Article
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Rahul Roy, WARC Exclusive, June 2021
Details learnings for marketers looking to engage more authentically with diverse and multicultural communities as brands learn to navigate a rapidly shifting world of communications affected by cultural forces.
Article
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Ipsos, Research on WARC, June 2021
In 2020, racial equality emerged as one of the most important social values to consumers in the United States – it is critical that brands build trust in this regard.
Case Study
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WARC Awards
for Effectiveness, Shortlisted, Brand Purpose, 2021
Personal care brand Dove Men+Care drove significant increases in brand health in the US with its Commit to C.A.R.E Now initiative for racial equity in partnership with NBA players.
Case Study
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WARC Awards
for Effectiveness, Shortlisted, Brand Purpose, 2021
Dishwasher brand Finish grew sales and market share in the US with a multichannel campaign to launch its Skip the Rinse movement encouraging Americans to save water.
Case Study
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WARC Awards
for Effectiveness, Shortlisted, Brand Purpose, 2021
Art supplies brand Crayola grew sales in the US with #TrueSelfie, a PR, digital and social campaign to launch its Colors of the World diverse crayon sets.
Case Study
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WARC Awards
for Effectiveness, Shortlisted, Brand Purpose, 2021
Travel and lifestyle company Black & Abroad created a provocative online campaign using the phrase 'Go back to Africa' to change perceptions among Black travellers in Canada and bolster the brand's position as a Black Travel Movement leader.
Case Study
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WARC Awards
for Effectiveness, Shortlisted, Collaboration & Culture, 2021
Quick-service restaurant McDonald's teamed up with an inspirational icon to build the brand and drive traffic with multicultural youth in the US.
Case Study
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WARC Awards
for Effectiveness, Shortlisted, Collaboration & Culture, 2021
Light beer brand Coors Light leaned in to a local grievance to create a national story and improve consideration and penetration in the US.
Opinion
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Amy Gómez, May 2021
For healthcare marketers in the US, the biggest events of 2020 – the pandemic and the nationwide reckoning with systemic racism – have intertwined in ways that put the onus on them to work towards solving the health disparities that particularly affect BIPOC communities. As Amy Gómez, SVP/ Diversity Strategy at healthcare agency Klick Health writes, the stakes for not doing so are simply too high.
Case Study
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SABRE Awards, Silver, North America, 2021
SourceCode Communications, a PR agency, supported underrepresented businesses in the US amidst the COVID-19 pandemic by launching the Diversity Marketing Consortium which provides them with marketing services.
Case Study
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SABRE Awards, Gold, North America, 2021
Gwinnett County Government, a government district in the state of Georgia, encouraged its residents to take preventative measures to reduce the spread of COVID-19 through a campaign that used real Gwinnett mothers to spread the message.
Case Study
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SABRE Awards, Gold, North America, 2021
Budweiser, a beer brand, created a scholarship and internship programme in the US to provide educational and financial support for Black STEM students interested in a career in brewing.
Case Study
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SABRE Awards, Gold, North America, 2021
Crayola, a wax crayon brand, expanded its line of skin tone crayons to be more inclusive of different ethnicities in the US.
Case Study
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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.
Case Study
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SABRE Awards, Gold, North America, 2021
The New Georgia Project, a non-partisan voting organisation, encouraged Georgia's Black community to vote in the 2020 US presidential election.
Case Study
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SABRE Awards, Gold, North America, 2021
Purlator, a courier company, increased revenue in Canada despite the COVID-19 pandemic with a campaign that focused on creativity and representation.
Case Study
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SABRE Awards, Gold, North America, 2021
Coldwell Banker Real Estate, real estate franchise, launched the Inclusive Ownership Program in the US to increase successful brokerage ownership of ethnic minority, women, LGBTQ+ and veteran entrepreneurs in the real estate industry.
Case Study
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SABRE Awards, Silver, North America, 2021
Golin, a PR agency, counselled several clients on a variety of specific campaigns to help them better connect in a diverse market.
Case Study
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SABRE Awards, Gold, North America, 2021
Dove, a personal care brand, launched its Father's Day campaign #FathersDayTaken in the US to raise awareness of the number of fathers taken too soon to racism and violence and to help the families left behind.
Case Study
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SABRE Awards, Gold, North America, 2021
The California Milk Processor Board (CMPB), a US non-profit marketing board, encouraged consumers to buy milk by launching an episodic internet show.
Case Study
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SABRE Awards, Gold, North America, 2021
The New Jersey Department of Health (NJDOH), a governmental agency, increased testing and contact tracing in the state to reduce the spread of COVID-19 by launching a multichannel targeting campaign.
Case Study
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SABRE Awards, Diamond, North America, 2021
The Illinois Department of Human Services, a department of the Illinois state government in the US, increased response rates for the 2020 census in Illinois, particularly among previously hard-to-count populations.
Opinion
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Nathaniel Wade and Albert Larter, April 2021
Wakuda is an online marketplace that elevates and supports independent Black-owned businesses in the UK. Co-founders Albert Larter and Nathaniel Wade explain why they launched the platform in August 2020, and how brands can support black-owned businesses.
Article
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Research on WARC, April 2021
Report from Hue, in partnership with The Harris Poll, examining the lack of progress on diversity, equity and inclusion in corporate America based on input from 2,250 professionals.
Article
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Alex Brownsell, WARC Exclusive, April 2021
WARC asked Gal Swisa, Always Brand Leader at P&G Israel, and Gilad Kat, Mediacom’s Team P&G Communication Planning Director, about the success of ‘Rabbi Bot’.
