Advertising best practice, evidence and insights

What we know about online video audiences

Article • 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.

What we know about online video effectiveness

Article • WARC Best Practice, March 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.

What’s working in online video

Article • WARC Category Intelligence, January 2019

Global strategies, campaign updates and trends in the use of online video.

How to optimise video creative across screens

Article • 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.

How to measure the performance of video marketing campaigns

Article • 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.

How to develop an effective YouTube content strategy

Article • 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'.

Lights, camera, action, delivery, measurement: The marketer’s guide to online video advertising in Asia

Article • Research on WARC, July 2019

Provides marketers with best practices, useful tips, and insights throughout the video advertising process in Asia.

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.

Libresse/Bodyform: Viva La Vulva

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

Libresse, a brand of feminine hygiene products, increased market share in Scandinavia by launching Viva La Vulva, a lip sync video that encouraged women not to be ashamed and to love their vulvas.

P&G Vicks: Touch of Care India

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

Vicks India, a brand of over-the-counter medications, launched #TouchOfCare in India, which featured the stories of two women and their families to highlight Vicks as embracing care for all families.

Ruavieja: The Time We Have Left

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

Ruavieja, an alcoholic digestive liquor from Pernod Ricard, created a tool that predicted how much time people had left together in an emotional film to encourage brand recognition and awareness in Spain.

Why Video Advertising Works and How it Works

Research Paper • Guido Modenbach and Gerald Neumueller, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019

SevenOne Media, the audio-visual and digital marketer, measured the attentional and emotional condition of recipients in Germany while they watch editorial content and advertising on different video platforms in their homes.

What we know about TV and video ad length

Article • WARC Best Practice, July 2019

Provides marketers with information and guidance about determining the optimal TV ad length.

Mahindra Foundation: Wings for our girls

Case Study • SABRE Awards, South Asia, Best In Show, 2019

The Mahindra Foundation, a non-profit organisation, launched a short film that showed the dire consequences of restricting girls from education in India.

Horlicks: Emotional Nutrition

Case Study • SABRE Awards, South Asia, Integrated Marketing, 2019

Horlicks, a malted milk drink brand, raised awareness of the issue of student suicides across India during exam season by launching PR and films that showed mothers the importance of mental nutrition, as well as physical.

Special Olympics Belgium: Dare to Sponsor

Case Study • MIXX Awards, Grand Prix, 2019

Special Olympics Belgium, an organisation that serves athletes with intellectual disabilities, encouraged major brands to sponsor its Olympics in Belgium by launching personalised direct mail, out of home and an emotional online video.

Doritos Cool & Hot

Case Study • MIXX Awards, Gold, Video Advertising, 2019

Doritos, a tortilla chip brand produced by PepsiCo, created an interactive video experience for mobile that allowed consumers in Turkey to experience its new Cool & Hot Doritos.

Lifebuoy: Preventing people from infections during Ramadan

Case Study • Alvaro Bretel, WARC Prize for MENA Strategy, Shortlisted, 2019

Lifebuoy, the soap and hygiene brand, used YouTube ads during Ramadan to promote hand washing and increase sales of its products in the Middle East.

Jarir: Back to School Blues

Case Study • Dana Alkutoubi, Rabie Hassoun, WARC Prize for MENA Strategy, Shortlisted, 2019

Bookstore brand Jarir reframed the back-to-school narrative with an outdoor, online and social media campaign to reassert its market-leading position in the category and boost sales of bags in Saudi Arabia.

Coca-Cola: Change has a Taste

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2019

Soft-drink brand Coca-Cola tapped into the relaxation of Saudi Arabia's driving laws to appeal to young women in the country and claw back some market share.

Saudi Telecom Company: Akhou Nora

Case Study • Dana Al-Kutoubi, WARC Prize for MENA Strategy, Shortlisted, 2019

Saudi Telecom Company (STC) used a historically-based social media and video campaign to promote acceptance of women driving and enhance its brand metrics with women.

Jotun Fenomastic Wonderwall: Kids Collection

Case Study • Alvaro Bretel, WARC Prize for MENA Strategy, Shortlisted, 2019

Market-leading interior paints brand Jotun took a creative approach to increase sales of its new product line in the Middle East.

Coca-Cola: Sunset

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2019

Soft drinks giant Coca-Cola used social media to drive its brand message during Ramadan in the Middle East.

Babyshop: World Without Walls

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2019

Children's retailer Babyshop used a multichannel approach to redefine its brand strategy during Ramadan in the Middle East.

Nescafé Dolce Gusto: Inspiring Coffee Corners

Case Study • Alvaro Bretel, WARC Prize for MENA Strategy, Shortlisted, 2019

Nescafé Dolce Gusto used an inspirational, personalised multi-channel campaign to grow sales, improve penetration and increase its cultural relevance in the Middle East.

Online video