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.
News
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13 March 2020
Burger King’s controversial Moldy Whopper campaign was certainly eye-catching and received a mixed reception from industry observers, but the company’s CMO has unveiled some hard statistics to highlight the campaign’s success.
Article
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Terence Ling, WARC Exclusive, February 2020
Brands in Hong Kong are grappling with prolonged disruption to business thanks to the COVID-19 outbreak which comes in the wake of anti-government protests – TBWA’s Terence Ling offers some key advice for marketers.
Article
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Stephen Whiteside, WARC Exclusive, February 2020
Burger King, the quick-service restaurant chain, caused an instant marketing sensation with its “Moldy Whopper” campaign.
Article
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Agung S. Ongko, WARC Exclusive, February 2020
With the COVID-19 situation persisting well into the first quarter of 2020, remaining quiet or ambiguous about the business outlook and challenges is no longer tenable – RICE’s Agung S Ongko offers a strategic messaging framework for brands to communicate clearly in unclear times.
Article
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Amit Narayan, WARC Exclusive, February 2020
Crises often have the potential to hurt a brand’s reputation, it is critical that marketers step up to the plate and drive the company’s response and recovery plan – Control Risks' Amit Narayan outlines some key action points for a strategy that builds resilience and achieves sustainable growth.
Case Study
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Case Studies on WARC, 2019
Australian motor insurer Royal Automobile Club of Victoria (RACV) entered the pet insurance category by positioning itself as the cover for pets’ natural overconfident and reckless behaviour.
Article
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Frances Sinclair, WARC Best Practice, February 2020
A guide to using social video app TikTok as a marketing platform, including its organic and paid advertising opportunities, working with TikTok influencers, and how to measure performance.
Article
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Stephen Whiteside, WARC Exclusive, February 2020
The Association of National Advertisers (ANA) led a survey of business-to-business marketers that sought to understand their use of brand purpose.
Article
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WARC Exclusive, February 2020
Outlines the results of a survey of business-to-business marketers that sought to understand their use of brand purpose.
Opinion
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Amelia Neate, February 2020
On Valentine’s Day, Amelia Neate, from Influencer Matchmaker, notes how couples are driving a new wave of influencer marketing It’s Valentine’s Day, love is in the air.
Case Study
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SABRE Awards, IN2, North America, Best Media Partnership, 2020
Hotel booking website Hotels.com extended the life of a paid integration with Hulu with an offer to pay for the honeymoon of any couples who mentioned the website in their marriage vows.
Case Study
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SABRE Awards, IN2, North America, Best in Audio: Podcasts + Music, 2020
Non-profit organisation the National Center for Missing & Exploited Children launched an integrated national, local, print, broadcast, radio, online and social media PR campaign to launch Runaway Train 25, a music video that featured photos of missing children based on the viewer's location in the US.
Case Study
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SABRE Awards, IN2, North America, Best in Broadcast Media (Earned), 2020
Fitness centre brand Planet Fitness created the Teen Summer Challenge, spearheaded by Stranger Things actor Caleb McLaughlin, to increase brand loyalty and affinity among Generation Z, and fuel future member growth in North America.
Case Study
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SABRE Awards, IN2, North America, Best in Sponsorships, 2020
Restaurant chain Pizza Hut created an integrated campaign to highlight its position as Official Pizza Sponsor of the NFL and drive online sales on Super Bowl Sunday in the US.
Case Study
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SABRE Awards, IN2, North America, Best Agency Publishing Platform, 2020
Ketchum, a PR firm in the US, launched an in-person salon series to give business leaders a place to talk about privacy and trust to demonstrate its value as a strategic consultant.
Case Study
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SABRE Awards, IN2, North America, Best New Company Launch, 2020
Clio, a design-forward consumer products company with a focus on personal-care products, launched its new plusOne vibrator brand through articles in a millennial-focused title in the US that showed women the importance of owning their sexual wellness.
Case Study
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SABRE Awards, IN2, North America, Best in Product Reviews (Earned), 2020
The Hospital for Sick Children (SickKids) created an immersive experience through Airbnb to raise awareness of the need for a new hospital, and its funding shortfall, among Torontonians in Canada.
Case Study
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SABRE Awards, IN2, North America, Best in Measurement, Post-Campaign Analysis, 2020
Hologic, a medical technology company focused on women's health, used a core analytics offering by Edelman Intelligence in the US to create smarter investments in its campaign to prevent cervical cancer.
Case Study
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SABRE Awards, IN2, North America, Best in Brand Narratives, 2020
Confectionery brand Skittles created a Broadway musical instead of a TV ad to boost its Super Bowl presence and sales in the US.
Case Study
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SABRE Awards, IN2, North America, Best in Trade Shows & Awards, 2020
Autonomous vehicle manufacturer Zoox used a curated speaking strategy to leverage media coverage for the company in the US.
Case Study
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SABRE Awards, IN2, North America, Best in Social Good + Public Service, 2020
Dairy company Stonyfield Organic created #PlayFree, an on-ground initiative to remove pesticides from children's playing fields and community spaces and underscore the brand's organic credentials in the US.
Case Study
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SABRE Awards, IN2, North America, Politics/Public Affairs/Lobbying/Government, 2020
Ad Hoc Utilities Group, a coalition made up of most US nuclear generators, prevented onerous trade restrictions by utilising political intelligence to inform earned media opportunities.
Case Study
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SABRE Awards, IN2, North America, Most Innovative Recruitment/Retention Initiative, 2020
Bospar, a PR firm in the US, improved its relationship with its staff by launching a series of holiday parties, hiring more diverse workers and putting their wellbeing above clients.
