User generated content & participation

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Nestle: Nescafe Keyf-i Turk Faladdin Integration

Case Study • MMA Smarties, Silver, Turkey, 2020

Nescafé, a coffee brand, promoted its new Nescafé Keyf-i Türk product in Turkey by partnering with popular fortune telling app Faladdin to give consumers a reading free of charge.

Cheetos: Rock Scissors Paw

Case Study • MMA Smarties, Bronze, Turkey, 2020

PepsiCo, a food and beverages company, launched a gamified campaign across a range of channels to promote its latest Cheetos product in Turkey.

Nestle: Nescafe Keyf-i Turk Ignation Labs

Case Study • MMA Smarties, Bronze, Turkey, 2020

Nestlé, a food and beverages brand, leveraged the popularity of fortune telling in Turkey to promote its new coffee product Keyf-i Türk.

Sprite: Summer Refreshment

Case Study • MMA Smarties, Bronze, Turkey, 2020

Sprite, a soft drinks brand, reached 18-29-year-olds in Turkey by launching video content and how-to videos to solve their summer problems through WhatsApp and social media.

Mercedes-Benz: A-Class Sedan

Case Study • MMA Smarties, Bronze, Turkey, 2020

Mercedes-Benz, an automotive brand, promoted its new A-Class Sedan model in Turkey by creating voice activated video ads that interacted with the car's new voice command feature.

TikTok content creators: The new kings and queens of social

Article • Mukta Lad, Event Reports, Meltwater APAC Digital Summit, March 2021

Content creators on TikTok are disrupting the world of marketing and media, and attracting the attention of Gen Z and millennials.

What's working in channel integration

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in channel integration.

Participation is having a moment in brand marketing

Opinion • Jo Arden, April 2021

This year’s WARC Media Awards winners showed the potential for brands to capture not only our imagination, but also our actions.

INCUCAI / Sony Music Entertainment: Through your eyes

Case Study • WARC Cases, 2020

INCUCAI, an Argentine charity, and Sony Music Entertainment, a music company, encouraged people to become cornea donors by taking away the act of seeing.

Coca-Cola: City Pack

Case Study • WARC Cases, 2020

Coca-Cola, a beverage brand, integrated its brand values in local culture to boost brand preference in Taiwan and convert it into actual sales with its City Pack campaign.

Chando: Reshoot Graduation Photo Campaign

Case Study • WARC Cases, 2020

Chando, a skincare brand, broke into the Chinese beauty market by celebrating what makes a person unique.

How influencers help Nationwide and the NFL celebrate players’ charitable efforts

Article • Jo Bowman, Event Reports, ANA Influencer Marketing & Activation Conference, December 2020

Nationwide, the insurance provider, has tapped the power of influencers to promote its sponsorship of the Walter Payton NFL Man of the Year Award.

Ad Council: She Can STEM – Dare to STEM

Case Study • WARC Cases, 2020

For the second year of its She Can STEM initiative, US non-profit organization Ad Council launched a Minecraft experience that got teen girls to immerse themselves in STEM-based challenges.

Pizza Hut: Female gamers' new hero

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021

Pizza Hut, a restaurant chain, gave female esports gamers a new hero with its campaign in partnership with mobile game King of Glory in China.

Nike: Next% Speed is Your Currency

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021

Nike, a sportswear brand, launched its new product Next%, the fastest running shoe yet, in China with a data-driven campaign that focused on creating mass belief in Nike's product superiority.

Global Plastic Pollution Campaign: Your Plastic Diet – How WWF began to turn the tide on plastic

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021

WWF Singapore, a non-governmental conservation organisation, launched its global campaign Your Plastic Diet to persuade UN member states to commit to tackling plastic pollution.

Samsung: #SubtlySponsoredPost – How Samsung overtook Apple in a-not-so subtle way.

Case Study • Tangrams Strategy & Effectiveness Awards, Silver, 2021

Samsung, a technology company, launched its #SubtlySponsoredPost campaign to promote the latest version of its Galaxy A Series smartphone in Australia.

Nescafé: Increase Search Visibility in Coffee Category

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Nescafé, a brand of coffee made by Nestlé, increased e-commerce sales in Indonesia by launching an SEO campaign that used keyword triggers to create bespoke content encouraging new and innovative ways to enjoy its coffee.

Bear Brand: #BISABANGET

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2021

Bear Brand, a sterilised milk drink, launched a campaign that centred on the multiplicity of usage to appeal to younger consumers in Indonesia.

Himalaya Herbals: Win The Fight

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2021

Himalaya Herbals, a personal care brand, empowered people suffering from acne in Indonesia with its Win the Fight campaign.

Nike Live: Just Don't Quit

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2021

Nike, a sportswear brand, launched a home workout series called Just Don't Quit via livestream in China to engage with frustrated athletes during the COVID-19 lockdown period.

Singapore Tourism Board: Promoting Singapore to Singaporeans

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Singapore Tourism Board, a statutory board under the Ministry of Trade and Industry of Singapore, encouraged Singaporeans to visit attractions within Singapore with an Instagram-led campaign that got locals to post pictures of the scenery and food the country has to offer.

Rexona: The Rexona “Chamba” dance challenge

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Rexona, a deodorant and antiperspirant brand, increased brand growth in the Philippines by launching the Rexona Chamba dance challenge with influencers to encourage young people to use deodorant every day.

InterPride: Global Pride Crossing

Case Study • Tangrams Strategy & Effectiveness Awards, Silver, 2021

Interpride, an international organisation of producers of pride events, and the European Pride Organisers Association, a network of LGBTQI+ organisations, launched an international gamified virtual pride event: Global Pride Crossing.

Ka: Car Hunt

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Kapodo (Ka), a laundry capsule company, increased sales in Singapore by launching a social media competition to win a car.

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.
How to market effectively to Millennials

Article • Ola Mobolade, WARC Best Practice, May 2016

This article offers best practice advice about how marketers can engage and impress the elusive Millennial demographic.
Effective Social Strategy Report: Lessons from the 2019 WARC Awards

Article • WARC Exclusive, October 2019

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2019 WARC Awards.
Cannes Lions 2019: Insights from the Creative Effectiveness winners

Article • WARC Exclusive, July 2019

Highlighting trends among the campaigns entered into the 2019 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
The anatomy of a TikTok meme

Article • Alex Brownsell, WARC Exclusive, June 2020

How a single post on TikTok can inspire millions of videos and create buzz across other online platforms.
What's working in sponsorship and partnerships

Article • WARC Category Intelligence, February 2021

Global strategies, campaign updates and trends in sponsorship and partnerships.