Audience measurement

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Wardah: Heart to heart

Case Study • MMA Smarties, Indonesia, Silver, 2021

Wardah, the cosmetics brand, wanted to own the Ramadan moment to strengthen its position as pioneer of Halal cosmetics in Indonesia.

Cadbury 5 Star: Ok Google, eat a 5 Star

Case Study • MMA Smarties, APAC, Silver, 2021

Cadbury's, a chocolate brand, launched a campaign in India to promote 5Star and connect Gen Z using a voice bot on Android phones.

Kia: Sonet revs up with interactive voice ads

Case Study • MMA Smarties, APAC, Bronze, 2021

Kia, an automotive manufacturer, launched a campaign to establish itself in the Indian car market and promote its new model, Sonet.

Lifebuoy: COVID-19 hyper alert system

Case Study • MMA Smarties, APAC, Silver, 2021

Lifebuoy, a soap brand, launched a campaign in Vietnam to make the Ministry of Health's (MOH) 5K Regulation more memorable.

What we know about TV audiences

Article • WARC Best Practice, December 2021

This article explores the current thinking and writing on TV audiences - a group of people once defined by the use of one stable, popular medium, which has now fragmented forcing a re-evaluation of audience measurement.

Domex: Disinfection alert system

Case Study • MMA Smarties, Silver, X (Global), 2021

Domex, a disinfectant brand, launched a campaign in India to drive awareness for the brand's superior disinfection and help ensure the safety of essential travelers at railway stations.

Lifebuoy: Covid-19 hyper alert system – Lifebuoy ft. Ministry of Health & 5K message

Case Study • MMA Smarties, Silver, X (Global), 2021

Lifebuoy, a soap brand, launched a campaign in Vietnam to help consumers better protect themselves against Covid-19 through the 5K compliance and be aware of cases in their neighborhood.

A new KPI for effectiveness: Reality performance score (RPS)

Case Study • MRS Awards Papers, Finalist, Innovation in Data Analytics, 2021

DVJ Insights, a market research brand, created a new key performance indicator (KPI) to understand the effectiveness of media and increase ROI in the UK.

Sky: Direct web attribution

Case Study • MRS Awards Papers, Winner, Innovation in Data Analytics, 2021

Sky Media, the broadcaster, launched Direct Web Attribution to conclusively calculate the effectiveness of advertiser's TV campaigns in the UK.

TikTok: TikTok x Euros 2020 – Where fans play

Case Study • Marc Whittle, Ella Keita, Maria Luisa Galang, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2021

TikTok, a video-sharing social media service, launched a European campaign to increase app usage among males aged 18+.

Pepsi and Pepsi MAX: Music Keeps Us Fizzing

Case Study • Luke Hyland, WARC Media Awards, Bronze + Successful Sponsorship Award, Effective Use of Partnerships and Sponsorships, 2021

Pepsi, a carbonated drinks brand, launched a six-week global campaign to drive fan engagement and build brand love by leveraging its role as one of the biggest sponsors of football.

Boston Globe: #BostonStillRunning

Case Study • Ellie Gogan-Tilstone, Jamie Cuthbertson, Jane Dorsett, WARC Media Awards, Shortlisted, Effective Channel Integration, 2021

News outlet, The Boston Globe, created a love letter to the city of Boston as a tribute to the strength of its people during COVID-19 in the US.

KitchenAid: SEO trend spotting

Case Study • Mathilde Gomez, WARC Media Awards, Shortlisted, Best Use of Data, 2021

Kitchen appliance manufacturer KitchenAid employed a content strategy based on SEO data to raise awareness of the brand in the 'maker' audience during lockdown in Australia.

Jazztel: Direct response

Case Study • Esla de Murga, Guillermo Paz, WARC Media Awards, Shortlisted, Best Use of Data, 2021

Telecoms company Jazztel created DR, a decision tool based on the MX algorithm, to optimise the direct response to its TV advertising and boosted its conversion rate in Spain.

Médecins Sans Frontières (MSF): Coronavirus crisis appeal

Case Study • Richard Slater, Katie Spicer, WARC Media Awards, Bronze, Effective Channel Integration, 2021

Medecins Sans Frontiers (MSF), the humanitarian organisation, raised significant funds to provide urgent medical care in the battle against COVID-19 by anchoring its media spend around relevant news content in the UK.

Accor: Using advanced analytics to market profitably in a pandemic

Case Study • Jan Gardner, WARC Media Awards, Bronze + The Attribution Award, Best Use of Data, 2021

Hospitality brand Accor employed a data-driven, multi-scenario approach to make its marketing more agile and overcome the challenges of the Covid-19 shutdown and then the different re-openings in different markets across Europe.

NHS England: We are the NHS – Then, now, always

Case Study • Sabina Usher, Jane Dorsett, Fran Griffin, WARC Media Awards, Gold, Effective Channel Integration, 2021

The NHS, the world's largest free-to-residents public healthcare system, used an integrated channel approach to relaunch its recruitment drive during COVID-19 in the UK.

Malee: Lonely Rambutan

Case Study • WARC Cases, 2019

Malee, a canned fruits brand, connected with Thai consumers by personalising loneliness with a short film to encourage an uplift in sales.

Volkswagen Australia: From auto maker to online retailer

Case Study • Effies (North America), Australian Effies, Bronze, 2021

Volkswagen, the car brand, transformed consumer experience in Australia.

Channel 4’s Zaid Al-Qassab on why marketers can’t be ‘fooled into quick clicks’

Opinion • Alex Brownsell, November 2021

Zaid Al-Qassab, CMO and Inclusion & Diversity Director at British broadcaster Channel 4, spoke to WARC’s Alex Brownsell for Marketer’s Toolkit 2022 about scaling up digital content, the brand’s role in a crisis, and why influencers and creators aren’t the same thing. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .

Why brands need panels to deliver accurate cross-media measurement

Article • Daniel Wong-Chi-Man, WARC Exclusive, November 2021

Panels will continue to play an important role filling measurement gaps that technology cannot account for.

Pearson: Learning unlocked

Case Study • SABRE Awards, South Asia, Gold, 2021

Pearson, a digital education brand, launched a campaign in India to increase the brand's reach among educators, launch B2C products for the first time and take a focused and differentiated approach given restrictions on budgets because of COVID-19.

How the UK prepared for a new online audience currency

Opinion • Julie Forey, October 2021

Julie Forey explains why the UK online audience measurement trade body adopted a single-source, multi-device panel to monitor digital content consumption.

Pepsi: #SwagStepChallenge

Case Study • Shubhrojyoti Roy, Saumya Rathor, Tarun Bhagat, WARC Awards for Asian Strategy, 2021

Pepsi, a soft drink brand, launched a campaign in India to make social distancing cool by repurposing the ancient 'salaam-namaste' greeting.

Maybelline: Peek into the future – AR Makeup

Case Study • Sagar Parekh, WARC Awards for Asian Strategy, 2021

Maybelline New York, a make-up brand, launched an AR filter so that users could virtually try on make-up during the Covid-19 lockdown.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
What we know about combining TV with digital media

Article • WARC Best Practice, July 2021

Provides marketers with information and guidance about combining TV and digital media strategies.
What we know about TV audiences

Article • WARC Best Practice, December 2021

This article explores the current thinking and writing on TV audiences - a group of people once defined by the use of one stable, popular medium, which has now fragmented forcing a re-evaluation of audience measurement.
Global Ad Trends: State of The Industry 2020/21

Data • James McDonald, Rob Clapp, WARC Data, November 2020

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment, media consumption, and cost inflation this year and next. Key findings include:
How to market to Vietnamese consumers

Article • Katrin Roscher, WARC Best Practice, November 2018

Outlines the eight key points to remember when marketing to Vietnam’s youthful and highly connected population of 96 million.
Top Trends in Media and Society for 2021

Article • Dan Calladine, WARC Webinars, January 2021

Dan Calladine, head of media futures at Carat, discusses key insights from its recently released annual report which highlights twelve societal and media trends – and their implications for brands.