PR, WOM & earned media

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Influencers and user-generated content help LG start a positive laundry cycle with consumers

Article • Jo Bowman, Event Reports, ANA Influencer Marketing Conference, August 2021

LG, the electronics and appliances brand, tapped into the power of influencers and user-generated content to drive interest in its innovative WashTower laundry appliance.

Trans Lifeline: We see us

Case Study • Jay Chiat Awards, Gold, Connection Strategy, 2021

Trans Lifeline, a support hotline for transgender people, raised awareness and funds for the hotline with its campaign #WeSeeUs in the US.

Crayola: Colors of the world

Case Study • Jay Chiat Awards, Gold, Product/Service Creation Strategy, 2021

Crayola, a crayon brand, released a new product line, Colors of the World, to better reflect the range of skin tones found in the US today.

Good Humor: A new jingle for a new era

Case Study • Jay Chiat Awards, Gold, PR Strategy, 2021

Good Humor, an ice cream brand, listened to the tone of the US and created a new jingle for its ice cream trucks to appeal to today's multicultural consumers.

Taco Bell: Restless creativity

Case Study • Jay Chiat Awards, Bronze, PR Strategy, 2021

Taco Bell, a quick service restaurant (QSR), positioned its new CEO, Mark King as the face of the brand and driver of its actions.

Degree: Degree inclusive

Case Study • Jay Chiat Awards, Silver, Product/Service Creation Strategy, 2021

Degree, a deodorant brand, introduced the world's first inclusive deodorant for people with upper limb disabilities and visual impairment in the US.

Findus: Green Cuisine

Case Study • SABRE Awards, IN2, EMEA, 2021

Findus, a frozen food brand, launched Green Cuisine across Europe with the aim to start a sustainable revolution by changing the world without changing the menu.

Greenpeace: #OwnYourForest – Will Russia Legalize Private Tree Farming?

Case Study • SABRE Awards, IN2, EMEA, 2021

As part of an initiative, Greenpeace, a non-governmental organisation, launched the #OwnYourForest campaign to change the legal status of forests growing on unused farmland and to raise awareness.

Ryobi: Kirsten Landman's Road to Dakar

Case Study • SABRE Awards, IN2, EMEA, 2021

Ryobi Africa, a power and garden tool manufacturer, launched a marketing campaign to achieve a direct impact on sales, reach 10 million South Africans with campaign messaging and earn twenty Tier 1 pieces of coverage.

Edelman: The Edelman Trust Barometer

Case Study • SABRE Awards, IN2, EMEA, 2021

Edelman, a public relations company, launched the Edelman Trust Barometer 2020 study to help clients navigate intersecting crises and maintain and prove the brand position as global thought leaders in trust and credibility.

Budweiser: Save Pub Life

Case Study • SABRE Awards, IN2, EMEA, 2021

Budweiser, \ beer brand, launched the 'Save Pub Life' campaign in the UK to drive awareness and provide pubs and bars with everything they needed for a successful re-opening after COVID-19 lockdowns.

Roche: FutureProofing Healthcare – The Personalised Health Index

Case Study • SABRE Awards, IN2, EMEA, 2021

Roche, a pharmaceutical company, launched an initiative throughout Europe to cultivate an informed dialogue about the future of healthcare and ensure equal access to healthcare for all.

Plenty of Fish: Looking For Love With UK Media

Case Study • SABRE Awards, IN2, EMEA, 2021

Plenty of Fish, a dating website, delivered a perception change and increased positive sentiment in the UK.

Commetric: CEO Media Visibility Tracker – a new media analytics platform for measurement of CEO reputation

Case Study • SABRE Awards, IN2, EMEA, 2021

Commetric, a media analytics company, developed a worldwide CEO Media Visibility Tracker which uses media and market cap data for automated evaluation of CEO reputation and brand image.

Current Global: Accessible By Design

Case Study • SABRE Awards, IN2, EMEA, 2021

Current Global, a communications agency, launched an offer to embed accessibility standards by making client content inclusive and accessible to people of all abilities.

Carlsberg: Pladdling

Case Study • SABRE Awards, IN2, EMEA, 2021

Carlsberg, a beer brand, collaborated with GreenKayak to launch 'pladdling' in Sweden to reduce the amount of plastic in waters.

Fauna & Flora International: Our One Home

Case Study • SABRE Awards, IN2, EMEA, 2021

Fauna & Flora International, a conservation charity and non-governmental organisation, launched an international campaign to change the way conservation is funded and call on governments and businesses to commit $500 billion to nature conservation worldwide.

Kagiso Trust Innovator

Case Study • SABRE Awards, IN2, EMEA, 2021

Kasigo Trust, a development agency, launched several campaigns in South Africa to overcome poverty and inequality and to create lasting economic empowerment amongst the poor.

Bayer: #MoveForwardwithBayer

Case Study • SABRE Awards, IN2, EMEA, 2021

Bayer, a pharmaceutical company, launched an integrated campaign in Saudi Arabia to resonate with young Saudis and underline the value that being part of Bayer offers them personal and professional development, thus driving brand awareness.

Rosstat: All Russia Population Census – Digital Rebrand

Case Study • SABRE Awards, IN2, EMEA, 2021

Rosstat, a federal state statistics service, rebranded the Russian population census by choosing a new logo to introduce a digitalised census format, targeting a younger audience.

Evaluating the advertising effectiveness of noncelebrity endorsers: Advantages of customer vs. employee endorsers and mediating factors of their impact

Research Paper • Jan-Frederik Gräve, Oliver Schnittka, and Carolin Haiduk, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 318-333

Research on advertising endorsements offers only limited knowledge about noncelebrity endorsements. Different types of noncelebrity endorsers (i.e., customer versus employee), however, could have distinct influences on advertising effectiveness, which is of great managerial interest in optimizing endorser usage.

The effect of guerrilla marketing on company share prices: An event study analysis

Research Paper • Svetlana Davis and Frederick Davis, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 346-361

This study analyzes a hand-collected sample of 803 guerrilla marketing campaigns from 2007 to 2017 to examine the impact on abnormal share price performance.

McDonald's: How closing our business was good for business

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

McDonald's, a fast food brand, improved its emotional connection with consumers while it was shut during the COVID-19 in the UK and Ireland.

Graham's: From our family to yours

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

Graham's, the Family Dairy, an independent dairy, continued production during the COVID-19 pandemic in the UK and strove to reduce consumers' anxiety.

Oatly: The New Word

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

Oatly, a producer of alternative dairy products using oats, created a new Cantonese word for plant-based milk to start a conversation about sustainability in Hong Kong.

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.
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 marketing on Facebook

Article • WARC Best Practice, May 2021

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.
What we know about earned media

Article • WARC Best Practice, August 2021

This article provides marketers with information and guidance on generating earned media.
Strategy Toolkit module 4: Consumer behaviour

Article • Strategy Toolkit, March 2021

This article discusses various approaches used by marketers to understand what consumers want.