Advertising best practice, evidence and insights

What we know about earned media

Article • WARC Best Practice, August 2019

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

What we know about combining TV with digital media

Article • WARC Best Practice, July 2019

Provides marketers with information and guidance about combining TV and digital media strategies.

What we know about cross-channel and multichannel marketing

Article • WARC Best Practice, July 2019

Provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.

How to develop an effective multichannel advertising strategy

Article • Sue Elms, WARC Best Practice, April 2017

This paper explains how brands can engage with consumers in a complex media landscape, arguing that they need to stay rooted in the real lives of their consumers.

How to implement a paid, owned, earned media strategy

Article • Fiona Blades, WARC Best Practice, March 2017

This article explores how to implement a media strategy capable of stretching across all types of media touchpoints, paid, owned, and earned.

The perception gap around magazine media: why advertisers are missing out

Article • Anna Sampson, WARC Exclusive, December 2019

An overview of the latest research by Magnetic, the marketing agency for UK magazine media.

Measuring effectiveness

Article • Imaad Ahmed, WARC Webinars, December 2019

Imaad Ahmed, head of planning and field marketing at WARC, looks at how marketers can measure marketing impact across multiple channels.

Dynamic asymmetric effects of cross-media exposures over the purchase cycle: In China, TV ads benefit from prior online exposure, but not vice-versa

Article • June Soo Lee and Demetrios Vakratsa, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 455-465

Cross-media advertising campaigns can grant marketers decisive advantages given the potential for synergy.

The impact of airing Super Bowl television ads early on social media: Benefits and drivers of watching, liking, and sharing advertisements on social media

Research Paper • Jennifer Lee Burton, Kristen M. Mueller, Jan Gollins, and Danielle M. Walls, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 391-401

Every year, executives debate whether to release their Super Bowl advertisements early on social media or whether this early release will hurt the surprise and impact of being seen for the first time during the most viewed televised sporting event in the United States.

Forum: Using neuroscience to understand the impact of premium digital out-of-home media

Article • Heather Andrew, Helen Haines and Shaun Seixas, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 588-600

In this article, Heather Andrew and Dr Shaun Seixas of Neuro-lnsight, and Helen Haines from Ocean Outdoor explain how modern brain imaging technology can be applied to measure people's emotional, subconscious responses to different forms of outdoor media, from static paper and paste posters to multisensory advertising screens.

How Aldi made saving feel amazing

Case Study • Case Studies on WARC, 2019

Aldi, the budget supermarket, grew its penetration in the face of resurgent price cutting from its competitors in the UK.

ŠKODA UK: #ThisIsOurTime

Case Study • Susie Milburn, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019

Volkswagen-owned auto brand ŠKODA leveraged its cycling heritage and sponsorship of the Tour de France to provoke conversations about gender inequality in the sport.

Wall's: Gold Spirit

Case Study • Apoorva Shetty, Sumeet Parab, Larry Asalim, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019

Ice-cream brand Wall's created a multimedia campaign around its sponsorship of the national team, to drive visibility and sales during the Asian Games in Indonesia.

Shell: Cross-channel measurement beyond last-click attribution

Case Study • Hong Tran, Priyanka Gupta, Joyce Wu, Germaine Tse, WARC Media Awards, Bronze, Effective Channel Integration, 2019

Fuel brand Shell launched a multi-media promo programme to drive top-of-mind awareness and boost fuel sale volumes in Hong Kong.

Rexona Clincal: 2019 Business Impact

Case Study • Kate O'Loughlin, Dixie Garcia, Kathryn Furnari, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Deodorant brand Rexona used precision targeting to reach heavy sweaters in Australia and smash sales targets.

Dove: ‘Show Us’

Case Study • Patricio Shilton, Lucia Yanes, Bianca Astuto, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Skincare brand Dove implemented a comprehensive campaign in Argentina to fulfil its brand purpose and effect a real change in society.

Colors: Salim Anarkali – The Epitomy of True Love

Case Study • Brian Sequeira, WARC Media Awards, Entrant, Effective Channel Integration, 2019

India's leading television entertainment channel, Colors, generated buzz for a new-launch show in the Hindi general entertainment space by tapping into the youth market's romantic ideals about true, unconditional love.

Listerine: Tartar Control Zero Alcohol

Case Study • UM, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Oral care brand Listerine relaunched itself as alcohol-free mouthwash leader in Colombia with a cross-media strategy focused on mobile.

Quebec Milk Producers: There's milk here

Case Study • Touché!, WARC Media Awards, Shortlisted, Effective Channel Integration, 2019

Focusing on the Christmas holidays, Quebec Milk Producers implemented an innovative campaign, delivered through all media, to raise awareness and boost sales.

The Times & The Sunday Times: Politics Tamed

Case Study • Lesley Myers-Lamptey, WARC Media Awards, Shortlisted, Effective Channel Integration, 2019

The Times and The Sunday Times increased brand awareness and paid-for subscriptions by focusing on the 'madness' of UK politics in the face of an increasingly competitive category.

Foodbank Western Australia: Hungry Puffs

Case Study • Hannah Muirhead, WARC Media Awards, Gold, Effective Channel Integration, 2019

Hunger charity Foodbank Western Australia created a new cereal brand, consisting of an empty box, to raise awareness and funds in the run-up to Christmas in Western Australia.

Hellmann’s: Real Food Rescue

Case Study • WARC Media Awards, Entrant, Effective Channel Integration, 2019

Food brand Hellmann's launched a multi-media mission to defend market share while spreading awareness of how much food is wasted in Canada.

Skittles: The Broadway Musical

Case Study • James Barnett, WARC Media Awards, Shortlisted, Effective Channel Integration, 2019

Confectionery brand Skittles reached a Super Bowl-sized audience by appearing on Broadway with a bespoke new production.

Mastercard: Not Only Tuesday

Case Study • IPG Mediabrands, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Financial services brand Mastercard created a gastronomy-based promotion to increase transactions and raise awareness of its offer in Colombia.

Shell Advance: Forever Outriders

Case Study • Anupama Jha Kumar, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Oil brand Shell used the power of influencers and online content in Vietnam to increase awareness and preference among a young target audience.