Advertising best practice, evidence and insights

Article • WARC Best Practice, August 2020

This article provides marketers with information and guidance on generating earned media.

How to use influencers to drive a word-of-mouth strategy

Article • Ed Keller and Brad Fay, WARC Best Practice, April 2016

This article offers best practice advice on engaging influencers - defined as consumers who are much more likely than the average to seek out and share information - for campaigns based around word-of-mouth strategies.

Brands need to share fan values to unlock the value of fandom

Article • Mukta Lad, Event Reports, The Big Ideas Store, July 2020

Nine Australia’s The Big Ideas Store webinar shone the spotlight on how the phenomenon of pop culture fandom can play a pivotal role in the marketing of brands.

How brands can develop a governance framework for purpose

Article • Rupert Younger, WARC Exclusive, September 2020

The SCORE framework, developed by Oxford University and partners, offers a clear approach to governance for brand purpose.

Jägermeister’s masterclass in pivoting

News • 01/09/2020

Though it became relatively common to see alcohol brands pivoting to produce hand sanitiser, the – extremely nightlife focussed – liqueur brand opted instead to help those unable to work during lockdown through its #SaveTheNight campaign.

Influencer marketing strategies during COVID-19: the new landscape

Article • Jidé Maduako, WARC Exclusive, August 2020

Influencers are finding new ways to connect with consumers and partner with brands during the COVID-19 pandemic.

How Jägermeister shifted from going out to staying in

Article • Brian Carruthers, WARC Exclusive, August 2020

Jägermeister is extremely reliant on out of home consumption, and needed to shift its strategy radically under lockdown conditions.

How B2B brands can ‘Talk Human’

Article • Jill Coomber, WARC Best Practice, August 2020

Provides some practical tips for effective B2B messaging.

RB uses TikTok to share public hygiene advice with #HandWashChallenge campaign

Article • Alex Brownsell, WARC Exclusive, August 2020

RB brand Dettol achieved virality on TikTok with a public hygiene campaign.

Influencer evolution 2020

Article • Research on WARC, August 2020

Today's saturated and fragmented influencer landscape is starting to have adverse effects.

How an Influential Idea repositioned Gillette

Opinion • Lucy Aitken, July 2020

Gillette’s We Believe campaign earned its place on the first level of the Creative Effectiveness Ladder where Influential Ideas attract attention and controversy, writes Lucy Aitken.

Chipotle’s recipe for adapting at speed to cultural moments and COVID-19

Article • Geoffrey Precourt, Event Reports, ANA Digital and Social Media Conference, July 2020

Chipotle, the fast-casual restaurant chain, has relied on a dynamic marketing culture as it adapts to the challenges of COVID-19 and broader societal shifts in the US.

What we know about reach and frequency

Article • WARC Best Practice, July 2020

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

How Ford Motor Co. spurned legacy media and leaned heavily on social to introduce a powerful brand extension

Article • Geoffrey Precourt, Event Reports, ANA Digital and Social Media Conference, July 2020

Mustang, the auto marque owned by Ford, was launching a new electric SUV, called the Mach-E, which marked a significant departure from the brand’s typical vehicles, and a major innovation in its own right.

MSD: Nobody Left Outside (NLO)

Case Study • SABRE Awards, In2 EMEA, Best Use of Illustrations + Photography, Gold, 2020

MSD, a pharmaceutical brand, became the voice for marginalised, underserved people in Europe by creating a checklist and support service hub that helps health and social services become more accessible.

Ketchum Pleon GmbH: Pop Up Agency

Case Study • SABRE Awards, In2 EMEA, PR Agency Employee Program, Silver, 2020

Ketchum, an agency, increased staff retention in Germany by creating a social experiment, the Pop-up Agency, which showed its employees how important they are by broadcasting them in action.

National Index of Anxieties: New tool for public opinion & sentiment monitoring

Case Study • SABRE Awards, In2 EMEA, PR Agency Marketing, Silver, 2020

CROS, an agency, released its first expert product for the general public, the National Index of Anxieties, to confirm its expertise in analytics and research in Russia.

Mylan Saugella: Break the Taboo campaign

Case Study • SABRE Awards, In2 EMEA, Best Use of Original/Commissioned Research for PR, Gold, 2020

Mylan, a pharmaceutical company, launched research that it turned into promotional content to open up a conversation among women about their wellbeing to promote its brand of feminine hygiene products, Saugella, in France and Italy.

Lukoil: New future for Khanty people in Western Siberia

Case Study • SABRE Awards, In2 EMEA, Best in Broadcast Media (Earned), Gold, 2020

Lukoil, a petroleum and natural gas extraction company, developed a unique program that has helped save Khanty – a small indigenous nation in Western Siberia – from extinction by creating a future for new generations.

Commetric: ComVix a media analytics platform for real-time measurement and management of corporate reputation

Case Study • SABRE Awards, In2 EMEA, Best in Marketing Technology, Gold, 2020

Commetric, a software company, created ComVix, a dashboard that uses AI and media data, to help communications teams in the UK identify drivers that have the greatest positive or negative impact on reputation.

IKEA & Sonos present SYMFONISK

Case Study • SABRE Awards, In2 EMEA, Best in Product Reviews (Earned), Gold, 2020

IKEA, a furniture retail company, created and promoted SYMFONISK, a sound and light experience in partnership with Sonos, through a two-day event in the Netherlands.

Nornickel: Fountain of Goodness

Case Study • SABRE Awards, In2 EMEA, Best Use of Blogs, Gold, 2020

Nornickel, a mining company, encouraged a company culture of benevolence in Russia by launching the Goodness Fountain, an employee program filled with unique stories of social good.

Roche: Standing still for 7 more years – Raising awareness of the forgotten patients

Case Study • SABRE Awards, In2 EMEA, Best in Brand Animation, Gold, 2020

Roche, a pharmaceutical company, increased awareness of primary progressive multiple sclerosis in Russia by launching an educational website that featured an informative video.

Samsung Electronics Romania: Project Stratos

Case Study • SABRE Awards, In2 EMEA, Best Use of Video Networks, Gold, 2020

Samsung, an electronics brand, launched its Galaxy S9+ model into space in Romania to capture the attention of millennials.

Follicular Lymphoma Foundation: Turning the internet purple

Case Study • SABRE Awards, In2 EMEA, Best Media Partnership, Gold, 2020

Follicular Lymphoma Foundation, a non-profit organisation, launched a campaign featuring striking imagery of the EMEA VP of Facebook who is living with Follicular Lymphoma to reach millennials globally.

PR, WOM & earned media