Advertising best practice, evidence and insights

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.

What we know about social listening and real time research

Article • WARC Best Practice, January 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, January 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.

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.

How Nestlé Waters uses social listening for engagement, problem-solving and sponsorship measurement

Article • Stephen Whiteside, Event Reports, Digital Marketing World Forum North America, September 2019

Nestlé Waters, a unit of the food and beverage company focused on bottled water, has yielded numerous benefits from social listening on platforms like Twitter and Instagram.

ISEHAN Co. Ltd.: We're Hiring... Based on Looks!

Case Study • SABRE Awards, Asia-Pacific, Employer Branding, Gold, 2019

Isehan, the cosmetics maker, organised a job recruitment campaign in Japan to encourage applicants to come to their job interview looking like themselves.

Air China Land Your Dream Digital Campaign

Case Study • SABRE Awards, Asia-Pacific, Digital Campaign, Gold, 2019

Air China, the airline, increased sales revenue by 13% after re-imagining the booking process with a focus on emotions for its customers in China, the UK, France and Germany.

Myanma Posts and Telecommunications, Telenor, Ooredoo and MyTel: Myanmar's Operators Team Up Against Fraudsters

Case Study • SABRE Awards, Asia-Pacific, Telecommunications, Gold, 2019

Telenor, Ooredoo, MyTel and Myanmar Post and Telecommunications (MPT), a group of telco companies, showed mobile users in Myanmar how to deal with phone scamming through broadcast and prints news releases.

ABInBev: Creating an association of multi-sectoral partners to accelerate road safety in Gurugram

Case Study • SABRE Awards, Asia-Pacific, Associations, Gold, 2019

AB InBev, a beverages company, launched its City Pilot programme in Gurugram, India to improve road safety in the city.

Monster.com: She Makes It Work

Case Study • SABRE Awards, Asia-Pacific, Multi-Country, Gold, 2019

Monster.com, a global employment website, launched a campaign urging stay-at-home mums to re-launch their careers, which generated 110 million digital impressions and top tier media coverage.

Mahindra Group: Wings for our girls

Case Study • SABRE Awards, Asia-Pacific, Corporate Social Responsibility, Gold, 2019

Mahindra Foundation, a non-profit organisation, took a misogynistic phrase and gave it a new meaning in its PR and online campaign in India.

Indian Medical Association: United to end TB

Case Study • SABRE Awards, Asia-Pacific, IN2, Winner, 2019

Indian Medical Association, a national voluntary organisation of doctors, launched a series of videos in India to raise awareness for tuberculosis (TB), a disease that often is misdiagnosed or not diagnosed at all.

Yahoo! Japan: Diversity in Disaster Preparation

Case Study • SABRE Awards, Asia-Pacific, Superior Achievement in Research and Planning, Diamond, 2019

Yahoo!, the search engine, raised awareness of the many challenges facing people in post natural-disaster shelters to help people in Japan to be better prepared.

Lockheed Martin: Launching Japan’s Next Generation of Women Leaders in STEM

Case Study • SABRE Awards, Asia-Pacific, Transportation & Logistics, Gold, 2019

Lockheed Martin, an aerospace and defence company, increased interest in STEM subjects from female students in Japan by launching a rocketry challenge that gave them practical experience.

KitKat: Break in case of life's little emergencies

Case Study • Sonia Pascual, Earl Javier, Nanais Hernandez, WARC Prize for Asian Strategy, Shortlisted, 2019

Nestlé-owned chocolate bar brand KitKat re-vamped its packaging to reverse declining sales in the Philippines.

Maybelline: Maybelline FitMe Squad

Case Study • Su Ling Chan, Vivien Loh, Kylie Chong, WARC Prize for Asian Strategy, Shortlisted, 2019

Make-up brand Maybelline used a multi-channel campaign to embrace the diversity of Malaysian skin colours and grow market share in the country's liquid foundation category.

Coca-Cola: Faces of the City

Case Study • Roshni Hegerman, Richard Cotton, Steve Llewellyn, Cia Hatzi, WARC Prize for Asian Strategy, Shortlisted, 2019

Beverage brand Coca-Cola took a radical approach in China to launch a sleek new can that appealed to Chinese youth.

Pond's Men: Bodybuilder

Case Study • Nayantara Atal, Sumegha Rao, Benoit Wiesser, WARC Prize for Asian Strategy, Shortlisted, 2019

Skincare challenger brand Pond's Men leveraged a new way of thinking to shake up a tired category and reverse declining sales in Indonesia.

KFC: Anything is better with KFC Golden Egg Crunch

Case Study • Galen Lau, Alyafarah Zainudin, Phoenix Tang, WARC Prize for Asian Strategy, Shortlisted, 2019

QSR brand KFC successfully relaunched its Golden Egg Crunch during Chinese New Year in Malaysia using a TV sync activation.

illuma: Mother's Love Express

Case Study • Winnie Lee, WARC Prize for Asian Strategy, Shortlisted, 2019

Formula milk brand illuma wanted to grow its market share in Taiwan and become the preferred choice after breast milk.

How an app transformed Brother’s office research

Article • Brian Carruthers, Event Reports, MRS The Future of B2B Research, June 2019

The office environment is changing and B2B research methodology has had to adapt accordingly, as simple site visits are no longer enough.

How reviving its original purpose reversed 8 years of decline for NRMA Insurance

Case Study • The Communications Council, Gold, Australian Effie Awards, 2019

NRMA Insurance, an Australian car insurer, promoted itself as a brand that helps by encouraging acts of help among the Australian public and showcasing this through OOH and a film.

Getting the full picture: Understanding the link between online and offline brand chatter

Article • Matt Dodd, WARC Exclusive, August 2019

To gain a comprehensive view, brands need to measure the full word-of-mouth conversation both on and offline, its volume, sentiment, who it is shared with and how influential the speaker is.

Practical ethics in social media research: The greatest good for the greatest number?

Article • Tara Beard-Knowland, Steven Ginnis, Research on WARC, Ipsos MORI, August, 2019

With people laying out their everyday light-hearted views – and deepest darkest secrets – for all to see,the amount of data readily available to anyone inclined to look is staggering, which raises important questions around the principles and legitimacy of analysing individuals’ data.

Tommy Hilfiger: Tommy Hilfiger Adaptive

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

Tommy Hilfiger, a clothing brand, launched an adaptive clothing line in the US that makes clothing more accessible for people with disabilities.

Online & mobile research