Online video

58% of TikTok users delay brand engagement so as to not interrupt content browsing

Data • Rob Clapp, WARC Data Points, June 2021

An overview of engagement with social media advertising in Southeast Asia.

Case Study • MMA Smarties, Silver, MENA, 2020

App Samurai, a mobile growth platform, converted stories into a tool for every app owner to boost onboarding, engagement, retention, and revenue with its own branded story content with Storyly.

Lipton: Stay At Home

Case Study • MMA Smarties, Silver, MENA, 2020

Lipton, a tea brand, launched its Stay at Home YouTube campaign in Egypt to drive messaging around the impact of social distancing in society and highlighted the health benefits of green tea.

McDonald’s: Taskeeta

Case Study • MMA Smarties, Silver, MENA, 2020

McDonald's, a fast-food brand, launched an interactive, gamified mobile campaign in Saudi Arabia to present its promotional meal.

KitKat: Core

Case Study • MMA Smarties, Gold, MENA, 2020

KitKat, a confectionery brand, launched a gamified, multilingual campaign in the Middle East to reclaim its association with taking a break.

Kotex

Case Study • MMA Smarties, Silver, MENA, 2020

Kotex, a menstrual hygiene brand, focused its campaign on mobile gaming in Saudi Arabia, Bahrain, the UAE, Oman and Kuwait with video content celebrating female Arab champions in their chosen field.

RAKBANK: Memotraits - AI Brings Memories to Life

Case Study • MMA Smarties, Gold, MENA, 2020

RAKBANK, a banking brand, turned memories into tactile experiences for FC Barcelona fans in the UAE with its Memotraits campaign.

Rexona: Move More Stay Home

Case Study • MMA Smarties, Silver, MENA, 2020

Rexona, a deodorant brand, encouraged people to stay active during the COVID-19 lockdown and raised awareness around brand purpose in Egypt with its Move More Stay Home campaign.

Tochka Bank: All at once

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

Tochka, a national Russian bank for entrepreneurs, created a music video to promote its services in Russia.

Ping Identity: Chief identity champion

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

Ping Identity, a security company, increased its footprint in the technology and cybersecurity market in the United States.

Renaissance in the living room – connected TV on the rise

Article • Sam Peña-Taylor, Event Reports, Advertising Week Europe, May 2021

Linear viewing is up across Europe, driving adoption of CTV services as high-reach shared viewing delivers new ad possibilities.

We don't need to talk about ads: Why only some advertising gets talked about on social media and becomes famous

Article • Adam Sheridan, Research on WARC, June 2021

Provides evidence that advertising that gets talked about has the potential to deliver unpaid or “earned” reach and therefore more efficiency for marketing investments.

Exploring the value of shoppable live advertising: Liveness and shoppability in advertising media and future research avenues

Research Paper • Kirk Plangger, Zixuan “Mia” Cheng, Jianyu Hao, Yiru Wang, Colin Campbell, and Sara Rosengren, Journal of Advertising Research, Vol. 61, No. 2, 2021, pp. 129-132

Live advertising is on the rise, with many influencers, brands, and retailers investing in the format online.

JetBlue: AirSMR

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

US airline JetBlue literally cut through the negative noise to achieve standout at the most cluttered time of the year.

Representus: The dictators address america

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

Bi-partisan non-profit RepresentUS ran a social media campaign to encourage voter participation in the United States' 2020 election.

Babyshop: A world we deserve

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

Children's retailer Babyshop grew volume growth and brand awareness during Ramadan in the United Arab Emirates with a social media crowd-sourcing campaign and a music video.

Ski-Doo: Escape Mountain

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Snowmobile brand, Ski-Doo, created a 45-minute documentary to build hype among winter sports enthusiasts and grow sales in USA and Canada.

Sudocrem: From Sudocrem to Super-crem

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

Irish antiseptic cream Sudocrem identified a key category motivator in a TV and digital campaign to reverse declining UK sales in a declining category.

Finish: Skip the rinse

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

Dishwasher brand Finish grew sales and market share in the US with a multichannel campaign to launch its Skip the Rinse movement encouraging Americans to save water.

PKBI (Indonesian Family Planning Association): Stop child marriage

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

Non-government organisation, PKBI, achieved a government ban on child marriage with its Stop Child Marriage film in Indonesia.

VÚB Bank: Savings Therapy

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

Banking brand VUB Bank got customers in Slovakia to start saving through a humorous multichannel campaign that treated saving money as a worthwhile addiction.

United Nations: The penguin and the whale

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

The United Nations partnered with WeChat in telling an animated tale with a tragic ending to Chinese students, to raise awareness of its Sustainable Development Goals and spark discussion of the global agenda facing us all.

SK-II: Change destiny

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

Premium skincare brand SK-II developed an enduring brand purpose and ran a series of linked campaigns to grow share, consideration and consumer engagement, primarily in China.

Gillette: Second shave

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

Gillette capitalised on a sensitive moment between father and son to boost penetration and increase sales of its Skinguard safety razor in Thailand.

State: Tally

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

State, the insurer, reversed declining customer numbers by targeting a previously untapped audience of the uninsured in New Zealand.