Advertising best practice, evidence and insights

What we know about social listening and real time research

Article • WARC Best Practice, December 2019

Summarises knowledge and offers guidance and reading on social listening and real time research, the process of gathering data from audience conversations across social media platforms and processing into structured insights.

What we know about mobile research

Article • WARC Best Practice, December 2019

This paper summarises knowledge and offers guidance and reading on mobile research, encompassing both the methodological use of mobile devices and technologies in the research process, and the research of consumer mobile habits.

What we know about online communities

Article • WARC Best Practice, March 2019

Explores how online communities have emerged as an alternative to online panel research, being an effective way of interacting with and sourcing customer insight.

How to gain insight from social listening

Article • Will McInnes, WARC Best Practice, July 2017

This article provides a best practice guide to social media listening – the process of capturing mentions of brands on the internet – and how marketers can better understand and respond to their audiences’ feelings and sentiments.

Millie's Library: Unlimited Friendship with Reading

Case Study • Case Studies on WARC, 2018

Millie’s Library, an e-book subscription service, increased registrations and grew awareness by appealing to avid Korean readers.

Henkel’s route to faster, better – and cheaper – innovation

Article • Brian Carruthers, Event Reports, Qual360 Europe, February 2020

Looks at how Henkel created a “structural capability” that enables it to efficiently feed its innovation pipeline.

Why community is essential for Twitch

News • 12 March 2020

Twitch, the livestreaming platform for gamers, believes that a sense of “community” is fundamental to its appeal to users, and thus also to marketers hoping to reach this valuable audience.

How Lloyds Banking Group got people to talk about money

Article • Brian Carruthers, Event Reports, QUAL360 Europe, February 2020

Banking is a notoriously difficult sector to research, but Lloyds Banking Group has found a way that offers promise.

Mapping passions with postcodes to identify lookalike audiences

Article • Edwina Dunn, WARC Exclusive, March 2020

Edwina Dunn, data science pioneer, outlines a new approach to segmentation combining postcode data with social likes.

The WARC Guide to Making Segmentation Work

Article • WARC Best Practice, March 2020

A summary of new thinking and best practice on making segmentation work, from the WARC Guide.

Understanding the digital path to purchase

Article • Marilyne Alie, Chris Perry and Imaad Ahmed, WARC Webinars, March 2020

Marilyne Alie, VP Strategy Sport Chek at Touche Media, Chris Perry, VP Education at EDGE and Imaad Ahmed, Head of Planning and Field Marketing at WARC, look at how brand’s know their consumers' path to purchase.

How a chatbot delivers deep insights on food for Woolworths

Article • Sam Peña-Taylor, Event Reports, IIeX Europe, February 2020

Woolworths, the South African retailer, used a bot to conduct qual research on its customers’ food habits and motivations revealing insights that have adapted its comms and NPD.

How a pop-up community helped Kindoh launch in Germany

Article • Brian Carruthers, Event Reports, Qual360 Europe, February 2020

Looks at how Kindoh used a pop-up community to gather insights about the German diaper market as well as test and rate its own product.

UK insights on women and gaming in 2020

Article • Sam Peña-Taylor, Event Reports, MRS Sports and Gaming Conference, February 2020

New research from Ipsos MORI and the ISFE delves into the reality of the UK gaming market, revealing the important constituency of women in what has been a traditionally male environment.

Natural Light: Natty Light summer intern

Case Study • SABRE Awards, IN2, North America, Best Content Creation for Media Sites (Earned), 2020

Anheuser-Busch beer brand Natural Light launched a light-hearted recruitment video, starring its real-life brand manager, to attract applicants for its summer internship programme in the US.

Washington State Department of Health: It's about respect sexual violence prevention pilot

Case Study • SABRE Awards, IN2, North America, Best Use of Original/Commissioned Research for PR, 2020

Washington Department of Health, a public health department, tackled the issue of sexual violence within its state by targeting young people in schools and through online video to explain the importance of respect.

Frito-Lay: Doritos another level

Case Study • SABRE Awards, IN2, North America, Best in Identity Branding, 2020

Frito-Lay-owned tortilla snack brand Doritos, created a campaign across outdoor, TV and social media that didn't feature its brand name or logo, to appeal to Gen Z consumers in the US.

Techruptors & the Social Permission Tipping Point

Case Study • SABRE Awards, IN2, North America, Best Agency Publishing Platform, 2020

Ketchum, a PR firm in the US, launched an in-person salon series to give business leaders a place to talk about privacy and trust to demonstrate its value as a strategic consultant.

American Pecan Council: The Super American Pecan-A-Thon

Case Study • SABRE Awards, IN2, North America, Best Content Creation for Media Sites (Paid), 2020

American pecan growers partnered with Epicurious to stream a live online one-day variety show to appeal to consumers' patriotic spirit and boost demand in the run-up to holiday season in the US.

plusOne: Making masturbation mainstream

Case Study • SABRE Awards, IN2, North America, Best New Company Launch, 2020

Clio, a design-forward consumer products company with a focus on personal-care products, launched its new plusOne vibrator brand through articles in a millennial-focused title in the US that showed women the importance of owning their sexual wellness.

Ad Hoc Utilities Group: Public Affairs campaign

Case Study • SABRE Awards, IN2, North America, Politics/Public Affairs/Lobbying/Government, 2020

Ad Hoc Utilities Group, a coalition made up of most US nuclear generators, prevented onerous trade restrictions by utilising political intelligence to inform earned media opportunities.

Phillips 66/Conoco: Conoco chooses Go with #MyHeroConoco

Case Study • SABRE Awards, IN2, North America, Best Use of Social Media or Analytics for Audience Insights or Influencer Targeting, 2020

Conoco, an energy corporation, connected with US millennials and increased positive sentiment by creating a Manga series and a chance for its audience to interact with its favourite characters.

Wrangler claps back – Lil Nas X Collection

Case Study • SABRE Awards, IN2, North America, Best in Real-time Engagement, 2020

Clothing brand Wrangler launched a campaign based on the Lil Nas X hit Old Town Road, to grow a younger, more diverse online audience and increase its social media channel subscribers, without alienating its existing fanbase in the US.

Hulu: The Shape of History

Case Study • SABRE Awards, IN2, North America, Social Purpose, 2020

Hulu, a TV channel, increased viewership of season 3 of The Handmaid's Tale by launching mirrored statues in New York City that allowed women to see themselves as part of America's future.

Driscoll's Rosé Berry limited edition summer launch

Case Study • SABRE Awards, IN2, North America, Best in Digital/Print Consumer Media (Earned), 2020

California-based fruit producer Driscoll's built a connection with rosé wine to launch a new blush-coloured strawberry, the Rosé Berry, in the US.

Online & mobile research