Storytelling

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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.

RC Cola: Basta

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

RC Cola, a brand of soft drink, used a humorous campaign to appeal to Gen Z in the Philippines.

Globe: A Star Wars experience for all

Case Study • YouTube Works for Brands, Philippines, Best long-form storytelling, 2021

Globe Telecom, a telco brand, raised funds for Virtualahan, an organisation creating equal opportunities for people with disabilities in the Philippines by empowering them through raising donations via the Globe Rewards app.

TNT: Free games for all

Case Study • YouTube Works for Brands, Philippines, Best multi-video storytelling, 2021

Talk 'N Text (TNT), a cellular service, appealed to mobile gamers in the Philippines with its campaign Free Games for All.

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.

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.

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.

Grab Food: Free your hunger

Case Study • YouTube Works for Brands, Thailand, Best Storytelling, 2021

GrabFood, a food delivery brand, created a more meaningful connection with its customers in Thailand by launching a social media teaser campaign and YouTube takeover ad.

upGrad: BeYouNick x upGrad originals – the office canteen

Case Study • YouTube Works for Brands, India, Best Collaboration, 2021

upGrad, an online higher education company, increased brand awareness in India by launching a comedy web series on YouTube to reach and engage its target audience of young professionals and students.

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.

Delicare ms: Groin Warrior M'ZOON

Case Study • YouTube Works for Brands, Japan, Small budget big results, 2021

Ikeda Mohando, a brand of anti-itch cream, promoted its Delicare Ms cream, a medication for itching in the groin area, 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.

Viva: Dear throw it away!

Case Study • YouTube Works for Brands, Taiwan, Best Breakthrough Advertiser, 2021

Viva, a disposable washcloth brand, increased brand awareness in Taiwan by launching drama-based YouTube videos and using in-stream ads to reach the right target audience.

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.

Guide to decoding consumer content preferences for brands

Article • Sangeeta Tanwar, Event Reports, Asia Tech x Singapore virtual conference, July 2021

Globally, mobile is emerging as the preferred device for media consumption and this shift from the big screen is accompanied by shorter attention spans, posing a problem for brands hoping to engage consumers.

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.

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.

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.

Degree: Degree inclusive

Case Study • Jay Chiat Awards, Silver, Product/Service Creation Strategy, 2021

Degree, a deodorant brand, introduced the world's first inclusive deodorant for people with upper limb disabilities and visual impairment in the US.

Pond's Men: An oily love story

Case Study • David Dahan, Sumegha Rao, Dilip Garga, WARC Awards for Asian Strategy, Shortlisted, 2021

Skincare brand Pond's Men employed a multichannel strategy to challenge category codes and grow salience and market share in Indonesia.

Guanghe: Preserve a piece of childhood

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

Fermented bean curd brand Guanghe capitalised on its heritage by developing a 'treasure hunt' through social media to reposition the brand and engage with the post-80s generation in China.

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.

Netflix: The power of story

Case Study • Jay Chiat Awards, Bronze, Global Strategy, 2021

Netflix, a video streaming platform, launched its global campaign One Story Away to define its own brand story.

Telling stories about advertising and human rights

Article • Dr Pia Oberoi, WARC Exclusive, September 2021

Pia Oberoi, senior advisor on migration and human rights at the UN, explains how the once disparate worlds of advertising and human rights intersect.

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 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.
Changing channels in B2B: Shifting strategies in tech and telco markets

Article • WARC Exclusive, February 2021

An analysis of B2B marketing within the technology and telecoms sectors, in association with Spotify.
Strategy Toolkit module 4: Consumer behaviour

Article • Strategy Toolkit, March 2021

This article discusses various approaches used by marketers to understand what consumers want.
Strategy Toolkit: Theories of Consumer Behaviour

Article • Strategy Toolkit, Strategy Toolkit

This article discusses various approaches used by marketers to understand what consumers want.
Driving marketing effectiveness through digital packaging

Article • 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.