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.

Unilever calls for brands' input into its cross-media measurement project

News • 31 January 2019

Unilever says it has made significant progress creating a unified cross-media tool to let advertisers measure audience size, their reactions, and the impact of campaigns over the short, medium and long-term across digital, TV and social media ...

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, Digital First, January 2019

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

Cincinnati Children’s: CincyHearts.org – A lifelong condition needs a lifetime of care

Case Study • Kristen Wachter, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Cincinnati Children's Hospital used radio, DOOH and online ads to increase awareness of the effectiveness of its adult heart surgery services in Ohio, US.

IHOb: The day IHOP flipped the script

Case Study • Elizabeth Hartley, WARC Media Awards, Entrant, Effective Channel Integration, 2018

IHOP, the restaurant chain, used a stunt built for social media and PR to generate buzz and increase sales in the US.

Volkswagen T- Roc: Born Confident launch

Case Study • Ivan De Santis, Greta Bottini, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Volkswagen, the German carmaker, launched its T-Roc model on the Italian market through a cross-media campaign.

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.

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

Case Study • Hillary Fink, WARC Media Awards, Grand Prix and POE Special Award, Effective Channel Integration, 2018

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

Why integration matters in an omnichannel world

Article • Christopher Karpenko, ANA Magazine, Forward, November 2018

These are the four common challenges that modern US marketers face when looking to integrate their marketing strategies and ways to overcome them.

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

Case Study • Alisa Belyaeva, Suri Patel, Dino Myers-Lamptey, WARC Media Awards, Silver and Path-to-Purchase Special Award, Effective Channel Integration, 2018

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

Heinz Beanz: Geoff – A can size for every Aussie

Case Study • Linda Fagerlund, Craig McLeod, WARC Media Awards, Silver, 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.

Pepsi: Pepsi Salt – Bring back the taste of Tết

Case Study • Anh Vu, WARC Media Awards, Silver, 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.

Pantene: Beautiful Lengths

Case Study • Gilad Kat, WARC Media Awards, Silver, 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.

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.

Reach is important over the long term

News • 16 November 2018

Data from analytics companies and academics suggests the key to consistently higher marketing return on investment (ROI) is synergy and taking a multichannel approach.

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.

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.

BBVA VALORA VIEW

Case Study • MMA Smarties, Gold, Spain, 2018

BBVA, a bank, got a 25% increase in mortgage leads thanks to its app which made property hunting and buying easier for customer and non-customers alike in Spain.

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.

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.