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Case Study • DMA (UK), Gold, 2021

Solace Women's Aid, a charity working to prevent abuse against women and girls, raised funds and awareness in the UK with its Christmas #MakeItStop campaign.

McDonald's / Spotify: The magical symphony of McFlurry color surprise

Case Study • MMA Smarties, Indonesia, Silver, 2021

McDonald's, the fast food chain, innovated its product to capture a new audience who would purchase the McFlurry in Indoneisa.

Pond's: Age miracle #SekarangUntukNanti

Case Study • MMA Smarties, Indonesia, Bronze, 2021

Pond's, the skincare brand, wanted to get young women to care about their skin amidst the pandemic in Indonesia.

Good Doctor Indonesia: Serba Salah Kompres Atau Bawang? Tanya Dokternya Sekarang!

Case Study • MMA Smarties, Indonesia, Bronze, 2021

Good Doctor, the healthcare brand, carried out a campaign to acquire new users of its app in Indonesia.

Cimory: #CucokCucuCimory

Case Study • MMA Smarties, Indonesia, Silver, 2021

Cimory, the dairy brand, launched a new milk product line in Indonesia.

McDonald’s: Mini cuts spicy chicken dance to beat the challenges

Case Study • MMA Smarties, Indonesia, Gold, 2021

McDonald's, the fast food chain, launched more chicken dishes in Indonesia to stand out among the increasing number of new entrants.

Chinsu Chili: How a brand in a low-involvement category breaks the ‘commodity’ curse by hijacking one of the biggest youth trends in 2020

Case Study • MMA Smarties, APAC, Silver, 2021

CHIN-SU, a chili sauce brand, launched a music video in Vietnam to promote its product during the COVID-19 pandemic.

KangShiFu Ice Tea: Chinese New Year karaoke reunion

Case Study • MMA Smarties, APAC, Gold, 2021

KangShiFu (KSF), a ready-to-drink tea brand, launched a campaign in China to widen its audience, enhance the brand's image and drive sales.

Chợ Tốt: Sale 0%

Case Study • MMA Smarties, APAC, Bronze, 2021

Chợ Tốt, a C2C marketplace, launched a campaign in Vietnam to highlight that it did not need big sale events to offer bargains.

Pepsi: Rapviet – the hip to the hop launch

Case Study • MMA Smarties, APAC, Bronze, 2021

Pepsi, a soft drink brand, launched a campaign in Vietnam to connect with Gen Z during the COVID-19 pandemic and promote Pepsi Zero Calories.

Maybelline: The journey to inspire Gen Z

Case Study • MMA Smarties, APAC, Bronze, 2021

Maybelline New York, a makeup brand, launched the Mấy Bé Lì campaign in Vietnam to connect with Gen Z.

Lux: #Unstoppable China

Case Study • MMA Smarties, APAC, Bronze, 2021

Lux, a personal care brand, launched a campaign in China to fight sexism and connect with Gen Z.

Heineken: Sleek music in a can

Case Study • MMA Smarties, APAC, Gold, 2021

Heineken, a beer brand, launched the Music in a Can campaign in Vietnam to promote its 'Sleek' cans.

Lifebuoy: COVID-19 hyper alert system

Case Study • MMA Smarties, APAC, Silver, 2021

Lifebuoy, a soap brand, launched a campaign in Vietnam to make the Ministry of Health's (MOH) 5K Regulation more memorable.

Pepsi Black: Virtual band experience

Case Study • MMA Smarties, APAC, Silver, 2021

Pepsi, a soft drink brand, launched a campaign in China to promote Pepsi Black, its healthier, sugar-free drink, and connect with gamers.

Cricbuzz: #AbCricketBuzzega

Case Study • MMA Smarties, Bronze, X (Global), 2021

Cricbuzz, a cricket news and entertainment app, launched a campaign in India to bring back traffic to the app, ensure new downloads, and dominate the conversations around cricket.

Pepsi Black: Virtual brand experience

Case Study • MMA Smarties, Silver, X (Global), 2021

Pepsi, a soft drink manufacturer, launched a campaign to find an innovative way to connect with the 400 million gamers in China and promote Pepsi Black.

Samsung: #danceAwesome

Case Study • MMA Smarties, Gold, X (Global), 2021

Samsung, a home electronics brand, launched a global campaign to drive awareness of the Samsung Galaxy A mobile, increase favourability by 25% and increase purchase intent by 10%.

Pepsi x Rapviet: The hip to the hop launch

Case Study • MMA Smarties, Bronze, X (Global), 2021

Pepsi, a soft drink manufacturer, launched a campaign in Vietnam to excite the audience with zero sugar in the cola segment and win TOM.

MAGGI: Cook your difference to spice up Tet

Case Study • MMA Smarties, Silver, X (Global), 2021

MAGGI, a brand of seasonings, launched a campaign in Vietnam to get ahead of competitors by focusing on awareness, brand equity and impact on purchase motivation.

Lifebuoy: Covid-19 hyper alert system – Lifebuoy ft. Ministry of Health & 5K message

Case Study • MMA Smarties, Silver, X (Global), 2021

Lifebuoy, a soap brand, launched a campaign in Vietnam to help consumers better protect themselves against Covid-19 through the 5K compliance and be aware of cases in their neighborhood.

Chinsu Chili: How a brand in a low-involvement category breaks the ‘commodity’ curse by hijacking one of the biggest youth trends in 2020

Case Study • MMA Smarties, Bronze, X (Global), 2021

Chinsu Chili, a condiment brand, launched a campaign in Vietnam to enhance its meaningfulness in consumer life and increase brand connection with youngsters.

KangShiFu Ice Tea: Chinese New Year karaoke reunion

Case Study • MMA Smarties, Silver, X (Global), 2021

KangShiFu (KSF), a beverage brand, launched a campaign in China to enhance the brand image, increase brand love, and drive sales.

Eight predictions for 2022

Opinion • WARC, December 2021

Senior agency figures tell WARC what they expect to happen next year.

Pepsi and Pepsi MAX: Music Keeps Us Fizzing

Case Study • Luke Hyland, WARC Media Awards, Bronze + Successful Sponsorship Award, Effective Use of Partnerships and Sponsorships, 2021

Pepsi, a carbonated drinks brand, launched a six-week global campaign to drive fan engagement and build brand love by leveraging its role as one of the biggest sponsors of football.

What we know about recall and recognition

Article • WARC Best Practice, February 2021

Provides marketers with information and guidance about using recall and recognition to test the effectiveness of a campaign.
What we know about podcasts in marketing

Article • WARC Best Practice, March 2021

Explores how the increasing popularity of podcasts is presenting new opportunities for advertisers, including a chance to access hard-to-reach audio audiences that are highly engaged, and explains how brands must clearly indicate their presence to avoid overstepping editorial boundaries.
What is the role of distinctive brand assets?

Article • WARC Evidence, January 2020

Looks at the role of different kinds of brand assets – visual, verbal, auditory – and whether thy help to create shortcuts in consumers’ minds that make brands more memorable and impactful.
What we know about using music in advertising

Article • WARC Best Practice, September 2021

Provides marketers with information and guidance about the most effective approaches to using music in advertising.
Developing brand assets

Article • Dominic Twose, WARC Best Practice, January 2020

This article explores the importance of building strong branding into marketing activity and how to develop brand assets.
Trend Snapshot: Clubhouse and the emergence of social audio

Article • Alex Brownsell, WARC Trends, March 2021

Looks at how app Clubhouse has become the poster-boy for social audio after launching in March 2020 and following the arrival of celebrity participants like Elon Musk and Mark Zuckerberg.