Emotion

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Nexon Korea: The kingdom of the winds

Case Study • YouTube Works for Brands, Korea, Best action-driven campaign, 2020

Nexon Korea, a gaming brand, promoted the mobile version of the game The Kingdom of the Winds in Korea.

P&G: A frontliner's sacrifice

Case Study • YouTube Works for Brands, Philippines, Force for good, 2021

P&G, a multinational consumer goods corporation, released 'A Frontliner's Sacrifice' in time for Labour Day in the Philippines to highlight the sacrifices of medical workers during the COVID-19 pandemic and to encourage people to do their part in these trying times.

Maeil Dairies: How a lactose intolerant person chugs down a giant latte

Case Study • YouTube Works for Brands, Korea, Best action-driven campaign, 2020

Maeil Dairies, a brand of dairy products, increased awareness in Korea about lactose intolerance and lactose-free milk.

Maeil Dairies: Selex (Great reversal drama)

Case Study • YouTube Works for Brands, Korea, Best brand launch campaign, 2020

Maeil Dairy, a dairy products brand, promoted its high-protein product Selex in Korea with a film reminiscent of TV drama.

Naver Webtoon: Meeting the best webtoon of my life

Case Study • YouTube Works for Brands, Korea, Best brand reinforcement campaign, 2020

Naver Webtoon, an online publishing platform, increased brand awareness and active users in Korea.

Puma: Propah lady

Case Study • YouTube Works for Brands, India, Best Long Form Storytelling, 2021

Puma, an athletic apparel brand, ran a social media campaign featuring unconventional female influencers to encourage women to own their individuality, and drive awareness and sales for its women's sneakers in India.

Bumrungrad International Hospital: Local hero

Case Study • YouTube Works for Brands, Thailand, Small Budget, Big Result, 2021

Bumrungrad International Hospital, a hospital in Bangkok, launched a YouTube video that highlighted how it is treating patients from overseas safely amidst the Covid-19 pandemic.

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.

Mondelez: Not just a Cadbury ad

Case Study • YouTube Works for Brands, India, Grand Prix, 2021

Cadbury's Celebrations, a chocolate brand, used a localised campaign to help small businesses in India recover from the Covid-19 pandemic.

Otsuka Pharmaceutical: 2020, Summer, School Clubs

Case Study • YouTube Works for Brands, Japan, Creative effectiveness, 2021

Otsuka Pharmaceutical, a pharmaceutical company, launched an ad that celebrated school students' continuous commitment to their extra-curricular activities in Japan during the coronavirus pandemic.

Nike Japan: The future isn't waiting

Case Study • YouTube Works for Brands, Japan, Grand Prix, 2021

Nike, a sportswear brand, increased self-confidence among Japanese youths by highlighting the social problems of bullying and racial discrimination in Japan.

Twin Ring Motegi: Mobility Theme Park

Case Study • YouTube Works for Brands, Japan, YouTube Creator / Partner Collaboration, 2021

Mobilityland Corporatioon, a leisure services company, increased awareness of its theme park Twin Ring Motegi in Japan.

GameOn.games: This world is in the bloom of youth

Case Study • YouTube Works for Brands, Japan, Performance for Action, 2021

GameOn, a gaming brand, increased awareness and popularity in Japan of its online role-playing game Lost Ark.

KLIM: Good night milk powder – their late-night masterpieces

Case Study • YouTube Works for Brands, Taiwan, Media Innovation, 2021

KLIM, an adult milk powder brand, increased brand awareness and online sales in Taiwan by using long and short YouTube ads to position its product as the solution for insomnia.

Emotional intelligence empowers consumers

Opinion • Laura Chaibi, September 2021

Nielsen Media’s consultant Laura Chaibi explores the WARC Prize for MENA Strategy winners which combined empathy with participatory mechanics to empower consumers.

Lessons on conscious empathy and human stories

Opinion • Tahaab Rais, September 2021

FP7 McCann MENAT’s Tahaab Rais explains how human stories rooted in empathy were the key to the agency’s winning papers in this year’s WARC Prize for MENA Strategy.

United Way: A closer look at poverty

Case Study • Jay Chiat Awards, Bronze, Brand Pivot Strategy, 2021

United Way of Greater Portland, a non-profit that works to improve people's lives by mobilising the caring power of the community, increased donations in Maine, US, with an online museum.

Frida Mom: From baby-centric storytelling to Mom-centric truth telling

Case Study • Jay Chiat Awards, Silver, Connection Strategy, 2021

Frida Mom, a brand of products for new mothers, promoted its new category of breast care solutions for breastfeeding mothers by launching a video that created an honest portrayal of breastfeeding.

Dove: Stop the beauty test

Case Study • Abigail Dias, Tanvi Mishra, WARC Awards for Asian Strategy, Shortlisted, 2021

Personal care brand Dove targeted women in India with a purpose-driven multi-media campaign to influence the discourse on beauty and self-esteem while also boosting brand love and purchase consideration.

Lay's: Heartwork – an ode to unsung heroes

Case Study • Arnab Chaudhari, WARC Awards for Asian Strategy, Shortlisted, 2021

Potato chips brand Lay's launched a unique and unprecedented cross-platform initiative in India to drive engagement and magnify reach by instilling positivity at a time of unprecedented crisis.

Gillette: Barber Suraksha Programme

Case Study • Arun Raman, Lavanya M N, WARC Awards for Asian Strategy, Shortlisted, 2021

Grooming brand Gillette devised a supportive engagement initiative that would make a real difference to India's barbers, convert them into allies of the brand and boost share in a previously hard-to-reach segment.

Ginebra San Miguel: One Ginebra Nation

Case Study • Paolo De Leon, Jeremy Lopez, Nina Ginelle Valle-Caidic, Melissa Torre, Fay Ballo, WARC Awards for Asian Strategy, Shortlisted, 2021

Ginebra San Miguel, the Philippines' leading gin brand, crafted a five-phase multi-platform campaign to boost engagement and strengthen consumer awareness despite the pandemic.

RIO Pads: India! Periods are red, not blue

Case Study • Manisha Sain, Devanshi Shah, WARC Awards for Asian Strategy, Shortlisted, 2021

Rio Pads, a sanitary products brand, launched a campaign in India to promote its more absorbent pads and challenge taboos surrounding periods.

SK-II: Timelines

Case Study • Leo Bovaller, Julia Blomquist, WARC Awards for Asian Strategy, Shortlisted, 2021

Skincare brand SK-II grew sales and engagement among young executive women in China, Japan, South Korea and the US with the creation of a digital docu-series fronted by journalist Katie Couric.

UN Women Australia: When will she be right?

Case Study • Jay Chiat Awards, Gold, Nonprofit Strategy, 2021

UN Women Australia, a nonprofit organisation for gender equality, increased awareness and showed Australians how far they still had to go to achieve gender equality with a social campaign that asked when will she be right.

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.
Insights from the 2021 Creative Effectiveness Lions winners

Article • WARC Exclusive, August 2021

Highlighting trends among the campaigns entered into the 2021 Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
What we know about using emotion

Article • WARC Best Practice, September 2021

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.
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.
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.