Integration

What we know about earned media

Article • WARC Best Practice, December 2018

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, September 2018

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 2018

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.

What we know about attribution and marketing mix modelling

Article • WARC Best Practice, December 2018

This article provides marketers with information and guidance about attribution and marketing mix modelling.

WARC Media Awards: Integration shortlist announced

News • 21 November 2018

Campaigns from Harley-Davidson in Canada, Maybelline New York in Ukraine and Pepsi in Vietnam are among the 20 that have been shortlisted for the Effective Channel Integration category in the 2018 WARC Media Awards.

Anchor Protein+: Go Strong All Day Long

Case Study • Philip De Meulemeester, WARC Media Awards, Shortlisted, Effective Channel Integration, 2018

Anchor, a New Zealand dairy brand, developed a positioning and a campaign for Protein+, a first-to-market dairy protein offering.

Heinz Beanz: Geoff – A can size for every Aussie

Case Study • Linda Fagerlund, Craig McLeod, WARC Media Awards, Shortlisted, Effective Channel Integration, 2018

Heinz Baked Beanz in Australia executed a multi-channel integrated communications strategy to promote the new sizes of its traditional cans.

Tourism Australia: Dundee – The son of a legend returns home

Case Study • Hillary Fink, WARC Media Awards, Shortlisted, Effective Channel Integration, 2018

Government agency Tourism Australia mimicked a Hollywood film campaign to shift perceptions and attract US high-value travellers.

Eurosport Player: Beating the odds to deliver a digital-first Winter Olympics

Case Study • Alisa Belyaeva, Suri Patel, Dino Myers-Lamptey, WARC Media Awards, Shortlisted, Effective Channel Integration, 2018

Sports broadcaster Eurosport used targeted digital and social ads to increase subscribers across Europe during the 2018 Winter Olympics.

Pantene: Beautiful Lengths

Case Study • Gilad Kat, WARC Media Awards, Shortlisted, Effective Channel Integration, 2018

Hair care brand Pantene in Israel decided to revitalise its Beautiful Lengths campaign, a global charity drive that enables people to donate hair for women who have lost their own due to cancer treatment.

Pepsi: Pepsi Salt – Bring back the taste of Tết

Case Study • Anh Vu, WARC Media Awards, Shortlisted, Effective Channel Integration, 2018

Pepsi, the soft drink brand, grew sales and increased market share in Vietnam by using insightful marketing techniques during the Vietnamese festival of Tết.

Single channel marketing doesn’t measure up

Article • Brooke Hemphill, Event Reports, IAB Measure Up Conference, November 2018

Marketers get better return on investment from multichannel marketing strategies than investing in a single channel.

Aeroméxico: A cell phone with more memory or more memories with friends and family?

Case Study • Yuridia Ruiz, WARC Media Awards, Shortlisted, Best Use of Data, 2018

Aeroméxico, Mexico's leading airline, increased sales by engaging with Mexican millennials during El Buen Fin, Mexico's busiest online sales season.

Marketers need to 'orchestrate' multiple partners

News • 06 November 2018

If marketers want communications that drive business results, they need to be able to orchestrate the work of multiple agencies and other partners, according to two industry figures.

Shell Select: Refreshing Moments

Case Study • Chan Su Ling, Danesh Asokkumar, WARC Prize for Asian Strategy, Entrant, 2018

Shell Select – the petrol station convenience store – ran a multichannel campaign to increase footfall and boost sales in Malaysia.

Cigna Hong Kong: Health insurance as it should be

Case Study • Jaslin Goh, WARC Prize for Asian Strategy, Entrant, 2018

Health insurance provider Cigna used an integrated channel strategy to shake up the market and relaunch itself as the insurer with a difference in Hong Kong.

Odomos: The 'uniform' approach to behaviour change

Case Study • Jitender Dabas, Ankit Vohra, WARC Prize for Asian Strategy, Entrant, 2018

Odomos, a mosquito repellent, increased sales in India by increasing awareness of dengue fever in an integrated campaign.

Nestlé Dancow: Iya Boleh – Yes, you can

Case Study • Sumegha Rao, Jean Paul de Ponti, Heru Santoso, Krisnina Hanum, WARC Prize for Asian Strategy, Entrant, 2018

Dancow, a growing-up milk brand, increased sales in Indonesia by encouraging parents to say yes to their children.

PlayStation: Play Everything

Case Study • Abigail Kwek, Natalie Gruis, WARC Prize for Asian Strategy, Entrant, 2018

Gaming console brand Sony PlayStation used mobile, outdoor, print, online, in-store, on-ground and social activations to launch its PS4 console in key Southeast Asian markets and convince families and casual gamers to purchase and play.

Kecap ABC: Putting mothers first with first press

Case Study • Dhiren Amin, Rahul Chawra, Dilip Garga, WARC Prize for Asian Strategy, Entrant, 2018

Soy sauce brand Kecap ABC put mothers first in an integrated campaign that turned around several years of sales and share decline in Indonesia.

How do I integrate media most effectively?

Article • WARC Evidence, October 2018

Looks at the importance of media integration in an age of fragmentation and advises marketers on how to integrate not only their paid media but also their owned and earned media.

How to work most effectively with multiple marketing partners

Article • Deb Giampoli and Karen Adams, WARC Best Practice, October 2018

Highlights characteristics of the most effective teams, barriers to integration, and “how-to’s” for marketers attempting to “orchestrate” the work of multiple agencies and other partners.

Dove Antiperspirants: Getting real about underarms

Case Study • European Association of Communications Agencies, Finalist, 2018

Dove, the personal care brand, launched a campaign to drive emotional engagement and brandy affinity with its women's deodorant range, amid difficulties with value share and penetration in key markets across Europe.