Article
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Virginia Alvarez, WARC Exclusive, June 2021
Brands need to understand how cultural norms and nuances play into people’s purchasing decisions – an influencer of consumer behavior that has, until now, been largely overlooked by marketers.
Case Study
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MMA Smarties, Silver, MENA, 2020
TikTok, a social media platform, hosted a virtual even to bring people together in the Middle East after a year of COVID-19.
Case Study
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MMA Smarties, Gold, MENA, 2020
RAKBANK, a banking brand, launched its Conversations campaign to help new small- and medium-sized enterprises (SMEs) establish themselves in the UAE during the COVID-19 pandemic.
Case Study
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MMA Smarties, Gold, MENA, 2020
RAKBANK, a banking brand, turned memories into tactile experiences for FC Barcelona fans in the UAE with its Memotraits campaign.
Case Study
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WARC Awards
for Effectiveness, Entrant, Business-to-Business, 2021
Hewlett Package Enterprise, an IT company, created HPE GreenLake, a platform that addressed the data needs of healthcare organisations in the United States.
Research Paper
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Samuel Stäbler, Journal of Advertising Research, Vol. 61, No. 2, 2021, pp. 164-177
Companies employ giveaways primarily to create awareness and strengthen their brands. Little academic research has examined the effectiveness of giveaways, however.
Case Study
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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.
Case Study
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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.
Case Study
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WARC Awards
for Effectiveness, Shortlisted, Customer Experience, 2021
Luxury car brand, Lexus, ran data-driven test-drives to connect adventure-seeking drivers with unexplored urban locations in Hong Kong.
Case Study
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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.
Case Study
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WARC Awards
for Effectiveness, Shortlisted, Collaboration & Culture, 2021
Low-cost telco Skinny harnessed its customer superpowers to grow credibility and drive consideration in New Zealand.
Case Study
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WARC Awards
for Effectiveness, Shortlisted, Sustained Growth, 2021
Heineken ran a multi-national, three year campaign for its new non-alcoholic beer (NAB), 0.0, to reverse declining share and sales, and win drinkers aged 25 to 34.
Case Study
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WARC Awards
for Effectiveness, Shortlisted, Instant Impact, 2021
ETIHAD, the airline, streamlined its formerly highly complex annual sale advertising across global markets with the Advanced Dynamic Engine (ADE) marketing automation tool.
Case Study
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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'.
Case Study
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WARC Awards
for Effectiveness, Shortlisted, Brand Purpose, 2021
Kraft Heinz-owned soy sauce brand Master used TikTok and Bilibili to widen the preference gap and grew sales and market share in China by changing its brand proposition from umami expert to champion of women's cooking.
Case Study
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WARC Awards
for Effectiveness, Shortlisted, Instant Impact, 2021
Home furniture retailer, Home Centre, tackled the taboo topic of single mothers to create impact with its Father's Day campaign in the UAE.
Article
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Biprorshee Das, WARC Exclusive, June 2021
Since entering a crowded Indian market two years ago, Spotify’s India head of marketing Neha Ahuja shares how the audio streaming service is winning by leveraging local insights and speaking to consumers in a personal tone.
Article
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Stephen Whiteside, Event Reports, SXSW, March 2021
Facebook Horizon aims to build the next generation of social media in the “metaverse”, a term that describes shared, three-dimensional and digitally-driven spaces.
Article
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WARC Exclusive, May 2021
This report, developed in association with HP Graphic Arts, is an analysis of successful case studies that use packaging as lead media, with a focus on those that utilise variable product packaging through digital printing.
Article
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WARC Best Practice, May 2021
Details how marketers can use personalisation effectively, including which media work best and why a two-way conversation with the consumer is essential.
Case Study
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SABRE Awards, Gold, North America, 2021
Adobe, a computer software company, increased awareness and attendance of its MAX event, which was virtual and free for the first time due to the COVID-19 pandemic, through exclusive PR boxes, online gameshows and private watch parties.
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.
Article
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Moises Cohen and Elizabeth Thomas, WARC Webinars, May 2021
Kantar's Moises Cohen and Elizabeth Thomas share practical advice on building future-fit CLV models which boost customer retention and build deeper relationships.
Article
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Upland BlueVenn, Research on WARC, May, 2021
Poor data quality, a lack of skills and knowledge, and a lack of data and tech are barriers preventing marketers from fully personalising marketing messages to an individual.
Case Study
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SABRE Awards, Diamond, North America, 2021
Airbnb, an online short-stay rental marketplace, launched a blend of online and offline events in the US and garnered 39 million organic social media impressions.
