PR, WOM & earned media

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What we know about marketing on Facebook

Article • WARC Best Practice, January 2022

Explores the current reading on the topic of marketing on Meta-owned Facebook – the best used social network in the world, reaching nearly three billion users every month.

Burger King: Sunyi Bersuara – Voice of the silent campaign

Case Study • MMA Smarties, APAC, Gold, 2021

Burger King, a fast food chain, launched #SunyiBersuara in Indonesia to help deaf and mute people find jobs during the COVID-19 pandemic.

Samsung: Make everyday and everywhere epic

Case Study • MMA Smarties, APAC, Bronze, 2021

Samsung, an electronics company, launched a campaign in Taiwan ahead of the release of the Samsung S21.

Lifebuoy: Covid-19 hyper alert system – Lifebuoy ft. Ministry of Health & 5K message

Case Study • MMA Smarties, Silver, X (Global), 2021

Lifebuoy, a soap brand, launched a campaign in Vietnam to help consumers better protect themselves against Covid-19 through the 5K compliance and be aware of cases in their neighborhood.

VinFast: VF e34 – launching Vietnam's biggest pre-order campaign of all-time

Case Study • MMA Smarties, Bronze, X (Global), 2021

VinFast, a car manufacturer, launched a campaign in Vietnam to introduce the first Electric Vehicle (EV) car to the nation.

We listen, we care: How deep employee listening during COVID-19 boosted engagement in Coca-Cola Brazil

Research Paper • Rosaline Hester; Ximena Diaz Alarcón, ESOMAR Conference papers, 2021

Coca-Cola, a soft drink brand, demonstrated to its employees in Brazil during the COVID-19 pandemic that it was not only listening to their opinions but that it was also taking what they said on board and taking action to improve their experience.

Tourism New Zealand: NZ Says '39'

Case Study • APG (AUS), Bronze, 2021

Tourism New Zealand, a tourism board, increased tourism appeal in Japan by launching a thank you campaign at the 2019 Rugby World Cup hosted in Japan.

The Royal Australian Mint: Donation Dollar

Case Study • APG (AUS), Silver, 2021

The Royal Australian Mint, a producer of all Australian coins, created Donation Dollars, a coin that can be donated to support charities when the public were struggling to give.

Aldi: The Campaign for One

Case Study • APG (AUS), Bronze, 2021

Aldi, a supermarket chain, increased brand perception and sales of its fresh produce in Australia by launching a real-life intervention to show a disgruntled customer, and the rest of Australia, how much it had improved.

What we know about reach and frequency

Article • WARC Best Practice, December 2021

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

Ziploc Brand: Clutter couture

Case Study • Mike Razim, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2021

Ziploc, a brand of reusable zipper bags, launched a campaign in the United States to launch Ziploc Accessory Bags to break into fashion culture.

Munchee: Disappearing influencers

Case Study • Gimhani Alahakoon, Vino De Silva, Shalendra Mendis, WARC Media Awards, Bronze, Effective Use of Tech, 2021

Biscuit brand Munchee 'unpublished' some of the country's biggest online influencers to highlight the importance of imagination to children in Sri Lanka.

Omroep Zwart: Full colour television – launching an inclusivity focused broadcasting network

Case Study • Rik Boin, Elias Reinheimer, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2021

Omroep Zwart, an inclusive broadcasting station, launched a campaign in the Netherlands to increase registrations.

Yili: Yili X Xiaomi's smart vending machine

Case Study • Nicholas Short, Sara Wang, Wren Shi, WARC Media Awards, Bronze, Effective Use of Tech, 2021

Yili co-created a smart vending machine to help consumers choose the right product and cement its position as China's largest dairy drinks brand.

Burger King: The most famous griller in Peru

Case Study • AME Awards, Gold, 2021

Burger King, a fast food chain, generated buzz among people in Peru by encouraging celebrities to compliment its burgers.

Neste: The most CO2-friendly route

Case Study • AME Awards, Bronze, 2021

Neste, an energy company, launched a global campaign to drive behaviour change amongst the population who drive, inspire them to take action against climate change and offer solutions.

Invisalign Clear Aligners: If you know you know

Case Study • AME Awards, Bronze, 2021

Invisalign Clear Aligners, an orthodontics firm, launched a campaign in the US to drive demand for treatment with a consumer group who usually opted for other competitors.

O2 Slovakia: #DontBeAPirate

Case Study • AME Awards, Bronze, 2021

O2, a mobile carrier, launched a campaign in Slovakia to engage young drivers to act against using their phones whilst driving.

UAE Government Media Office: Double moon

Case Study • AME Awards, Regional Platinum – Middle East & Africa, Gold, 2021

UAE Government Media Office, a government entity, created excitement in the UAE about the probe the country had sent to Mars.

Coors Light: Iceman to canton

Case Study • AME Awards, Gold, 2021

Coors Light, a beer brand, supported the efforts of Tom Flores, a Latino former football player for the Las Vegas Raiders, to be accepted into the Pro Football Hall of Fame – an honour he had been consistently denied despite his football achievements.

McCormick & Company: French's mustard beer

Case Study • AME Awards, Bronze, 2021

French's, a food brand, launched a campaign in the US to best its 2019 National Mustard Day initiative's earned impressions to ensure that the brand continued to be highly relevant and drive sales.

Mobily: ProtectSet

Case Study • AME Awards, Silver, 2021

Mobily, a telco brand, sparked a conversation around grooming and online sexual abuse by releasing a new gaming headset.

Google: ViacomCBS Late Night Program Integrations

Case Study • AME Awards, Finalist, 2021

Google, a technology company, launched an international campaign to drive mass awareness for the release of its 'Year in Search' brand creative and drive video views for each late-night show segment.

BMW: IconicSounds electric

Case Study • AME Awards, Silver, 2021

BMW, an automobile brand, redefined consumers’ perceptions of electric vehicles (EVs) in terms of sound and generated excitement around EVs of the future.

Toronto Association of Business Improvement Areas (TABIA): Out-of-work mannequins

Case Study • AME Awards, Silver, 2021

Toronto Association of Business Improvement Areas (TABIA), a non-profit organisation, launched an activation to support small businesses in Toronto, Canada, during the COVID-19 lockdown.

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.
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.
What we know about reach and frequency

Article • WARC Best Practice, December 2021

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, January 2022

Explores the current reading on the topic of marketing on Meta-owned Facebook – the best used social network in the world, reaching nearly three billion users every month.
Strategy Toolkit module 4: Consumer behaviour

Article • Strategy Toolkit, March 2021

This article discusses various approaches used by marketers to understand what consumers want.
What we know about earned media

Article • WARC Best Practice, August 2021

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