Article
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WARC Best Practice, December 2018
This article provides marketers with information and guidance on generating earned media.
Article
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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
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WARC Best Practice, July 2019
Provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.
Article
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Reed Karaim, Event Reports, Brand Marketing Summit, May 2019
Online recruitment platform CareerBuilder has taken an “inside out” approach to implementing brand purpose, with its internal application often being more pronounced than its external visibility.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
Diesel, the Italian fashion company, re-established itself as a brand that dares through a campaign that targeted millennials and turned the threat of counterfeit goods into the key element of its campaign.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
Babyshop, a baby retail brand, used a multichannel approach and created a new Arabic word to drive brand meaning and sales in the Middle East.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
Wanda Group, the Chinese real estate developer, increased tourism to Danzhai in rural China through a social influencer platform initiative.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
Plastic Oceans International, a non-profit company, put the issue of plastic pollution in our oceans on the agenda in the UK by turning a country-sized patch of trash into the world's 196th nation.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
Graubünden Tourism, a tourism information centre in Switzerland, used a PR stunt to raise interest for Berg'n and increase tourism to the area.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
McDonald's, a fast food chain, partnered with YouTubers to authentically reach youth in Germany and increase sales of their dessert range.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
The Tennessee Department of Tourist Development, a state agency, installed Colorblind Viewers in its parks to help people see fall colors for the first time, generating more than 662 million earned impressions.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
Canon, a camera brand, launched a three phase campaign in the Nordics that smashed preconceptions and let people rent a Canon to prove its superiority over a smartphone camera.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
PUMA Sports, a sportswear and equipment brand, increased sales in India by creating a street collaboration and music video that used rappers to engage youth and encourage them to pay a premium for PUMA.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
The Ministry of Culture of Guatemala, a government ministry, increased its budget allocation by issuing a public appeal to Apple to change the name of its Marimba tone (the national instrument) to Marimba de Guatemala.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
Finavia, the Finnish airport operator, increased the number of Chinese passengers to Helsinki Airport by using a movie actor to show that the airport is so good that people wouldn’t want to leave.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
Hangar 1, a vodka brand, successfully increased sales in the US by uncovering different flavours of its vodka based on what water was captured in the making process, allowing it to be marketed as a collector’s vodka.
Case Study
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Cannes Creative Lions, Gold, Creative Effectiveness Lions, 2019
Microsoft, a multinational technology company, increased awareness and sales of the Xbox Design Lab by launching a new e-commerce platform that allowed gamers to buy and sell their own designs.
Case Study
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Marketing Society UK, The Brave Awards, Winner, Scaling Up, 2019
Syft, a recruitment company, took a social-led approach to reach 18 to 25-year-olds, which resulted in 6,000 app installs and a click-through rate of 10%.
Case Study
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Marketing Society UK, The Brave Awards, Highly Commended, 2019
Plastic Oceans International, a non-profit company, put the issue of plastic pollution in our oceans on the global agenda by turning a country-sized patch of trash into the world's 196th nation.
News
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10 June 2019
WestJet, the air carrier, has enhanced a variety of important metrics through creating viral content that is based around a diverse range of “PR stunts”.
Research Paper
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Jennifer Lee Burton, Kristen M. Mueller, Jan Gollins, and Danielle M. Walls, Journal of Advertising Research, Digital First, May 2019
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.
News
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24 May 2019
A long-term educational campaign by pharmaceutical company MSD Romania that successfully raised awareness of the dangers of cervical cancer among women and persuaded the government to address the topic has won a top SABRE award.
Article
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Geoffrey Precourt, Event Reports, ANA Brand Activation Conference, May 2019
WestJet, the air carrier, has used “PR stunts” as an effective means of driving several core brand metrics, from consumer engagement to ticket sales.
Case Study
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SABRE Awards, EMEA, The Baltic, Gold, 2019
Fast food brand McDonald’s used a multiplatform approach to boost its image as a good employer and attract employees of all ages in Poland.
Case Study
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SABRE Awards, EMEA, Benelux, Gold, 2019
Dutch physical therapist group, Actiegroep Fysiotherapie, used social media and on-ground activities to protest against health insurers cutting patients' treatments in the Netherlands.
