Advertising best practice, evidence and insights

2021 MENA Strategy Report: Insights from the WARC Prize for MENA Strategy

Article • WARC Exclusive, September 2021

Insights and themes from the winners of the 2021 WARC Prize for MENA Strategy, an annual case study competition that rewards the region’s smartest strategic thinking.

Pop to shop: Where culture meets commerce

Article • Jasmine Wong , WARC Exclusive, Spotlight SEA, September 2021

Initiative’s Jasmine Wong looks at how the convergence of shopping opportunities with cultural inspiration has accelerated and is set to impact marketing.

Twitter identifies six US consumer trends for the COVID-19 era and beyond

Article • Stephen Whiteside, Event Reports, Spotlight US, September 2021

Twitter, the social network, drew on the analysis of several-billion US tweets to identify six trends that have grown more pronounced during the COVID-19 pandemic, and are likely to have long-term staying power.

Puma: Propah lady

Case Study • YouTube Works for Brands, India, Best Long Form Storytelling, 2021

Puma, an athletic apparel brand, ran a social media campaign featuring unconventional female influencers to encourage women to own their individuality, and drive awareness and sales for its women's sneakers in India.

What's working in gaming 2021

Article • WARC Category Intelligence, September 2021

Global strategies, campaign updates and trends in gaming.

Ariel: Share the load

Case Study • Suraja Kishore, Maitrayee Chandorkar, WARC Awards for Asian Strategy, Shortlisted, 2021

In 2020, P&G laundry soap Ariel continued a multi-year campaign in India that highlighted and challenged gender inequality in order to grow sales, share and preference.

Bosch: Don't hang your privacy out

Case Study • Pancho Xie, WARC Awards for Asian Strategy, Shortlisted, 2021

Clothes dryer brand, Bosch, challenged deeply entrenched cultural notions about clothes drying to grow sales in China.

SK-II: Timelines

Case Study • Leo Bovaller, Julia Blomquist, WARC Awards for Asian Strategy, Shortlisted, 2021

Skincare brand SK-II grew sales and engagement among young executive women in China, Japan, South Korea and the US with the creation of a digital docu-series fronted by journalist Katie Couric.

Houston White: Branding

Case Study • Jay Chiat Awards, Honourable Mention, Product/Service Creation, 2021

Houston White, a Black barber and designer, transformed his company from a barbershop that sells apparel into a brand that fosters cultural exploration through style.

Ginebra San Miguel: One Ginebra Nation

Case Study • Paolo De Leon, Jeremy Lopez, Nina Ginelle Valle-Caidic, Melissa Torre, Fay Ballo, WARC Awards for Asian Strategy, Shortlisted, 2021

Ginebra San Miguel, the Philippines' leading gin brand, crafted a five-phase multi-platform campaign to boost engagement and strengthen consumer awareness despite the pandemic.

Active Wheel: Careers from home

Case Study • Jay Chiat Awards, Honourable Mention, Product/Service Creation, 2021

Active Wheel, a detergent brand, helped women in India gain the skills needed to support themselves and their families financially.

Dove: Stop the beauty test

Case Study • Abigail Dias, Tanvi Mishra, WARC Awards for Asian Strategy, Shortlisted, 2021

Personal care brand Dove targeted women in India with a purpose-driven multi-media campaign to influence the discourse on beauty and self-esteem while also boosting brand love and purchase consideration.

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