Article
•
WARC Best Practice, August 2019
This article provides marketers with information and guidance on generating earned media.
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.
Article
•
WARC Best Practice, January 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.
Article
•
WARC Best Practice, December 2019
The current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing – brands must be ready.
Article
•
WARC Best Practice, December 2019
This article explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.
Research Paper
•
Jennifer Lee Burton, Kristen M. Mueller, Jan Gollins, and Danielle M. Walls, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 391-401
Every year, executives debate whether to release their Super Bowl advertisements early on social media or whether this early release will hurt the surprise and impact of being seen for the first time during the most viewed televised sporting event in the United States.
Research Paper
•
Brad Fay, Ed Keller, and Rick Larkin, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 433-439
Generating “buzz” is a marketing objective for many Super Bowl advertisers, but “buzz” as a campaign objective should not be limited to big tent-pole events like the Super Bowl.
Research Paper
•
Taemin Kim, Hyejin Kim, and Yunhwan Kim, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 402-413
Using a computational analysis, a so-called big-data approach, this study examines how brands' Facebook posts affect consumers' electronic word-of-mouth behavior.
News
•
21 November 2019
When Infiniti’s logo accidentally appeared in an Audi video ad on WeChat Moments last week, the German automobile brand turned the unexpected crisis on its head.
Case Study
•
James Barnett, WARC Media Awards, Bronze, Effective Use of Tech, 2019
Danner, a women's refuge in Denmark, worked with influencers on social to raise awareness of domestic violence and encourage sufferers to get in touch.
Case Study
•
Camille Lin, Linda Qin, Doris Xu, Nicholas Short, WARC Media Awards, Bronze, Best Use of Data, 2019
As a newcomer in China, Booking.com sought to build strong audience connections in what is a fiercely competitive online travel industry.
Case Study
•
Jessica Perrin, WARC Media Awards, Grand Prix and Personalisation Special Award, Best Use of Data, 2019
Vans, the footwear and clothing brand, used influencers to successfully broaden its appeal among teens and young adults in the US, generating revenue and brand awareness.
Case Study
•
Tahaab Rais, WARC Media Awards, Grand Prix, Effective Channel Integration, 2019
Baby retail brand Babyshop used a multichannel approach and created a new Arabic word to drive brand meaning, and sales, in the Middle East.
Case Study
•
Benjamin Condit, Matthew Nolan, Chaojie Miao, Sienna Zhang, WARC Media Awards, Entrant, Effective Channel Integration, 2019
Sportswear brand Nike partnered with a vlogging app and created an interactive immersive space to cement its connection with youth and creativity and launch its Air Max 720 shoe in China.
Case Study
•
Tangrams Strategy & Effectiveness Awards, Silver, 2019
Hiroshima Oyster, an oyster producer, increased consumption of oysters among Japanese consumers by launching a local language dictation workbook for schools around the topic of oysters.
Article
•
Research on WARC, November 2019
This report by KAWO combed through articles from 30 news sources and found 109 crises affecting 97 brands from 16 industries, with the worst outcome resulting in the brand either being banned from China or forced to take drastic action, like cancelling an event or redirecting a flight.
Article
•
Research on WARC, November 2019
Looks at a range of trends that may prevail in 2020 and the effects these will have for marketers, including added value, social self-care and overt privacy.
Case Study
•
MMA Smarties, Silver, X (Global), 2019
To increase sales in the Brazilian market, beauty brand Avon launched an eight-hour make-up tutorial that showcased its products while giving viewers "one hour only" real-time discounts for each item presented.
Case Study
•
MMA Smarties, Finalist, North America, 2019
Headache-relief brand Excedrin created three limited editions, promoted via targeted mobile, influencers, digital OOH and on-ground sampling, to bring its new creative strategy to life among audiences in the US.
Case Study
•
MMA Smarties, Finalist, North America, 2019
Toothpaste brand Pronamel used influencer collaboration on social media to tap into the self-care trend and drive purchase of its Pronamel Intensive Enamel Repair product among women in the US.
Case Study
•
SABRE Awards, LATAM, Diamond, 2019
Enel Green Power, an energy-generating company, increased favourability in Mexico by constructing solar and wind farms to educate and engage key opinion leaders.
Opinion
•
Faris Yakob, October 2019
Words are alive and well in the internet age, observes Faris Yakob, and their broader cultural effects are more than ever tied to their ability to break free of their intended contexts and become bigger then the ad – here’s how it worked for these brands.
Case Study
•
SABRE Awards, LATAM, Industry Sector, Gold, 2019
The International Congress of Mathematicians, a mathematician conference, held its first conference in Rio, Brazil, and managed the PR crisis of medal theft and a fire in the venue through the launch of a new conference and a press conference.
Case Study
•
SABRE Awards, LATAM, Practice Area, Gold, 2019
Absolut, a vodka brand owned by Pernod Ricard, launched a limited-edition bottle on a global level called “A Drop of Love” to highlight its role in creating social change and promoting equality in Peru.
Case Study
•
SABRE Awards, LATAM, Diamond, 2019
Repretel, a Costa Rican television channel, increased awareness during its presidential debate by launching a tool that allowed Costa Ricans to analyse non-verbal communications of the speakers, as they answered their questions.
