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Amazon Prime: Mirzapur S2 ka bhaukaal

Case Study • YouTube Works for Brands, India, Multi-Video Storytelling, 2021

Amazon Prime, a paid subscription service from Amazon, increased viewership for Amazon Prime India by promoting the second season of its TV show Mirzapur through a series of YouTube videos.

Netflix: The power of story

Case Study • Jay Chiat Awards, Bronze, Global Strategy, 2021

Netflix, a video streaming platform, launched its global campaign One Story Away to define its own brand story.

3 in 15: Reaching the Brazilian consumer

Article • Lena Roland and Cathy Taylor, WARC Exclusive, September 2021

Cathy Taylor, WARC’s US Commissioning Editor, discusses what brands need to know about reaching the Brazilian consumer with WARC.com's managing editor Lena Roland.

Getting OTT on privacy

Opinion • Nial Ferguson, August 2021

The debate around consumer data and privacy has focused largely on the big ad tech players, but OTT businesses shouldn’t be complacent, cautions Sourcepoint’s Nial Ferguson.

Hulu: Shaping the future of black history

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

In the US, Hulu, a television network, began a multi-year journey to better serve Black audiences through content that spoke to the entirety of the Black experience.

Paramount: A mountain of entertainment

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

In the US, Paramount+, a video-on-demand service, launched a campaign to promote a new streaming service, bringing together the biggest names in entertainment.

Effective frequency: A study based on insights from the Sky Media effectiveness database

Article • Leo Malagoni, WARC Exclusive, August 2021

Exploring the new rules of TV and video ad frequency management.

Al Arabia: Be A Man

Case Study • Dany Azzi, Samar Abdelmalak, Sanjay Kumar, WARC Prize for MENA Strategy, Entrant, 2021

Al Arabia Outdoor Advertising ran a 360-degree campaign in Saudi Arabia to raise awareness of prostrate cancer and encourage men to go for regular preventative checks.

The reality show scene in Brazil is where reality overcomes fiction, and brands are part of the mix

Article • Chimene Demski, Gabriela Soares, Camila Massari, Douglas Nogueira, Hugo Pinheiro, João Guerra, João Pedroso, Laura Diamantstein, and Victoria Aronis, WARC Exclusive, Spotlight Brazil, August 2021

This article looks at the reality show scene in Brazil, where they are particularly popular, and the opportunities the situation creates for brands.

With screens everywhere, brands in Brazil should enter the conversation

Article • Manzar Feres, WARC Exclusive, Spotlight Brazil, August 2021

Examines how the pandemic, and the proliferation of viewing options, created new avenues for marketers to connect with consumers.

Big Brother, banking, Bolsonaro: WARC Spotlight puts Brazil in focus

Opinion • Cathy Taylor, August 2021

Cathy Taylor, WARC's US Commissioning Editor, introduces the first Spotlight on Brazil, which examines several of the major trends that are facing brands in the country.

Netflix: Blood & Water

Case Study • SABRE Awards, EMEA, Gold, 2021

Netflix, a streaming site, launched its second African series, Blood & Water during the COVID-19 lockdown with a purely digital campaign.

Sky Arts: Everybody Together

Case Study • SABRE Awards, EMEA, Gold, 2021

Sky Arts, a British television channel, promoted its launch on Freeview by creating mass participation art to show that, despite all challenges, art can thrive in the UK.

Star Pravah: What does a mother do anyway?

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Star Pravah, a regional entertainment TV channel, launched a campaign in India to become the second channel in its category.

Fundación Summer and Canal 13: #GoodByeCiberBullying

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

Fundación Katy Summer, a charity dedicated to helping prevent cyberbullying, launched a campaign in Chile that used AI to create a song sung by Katy about cyberbullying after her passing.

HBO and American Red Cross: Bleed for the throne

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

HBO, a television network, launched the final season of Game of Thrones by testing the loyalty of its fans through a call for blood donations in partnership with the American Red Cross.

Sony Pictures Sports Networks: #SonyTenFantasticNights

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Sony Sports, a TV broadcaster, launched a campaign in India to recreate the atmosphere of a football match for the UEFA Champions League during the COVID-19 pandemic.

Netflix: Netflix is a joke

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

Netflix, an over-the-top content platform, promoted its stand-up comedy content across the US by launching a series of billboards that announced 'Netflix Is A Joke'.

Sony Sports: INDvAUS Live Action

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Sony Sports, a TV broadcaster, launched a campaign in India to promote the fact that it was the only broadcaster showing India's cricket tour of Australia.

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.

Al Arabia: Be A Man

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Al Arabia, an outdoor advertising company, launched a campaign in Saudi Arabia to encourage men to undergo digital rectal examinations to detect prostate cancer early and increase survival rates.

GB News, culture wars, and the future of brand safety

Opinion • Brian Carruthers, June 2021

The launch of GB News, a UK news network promising to take on “woke warriors”, shows that brands cannot avoid getting involved in the broader cultural conversation, argues Brian Carruthers, WARC’s News Editor.

Spacetoon: Spacetoon and Moshaya strategic partnership

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Spacetoon partnered with The Moshaya Family, a Saudi YouTube content creator with 20 million subscribers, and produced an animation entitled 'The Moshaya Family Animation' in the UAE.

Sky New Zealand: Life needs more sport

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

Digital pay TV broadcaster Sky used a relatable multi-channel campaign to encourage reappraisal of its offer and re-establish Sky Sport as New Zealand's true home of sport.

What makes modern Britain laugh? How semiotics helped the BBC bridge the Humor Gap

Research Paper • Chris Arning, Int. Journal of Market Research, Vol. 63, No. 3, 2021, pp. 275-299

In 2018, BBC Marketing and Audiences approached semiotic agencies with a challenging brief. They wanted to know the following: What makes modern Britain laugh? The BBC's younger audiences have been steadily drifting to other platforms and broadcasters to satisfy their need for "funny stuff." Brands that successfully leverage humor really resonate with this new modern mainstream audience, for example, Netflix, BuzzFeed, YouTube, Snapchat, and so on.

Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
What we know about marketing on TikTok

Article • WARC Best Practice, April 2021

Explores the latest best practice guidance around using TikTok, a mobile video app, as a platform for marketing communications.
The WARC Guide to The future of identity

Article • WARC Best Practice, July 2021

A summary of new thinking and best practice on the future of identity.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
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.
Top Trends in Media and Society for 2021

Article • Dan Calladine, WARC Webinars, January 2021

Dan Calladine, head of media futures at Carat, discusses key insights from its recently released annual report which highlights twelve societal and media trends – and their implications for brands.