PR, WOM & earned media

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Article • Paul Feldwick and Jane Wakely, WARC Exclusive, July 2021

WARC talks creativity and fame with Paul Feldwick, former strategist and author of Why Does The Pedlar Sing?, and Jane Wakely, lead CMO of Mars Inc.

Evaluating the advertising effectiveness of noncelebrity endorsers: Advantages of customer vs. employee endorsers and mediating factors of their impact

Research Paper • Jan-Frederik Gräve, Oliver Schnittka, and Carolin Haiduk, Journal of Advertising Research, Digital First, July 2021

Research on advertising endorsements offers only limited knowledge about noncelebrity endorsements. Different types of noncelebrity endorsers (i.e., customer versus employee), however, could have distinct influences on advertising effectiveness, which is of great managerial interest in optimizing endorser usage.

The effect of guerrilla marketing on company share prices: An event study analysis

Research Paper • Svetlana Davis and Frederick Davis, Journal of Advertising Research, Digital First, July 2021

This study analyzes a hand-collected sample of 803 guerrilla marketing campaigns from 2007 to 2017 to examine the impact on abnormal share price performance.

Emirates Nation Brand: Mars shot

Case Study • Tahaab Rais, Tala Arakji, WARC Prize for MENA Strategy, Shortlisted, 2021

The UAE's nation brand partnered Kevin Hart for its Mars Shot campaign, crowdsourcing a global quest to make the world better.

Word-of-mouth is most popular way to discover brands in China

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), June 2021

An overview of brand discovery in China.

Hulu: Sellouts X NBA

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Hulu, a television network, promoted its live TV feature among its US audience by enlisting NBA stars in an honest influencer campaign that told viewers how they were paid to tell them that Hulu showed live sports.

Writer's Shop: Open shelves

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

The Writers' Shop, a small Hungarian book shop, increased sales by giving consumers the opportunity to browse famous peoples' bookshelves.

Burger King: Twitter bait

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Burger King, a fast-food brand, launched its Twitter Bait campaign in the USA to drive conversation and hype about the reintroduction of Funnel Cake Fries to its dessert menu.

Babyshop: Parenthood rephrased

Case Study • Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2021

Babyshop, a baby retail brand, used a multichannel approach and created a new Arabic word to drive brand meaning and sales in the Middle East.

The value of authenticity: A marketing lesson by BTS x McDonald’s

Article • Bethany Bloch, WARC Exclusive, June 2021

Brands can get tips for their own marketing campaigns from the successful collaboration between Korean pop sensation BTS and fast food giant McDonald’s, says Mutant’s Bethany Bloch.

Customer advocacy: More than loyalty and a game changer for brands

Article • Sangeeta Tanwar, Event Reports, NGCX Summit Asia, June 2021

Brand advocacy leads to brand trust and the promotion of products and services by buyers, so brands that master the art of advocacy will win the consumers of the future.

DTC disruptors: Consumer sentiment data from GWI

Article • WARC Exclusive, Spotlight China, June 2021

Analyses data from ongoing surveys of Chinese consumers, provided by GlobalWebIndex.

We don't need to talk about ads: Why only some advertising gets talked about on social media and becomes famous

Article • Adam Sheridan, Research on WARC, June 2021

Provides evidence that advertising that gets talked about has the potential to deliver unpaid or “earned” reach and therefore more efficiency for marketing investments.

Skinny: Friend-vertising

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

Low-cost telco Skinny harnessed its customer superpowers to grow credibility and drive consideration in New Zealand.

What we know about Super Bowl advertising

Article • WARC Best Practice, June 2021

The current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing – brands must be ready.

How brands can shed L.I.G.H.T. on the dark side of social media

Article • Kiron Kesav, WARC Exclusive, Spotlight SEA, May 2021

PHD Media’s Kiron Kesav argues that marketers should not shy away from dark social activities but instead, dive in to find opportunities to engage.

Penn State: Mask Up or Pack Up – Penn State's Response to the COVID-19 Pandemic

Case Study • SABRE Awards, Gold, North America, 2021

Penn State, a university in Pennsylvania, encouraged its staff and students to follow COVID-19 protocols by launching a campaign through digital and print that reminded them to wear their face masks or risk being sent home.

Twix: Kicks

Case Study • SABRE Awards, Gold, North America, 2021

TWIX, a confectionary brand, promoted its new product TWIX Cookies & Creme in the US by creating a limited-edition line of TWIX sneakers.

How TikTok caught the #SeaShanty wave, putting out an ad in four days

Article • Sam Peña-Taylor, Event Reports, Advertising Week Europe, May 2021

Short-form video platform TikTok was able to take a piece of organic content and create an ad to reflect its influence and cultural importance with speed of execution key to the campaign.

What we know about marketing on Facebook

Article • WARC Best Practice, May 2021

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.

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.

How Arby’s transformed one TikTok video into 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.

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.

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, May 2021

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.
What we know about earned media

Article • WARC Best Practice, August 2020

This article provides marketers with information and guidance on generating earned media.
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.
Strategy Toolkit: Theories of Consumer Behaviour

Article • Strategy Toolkit, Strategy Toolkit

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