PR, WOM & earned media

Article • WARC Best Practice, December 2018

This article provides marketers with information and guidance on generating earned media.

How to use influencers to drive a word-of-mouth strategy

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.

Tinder: #RepresentLove

Case Study • SABRE Awards, Best in show, In2, 2019

Tinder, a mobile dating app, increased app downloads globally by launching interracial couple emojis to highlight its commitment to diversity and love.

What we know about marketing on Facebook

Article • WARC Best Practice, February 2019

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.

Influencer marketing in Asia: Time for brands and influencers to reclaim its true promise

Article • Ida Siow, Admap, February 2019

Looks at the benefits of using influencers in marketing, beyond endorsements, focusing on the culturalpower they have.

The power of everyday influencers in driving business outcomes

Article • Ed Keller, Brad Fay and Matt Dodd, Admap, February 2019

Highlights the opportunity for marketers to cultivate strategies that would put the power of everydayinfluencers to work on their behalf.

2018 IPA Effectiveness Awards: Insights from the winning campaigns

Article • WARC Exclusive, January 2019

Reveals the trends and lessons from the 2018 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

What we know about Super Bowl advertising

Article • WARC Best Practice, January 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.

McDonald’s relies on earned media to empower Asian-American connection

Article • Geoffrey Precourt, Event Reports, ANA Multicultural Marketing & Diversity Conference, November 2018

McDonald’s, the restaurant chain, has doubled down on multicultural marketing as seeks to be more nimble in this area.

What we know about reach and frequency

Article • WARC Best Practice, December 2018

Provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.

S&W Beans: Influencer partnership

Case Study • Shannon Hartmann, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2018

S&W Beans, a food brand, used a social media influencer strategy to reach women aged 25-45 in the US.

McDonald's shrimp burger: Shia is everywhere

Case Study • Paloma Ho, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2018

McDonald's, the fast-food chain, tapped into millennial pop culture to increase sales of a new shrimp burger product in Taiwan.

Coca-Cola: Coca Cola Fan Feat

Case Study • MMA Smarties, Gold, LATAM, 2018

Soft drinks company Coca-Cola created FanFeat, a competition for music fans, to boost sales among 12- to 24-year-old Brazilians, achieving record teen engagement and an increase in Coke sales.

How sponsorship, word of mouth, and event marketing delivered brand love to Panama’s national airline

Article • Geoffrey Precourt, Event Reports, Festival of media LATAM, October 2018

Copa Airlines, Panama’s national air carrier, built consumer engagement through its connection with the country’s soccer team.

easyJet: Not without my mom

Case Study • Patricia Ochando, WARC Media Awards, Shortlisted, Effective Use of Tech, 2018

Low-cost airline easyJet used a radio, online, social media and influencer strategy to drive relevance in Spain.

Nippon Pylox: If you can dream it, you can Pylox it

Case Study • Chan Su Ling, Nichelle Ng, WARC Media Awards, Silver, Best Use of Data, 2018

Nippon Pylox, a Malaysian spray paint brand, increased sales despite a limited marketing budget by understanding its target audience.

Influencers have 'inverted the funnel' in India

News • 08 November 2018

Influencers have inverted the funnel to such an extent that marketers in India are starting to factor them into their annual calendars, according to one brand executive.

Maybelline: Power to the Queens

Case Study • Ben Condit, Jerry Perez, Summer Liu, WARC Prize for Asian Strategy, Entrant, 2018

Cosmetics brand Maybelline used interactive video, an e-billboard and a lipstick to maximise the use of its new endorser, singer and actor William Chan in China.

Shield: #ShieldReady

Case Study • MMA Smarties, Silver, South Africa, 2018

Shield, a deodorant and antiperspirant brand, connected with South African women using emotional storytelling on social to increase brand loyalty by 4.5%.

MARIGOLD HL Milk: Care to Share Your Heart

Case Study • Hon Wui Theo, WARC Prize for Asian Strategy, Entrant, 2018

MARIGOLD HL Milk, the Singaporean dairy company, grew volume share and top-of-mind awareness by running a campaign focused on cholesterol awareness.

Darlie: Smile white, the future's bright

Case Study • Hon Wui Theo, WARC Prize for Asian Strategy, Entrant, 2018

Toothpaste manufacturer Darlie grew volume share and engagement through a multimedia campaign in Singapore.

India embraces influencer marketing

Article • Anil Thakraney, Event Reports, India Affiliate Summit, October 2018

Indian brands, big and small, are embracing influencers for engagement and PR purposes.

State of the new advertising art: The latest generation of advertising excellence

Opinion • Geoffrey Precourt, October 2018

Obsession and excellence fed into a JPMorgan Chase creative spot. WARC's Geoffrey Precourt explores how the ad favoured feelings over metrics.

How fear and flames boosted Burger King’s brand

Article • Geoffrey Precourt, Event Reports, Advertising Week, October 2018

Burger King, the quick-service restaurant chain, has achieved an outsized impact in its category by focusing on true marketing differentiation.

How L'Oréal Paris UK True Match climbed to No.1 by making everyone feel 'Worth it'

Case Study • Emily Ellis, David Frymann and Vasileios Kourakis, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2018

L'Oréal Paris, a beauty brand, increased its UK range of foundations to 23 shades to promote a more diverse and inclusive approach to beauty.