Social media

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Post-pandemic social trends

Article • Peter Gasston and Camila Toro, WARC Exclusive, June 2021

The pandemic forced socialising online.

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.

What’s working in FMCG

Article • WARC Category Intelligence, June 2021

Global strategies, campaign updates and trends in the FMCG category.

State of the industry 2021: Mobile marketing in EMEA

Data • WARC Data, June 2021

Summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Axe: Chill

Case Study • MMA Smarties, Gold, MENA, 2020

Axe, a male deodorant brand, launched its Axe Chill campaign across the Gulf Cooperation Council (GCC) countries to highlight Axe's ability to lower body temperature.

App Samurai: Storyly

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.

RAKBANK: She Can Play

Case Study • MMA Smarties, Gold, MENA, 2020

RAKBANK, a banking brand, improved brand perception in the UAE with its She Can Play campaign that focused on a young girl and her love of football.

Pampers: Hope Is Born

Case Study • MMA Smarties, Gold, MENA, 2020

Pampers, a nappy brand, donated one million nappies in Lebanon and raised the country's morale with its social media campaign #HopeIsBorn.

TikTok: Hive

Case Study • MMA Smarties, Silver, MENA, 2020

TikTok, a social media platform, hosted a virtual even to bring people together in the Middle East after a year of COVID-19.

Udaan: How Udaan turned hate into love

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

Udaan, a B2B online marketplace, convinced small retailers in India to do business online.

Spacetoon: Spacetoon and Moshaya strategic partnership

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

Spacetoon partnered with The Moshaya Family, a Saudi YouTube content creator with 20 million subscribers, and produced an animation entitled 'The Moshaya Family Animation' in the UAE.

Tencent: Show my work

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

Tencent, a technology company, used a game to promote its app, Tencent VooV Meeting, during the Covid-19 lockdown in China.

Twitter: #ElevatorTweets

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

Twitter, a social networking platform, used LED screens in elevators to deliver real-time tweets to planners and buyers in the UAE.

HP: Apollo, to the moon and back

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

In Europe, HP, an IT supplier, developed a new framework so that when RFPs were in play, prospects were already emotionally connected with the company's commercial and technical value.

ServiceNow: The Connected Customer Framework

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

ServiceNow, a global enterprise technology business, used a six-month campaign to increase its visibility within a non-IT audience in Europe.

Tencent: Micro Universe

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

As part of its WE Summit hosted in China, the Chinese technology company Tencent created an online experience allowing attendees and the audience to explore the micro-universe around them.

Over one-quarter of Gen Z follow influencers

Data • Cinzia Petio, WARC Data Points (GlobalWebIndex), June 2021

An overview of following rates of brand and influencer pages across generations.

Reese's: Halloween door

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

Reese's, the candy company, increased year-on-year Halloween sales during the COVID pandemic with a contactless trick-or-treat experience in the US.

STIB: Voices of brussels

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

Public transportation company, STIB, managed a meaningful brand connection with customers at a time when none of them could use the service due to COVID travel restrictions in Belgium.

Knorr: Rooftop Farms

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

Food and drink brand Knorr created a city rooftop farm initiative to establish itself as a socially responsible and purposeful brand in Egypt.

Lexus: Small business drive

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

Luxury car brand, Lexus, ran data-driven test-drives to connect adventure-seeking drivers with unexplored urban locations in Hong Kong.

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.

Burger King: Ring King

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

Fast-food restaurant, Burger King (BK), capitalised on the emerging tech trend of mobile-connected doorbell cameras to gain attention for the brand's Uber Eats partnership on social media in the US.

American Pecans: Super safe pecan debate

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

American Pecans cracked open a good-humoured debate about pronunciation that swept the nation and raised its share of voice in the all-important US holiday season.

Black & Abroad: Go back to Africa

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

Travel and lifestyle company Black & Abroad created a provocative online campaign using the phrase 'Go back to Africa' to change perceptions among Black travellers in Canada and bolster the brand's position as a Black Travel Movement leader.