User generated content & participation

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American Express – Small Business Saturday

Case Study • WARC Cases, January 2022

This case study looks at how American Express found success with its Small Business Saturday campaign in the US and how it grew into a social movement for local community businesses and gained the support of a US President.

International Olympic Committee / The Coca-Cola Company: I Belong Here: The Olympics: Tokyo 2020

Case Study • DMA (UK), Silver, 2021

The International Olympic Committee, a non-governmental sports organisation, and The Coca-Cola Company, a beverage company, increased engagement among young audiences for the Toyko 2020 Olympics with a digital and social campaign that showed its inclusive nature.

Hilton: Unlocked – Driving Engagement, keeping Hilton top of mind & keeping our member relationships active.

Case Study • DMA (UK), Silver, 2021

Hilton, a hotel chain, increased bookings in the UK by launching a members-only email programme featuring exclusive content.

VOXI: Eyes On

Case Study • DMA (UK), Silver, 2021

VOXI, a mobile network, boosted its social media presence among young creatives in the UK by launching an Instagram competition that provided prizes to support them during the pandemic.

Cadbury: Twirl Orange Presale

Case Study • DMA (UK), Gold, 2021

Mondelez, a confectionary brand, generated hype for its re-release of its Twirl Orange chocolate bar.

Canon: Fueling a virtuous circle of passion, proficiency and purchase propensity

Case Study • DMA (UK), Gold, 2021

Canon, a camera brand, increased sales in the UK with its comprehensive CRM campaign.

L'Oréal Paris: Helping Indonesians #StandUp with mobile

Case Study • MMA Smarties, Indonesia, Silver, 2021

L'Oreal, the cosmetics brand, built a campaign to help fight street harassment in Indonesia.

LACTOGROW: Dream big – grow happy campaign

Case Study • MMA Smarties, Indonesia, Bronze, 2021

Lactogrow, the growing up milk brand, wanted to overcome its main competitors and establish prominence in the category in Indonesia.

MPWR: PWR Takeover

Case Study • MMA Smarties, Indonesia, Silver, 2021

MPWR, the digital telco brand, generated mass awareness and gained followers for the brand in Indonesia.

Wardah: Heart to heart

Case Study • MMA Smarties, Indonesia, Silver, 2021

Wardah, the cosmetics brand, wanted to own the Ramadan moment to strengthen its position as pioneer of Halal cosmetics in Indonesia.

Redoxon: Be new normal ready – #CesBeforeCus

Case Study • MMA Smarties, Indonesia, Silver, 2021

Redoxon, the vitamin brand, reinforced itself as the most trusted brand offering the most effective immunity protection in Indonesia.

S-26 Procal GOLD: The science behind exceptional #DariBelajarJadiHebat

Case Study • MMA Smarties, Indonesia, Bronze, 2021

S-26 Procal Gold, the growing up milk brand, aimed to reinforce its position as the advocate of exceptional learning and become mums' reliable partner in Indonesia.

L'Oréal Paris: Stand up against street harassment

Case Study • MMA Smarties, Indonesia, Silver, 2021

L'Oreal, the cosmetics brand, built a campaign to increase awareness of street harassment in Indonesia.

Rejoice: Jeju rose "Mendadak K-Drama"

Case Study • MMA Smarties, Indonesia, Bronze, 2021

Rejoice, the shampoo brand, saw an opportunity to launch affordable Korean-inspired shampoo in Indonesia.

Pond's: Age miracle #SekarangUntukNanti

Case Study • MMA Smarties, Indonesia, Bronze, 2021

Pond's, the skincare brand, wanted to get young women to care about their skin amidst the pandemic in Indonesia.

Pantene: Sound of Rambut Maksimal

Case Study • MMA Smarties, Indonesia, Bronze, 2021

Pantene, the hair care product brand, launched new packaging on its product in Indonesia.

Lazada: The show of hearts

Case Study • MMA Smarties, Indonesia, Silver, 2021

Lazada, the e-commerce platform, aimed to set itself apart from the rest by positioning itself as the thought leader in the fashion category in Indonesia.

DANCOW Nutritods: #BundaBangga campaign

Case Study • MMA Smarties, Indonesia, Bronze, 2021

Dancow Nutritods, the growing up milk brand, aimed to drive penetration by positioning itself as Indonesian mother's greatest ally in Indonesia.

Nyala: Save20

Case Study • MMA Smarties, Indonesia, Bronze, 2021

OCBC NISP, the banking and financial services brand, planned a campaign movement to inspire the Indonesian youth to save money and reach their dreams in Indonesia.

Paddle Pop: Let children play

Case Study • MMA Smarties, Indonesia, Silver, 2021

Paddle Pop, the ice cream brand, attempted to build more meaningful connection with its audience in Indonesia.

Wyeth Gold: Fun progressive learning with augmented reality

Case Study • MMA Smarties, Indonesia, Gold, 2021

Wyeth GOLD, the milk powder brand, wanted to encourage mothers to adopt progressive learning to stimulate the growth of kids in Indonesia.

Durex: Make Valentine’s Day great again

Case Study • MMA Smarties, Indonesia, Gold, 2021

Durex, the condom brand, used Valentine's Day to strengthen equity and increase preference amongst existing consumers in Indonesia.

Oreo: The great cookies takeover

Case Study • MMA Smarties, Indonesia, Gold, 2021

Oreo, the cookie brand, rekindled consumers' excitement around the brand in Indonesia.

Cimory: #CucokCucuCimory

Case Study • MMA Smarties, Indonesia, Silver, 2021

Cimory, the dairy brand, launched a new milk product line in Indonesia.

Indomie: Where's the noodle?!

Case Study • MMA Smarties, Indonesia, Gold, 2021

Indomie, the noodle brand, wanted to capture people's attention and create a reason for people to purchase the brand during Ramadan in Indonesia.

The Marketer’s Toolkit 2022: Global Trends Report

Article • WARC Exclusive, November 2021

The Global Trends Report, part of the Marketer’s Toolkit 2022, identifies five trends that will disrupt existing global marketing practices.
What's working in sponsorship and partnerships

Article • WARC Category Intelligence, February 2021

Global strategies, campaign updates and trends in sponsorship and partnerships.
The WARC Guide to brands and the creator economy

Article • WARC Best Practice, October 2021

A summary of new thinking and best practice on brands and the creator economy.
What's working in channel integration

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in channel integration.
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 and the rise of ‘community commerce’

Article • Brian Carruthers, Event Reports, DMEXCO, September 2021

TikTok is evolving rapidly from its song-and-dance origins.