MRS Awards, Winner, MRS Award for Business-to-Business Research, 2019
Shell, an oil industry company, launched a large-scale ethnographic study to inform its global innovation and growth strategy, providing a new direction for redefining relationships with customers in the UK.
Shell Advance, a motorbike engine oil brand, increased brand awareness across Vietnam by launching a campaign that showcased a group of motorcycle accident aid rescuers, and the brand's role in supporting it.
Castrol, a lubricant oil brand, created a WeChat mini-program that not only educated independent Chinese mechanics on the brand's products but also increased brand engagement through activities and special in-app offers.
Brand partnerships can create a short cut to competitive edge, but when they go wrong, they are costly in terms of resources, time wasted and brand reputation, so it’s important to understand where mistakes commonly occur.
Sam Peña-Taylor, Event Reports, Festival of marketing, October 2019
Shell, the oil and gas company, rethought and reviewed its creative and media agency roster to set itself up for the future – and found far deeper value in collaborating closely and at a high level with agency partners.
SABRE Awards, Asia-Pacific, Community Relations, Gold, 2019
Castrol, a brand of industrial and automotive lubricants, connected with Indian truck drivers by drawing comparisons between the health of the truck and the driver which led to the brand beating category growth.
Want people to pay more attention to your advertising? Then understand what their concerns are as opposed to screaming at them, Shell’s Americo Campos Silva, chair of the Effective Channel Integration category at this year’s WARC Media Awards, tells Lucy Aitken.
SABRE Awards, North America, Marketing to Youth, Gold, 2019
Michelin, a tyre manufacturer, increased awareness of the importance of tyre maintenance among young people in the US by launching limited edition trainers that could only be acquired through tyre checks.
SABRE Awards, Best Use of Social Media or Analytics for Audience Insights or Influencer Targeting, In2, 2019
Conoco, a multinational energy corporation, launched its Choose Go campaign among millennials in the US by creating an anime-style content series based on insights into their interests and social conversations.
This report summarises the latest research from WARC's Data platform, with a focus on new net advertising investment data by product category, which are exclusive to WARC Data clients from 1st October. Key findings include: