North America

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Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Symcor, a provider of secure business process solutions supporting the digital transformation of Canada's largest institutions, wanted to increase market knowledge of the company's enhanced services in Canada.

One in five consumers now trusts the healthcare industry more

Data • Cinzia Petio, WARC Data Points, June 2021

An overview of consumers' trust in different industries across 15 countries.

Heinz: Summer isn’t summer without Heinz

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Condiment brand Heinz Ketchup increased sales and brand equity during Covid-19 restrictions in Canada with a multichannel campaign that included a jigsaw puzzle and a hotdog delivery partnership.

Wendy’s: Grown with love

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Wendy's had invested in new salad lettuce in Canada; then Covid-19 hit and people wanted comfort food, so it created a novel social media campaign.

Air Transat: Vacation intervention

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Canadian airline Air Transmat ran a multi-channel campaign encouraging customers to use their vacation days to grow sales, awareness and increase differentiation.

Advertising and Design Club of Canada: All-nighter webathon

Case Study • WARC Awards for Effectiveness, Shortlisted, Business-to-Business, 2021

Not-for-profit organisation, the Advertising and Design Club of Canada, created a 24-hour online event to raise funds and ensure its survival during the Covid-19 pandemic.

Sick Kids: One million strong

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

In 2020, Canadian children's hospital the Sick Kids Foundation was in the fifth year of a six year fund-raising campaign for a new hospital; it focused on the milestone of one million unique donors to drive monthly and one-time donations, and build brand health.

Science World: The world needs more nerds

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Not-for-profit science centre, Science World, celebrated the importance of nerds to raise funds during COVID-19 in Canada.

Kraft: You do you

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Packaged pasta product, Kraft Dinner, reversed its declining fortunes with its You Do You campaign, re-affirming its place in Canadian pop culture.

Premier: Paint without the pain

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Canadian paint brand Premier targeted millennials with a multi-channel challenger campaign to grow market share, sales and awareness.

Export Development Canada: Business as unusual

Case Study • WARC Awards for Effectiveness, Shortlisted, Business-to-Business, 2021

Crown corporation and credit agency Export Development Canada broadened its appeal to SMEs through the creation of its Business as Unusual platform to help businesses during Covid-19.

Sick Kids: Sick Kids vs conventional fundraising

Case Study • WARC Awards for Effectiveness, Shortlisted, Sustained Growth, 2021

Toronto, Canada's SickKids Children's Hospital needed to raise $1.3bn over six years to build a new facility so it ran a long-term campaign that evolved annually to drive one-off and monthly donations.

Canada, Media consumption overview, 2013-2020

Data • WARC Data, May 2021

This report provides an overview of media consumption trends in Canada between 2013 and 2020.

Purolator: Holiday Art Boxes

Case Study • SABRE Awards, Gold, North America, 2021

Purlator, a courier company, increased revenue in Canada despite the COVID-19 pandemic with a campaign that focused on creativity and representation.

Heinz by Nature: Lockdown Lovebaby Collection

Case Study • SABRE Awards, Gold, North America, 2021

Heinz, a food processing company, reinvented its entire baby food portfolio with a limited-edition clothing line under the new Heinz by Nature brand in Canada.

Jake's House: ASD – Rockin' the Spectrum

Case Study • SABRE Awards, Gold, North America, 2021

Jake's House, an autism charity, addressed the issue of loneliness within the autism community in Canada by using the power of music to dispel the misperception that those on the autistic spectrum prefer to keep to themselves and shun the spotlight.

Molson Canada: Make It Canadian

Case Study • SABRE Awards, Gold, North America, 2021

Molson Canadian, a lager brand, increased shared of voice and sales around Canada Day by launching a case of beers filled with Canadian competitor brands to encourage Canadians to drink homegrown beer to celebrate.

Canada, Ad blocking

Data • WARC Data Points (GlobalWebIndex), May 2021

An overview of ad blocking in Canada.

Canada, Second screening

Data • WARC Data Points (GlobalWebIndex), May 2021

An overview of second screening (using another device while watching TV) in Canada.

$900bn more was spent at online retailers globally last year

Data • Rob Clapp, WARC Data Points, April 2021

An overview of e-commerce's share of retail sales across major markets.

Media Owner Profile: Facebook, North America

Data • Rob Clapp, WARC Data Points, April 2021

This Media Owner Profile of Facebook includes North America (United States & Canada) data on advertising revenue, daily active users and monthly active users.

One in five fans use mobile apps to consume sports content

Data • Cinzia Petio, WARC Data Points, April 2021

An overview of sports consumption on mobile apps in 2021.

How Canadian TV ads compare with the UK and US – and how they can improve

Article • Stephen Whiteside, Event Reports, thinktv: Canada's top-rated ads 2020, February 2021

A study by System1, the research firm, compared 100 television spots from Canadian advertisers with commercials from the UK and US.

Media Owner Profile: Netflix, North America

Data • Rob Clapp, WARC Data Points, April 2021

This Media Owner Profile of Netflix includes data on streaming revenue and streaming subscribers in North America (United States & Canada).

YouTube consumption shows double-digit growth

Data • Rob Clapp, WARC Data Points, April 2021

An overview of YouTube consumption in 15 markets between 2019 and 2020.

How marketers can win with Gen Z and Millennials post-COVID-19

Article • Carmen Bona, WARC Exclusive, June 2020

Research from Boston Consulting Group and Snapchat into the consumption shifts of Gen Z and millennials driven by COVID-19.
What we know about marketing to women

Article • WARC Best Practice, May 2021

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.
What we know about marketing to children

Article • WARC Best Practice, April 2021

Looks at the power children have across a lucrative market, due to both how much they spend on themselves and the purchasing influence they have on their families, and how to carefully market to them in a way that can build life long brand relationships.
Mountain Dew Kickstart comes alive

Case Study • AME Awards, Gold, 2016

This case study details Mountain Dew's campaign to launch Kickstart, a caffeine-infused interpretation of their product, in the US by positioning the brand as a "pre-game drink".
Anheuser-Busch InBev and Fiat Chrysler accounted for most Super Bowl LII ad time

Data • WARC Data Points, February 2018

An overview of network ad time by type during Super Bowl broadcasts between 2014–2018.
What we know about podcasts in marketing

Article • WARC Best Practice, March 2021

Explores how the increasing popularity of podcasts is presenting new opportunities for advertisers, including a chance to access hard-to-reach audio audiences that are highly engaged, and explains how brands must clearly indicate their presence to avoid overstepping editorial boundaries.