Emotion

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Case Study • MMA Smarties, Gold, MENA, 2020

Pampers, a nappy brand, donated one million nappies in Lebanon and raised the country's morale with its social media campaign #HopeIsBorn.

RAKBANK: Euphoria Moments

Case Study • MMA Smarties, Gold, MENA, 2020

RAKBANK, a banking brand, used AI to serve FC Barcelona fans in the UAE contextually targeted ads with its campaign Euphoria Moments.

PETRONAS: Land of lightbulbs

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

PETRONAS, a Malaysian energy company, wanted to increase its brand awareness and business in India.

We don't need to talk about ads: Why only some advertising gets talked about on social media and becomes famous

Article • Adam Sheridan, Research on WARC, June 2021

Provides evidence that advertising that gets talked about has the potential to deliver unpaid or “earned” reach and therefore more efficiency for marketing investments.

Help For Heroes: 40,000 Strong

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

UK service personnel recovery support charity Help for Heroes enlisted its own mini-army to get the nation talking and effect systemic change to the medical discharge process, while emphasising the charity's vital role during peacetime.

Pony Malta: Pony breaaak

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Colombian malt soft drink Pony Break ran a hyper-personalised TV and social media campaign to reverse rapidly declining sales during the Covid-19 pandemic.

STIB: Voices of brussels

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

Public transportation company, STIB, managed a meaningful brand connection with customers at a time when none of them could use the service due to COVID travel restrictions in Belgium.

Frida: Stream of lactation

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

Breast care brand Frida Mom birthed a film-based campaign to present an honest portrayal of the realities of breastfeeding and raise awareness of the brand in the US.

Babyshop: A world we deserve

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

Children's retailer Babyshop grew volume growth and brand awareness during Ramadan in the United Arab Emirates with a social media crowd-sourcing campaign and a music video.

Toyota: Everything Flipped

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Car manufacturer, Toyota, shifted long-standing perceptions of its Yaris model by partnering superstar gymnast Katelyn Ohashi for a launch campaign in the UK.

Paypal: A little data-driven empathy

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

Online payments company, PayPal, inspired usage and drove awareness of its products with its Little Wins campaign in the UK.

New Zealand Government: Unite against COVID-19

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

The New Zealand Government created a multi-channel platform to reinforce the required public response and unite Kiwis in the fight against COVID-19.

Sudocrem: From Sudocrem to Super-crem

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Irish antiseptic cream Sudocrem identified a key category motivator in a TV and digital campaign to reverse declining UK sales in a declining category.

Ski-Doo: Escape Mountain

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

Snowmobile brand, Ski-Doo, created a 45-minute documentary to build hype among winter sports enthusiasts and grow sales in USA and Canada.

Nationwide Building Society: How playing the long-game paid dividends

Case Study • WARC Awards for Effectiveness, Shortlisted, Sustained Growth, 2021

British building society Nationwide ran a long-term TV campaign to attract new current account customers, ensure liquidity for mortgage and savings products, and strengthen brand position.

Wendy’s: Grown with love

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Wendy's had invested in new salad lettuce in Canada; then Covid-19 hit and people wanted comfort food, so it created a novel social media campaign.

Dove: #Showus Y2 Russia

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

Personal care brand Dove grew sales and brand penetration in Russia with a TV, press and metro campaign and promotional platform that challenged Russian perceptions of beauty.

NRMA Insurance: Every home is worth protecting

Case Study • WARC Awards for Effectiveness, Shortlisted, Sustained Growth, 2021

NRMA Insurance needed to reverse declining home insurance sales and shares in Australia as a premium-priced product in a value-driven category.

Cadbury: Giving the people their chocolate back

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

Confectioner Cadbury grew sales of its core Dairy Milk bar in the UK through a multiplatform campaign that reinvented its brand purpose based on the Quaker principles of its founder.

Speight's: The dance

Case Study • WARC Awards for Effectiveness, Shortlisted, Sustained Growth, 2021

Mainstream New Zealand beer Speight's needed to strengthen its brand and connect with younger drinkers to defend sales and share in a shrinking market, so it ran a campaign offering a new interpretation of its value of 'mateship'.

Tourism New Zealand: Good morning world

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

A social- and content-led strategy with a very human face saw Tourism New Zealand raise its profile by rolling out the welcome mat to international travellers.

Air Transat: Vacation intervention

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Canadian airline Air Transmat ran a multi-channel campaign encouraging customers to use their vacation days to grow sales, awareness and increase differentiation.

Sick Kids: One million strong

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

In 2020, Canadian children's hospital the Sick Kids Foundation was in the fifth year of a six year fund-raising campaign for a new hospital; it focused on the milestone of one million unique donors to drive monthly and one-time donations, and build brand health.

Aldi UK: How Aldi keeps on winning christmas with Kevin the carrot

Case Study • WARC Awards for Effectiveness, Shortlisted, Sustained Growth, 2021

Discount supermarket Aldi ran a multi-year, multi-channel campaign in the United Kingdom to defend sales, share, penetration and loyalty at Christmas.

SK-II: Change destiny

Case Study • WARC Awards for Effectiveness, Shortlisted, Sustained Growth, 2021

Premium skincare brand SK-II developed an enduring brand purpose and ran a series of linked campaigns to grow share, consideration and consumer engagement, primarily in China.

What we know about using emotion

Article • WARC Best Practice, September 2020

Setting out key insights on using emotion, arguing that it helps to build a brand and business, while also giving a sense of the debate on its impact and its relationship to rational persuasion.
Anatomy of effectiveness: A white paper by WARC

Article • WARC Exclusive, June 2019

Summarises current thinking about how to advertise effectively, given the current sense that advertising is not driving the growth it should be.
What we know about storytelling strategies

Article • WARC Best Practice, February 2021

Provides guidance and reading on storytelling strategies, or the fashioning of events into a meaningful, relatable story for customers to identify with and remember.
The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.
Strategy Toolkit module 1: How marketing works

Article • Strategy Toolkit, March 2021

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
How to make effective food advertising in the COVID-19 era: insights from Ipsos

Article • Stephen Whiteside, Event Reports, Ipsos 2020 Food Industry Summit, August 2020

Research firm Ipsos analyzed the advertising creative that delivered the greatest impact during the COVID-19 pandemic to offer guidance for food brands.