Advertising best practice, evidence and insights

Audi: Four Rings. Four Decades. Four No's.

Case Study • APG (UK), Bronze, 2021

-

Vuse/Vype: Charge Beyond - Because modern brands are built in culture, not ad breaks

Case Study • APG (UK), Entrant, 2021

Vuse/Vyper, an international vape brand, launched a global campaign to build brand awareness and help the creative class on their journey to becoming a better creative.

Samsung, ESPN, Netflix, Aviation, Xbox & Cyberpunk: How getting meta led to mega impact

Case Study • APG (UK), Entrant, 2021

Samsung, an electronics company, launched a campaign for the release of the 2017 QLED TV in America.

Targeting taste communities

Opinion • Ana Andjelic, October 2021

Communities, not individuals, are the new unit of marketing, says Ana Andjelic, Strategy Executive and author of "The Business of Aspiration".

ChiroCare: Chiro fit campaign

Case Study • YouTube Works for Brands, Korea, Best little giant campaign, 2020

Chiro Care, a chiropractic brand, increased sales in Korea by leveraging YouTube to appeal to general users.

Pond's Men: An oily love story

Case Study • David Dahan, Sumegha Rao, Dilip Garga, WARC Awards for Asian Strategy, Shortlisted, 2021

Skincare brand Pond's Men employed a multichannel strategy to challenge category codes and grow salience and market share in Indonesia.

Creative Content UK: Get it right from a genuine site

Case Study • SABRE Awards, IN2, EMEA, 2021

Creative Content UK, an industry-led initiative, launched the 'Get it Right From A Genuine Site' campaign in the UK to reduce online piracy by encouraging 16-24 year olds to get their entertainment from genuine sites.

Turning buyer persona insights into content and campaigns

Research Paper • Julie Schwartz, WARC Best Practice, September 2021

The value of buyer personas is only as good as the messaging, content and sales engagement that they spawn, explains Julie Schwartz, ITSMA.

Legal Sea Foods: Welcome to legal

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

Legal Sea Foods,a restaurant company, launched the 'Welcome to Legal' campaign in Massachusetts with the objective to drive sales and increase awareness, whilst openly welcoming weed enthusiasts.

The role of shopping mission in retail customer segmentation

Research Paper • Ondřej Sokol and Vladimír Holý, Int. Journal of Market Research, Vol. 63, No. 4, 2021, pp. 454-470

In retailing, it is important to understand customer behavior and determine customer value. A useful tool to achieve such goals is the cluster analysis of transaction data.

The National: The world has borders. Our stories don't.

Case Study • Mario Morby, WARC Prize for MENA Strategy, Entrant, 2021

UAE-based daily newspaper The National crafted a tactical campaign that aimed to change attitudes at the same time as changing its URL.

Mashreq Bank: Journey to happiness

Case Study • Asih Wulansari, Bilal Soomro, WARC Prize for MENA Strategy, Entrant, 2021

Mashreq, the bank, transitioned away from its traditional lead-generation customer acquisition model with an always-on digital campaign in the UAE.

Fluid like water: Lessons from Chinese DTC brands Machine translated

Article • 陆凡（Mimi Lu）| 电通中国媒体服务线策略合伙人, WARC Exclusive, Spotlight China, June 2021

China's DTC or direct-to-consumer brands are shapeless like water, says OMD China's Mimi Lu, with fluid branding, a fluid omnichannel and fluid segmentation based on small data.

Refreshing rewards: How HEINEKEN USA reduced reliance on third-party data

Article • Sam Ngo, WARC Exclusive, July 2021

Beer brand HEINEKEN devised a strategy to gather first-party customer data.

How Alienware unleashed more users beyond the gamer niche

Case Study • DZ (多准）, WARC Cases, June 2021

Alienware, a computer hardware subsidiary of Dell, increased its number of high-spend customers by using data analysis to identify and define the characteristics of four target segments.

Meet the six “tribes” of video gamers

Article • Ben Bold, Research on WARC, Lions Live, June 2021

Research by Activision Blizzard Media, a division of the gaming company that owns brands like “Call of Duty” and “World of “Warcraft”, has challenged marketers’ stereotypes about the gaming audience.

Target attitudes not generations

Opinion • Mike Teasdale, July 2021

Generational cohorts appear neat, even useful; but the elements that truly unite us and can actually help guide marketing activity are attitudinal, argues Mike Teasdale.

Goya: Empowering a new generation of real-life chefs