Case Study
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Design Business Association, Design Effectiveness Awards, Bronze, 2020
BEARFACE, a Canadian whisky brand, promoted its products in Canada with a bold personality and a crafted aesthetic to appeal to a young, modern audience.
Case Study
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SABRE Awards, Gold, North America, 2020
Subway, a restaurant chain, launched its Beyond Meatball sub in Canada and targeted a female, millennial audience with a video campaign highlighting the care that goes into producing the plant-based product.
News
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01 May 2020
Advertising avoidance may be lower on radio than is often assumed, according to a study focused on Canada that was published in the Journal of Advertising Research (JAR).
Case Study
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Maxine Thomas, WARC Awards, Entrant, Effective Innovation, 2020
Antiseptic brand Betadine launched a new product in Canada, stealing market share from competitors and driving behaviour change.
News
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21 April 2020
OrganiGram, a player in Canada’s fledgling cannabis industry, is optimistic that demand will stay robust during COVID-19, partly because consumers could be looking for affordable types of enjoyment and entertainment at home.
Article
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Stephen Whiteside, WARC COVID-19 Series, April 2020
OrganiGram, a provider of recreational and medical cannabis in Canada, is seeking to navigate through the complications that COVID-19 presents to a nascent industry.
Research Paper
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Aaron Michelon, Steven Bellman, Margaret Faulkner, Justin Cohen, and Johan Bruwer, Journal of Advertising Research, Digital First, March 2020
Radio remains popular, delivering an audience reach of over 90 percent, but radio ratings may overestimate real advertising exposure.
News
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19 March 2020
Toys “R” Us Canada, the toy retailer, offers several valuable lessons about how brands can respond to a time of crisis in effective ways.
Article
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Geoffrey Precourt, Event Reports, DX3, March 2020
Toys “R” Us Canada faced the challenge of re-engaging consumers after separating from its previous parent company, which had entered into bankruptcy.
Rankings
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WARC Effective 100, 2020
Lotto 6/49, a Canadian Lottery game, increased sales among millennials in a long-term campaign that showed the lucky moments of life.
Rankings
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WARC Media 100, 2020
Hydro-Québec, a utility company, used a content strategy in Canada to build a sense of pride among millennials and increase engagement among its employees.
Rankings
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WARC Media 100, 2020
Candy bar Oh Henry! connected to the younger generation by creating a new bar to celebrate the legalisation of cannabis in Canada.
Rankings
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WARC Media 100, 2020
Dove, a skincare brand, encouraged new fathers to take their paternity leave in Canada and spend time with their child by documenting five new dads for five weeks.
Rankings
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WARC Media 100, 2020
Sport Chek and Canadian Tire, the Canadian retailers, drove sales on Black Friday by choosing its featured products by what was left in online baskets.
Rankings
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WARC Media 100, 2020
Quick-service restaurant chain Pizza Pizza increased sales in Canada by appealing to cannabis users.
Rankings
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WARC Media 100, 2020
MINI, an automotive brand, used a mobile-first search strategy to communicate the car’s fuel-efficient credentials and increase test-drive uptake among car buyers in Canada.
Rankings
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WARC Media 100, 2020
Hellmann’s Mayonnaise, a food brand, used video, social, out of home and on-ground activations to raise awareness about food waste and redefine its corporate responsibility in Canada.
Article
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Marilyne Alie, Chris Perry and Imaad Ahmed, WARC Webinars, March 2020
Marilyne Alie, VP Strategy Sport Chek at Touche Media, Chris Perry, VP Education at EDGE and Imaad Ahmed, Head of Planning and Field Marketing at WARC, look at how brand’s know their consumers' path to purchase.
Rankings
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WARC Creative 100, 2020
The Canadian Paralympic Committee increased media coverage of the Paralympics by creating its own broadcasting network through the power of its fans.
Case Study
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SABRE Awards, IN2, North America, Best Use of Integrated Social Media, 2020
Online restaurant reservation provider OpenTable, used a social media strategy to encourage diners in the US, Canada and Australia to get into #DiningMode on Mother's Day; putting their phones aside and giving their mums the gift of uninterrupted conversation.
Case Study
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SABRE Awards, IN2, North America, Best in Product Reviews (Earned), 2020
The Hospital for Sick Children (SickKids) created an immersive experience through Airbnb to raise awareness of the need for a new hospital, and its funding shortfall, among Torontonians in Canada.
Case Study
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SABRE Awards, IN2, North America, Best in Brand Film/Video, 2020
Family history company, Ancestry used a short TV documentary to bring its data to life and appeal to the descendants of slaves in the US.
Case Study
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Touché!, WARC Media Awards, Gold, Best Use of Data, 2019
Canadian online retailer Sport Chek used cart data to create a mass retargeting campaign, backed by traditional and digital media, to drive sales on Black Friday.
Case Study
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PHD Montreal, WARC Media Awards, Entrant, Effective Use of Tech, 2019
Insurance company belairdirect used a multichannel, fan-focused, approach to raise awareness of its sponsorship of the Canadian Football League, in turn building its consumer profile.
Case Study
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WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019
Plant-based spreads and oils brand Becel used influencer marketing, backed by digital and social media, to raise awareness of the brand and of the benefits of a plant-based lifestyle in Canada.
