PR, WOM & earned media

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From discovery to purchase: The role of community commerce

Article • WARC Exclusive, October 2021

This report, produced in partnership with TikTok and Publicis Groupe, explores the role that social communities play in influencing purchase decisions.

What brands need to know about shopping on TikTok and the discovery commerce boom

Article • Ed Cox, WARC Best Practice, October 2021

Advice for marketers using TikTok as a platform for e-commerce.

Daio Paper Corporation: From mother’s bags to family bags

Case Study • SABRE Awards, APAC, Gold, 2021

Daio Paper Corporation, a nappy brand, used the launch of its new nappy as an opportunity to address childcare-related societal issues such as gender inequality and solo parenting in Japan.

What we know about marketing on Facebook

Article • WARC Best Practice, October 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.

Libresse: Liberating Our Periods 2.0 – from spiritual impact to marketing effectiveness

Case Study • SABRE Awards, APAC, Gold, 2021

Libresse, a menstrual hygiene brand, broke traditions and norms concerning periods in China with its #LiberatingOurPeriods campaign.

Johnson & Johnson Vision: Putting eye care on the health agenda

Case Study • SABRE Awards, APAC, Gold, 2021

ACUVUE, a brand of contact lenses, redefined how people perceived eye care in Singapore with its influencer strategy.

ResMed Asia: Sleep better, perform better.

Case Study • SABRE Awards, APAC, Gold, 2021

ResMed, a provider of cloud-connected medical devices, hosted a webinar to educate people in Southeast Asia about the most common sleep disorder worldwide: obstructive sleep apnoea (OSA).

Sky TV/Sky Q: Simplicity is the enemy of DIVERSITY

Case Study • APG (UK), Entrant, 2021

Sky Q, a subscription-based television and entertainment service, launched a campaign in the UK to increase consideration by tapping into a more diverse representation of its potential customers.

What the UK’s HFSS ad ban will demand of brands

Article • Sam Peña-Taylor, Event Reports, Kantar Talks, September 2021

A new set of restrictions on in-store promotions and advertising is set to come into force in the UK, forcing brands and retailers to adapt ahead of the changes – here Kantar experts explore the impact of the new regulations and what to do about it.

Influencers and user-generated content help LG start a positive laundry cycle with consumers

Article • Jo Bowman, Event Reports, ANA Influencer Marketing Conference, August 2021

LG, the electronics and appliances brand, tapped into the power of influencers and user-generated content to drive interest in its innovative WashTower laundry appliance.

Trans Lifeline: We see us

Case Study • Jay Chiat Awards, Gold, Connection Strategy, 2021

Trans Lifeline, a support hotline for transgender people, raised awareness and funds for the hotline with its campaign #WeSeeUs in the US.

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

Research Paper • Svetlana Davis and Frederick Davis, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 346-361

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.

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, Vol. 61, No. 3, 2021, pp. 318-333

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.

Lexus: Go all in

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

In the US, automotive brand Lexus launched a campaign to promote the new Lexus IS sports sedan.

A new framework for adapting effective brand-building strategies for social-first marketing

Article • Gaetano Squillante, WARC Best Practice, September 2021

We Are Social Singapore’s Gaetano Squillante introduces a new framework for building great social campaigns with brand building at their heart.

Get out of your zone: Winning the'Chu Quan' marketing game in China Machine translated

Article • 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.

What we know about earned media

Article • WARC Best Practice, August 2021

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

How collectivistic values affect online word-of-mouth

Research Paper • Todd Pezzuti and James M. Leonhardt, Int. Journal of Market Research, Vol. 63, No. 4, 2021, pp. 436-453

This research uncovers a social factor that helps to explain how a consumer's cultural orientation affects the extent to which they engage in online word-of-mouth (eWOM).

WARC Talks Creative Effectiveness

Article • Shazia Ginai and Todd Sussman, WARC Exclusive, August 2021

WARC talks creative effectiveness with Shazia Ginai, CEO of Neuro-Insight UK and Todd Sussman, Chief Strategy Officer at FCB New York.

Myanmar communication landscape

Article • Vero, Research on WARC, August 2021

Creative agency Vero’s “Myanmar Communication Landscape” report outlines the changes while offering insights and information based on both external data and personal observations.

Insights from the 2021 Creative Effectiveness Lions winners

Article • WARC Exclusive, August 2021

Highlighting trends among the campaigns entered into the 2021 Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.

From ‘dusty’ to social sensation: How a lollipop redefined DNA testing

Opinion • Andy Wyeth, August 2021

BBDO Germany’s Andy Wyeth offers behind-the-scenes insights and lessons from KMSZ’s Life Lolli campaign, which won Bronze at the 2021 Creative Effectiveness Lions.

Great stories build brands

Opinion • Shazia Ginai, July 2021

Neuro-Insight’s Shazia Ginai analyses the 2021 Creative Effectiveness Lions winners to uncover how they delivered impact through emotion, topicality and virality.

What prehistoric man and social media influencers have in common

Article • Jo Bowman, Event Reports, Nudgestock, June 2021

The rising role of influencers in consumers’ purchase decisions marks a return to a trend that’s actually as old as the earliest humans, the Nudgestock 2021 conference heard.

Simple: #ChooseKindness

Case Study • SABRE Awards, EMEA, Gold, 2021

Simple, a skincare brand, quickly redesigned the launch of its new Simple Daily Skin Detox product range in Turkey to stand by actress and influencer Asli Bekiroglu and condemn cyberbullying.

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.
Insights from the 2021 Creative Effectiveness Lions winners

Article • WARC Exclusive, August 2021

Highlighting trends among the campaigns entered into the 2021 Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
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, October 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 2021

This article provides marketers with information and guidance on generating earned media.
Strategy Toolkit module 4: Consumer behaviour

Article • Strategy Toolkit, March 2021

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