pandemic.

Bospar: An Act of Defiance!

Case Study • SABRE Awards, IN2, North America, Innovator of the Year – Agency, 2021

Bospar, a tech PR firm, demonstrated how independent firms could stay afloat during times of economic hardship in the US.

Ogden's Own: Relief for Utah’s Service Industry and Sanitization for the Navajo Nation

Case Study • SABRE Awards, IN2, North America, Best in Digital/Print Media, 2021

Ogden's Own, a distillery in Utah, supported its local community during the COVID-19 pandemic by donating its March and April profits to the local Utah food and beverage community and giving away gift cards to the distillery.

Checkr Drives Important Social Change by Highlighting Inequality in Hiring

Case Study • SABRE Awards, IN2, North America, Best Content Creation for Media Sites (Earned), 2021

Checkr, a startup that makes software for conducting background checks, pitched thought leadership pieces to top news publications to show its passion for fair chance hiring.

Cannabis Information Project: Keeping Cannabis Essential Amid The Pandemic

Case Study • SABRE Awards, IN2, North America, Politics/Public Affairs/Lobbying/Government, 2021

The Cannabis Information Project (CIP), a coalition of the US's top cannabis companies, persuaded policymakers to keep dispensaries open in all states where cannabis is legal.

Coors Light: America Could Use a Beer

Case Study • SABRE Awards, IN2, North America, Best in Real-time Engagement, 2021

Coors Light, a beer brand, sought to quench the USA's thirst for beer during the COVID-19 lockdown with its campaign America Could Use a Beer.

Cheetos: Unleash the Cheetle – Introducing Cheetos Popcorn

Case Study • SABRE Awards, IN2, North America, Best New Product/Brand Launch, 2021

Cheetos, a brand of cheese puffs, launched its new product, Cheetos Popcorn, during the Super Bowl in the USA and positioned the Cheetos dust as a hack to excuse the consumer from chores.

Coors Light: Suckers for Brew

Case Study • SABRE Awards, IN2, North America, Best Influencer Programs and Endorsements (Paid), 2021

Coors Light, a beer brand, partnered with the Jonas Brothers to launch limited edition bottles of beer brewed personally by then to leverage the band's organic love for Coors Light.

The Trevor Project: Sparking A Dialogue of Hope for LGBTQ Youth

Case Study • SABRE Awards, IN2, North America, Micro Marketing, 2021

The Trevor Project, a US non-profit LGBTQ+ suicide-prevention organisation, highlighted the urgent need for mental health care for LGBTQ+ youth.

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.
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.
Strategy Toolkit: Theories of Consumer Behaviour

Article • Strategy Toolkit, Strategy Toolkit

This article discusses various approaches used by marketers to understand what consumers want.
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.
Lessons from the Effective 100

Article • Rankings Articles, May 2020

Analyses the world's top effectiveness campaigns, as ranked by the Effective 100, to uncover shared creative, media and measurement strategies.