User generated content & participation

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CMO Conversations: Trevor Johnson, Head of Marketing - Global Business Solutions, Europe, TikTok

Opinion • Alex Brownsell, October 2020

2020 will go down as the year in which TikTok tipped into the media mainstream. Trevor Johnson, the social video app’s Head of Marketing, Global Business Solutions, Europe, talks to Alex Brownsell for the WARC Marketer’s Toolkit 2021 about how brands should go about engaging – and selling to – its growing number of users.

From running shops to serving customers: The Tesco turnaround story

Case Study • IPA (UK), Grand Prix, IPA Effectiveness Awards, 2020

Tesco, a supermarket chain, gained back consumer trust in the UK from 2015 to 2019 with a turnaround strategy that put helpfulness at the heart of its messaging.

How Heinz [Seriously] Good Mayonnaise overcame the 'difficult second stage of launch' syndrome

Case Study • IPA (UK), Silver, IPA Effectiveness Awards, 2020

Heinz, an American food company, overcame 'the difficult second stage of launch' syndrome with a campaign in the UK that used TV spots and OOH ads to challenge its competitor Hellmann's and show its new premium brand of mayonnaise.

I See Vimto In You: How celebrating a spirit of difference took Vimto to new heights

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Vimto, a soft drinks brand, launched a TV ad in the UK that encouraged young consumers not to watch and rewarded those who rebelled with entertaining content to show it aligned with their need to be who they really are.

The United Nations: The People's Seat

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

The United Nations (UN) launched The People's Seat campaign to shift perceptions of the UN, deliver broad awareness of climate change and inspire direct action from the global population.

Guinness Made of More 2012-2019: Consistency x creativity

Case Study • IPA (UK), Gold and Best Multi-Market, IPA Effectiveness Awards, 2020

Guinness, an alcoholic beverage brand, increased its market share in the UK by launching a TV campaign that created a cultural connection, which reinforced its Made of More message.

Baileys: From forgotten icon to global treat

Case Study • IPA (UK), Silver, IPA Effectiveness Awards, 2020

Liqueur brand Baileys reversed its decline in sales with its global campaign Don't Mind if I Baileys.

ITV & Veg Power: Eat Them to Defeat Them – How making veg the bad guy did a load of good

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Veg Power, a campaigning group for vegetables from the Food Foundation, partnered with ITV to launch Eat Them to Defeat Them in the UK, a campaign that framed vegetables as villains and children as superheroes to encourage them to eat more vegetables.

SickKids vs. Conventional fundraising

Case Study • IPA (UK), Silver and Best Contribution to Effectiveness through Technology, IPA Effectiveness Awards, 2020

SickKids Foundation, a Canadian children's health research organisation, repositioned its brand as a fighting ally against disease in a series of campaigns in Canada that successfully increased donations and engagement.

Results & a half: How generosity paid off for Cadbury

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Cadbury, a confectionary company, relaunched its positioning with the brand line There’s a Glass and a Half in Everyone to show that Cadbury is at the heart of people and their generosity to win back brand salience in the UK.

Libresse: A messy business

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Libresse, a brand of feminine hygiene products, launched its Live Fearless narrative in the UK through which it created a series of campaigns around normalising periods, both in culture and the media.

The Campaign Against Living Miserably: Breaking the silence – How an image, not an ad, transformed the way the UK treats male suicide

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

The Campaign Against Living Miserably (CALM), a charity, created a striking public installation in the UK to increase awareness of male suicide and suicide prevention.

For more O in your life: How O2 got back to growth in Germany

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

O2, a telecommunications brand, returned to growth in Germany after years of customer losses by creating a series of ads that featured entertaining content to make consumers go "O!".

Help for Heroes: It took a small army to wake Britain up to the plight of injured veterans

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Help for Heroes, a British charity, increased fundraising and support for medically discharged veterans in the UK by launching a travelling installation that became available when people donated.

bwin: How we went long and bet on brand for the 2018 World Cup

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Bwin, an online betting brand, boosted revenue and profit in Europe by going big with an emotion-driven brand-building campaign for the 2018 FIFA World Cup.

Aldi 2010-2019: How taking an alternative path took Aldi from shame to pride

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

Aldi, a discount supermarket chain, shifted UK public perception of the brand from shame to pride.

Launching and scaling a mobile-first e-commerce start-up

Article • Yuri Ivanov, WARC Exclusive, September 2020

Joom’s co-founder reveals five lessons when building a better mobile commerce experience.

Scoot: Go Yellow! Escape the Ordinary

Case Study • Fiona Huang, WARC Prize for Asian Strategy, Shortlisted, 2020

Scoot, the low-cost airline, championed its signature yellow brand colour and its fun, sassy spirit to build brand visibility and preference in Singapore.

Tang: Tang Gets It Done

Case Study • Maan Bernardino-Dominguez, WARC Prize for Asian Strategy, Silver, 2020

Powdered drink brand Tang employed a TV, radio and digital strategy to target relaxed parents in order to rebuild perceived value and protect its user base in the Philippines.

Shaadi.com: #WFH – (#WeddingsFromHome)

Case Study • Dheeraj Sinha, Shibani Mitra, Devika Joshi, WARC Prize for Asian Strategy, Bronze, 2020

Matchmaking website Shaadi.com created an online wedding portal to attract earned media and build brand buzz and engagement during India's COVID-19 lockdown.

McDonald's: Put the 'BIG' back in 'BIG MAC'

Case Study • Sarthak Ranka, Kunal Roy, WARC Prize for Asian Strategy, Shortlisted, 2020

McDonald's Malaysia targeted Gen Z with a social media campaign to reverse the Big Mac's long-term decline by increasing brand love and sales.

Zomato: How Zomato won the game before the game

Case Study • Tushar Handa, WARC Prize for Asian Strategy, Shortlisted, 2020

Food delivery app Zomato ran a gamified, multi-channel campaign targeting young male cricket fans in India to drive sales, user acquisition, engagement and regional penetration.

Pantene: Breakup Salon

Case Study • Owen Smith, WARC Prize for Asian Strategy, Silver, 2020

Hair care brand Pantene leveraged China's Singles' Day shopping event to get consumers' attention with their Breakup Salon brand experience.

P/S: The Adventure With King Leo and Friends

Case Study • Sang Lam, Anish Appukuttan, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Bronze, 2020

Toothpaste brand P/S harnessed the power of AI to encourage kids to brush their teeth, increasing consumption and boosting growth in Vietnam.

Nike: Just Don't Quit

Case Study • Matthew Nolan, Nicholas Short, WARC Prize for Asian Strategy, Bronze, 2020

Sports brand Nike created a livestream workout series on WeChat and TikTok to maintain a connection with customers and athletes as lockdown began in China.

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.
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.
TikTok: Understanding the only global social platform

Article • Riki Li, WARC Exclusive, December 2019

An introductory guide to Chinese social video app TikTok, including how brands can use the platform to engage with ‘fans’ and consumers.
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.