Article
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WARC Best Practice, August 2019
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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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
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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
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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
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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
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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
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SABRE Awards, LATAM, Industry Sector, Gold, 2019
SAP, a software company, created Diversity in the Streets, which saw street artists paint portraits on walls in countries across Latin America to show the importance of diversity.
Case Study
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SABRE Awards, LATAM, Geographic, Gold, 2019
Getty Images, a visual media company, increased its brand awareness in Brazil, Mexico, Colombia, Argentina and Chile through a multi-faceted press campaign.
Case Study
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SABRE Awards, LATAM, Platinum, 2019
HBO, a cable television company, promoted its Game of Thrones finale in Argentina by launching fan festivals and influencer partnerships to represent the series.
Case Study
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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.
Case Study
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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
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SABRE Awards, LATAM, Industry Sector, Gold, 2019
BiP (Believe in People), an anonymous North American graffiti artist, promoted itself in Brazil by creating a special mural for the Brazilian community, which was promoted though an event.
Case Study
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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.
Case Study
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SABRE Awards, LATAM, Diamond, 2019
Camargo Corrêa Infra, the major construction division of Brazilian conglomerate Camargo Corrêa, reversed negative perceptions of the brand after it was involved in a scandal through a redesign of its website and communications.
Case Study
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SABRE Awards, LATAM, Industry Sector, Gold, 2019
Adidas, a sportswear brand, engaged the running community in Brazil by launching a street running event designed by urban artists and filming it as part of an online documentary.
Case Study
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SABRE Awards, LATAM, Industry Sector, Gold, 2019
The Mexican Association of Wind Energy (AMDEE), a company that promotes the generation and development of wind energy in Mexico, improved its perception among Mexicans by launching a series of initiatives that helped people prepare for and deal with natural disasters.
Case Study
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SABRE Awards, LATAM, Practice Area, Gold, 2019
Airbnb, an online marketplace for homestays, inspired Mexicans to explore their country's culture by hosting a competition to access old homes and museums of famous artists.
Case Study
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SABRE Awards, LATAM, Practice Area, Gold, 2019
Happn, a dating app, increased use of its app in Brazil by launching 12 unique activations that differentiated it from the competition, including involvement with International Women's Day and a partnership with Nike.
Case Study
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SABRE Awards, LATAM, Practice Area, Gold, 2019
Reinserta, a charity that fights for the rights of children living in prison, encouraged the implementation of the National Law of Criminal Enforcement in Mexico to protect children growing up inside prisons.
Case Study
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SABRE Awards, LATAM, Industry Sector, Gold, 2019
Pan American Energy, an oil and gas exploration and production company, encouraged the training of nurses in Argentina by launching an education program for nursing services.
Case Study
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SABRE Awards, LATAM, Industry Sector, Gold, 2019
Youth Building the Future, a social inclusion program, promoted its program in Mexico by creating information guides and brochures to provide necessary information for people interested in signing up.
Case Study
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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
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SABRE Awards, LATAM, Platinum, 2019
Airfox, a blockchain financial services provider, launched a PR campaign and money management workshops in schools to create interest around its new mobile app in Brazil.
Case Study
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SABRE Awards, LATAM, Diamond, 2019
Huawei, a telecommunications brand, completed Schubert's famous Unfinished Symphony using AI technology in its new smartphone and launched a concert in Mexico City to connect with Mexican consumers.
