Integration

What we know about cross-channel and multichannel marketing

Article • WARC Best Practice, July 2018

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

What we know about combining TV with digital media

Article • WARC Best Practice, June 2017

This article provides marketers with information and guidance about combining TV and digital media strategies.

What we know about earned media

Article • WARC Best Practice, June 2017

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

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.

eBay’s hybrid approach to media

Article • Matthew Carlton, Event Reports, Brands Take Back Control, July 2018

There is a trend for brands to bring more of their media buying activity in-house, but eBay is headed in the opposite direction as it leans more and more on its agency partner.

Finding our Virginity: How fighting fact with feeling helped Virgin Media take on the might of Sky

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Virgin Media, a telephone, television and internet services company, increased demand for its productsin the UK by using its brand ambassador, Usain Bolt, to show what it's like to be the fastest.

SickKids Foundation: SickKids VS

Case Study • Cannes Creative Lions, Silver, Creative Effectiveness Lions, 2018

SickKids Foundation, a children's health research organisation, launched a campaign that successfully increased donations and Canadian male-audience engagement by repositioning its brand as a fighting ally against disease.

Absolut Vodka: One Source

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Absolut Vodka launched the One Source campaign in South Africa, which sponsored the launch of a new hip-hop album through a documentary, music video and limited edition bottles.

MailChimp: Did You Mean MailChimp?

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2018

MailChimp, a marketing automation platform, launched a campaign based on a meme that was created after its brand name was mispronounced on the popular podcast Serial, to increase brand awareness in the US.

Ad Council: Prediabetes

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

The Ad Council, an American nonprofit organization, created an ad that was a real-time prediabetes test in order to raise awareness of the condition in the US.

PEDIGREE Child Replacement Programme

Case Study • Cannes Creative Lions, Gold, Creative Effectiveness Lions, 2018

PEDIGREE, a pet food brand, increased its sales and dog adoptions by creating the PEDIGREE Child Replacement Program, which targeted the parents of children who have left their home in New Zealand.

Skittles: Breaking Conventions with Pride

Case Study • Marketing Society UK, Excellence Awards, Winner, Bravest Brand (Brand activation), 2018

Skittles, a fruit-flavoured sweets brand, reversed declining sales in the UK by launching a Gay Pride campaign that removed the brand's rainbow colours from its packaging.

Time to Change: One Small Act. One Big Change.

Case Study • Marketing Society UK, Excellence Awards, Highly Commended, 2018

Time to Change, a mental health organisation in England, developed a campaign that got males to talk to their friends about mental health, which was funded by the Department of Health, Comic Relief and the Big Lottery Fund.

Currys PC World: Tested in Life to help you get it right

Case Study • Marketing Society UK, Excellence Awards, Winner, Employee engagement, 2018

Currys PC World, a British electrical retailer, devised a new training program - Tested in Life - to meet its challenges.

Colors: Bigg Boss Season 10 – Changing the core product offering to hook the audience

Case Study • Colors Marketing, WARC Awards, Entrant, Effective Content Strategy, 2018

Indian TV channel Colors used an integrated campaign to drive viewing figures for the tenth series of popular TV show Bigg Boss in India.

How consumers’ media usage creates synergy in advertising campaigns

Research Paper • Nathalie Dens, Patrick De Pelsmacker, Peter Goos, Leonids Aleksandrovs and David Martens, International Journal of Market Research, Vol. 60, No. 3, 2018, pp. 268-287

This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers' media usage.

Behind Coca-Cola’s marketing strategy framework in Japan

Article • Anna Hamill, Event Reports, Advertising Week Asia, May 2018

Coca-Cola has applied its Integrated Marketing Communication philosophy to its product marketing in Japan, the company’s most profitable market internationally.

L'Oréal Paris: Joy of Colouring

Case Study • Rajesh Sharma, Neerja Goswami, Suchismita Ganguli, WARC Awards, Entrant, Effective Social Strategy, 2018

Cosmetics company L'Oréal used a four-stage campaign in India to allay fears among women about the negative effects of hair colouring products.

CSRA: Think Next. Now

Case Study • WARC Awards, Entrant, Effective Use of Brand Purpose, 2018

CSRA, a US information technology company, used on- and offline media to position itself as the IT contractor of choice for the US government.

Chevrolet OnStar: Relax, you have OnStar

Case Study • Arturo Velazquez, Evert Santiago, Itzel Elorza, Agustin Cardenas et al., WARC Awards, Entrant, Effective Use of Brand Purpose, 2018

Car manufacturer Chevrolet used a content-led strategy to explain the benefits of its OnStar telematics system and appeal to car buyers in Mexico.

Chevrolet: New Generation Chevrolet Spark

Case Study • Arturo Velazquez, Evert Santiago, Mariana De Pina, Carla McCloskey, WARC Awards, Entrant, Effective Use of Brand Purpose, 2018

Car brand Chevrolet used a combination of digital, TV, print, cinema and a tie-in with Spotify to launch its New Generation Spark model and retain its leadership of the small car sector in Mexico.

Aetna: You don't join us, we join you

Case Study • AME Awards, Bronze, 2018

Aetna, an American managed healthcare company, increased brand consideration and perception by creating a campaign across various platforms to prove that it supports people's individual health goals.

KFC Battle

Case Study • SABRE Awards, Gold Sabre Award For Food Service, EMEA, 2018

KFC, a fast food chain, launched the KFC Battle campaign in Russia to increase consumer engagement and brand awareness.

LG Electronics: Bring Cinema Home

Case Study • AME Awards, Gold, 2018

LG Electronics, a multinational electronics company, promoted its range of OLED and SUPER UHD TVs in Australia by creating a pop-up cinema for the public to experience the technology for themselves.