PR, WOM & earned media

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How Arby’s transformed one TikTok video in a viral triumph

Article • Stephen Whiteside, Event Reports, SXSW, March 2021

Arby’s, the quick-service restaurant chain, scored a viral success on video-sharing app TikTok by seizing on an unusual marketing opportunity.

Fernando Machado revitalized the Burger King brand, capturing share of mind – and stomach – in the process

Opinion • Kevin Rice, April 2021

Throughout his seven-year tenure at Burger King, and more broadly in his role as Global Chief Marketing Officer at its parent, Restaurant Brands International (RBI), Fernando Machado was a defibrillator that sent shockwaves through pop culture and brought the brand back to life, writes Hathway's Kevin Rice.

Burger King’s Moldy Whopper: Turning category tropes on their head

Article • Anna Hamill, WARC Exclusive, April 2021

Burger King’s Moldy Whopper set the advertising world alight – the work was the realisation of many years spent improving the brand’s food quality, according to Fernando Machado, Burger King’s Chief Marketing Officer.

‘Michelin Impossible’: How KFC’s audacious dream went viral in Australia

Article • Anna Hamill, WARC Exclusive, April 2021

Australia’s fast-food category is crowded, and cut-throat – KFC Australia’s campaign ‘Michelin Impossible’ drove outstanding results on a shoestring budget.

DB Export Gold Low Carb redefines the romantic ballad

Article • Anna Hamill, WARC Exclusive, April 2021

DB Breweries’ new extra low-carb product needed to made a splash with beer-loving Kiwis, and in a category where there were already several competing products.

Strategy Toolkit module 4: Consumer behaviour

Article • WARC Strategy Toolkit, March 2021

This article discusses various approaches used by marketers to understand what consumers want.

HP: Children Belong in the Conversation – HP Empowers Families to Tackle Tough Conversations

Case Study • SABRE Awards, IN2, North America, Public Service: #BlackLivesMatter/Racial Equity, 2021

HP, an information technology company, inserted HP into the back-to-school conversation in the US while showcasing its core values surrounding diversity and inclusion and driving awareness for its series Print, Play & Learn.

Tampax Partnered With Amy Schumer To Turn Question Marks Into Periods

Case Study • SABRE Awards, IN2, North America, Best in Brand Narratives, 2021

Tampax, a brand of tampons, launched its humour-led campaign #TimeToTampax to encourage conversation around the taboo topic of menstruation in the USA.

The power of consumer-generated creativity

Opinion • Kunal Sinha, February 2021

Encouraging user-generated content allows brands in India to engage and identify their fans by inviting participation, while potentially creating priceless memes that go viral, writes Kunal Sinha.

Activating emotions makes it more likely an ad will go viral

News • 08 February 2021

It is estimated that more than 180 million viewers will have tuned into Sunday’s Super Bowl between the Kansas City Chiefs and the Tampa Bay Buccaneers and, as ever, marketers will study the data to find out which ads scored a hit.

Super Bowl LV: The Attention Games

Opinion • Faris Yakob, February 2021

Faris Yakob: The economics of America’s biggest TV event have changed, as have the strategies brands use to exploit the attention it captures – this year’s contenders reveal the shape of US advertising.

Hijacking the Super Bowl in 2021: Don’t show up

Opinion • Jakob Stigler, February 2021

Budweiser’s Super Bowl ad may not be airing on game day, but it still represents a brand capitalising on the moment, and most likely getting even more buzz as a result.

Level: Fly with Pride – An authentic prosocial travel campaign for Barcelona Pride

Case Study • DMA (UK), Bronze, 2020

Level, an airline company, increased brand awareness by launching an influencer and social campaign that highlighted its inclusive and modern approach to travel.

Sense: Sign School

Case Study • DMA (UK), Bronze, 2020

Sense, a charity supporting everyone living with complex disabilities, launched a free, online British Sign Language course during the first few weeks of the global pandemic to help people better understand disability.

The effectiveness code

Article • James Hurman with Peter Field, WARC Exclusive, June 2020

This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.

Revive: Stay Fit @Home – The New Norm in Social Distancing

Case Study • MMA Smarties, Bronze, Vietnam, 2020

Revive, a sports drink brand, encouraged consumers in Vietnam to exercise at home during the COVID-19 lockdown.

Why brands in China are looking beyond their own category

News • 21 December 2020

‘Chu Quan’ marketing offers an opportunity for brands to connect beyond their categories and become a part of a wider cultural conversation.

The key to opening different media doors

Opinion • Zofia Iwaszkiewicz, December 2020

During 2020 Kantar has published seven category-specific media effectiveness investigations covering food and drink, tech and telco, alcohol, finance,

Biti's Hunter: Canvas Of Pride

Case Study • MMA Smarties, Silver, APAC, 2020

Biti’s Hunter, a shoe brand, launched its Canvas of Pride campaign – a special collection inspired by optimism and resilience to spread cheer during the pandemic and increase business in Vietnam.

Get out of your zone: Winning the ‘Chu Quan’ marketing game in China

Article • Alice Yu Yuebo, WARC Exclusive, Spotlight China, December 2020

Alice Yu outlines an emerging opportunity for brands to connect beyond their categories and become a part of a much wider consumer conversation.

Why do some advertisements get shared more than others? Quantifying facial expressions to gain new insights

Research Paper • Daniel McDuff and Jonah Berger, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 370-380

Why do some advertisements get shared more than others? Using scalable automated facial coding algorithms, the authors quantified the facial expressions of thousands of individuals in response to hundreds of video advertisements.

What we know about reach and frequency

Article • WARC Best Practice, December 2020

Provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.

Clear: Come Back Stronger

Case Study • Jasmine Lai, Adrian Adshade, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Anti-dandruff brand Clear partnered with mental health professionals in Southeast Asia to inspire engagement and help young people cope with the strain of lockdown.

Reform Alliance: When It's Over

Case Study • Dean Challis, Samantha Deevy, Paulina Liang, Molly Klein, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Prison reform non-profit Reform Alliance used icons such as Kim Kardashian and Madonna to front a social media campaign aimed at getting personal protective equipment into prisons in the US and secured a $10m donation from Twitter founder Jack Dorsey in the process.

Dove: Not Just One Brand of Real Beauty

Case Study • Imogen Bourke, Alana Zervos, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020

Dove, the beauty care brand, localised its global brand platform to tackle unrealistic beauty standards for women in Hong Kong.

The effectiveness code

Article • James Hurman with Peter Field, WARC Exclusive, June 2020

This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.
What we know about reach and frequency

Article • WARC Best Practice, December 2020

Provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.
What we know about marketing on Facebook

Article • WARC Best Practice, November 2020

Explores the current reading on the topic of marketing on Facebook – the best used social network in the world, reaching over two billion users every month.
Strategy Toolkit: Theories of Consumer Behaviour

Article • Strategy Toolkit, Strategy Toolkit

This article discusses various approaches used by marketers to understand what consumers want.
A guide to TikTok for brands

Article • Frances Sinclair, WARC Best Practice, February 2020

A guide to using social video app TikTok as a marketing platform, including its organic and paid advertising opportunities, working with TikTok influencers, and how to measure performance.
What we know about earned media

Article • WARC Best Practice, August 2020

This article provides marketers with information and guidance on generating earned media.