Online video

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Amazon Prime Video outperforms among older audiences

Data • Rob Clapp, WARC Data Points, September 2021

An overview of subscription video-on-demand (SVOD) audiences aged 55+.

TikTok user activity overtakes YouTube

Data • Rob Clapp, WARC Data Points, September 2021

An overview of user activity on TikTok and YouTube in Japan, South Korea, the UK and the United States.

UN Women Australia: When will she be right?

Case Study • Jay Chiat Awards, Gold, Nonprofit Strategy, 2021

UN Women Australia, a nonprofit organisation for gender equality, increased awareness and showed Australians how far they still had to go to achieve gender equality with a social campaign that asked when will she be right.

Netflix: The power of story

Case Study • Jay Chiat Awards, Bronze, Global Strategy, 2021

Netflix, a video streaming platform, launched its global campaign One Story Away to define its own brand story.

Old Forester: Turning lemons into derby mint juleps

Case Study • Jay Chiat Awards, Silver, Brand Pivot Strategy, 2021

Old Forester, a bourbon whisky brand, increased sales by capitalising on the cancellation of the Kentucky Derby in the US.

Pepsi: #PepsiSaveOurRestaurants

Case Study • Shubhrojyoti Roy, Saumya Rathor, Tarun Bhagat, WARC Awards for Asian Strategy, Shortlisted, 2021

Pepsi, a soft drink brand, launched a campaign in India to help jobless restaurant workers during the Covid-19 pandemic.

Milo: Homecourt

Case Study • Cherrie Mae Serranillo, WARC Awards for Asian Strategy, Shortlisted, 2021

When the COVID crisis threatened to cripple the country, chocolate beverage brand MILO Philippines created a purpose-driven campaign that built an entire sports ecosystem in partnership with the local community.

Cadbury Celebrations: Not just a Cadbury ad

Case Study • Ganapathy Balagopalan, Prasidh Dalvi, Bhakti Malik, WARC Awards for Asian Strategy, Shortlisted, 2021

Confectionery brand Cadbury Celebrations grew engagement and sales among millennial families in India during Diwali, with an interactive YouTube video and microsite that encouraged them to shop at small local stores.

Maxis: 5G Live: Tomorrow's Tech for Today's Problems

Case Study • June Gan, Tai Kam Leong, Emir Shafri, WARC Awards for Asian Strategy, Shortlisted, 2021

Malaysian telco Maxis collaborated with businesses and government agencies to create practical applications of 5G technology to grow leads and revenue, and establish itself as a 5G leader.

ManipalCigna Health Insurance: Health insurance for the healthy

Case Study • Rajesh Sharma, Akhilesh Nath, Arushi Chak, WARC Awards for Asian Strategy, Shortlisted, 2021

Health insurance brand ManipalCigna improved its equity scores, digital engagement and sales through a digital and social campaign that encouraged behavioural change in India.

Ariel: Share the load

Case Study • Suraja Kishore, Maitrayee Chandorkar, WARC Awards for Asian Strategy, Shortlisted, 2021

In 2020, P&G laundry soap Ariel continued a multi-year campaign in India that highlighted and challenged gender inequality in order to grow sales, share and preference.

Ryobi: Kirsten Landman's Road to Dakar

Case Study • SABRE Awards, IN2, EMEA, 2021

Ryobi Africa, a power and garden tool manufacturer, launched a marketing campaign to achieve a direct impact on sales, reach 10 million South Africans with campaign messaging and earn twenty Tier 1 pieces of coverage.

Google: School of Life – Adulting with Google on YouTube Russia

Case Study • SABRE Awards, IN2, EMEA, 2021

Google, a technology company, launched 'School of Life' in Russia to enhance the educational experience for Russian YouTube viewers aged 18-24.

Creative Content UK: Get it right from a genuine site

Case Study • SABRE Awards, IN2, EMEA, 2021

Creative Content UK, an industry-led initiative, launched the 'Get it Right From A Genuine Site' campaign in the UK to reduce online piracy by encouraging 16-24 year olds to get their entertainment from genuine sites.

Marketers think TikTok advertising is innovative, but less trustworthy

Data • Rob Clapp, WARC Data Points, September 2021

An overview of marketers' perceptions of trust and innovation of advertising on digital media platforms.

Growth in Twitch audience slows

Data • Rob Clapp, WARC Data Points, September 2021

An overview of Twitch viewers between January 2020 and September 2021.

What marketers need to know about Generation Alpha

Article • Charles Gabriel, WARC Best Practice, September 2021

Five lessons for brands targeting families with children aged 11 or under.

Strategies for more effective six-second video advertisements: Making the most of 144 frames

Research Paper • Colin Campbell and Erin Pearson, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 260-275

Six-second advertisements are a recent advertising format growing in popularity. Despite their growth, little insight exists on how to craft successful six-second advertisements.

Online video and influencer budgets to see biggest increase in 2022

Data • Rob Clapp, WARC Data Points, September 2021

An overview of the change in media budgets by senior marketers in 2022.

LADbible Group: LADx

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

LADbible Group, a social media and entertainment platform, partnered with comedian Jimmy Carr to promote its latest advertising product LADx in the UK.

Thailand’s online streaming VDO: How and why to tune into it

Opinion • Suchada Supakan, Nathaporn Loetsakulcharoen and Laddawan Thanlap, September 2021

Suchada Supakan of i-dac Bangkok examines the boom in online VDO streaming services and what it means for brands and advertisers eyeing the Thai market.

Short video audience reaches 905m in China

Data • Rob Clapp, WARC Data Points, September 2021

An overview of the short video audience in China.

Spotify: 2020 wrapped

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

Spotify, a streaming brand, launched '2020 Wrapped' in the US, hoping to help connect and support its users and all of the creators they love.

RepresentUs: Dictators

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

RepresentUS, an anti-corruption campaign, launched a campaign in the US to raise awareness of its fight against political corruption and show Americans that they were causing the Democracy to fail.

Lexus: Go all in

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

In the US, automotive brand Lexus launched a campaign to promote the new Lexus IS sports sedan.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
Global Ad Trends: State of The Industry 2020/21

Data • James McDonald, Rob Clapp, WARC Data, November 2020

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment, media consumption, and cost inflation this year and next. Key findings include:
The WARC Guide to shoppable media

Article • WARC Best Practice, March 2021

A summary of new thinking and best practice on shoppable media.
Global Ad Trends: COVID-19 One Year On

Data • Rob Clapp, WARC Data, April 2021

This report summarises the latest research from WARC's Data platform, with a focus on the long-term changes and opportunities in advertising and consumption across e-commerce, online video, social media, and gaming and esports. Key findings include:
The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.
What we know about marketing on TikTok

Article • WARC Best Practice, April 2021

Explores the latest best practice guidance around using TikTok, a mobile video app, as a platform for marketing communications.