Article
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WARC Best Practice, October 2019
Explores the current thinking and writing on the effectiveness of online video, and the different ways in which they can be effective: emotional or informative, long or short.
Article
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WARC Best Practice, July 2019
Explores the current reading and thinking on the topic of online video audiences, which are increasingly shifting to mobile - here, brand messaging is largely unwelcome, necessitating exceptional creative and controllable ads.
Article
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WARC Category Intelligence, January 2019
Global strategies, campaign updates and trends in the use of online video.
Article
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Dominic Twose, WARC Best Practice, May 2017
This article explains how brands can create video creative that is engaging and brand-centric in order to reward viewers with relevance or entertainment and prevent early skipping.
Article
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WARC Best Practice, February 2017
This article offers guidance and advice on how to select the right format and delivery channel for video ad campaigns, and which metrics to use to measure awareness, engagement and conversions.
Article
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Julian Saunders, WARC Best Practice, July 2016
This article provides best practices for developing a content strategy on the most visited online video platform in the world, allowing brands to engage a different culture from the mainstream and find a place in the 'everything channel'.
Case Study
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MRS Awards, Finalist, MRS Award for Media Research, 2019
Pearl & Dean, a cinema advertising company, utilised a unique implicit testing methodology to prove that cinema is instrumental in benefiting brands in the UK.
Article
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Stephen Whiteside, Event Reports, Media, Marketing & Effectiveness Conference, November 2019
System1, the market-research firm, conducted a variety of studies that helped determine the impact of changing approaches to TV advertising.
Case Study
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Amy Francis, WARC Media Awards, Shortlisted, Effective Channel Integration, 2019
Thrush cream brand Canesten broke category conventions to make its name synonymous with thrush, getting women to recall and ask for the brand by name.
Case Study
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Tahaab Rais, WARC Media Awards, Shortlisted, Effective Channel Integration, 2019
Children's retailer Babyshop used a multichannel approach to redefine its brand strategy during Ramadan in the Middle East.
Case Study
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Richard Fofana, Owen Garscadden, WARC Media Awards, Shortlisted, Effective Channel Integration, 2019
Candy bar Oh Henry! reclaimed the number one spot in the candy bar market from rivals Snickers and Mars, and staked a claim to the untapped cannabis-induced 'munchies' space.
Case Study
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Apoorva Shetty, Mukhlis Sholihin, R.K Narayanan, Sarabpreet Bedi, WARC Media Awards, Shortlisted, Best Use of Data, 2019
Ice-cream brand Cornetto ran a targeted mobile campaign to appeal to teens for the launch of its UniCornetto variant in Indonesia.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
Standard Chartered Bank, a banking brand, increased applications for its Simply Cash Visa Card in Hong Kong by launching an algorithm agent that provides personalised, targeted content based on the viewing habits of young consumers.
Case Study
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Tangrams Strategy & Effectiveness Awards, Gold, 2019
Foxtel, a pay TV brand, created a game-changing campaign to encourage people to pay for a product they'd previously enjoyed for free in Australia.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
HSBC, a banking brand, increased penetration and sign ups for its Visa Platinum credit card in Singapore by launching a social experiment film and targeted media that showed the importance of spending quality time with your family.
Case Study
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MMA Smarties, Bronze, X (Global), 2019
Mercado Libre, an e-commerce platform, increased its traffic and unique user count throughout Latin America, by launching a campaign focused on the 20-year purchase history of its users and creating over 20 different video creatives featuring them.
Case Study
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MMA Smarties, Silver, X (Global), 2019
Abreva, a cold sore medicine brand, launched an optimised digital video campaign on YouTube to successfully increase purchase intent among younger consumers in North America.
Case Study
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MMA Smarties, Finalist, X (Global), 2019
Cornetto, an ice-cream brand, successfully increased sales in Indonesia by launching a campaign that featured its new Unicornetto product heavily on its online campaign video.
Case Study
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MMA Smarties, Silver, X (Global), 2019
Nike, the footwear brand, increased brand awareness in China by launching a campaign that let teenage footballers capture their perfect moments on the pitch during the quarter-final season of the World Cup.
Case Study
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MMA Smarties, Silver, X (Global), 2019
Mirinda, a soft-drinks brand, increased sales and consumer awareness through the use of a music video-led campaign that sought to unite opposing Vietnamese consumers over a glass of soda.
Case Study
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MMA Smarties, Gold, X (Global), 2019
With the launch of its Airmax 720 product, the footwear brand Nike launched a competition focused on user-generated creative content, which led to increased brand engagement in China.
Case Study
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MMA Smarties, Bronze, X (Global), 2019
OMO, a detergent brand, successfully increased its positive brand metrics and market share by launching a mobile advertising campaign that alerted Vietnamese parents about the time they spent online.
Case Study
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MMA Smarties, Finalist, X (Global), 2019
Samsung, a smartphone brand, successfully increased sales and brand engagement using a campaign featuring its S10 model on an interactive HD video ad, which allowed customers in the Philippines to experience the product in an innovative way.
Case Study
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MMA Smarties, Silver, X (Global), 2019
For their third year supporting the 16 Days of Activism Against Gender-Based Violence international campaign, LegalWise, a legal insurance services brand, launched an in-feed video ads-based campaign to increase awareness for the issue across South Africa.
Case Study
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MMA Smarties, Finalist, X (Global), 2019
Klondike, an American ice cream brand, delivered agile creative that aligned its brand with trending internet sensations to engage young consumers across the US.
