WARC Media Awards

Effective Use of Partnerships and Sponsorships

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Case Study

Deodorant and antiperspirant brand Rexona used a multifaceted digital strategy to launch an app that solved mobility challenges for the disabled population in Indonesia under its Movement for Movement campaign.

Case Study

Deodorant brand Rexona used NBA star Steph Curry and navigation app Waze to drive relevance and boost engagement in the Philippines.

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Procter & Gamble's My Black is Beautiful brand targeted black audiences in the US using TV, radio, social and search, to connect with them in a more meaningful way.

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Beauty brand Pond's used an influencer strategy to launch a new skincare product in Indonesia.

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Local hair care brand Cream Silk used Twitter to stand out and win share of voice during the Miss Universe competition in the Philippines.

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Ehrmann, the food manufacturer, launched a new yoghurt brand, EPICA, in Russia using a partnership with a TV show.

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Tech giant AT&T appealed to business leaders in the US via a digital campaign to highlight its B2B offerings.

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Drinks manufacturer Diageo joined forces with TV cooking show MasterChef and created a multimedia strategy to boost spirit sales in Australia.

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Baby care brand Pampers created a programme of paediatrician-led workshops to boost nappy sales by targeting young mothers and their mothers-in-law in India.

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Automotive brand RAM launched a new small van model in Mexico by appealing to small business owners.

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Hotel group Marriott created a partnership with football club Bayern Munich, in order to rebrand its Courtyard offering and boost loyalty and sales in Germany.

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Gaming company EA used influential car-modification content creators to create a digital campaign to launch its Need for Speed Payback driving game in Australia.

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Anti-dandruff shampoo Clear changed its brand proposition and used its sponsorship of the NBA Live app to increase brand awareness of its Cool Sport hero variant, and drive engagement in the Philippines.

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Telecoms operator STC used live streaming from far-flung corners of the Kingdom to prove its network coverage credentials in Saudi Arabia.

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Genesis, the luxury vehicle division of vehicle manufacturer Hyundai, achieved a brand lift by generating awareness, familiarity, and preference among professional women aged 25-54 in the US.

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Cadbury, the confectionery brand, used the idea of giving to increase sales around Eid in Pakistan.

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KFC, the fast-food brand, used a partnership with a video game to increase sales in China.

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Secrets Resorts & Spas, a luxury hotel chain, used a partnership with TV network ABC to appeal to affluent women in the US.

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American newspaper The New York Times drew attention to the need for a functioning free press in the US through a multichannel strategy around World Press Freedom Day.

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Skateboarding shoe and clothing brand Vans used multimedia publisher Vice, to create a content-led campaign to broaden its customer base and drive long-term growth.

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Hyundai, the car brand, used video content marketing to improve brand metrics and sales in the US.

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Deodorant brand Axe used a cybersports sponsorship to connect with young men in Russia and increase market share.

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Telecoms company Maxis partnered with ride-hailing service Grab to piggy-back on the Pokémon trend to raise awareness of its mobile phone payment service Hotlink Cash Online (HCO) in Malaysia.

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Suzuki, the car brand, co-created a TV show with a broadcaster to engage young women and increase sales of its Ignis model in the UK.

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Car brand Dacia used old football shirts donated by fans and worn during the Serie A match between Udinese and Lazio to communicate its 'Much more than you expect' strategy in Italy.