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.

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.

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, Shortlisted, 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.

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.

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.

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.

SK-II: The Marriage Market Takeover: How giving ‘leftover’ women in China a voice transformed a luxury skin care brand

Case Study • My Troedsson, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

SK-II, the Japanese luxury skincare brand owned by P&G, decided to give a voice to the 'leftover women' of China.

Xbox Design Lab

Case Study • Karen Crum, Lynne Carter and James Appleby, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018

Xbox, a gaming console brand, launched an offering to customise its controllers for fans in the US to both express their love for the brand and which acted as a means of promotion in itself.

Effective Social Strategy Report: Lessons from the 2018 WARC Awards

Article • WARC Exclusive, October 2018

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2018 WARC Awards.

Ad of the month – Egypt: Huawei

Opinion • BrandIndex, October 2018

Huawei is the brand that has achieved the greatest uplift in its Ad Awareness in Egypt in September. The Chinese tech giant recently unveiled its new nova 3 series which went on sale in Egypt on the 8 th August.

Forum: The “shape” of interaction networks on Twitter

Research Paper • Kyle Findlay, International Journal of Market Research, Vol. 60, No. 5, 2018, pp. 439-462

This article is concerned with qualitative descriptions of the morphological structure of Twitter interaction network topologies.

How Glossier crowdsources success

Article • Reed Karaim, Event Reports, Shop.org, September 2018

Glossier, the beauty company, has demonstrated how digital media can be used for everything from building an audience of brand fans to co-creating innovative products.

Effective Innovation Report: Lessons from the 2018 WARC Awards

Article • WARC Exclusive, September 2018

Analyses the key themes and summarises the winning case studies from the 2018 Effective Innovation category in the WARC Awards, and presents the views and opinions of the judges.

What we know about marketing on Facebook

Article • WARC Best Practice, September 2018

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.

Princess Cruises: Launching Majestic Princess - Where western luxury meets Chinese flavour

Case Study • SABRE Awards, Diamond, APAC, Superior Achievement in Measurement and Evaluation, 2018

Princess Cruises, an American premium cruise line, successfully launched a new ship to consumers in China.

Whisper: Sit Improper

Case Study • Sohini Das, Aparajita Deshpande, WARC Prize for Asian Strategy, Silver, 2018

Whisper, a feminine hygiene brand, used a campaign that challenged society's expectations of women to connect with young women in India.

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

Case Study • Chan Su Ling, Nichelle Ng, WARC Prize for Asian Strategy, Silver and Research Excellence Special Award, 2018

Spray paint brand Nippon Pylox tapped into distinct specialist user communities to increase engagement and drive sales in Malaysia.