Advertising best practice, evidence and insights

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.

Bank OCBC NISP: Save 20 by nyala

Case Study • YouTube Works for Brands, Indonesia, Best Media Orchestration, 2021

Bank OCBC NISP, a financial services company, increased awareness among younger consumers in Indonesia by encouraging them to start saving regularly through social challenges and YouTube video ads.

Behind the winning idea: 'Small business drive'

Article • Fergus O'Carroll, Jerome Ooi and Terence Ling, WARC Exclusive, September 2021

In this episode of Behind the Winning Idea, we explore the strategy, execution and outcome of Lexus: Small business drive, awarded a Silver in Customer Experience and the Personalisation & Insight Award in the 2021 WARC Awards for Effectiveness.

Campbell’s: Dinner Insurance

Case Study • Jay Chiat Awards, Honourable Mention, Regional Strategy, 2021

Campbell's, a processed food and snack brand, alleviated the pressure on Thanksgiving hosts in the US with its Dinner Insurance campaign.

Cadbury Celebrations: Not just a Cadbury ad

Case Study • Ganapathy Balagopalan, Prasidh Dalvi, Bhakti Malik, WARC Awards for Asian Strategy, Shortlisted, 2021

Confectionery brand Cadbury Celebrations grew engagement and sales among millennial families in India during Diwali, with an interactive YouTube video and microsite that encouraged them to shop at small local stores.

MELĒ: A scientific breakthrough – the science of melanin-rich skin

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

Unilever, a consumer goods company, created a new brand, MELĒ, to provide darker skinned people in the US with skincare products designed for their skin colour.

The future of SEO in fashion and beauty

Article • Tasha Amponsah-Antwi, WARC Best Practice, September 2021

E-commerce is causing fashion and beauty brands to adapt their SEO strategies.

Plugging into the digital audio opportunity? Here are five things to know

Opinion • Elizabeth Lane, September 2021

Advertisers should tap into personalisation, context and powerful storytelling to succeed in digital audio media, writes IAB UK’s Elizabeth Lane.

Heinz: Heinz to home. How Heinze adapted the "next normal"

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

Heinz, a food processing company, created a completely new route to market with its online hub Heinz to Home in the UK.

Call of Duty: #WarzoneReport

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

Activision, a video game publisher, teamed up with Twitter in the US to launch the #WarzoneReport, a custom, visual report of a player's stats for Call of Duty:Warzone.

Varo: Democratized dollars

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

Varo, a financial services company, launched a campaign in the US after becoming America's first digital bank, targeting low-income earners who had been left behind by traditional banks.

Me Too: Act too

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

In Canada, the 'Me Too' movement launched the 'Act Too' campaign, aiming to end sexual violence with activism.

Five fundamentals for creating successful augmented reality campaigns

Article • Keith Soljacich, WARC Exclusive, August 2021

Looks at augmented reality – which combines the virtual with the real world – and how it can best be used on behalf of brands.

Saudi Telecom Company: Did you get 5G?

Case Study • Dana Alkutoubi, Dalal Kareem, WARC Prize for MENA Strategy, Entrant, 2021

Mobile operator stc turned educator with an online campaign that cut through the noise and increased 5G subscriptions in Saudi Arabia.

Mastercard: True Name

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

Mastercard, a financial services brand, demonstrated its support for the LGBTQIA+ community in the USA with its True Name campaign.

Ab Inbev/Guarana Antarctica: She Can

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

Guaraná Antarctica, a soft drink brand, sponsored the Brazilian Women's Football Championship and raised money for women's football academies in Brazil.

INWI: Win by INWI

Case Study • Oussama Amraoui, Oussama Nakab, Zine Ellabidine El Uharani, Anass Drissi, WARC Prize for MENA Strategy, Entrant, 2021

Telecommunications company, inwi, revolutionised the telco landscape in Morocco with the first totally digital telecom plan.

Abu Dhabi: Do not disturb, currently on staycation #InAbuDhabi

Case Study • Angela Hundal, WARC Prize for MENA Strategy, Entrant, 2021

Government authority, The Department of Culture and Tourism, drew domestic travellers for an Abu Dhabi staycation with a data-driven campaign in UAE.

Central Office For Public Interest (COPI): Addresspollution.org

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

The Central Office for Public Interest (COPI), a people-powered research and advertising organisation, raised awareness of air pollution in London, UK.

The Big Issue & LinkedIn: Raising Profiles

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

The Big Issue, a street newspaper, and LinkedIn, a professional networking platform, collaborated in the UK to enable Big Issue vendors to regain their income online.

STC Pay: The Contactless Eidiya

Case Study • Dana Alkutoubi, Dalal Kareem, WARC Prize for MENA Strategy, Entrant, 2021

Saudi Telecom Company promoted the contactless benefits of its stc pay fintech app to boost take-up while preserving an important tradition in KSA.

Jacques Chirac School Group: Streamlining school admissions

Case Study • Safaa Lharti, El Mehdi Ben Lakdame, Mouna El Azim, Tawfik El Mernissi, WARC Prize for MENA Strategy, Entrant, 2021

Groupe Scolaire Jacques Chirac, the school, reimagined its admissions process to help parents and create preference in Morocco.

Mashreq Bank: Journey to happiness

Case Study • Asih Wulansari, Bilal Soomro, WARC Prize for MENA Strategy, Entrant, 2021

Mashreq, the bank, transitioned away from its traditional lead-generation customer acquisition model with an always-on digital campaign in the UAE.

Motability: Goability

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

Motability, a provider of adapted mobility vehicles, launched its ongoing initiative GoAbility in the UK to enrich Google Maps and record everyday obstacles to make journeys more accessible.

Toyota du Maroc: Reinventing the test drive for hybrid cars

Case Study • Hassan Rouissi, Safaa Lharti, El Mehdi Ben Lakdame, Imad Idder, WARC Prize for MENA Strategy, Entrant, 2021

Car manufacturer, Toyota, shifted local attitudes towards hybrid cars with its reinvention of the test drive in Morocco.