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.

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.

Shell: Cross-channel measurement beyond last-click attribution

Case Study • Hong Tran, Priyanka Gupta, Joyce Wu, Germaine Tse, WARC Media Awards, Shortlisted, 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.

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, Shortlisted, 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.

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.

Sport Chek: Warning, Do Not Attempt

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

Canada's number-one sports retailer Sport Chek focused on danger to highlight the bravery of athletes during the PyeongChang Winter Olympics.

Oh Henry!: 4:25 Hunger Bar Launch

Case Study • Richard Fofana, Owen Garscadden, WARC Media Awards, Shortlisted, Effective Channel Integration, 2019

Candy bar Oh Henry! reclaimed the number one spot in the candy bar market from rivals Snickers and Mars, and staked a claim to the untapped cannabis-induced 'munchies' space.

KFC: Buckethead Army

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

Fast-food brand KFC harnessed Australians' love of cricket to create a fan army that won the support of the whole country, boosting sales along the way.

Lifebuoy: A mission to cut sick days by half

Case Study • Ha Tran, Thuy Tran, Soumya Ranjan Panda, Vu Nguyen, WARC Media Awards, Shortlisted, Effective Channel Integration, 2019

Lifebuoy, the leading hygiene soap brand in Vietnam, boosted brand love and antibacterial soap sales with a health-awareness campaign aimed at teaching children and their parents the importance of good hygiene.

Skinny Mobile: The Best 'Freekend' Christmas Ever!

Case Study • Rachel Leyland, WARC Media Awards, Shortlisted, Effective Channel Integration, 2019

Skinny Mobile, a no-frills New Zealand telco, used an integrated channel approach to focus promotion on its data offering, instead of handsets, to deliver growth in the competitive Christmas period.

HSBC Singapore: HSBC Visa Make Family Time More Fulfilling

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2019

HSBC, a banking brand, increased penetration and sign ups for its Visa Platinum credit card in Singapore by launching a social experiment film and targeted media that showed the importance of spending quality time with your family.

New marketing structures yet to deliver on integration

News • 12 November 2019

The top goal for multinational advertisers is to be able to deliver campaigns seamlessly across all channels, but new research from the WFA shows that fully integrated communication remains some way off.

Why cross-media campaigns are essential in the age of fragmented attention

Article • Brad Smallwood, WARC Exclusive, October 2019

Evaluates the impact that Facebook has on campaign effectiveness when used in tandem with out-of-home and television media.

Capita for the British Army: Who dares wins – An unexpected approach to army recruitment

Case Study • Account Planning Group - (UK), Silver, 2019

The British Army, a land warfare force, connected with youth in Britain to drive up applications by reframing opinions of the "snowflake generation".

The British Heart Foundation: Creating connections that matter

Case Study • Account Planning Group - (UK), Entrant, 2019

The British Heart Foundation (BHF), a charity in the United Kingdom, increased regular and one-off donations with a TV campaign and poster for children drawing attention to the heart's effect on the circulatory system.

HSBC UK: A global citizen rediscovers its voice in a changing Britain

Case Study • Account Planning Group - (UK), Silver, 2019

HSBC, a bank, launched a campaign with Richard Ayoade in the UK to celebrate how we are better together, to reinforce itself as a UK brand with a global reach.

The Department for Education: Liberating a Life Choice for the Next Generation

Case Study • Account Planning Group - (UK), Entrant, 2019

The Department for Education, a UK government body, reversed some of the negative perceptions people have of apprentices in the UK.

National AIDS Trust: rock the Ribbon

Case Study • Account Planning Group - (UK), Entrant, 2019

National Aids Trust, a UK charity, changed attitudes and challenged 30 years of stigma by changing behaviours towards the humble red ribbon across the UK.