PR, WOM & earned media

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What we know about 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.

Stayfree: Take Back Your Time

Case Study • Toru Jhaveri, Sanchari Chakrabarty, Natasha Bohra, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Feminine care brand Stayfree adapted a value proposition in India to boost sales and redefine how women see sanitary pads.

Babyshop: Al Umobuwah – Putting 'Mum' into 'Parenthood'

Case Study • Tahaab Rais, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Baby retail brand Babyshop used a multichannel approach and created a new Arabic word to drive brand meaning, and sales, in the Middle East.

Vans: Not Just One Creator

Case Study • Jessica Perrin, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Vans, the footwear and clothing brand, used Influencers to successfully broaden its appeal among teens and young adults in the US, generating revenue and brand awareness.

Online and offline conversations require different marketing strategies

Article • Research on WARC, March 2019

Summarises findings from a paper published in the MIT Sloan Management Review journal on deriving value from conversations about your brand.

5 things to consider when selecting an influencer

Article • Tania Yuki, WARC Webinars, March 2019

Tania Yuki, founder and CEO of Shareablee, uncovers five things every marketer must know before working with an influencer.

How eWord of Mouth valences affect price perceptions

Research Paper • Wai Ki Liang and David Corkindale, International Journal of Market Research, Vol. 61, No. 1, 2019, pp. 50-63

The influence of electronic Word of Mouth (eWOM) on consumers' perceptions of price, allowing for consumers having different price acceptability levels, was examined through nine online experiments.

Finnair: Influencers Take to the Skies and Go #UPINTHEFINNAIR

Case Study • SABRE Awards, Best Earned Media with Influencers + Communities, In2, 2019

Finnair, an airline company, increased bookings in the US by launching an influencer campaign that encouraged millennials to use its stopover program.

Hilton Declares Affordable Suites for All

Case Study • SABRE Awards, Best Use of Video Networks, In2, 2019

Hilton, a brand of full-service hotels and resorts, increased brand revenue and consideration in the US by launching influencer-generated video content to showcase its affordable, spacious and fun hotel suites.

Tinder: #RepresentLove

Case Study • SABRE Awards, Best in show #1, 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.

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.

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.

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.

From Views to Value: A guide for developing a ‘value’ oriented framework for planning and evaluating branded content

Article • Richa Kumar Khetan, WPP Atticus Awards, Merit, 2018

A best practice model for branded content planning and evaluation helps focus on the wealth of insight that can be derived from publicly available metrics that are and simple to harness.

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.

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.
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.
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.
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 influencer marketing

Article • WARC Best Practice, May 2018

Provides an overview of how influencer opinion and recommendations can deliver marketing messages to consumers through social networks and word of mouth.
Strategy Toolkit: Theories of Consumer Behaviour

Article • Strategy Toolkit, Strategy Toolkit

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