User generated content & participation

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Sainsbury's: Signsbury’s – the world’s first deaf-friendly supermarket

Case Study • DMA (UK), Gold, 2020

Sainsbury's, a British supermarket brand, transformed its store into 'Signsbury's' to raise awareness of British Sign Language (BSL).

Sainsbury's: Collect For Christmas

Case Study • DMA (UK), Gold, 2020

Sainsbury's, a UK supermarket brand, launched a gamified campaign that motivated people to build up their Nectar points and spend them on their big Christmas shop at Sainsbury's.

Klarna: Heartbeats 4 Sneakers

Case Study • DMA (UK), Gold, 2020

Klarna, a financial services brand, launched the world's first bot-free sneaker raffle as part of its campaign Heartbeats 4 Sneakers, generating huge PR and views on YouTube.

World Animal Protection: Don't be fooled by a smile

Case Study • DMA (UK), Gold, 2020

World Animal Protection (WPA), an animal welfare organisation, set out to pressure travel industry giants to stop promoting dolphin entertainment with its campaign Don't Be Fooled by a Smile.

Gen Z is here, and brands need to be okay with giving up control

Article • Low Lai Chow, Event Reports, IAB SEA+India Re:Volve Webinar Series, October 2020

An IAB SEA+India webinar outlined how brands need to change their mindsets in order to better connect with Gen Z consumers.

Tri Indonesia: Ramadhan campaign

Case Study • WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Mobile phone operator Tri used TV sponsorship to create a TV quiz game and drove growth and engagement for its UnlimitedAlwaysOn product in Indonesia during Ramadan.

Facebook: Stories can do it, "Bit by Bit"

Case Study • Ben Nilsen, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Facebook, the social media platform, fast-tracked a comedian's rise to fame to demonstrate the capabilities of its Stories feature to the advertising industry in the US.

Strepsils: Empowering the Voice of Fans

Case Study • Imogen Bourke, Alana Zervos, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Strepsils, the medicated lozenge brand, harnessed the power of music fandom to increase sales in Hong Kong.

Snickers: Bring Back the Idols

Case Study • Kaori Yatsu, Hiroaki Taki, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Confectionery brand Snickers collaborated with smartphone game Idol Master to appeal to young males and boost single-bar sales in Japan.

Standard Chartered: Art Gap

Case Study • Remie Abdo, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020

Multinational banking company Standard Chartered Bank used a social media approach backed by an art exhibition to raise awareness of the gender pay gap and the bank's commitment to gender equality in the United Arab Emirates.

ANZ: Bat For Your Cap

Case Study • Chantelle Hurndell, James Davidson, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020

ANZ, the bank, pinpointed a key insight around fan behaviour to leverage its sponsorship of the national cricket team in New Zealand.

Dove: Not Just One Brand of Real Beauty

Case Study • Imogen Bourke, Alana Zervos, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020

Dove, the beauty care brand, localised its global brand platform to tackle unrealistic beauty standards for women in Hong Kong.

Tesco Stores: Bringing Back Supermarket Sweep

Case Study • Amy Butterworth, WARC Media Awards, Gold, Effective Use of Partnerships and Sponsorships, 2020

Tesco, the grocery retailer, used ad-funded programming to amplify its nostalgic centenary celebrations in the UK.

Clear: Abtal El Shawarea' (The Stars on the Streets)

Case Study • Tahaab Rais, Yasmin Shehab, WARC Media Awards, Gold, Effective Use of Partnerships and Sponsorships, 2020

Shampoo brand Clear boosted brand favourability and awareness through a football-centred initiative in Egypt.

Mastercard: Astronomical Sales

Case Study • Tahaab Rais, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020

In the slowest part of Dubai's retail season, payment card brand Mastercard built a unique sale tied to a rare eclipse that put its brand literally in full view of the country's shoppers.

Old Spice: Guest Starring… Old Spice

Case Study • James Barnett, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020

Male personal care brand Old Spice engaged YouTubers to help run a meme-based campaign using brand ambassador Isaiah Mustafa to launch its anti-perspirants and body sprays in Israel.

Lloyds Bank: Crossword Clues

Case Study • Thomas Johnson, WARC Media Awards, Silver and Effective Native Award, Effective Use of Partnerships and Sponsorships, 2020

British bank Lloyds ran a targeted print campaign to encourage its older, affluent customers to try its market-leading banking app.

Dove: Dove Reshapes Stock Imagery To Shatter Beauty Stereotypes

Case Study • Chris McCraw, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020

Dove needed to reclaim ownership of the 'real beauty' conversation to drive sales and penetration in the United States.

Babyshop: The Gift of Mom

Case Study • Tahaab Rais, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2020

Children's retailer Babyshop increased brand affinity through a multi-channel Mother's Day initiative centred around breast cancer in the United Arab Emirates.

McDonald's: You name it, McDelivery serves

Case Study • Patricia Ochando, WARC Media Awards, Silver and Early Adopter Award, Effective Use of Tech, 2020

Fast-food brand McDonald's turned digital OOH billboards into ordering kiosks to drive awareness of its McDelivery service and sales in Spain.

Frisian Flag Indonesia: “Catch to Grow”

Case Study • Yoohyun Kim, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Frisian Flag 123, the toddler milk, captured the attention of a mobile-savvy audience with an augmented reality game in Indonesia.

Lidl Ireland: Boosting in-store visits and sales with Facebook Instant Experience

Case Study • Kirsten Coventry, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Supermarket discounter Lidl Ireland engaged with social media to drive sales and incorporate a new business dimension.

Lifebuoy: The Ritual of Karma Wash Off

Case Study • Thuy Tran, Sudarshan Saha, Soumya Ranjan Panda, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Lifebuoy, the soap brand, created a meaningful brand association with an important festive season to reach millennials in Vietnam.

WHSmith: Pop Up Books

Case Study • Tahaab Rais, Josephine Younes, Nayaab Rais, WARC Media Awards, Bronze, Effective Use of Tech, 2020

Book retailer WHSmith drove sales and footfall through a gamification strategy in the United Arab Emirates.

Maserati: Redefining media strategy

Case Study • Dr. Viral Nagori, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Luxury car-maker Maserati created a member-get-member social media campaign, with WeChat as its central platform, to drive engagement and sales in China.

A guide to TikTok for brands

Article • Frances Sinclair, WARC Best Practice, February 2020

A guide to using social video app TikTok as a marketing platform, including its organic and paid advertising opportunities, working with TikTok influencers, and how to measure performance.
Effective Social Strategy Report: Lessons from the 2019 WARC Awards

Article • WARC Exclusive, October 2019

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2019 WARC Awards.
Cannes Lions 2019: Insights from the Creative Effectiveness winners

Article • WARC Exclusive, July 2019

Highlighting trends among the campaigns entered into the 2019 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
How to market effectively to Millennials

Article • Ola Mobolade, WARC Best Practice, May 2016

This article offers best practice advice about how marketers can engage and impress the elusive Millennial demographic.
The anatomy of a TikTok meme

Article • Alex Brownsell, WARC Exclusive, June 2020

How a single post on TikTok can inspire millions of videos and create buzz across other online platforms.
Brands and influencers: A guide to the perfect partnership

Article • Didrik Svendsen, WARC Exclusive, May 2020

Advice on how to work with influencers to deliver consumer engagement both during and after the COVID-19 pandemic.