Article
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Ben Grubbs, Kris Boger and Emma Chiu, WARC Exclusive, January 2022
WARC Talks the Marketer's Toolkit 2022 in a series of 5 podcasts covering the key themes identified in the report, with this episode focusing on social commerce and the creator economy.
Explores the current thinking surrounding marketing on Pinterest, a social platform driven by users' interests - it has proven useful for consumers planning ahead for events or seeking inspiration.
Explores the current writing on the subject of Twitter as a marketing tool; an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.
Bose, an audio equipment brand, connected with young people at home during the COVID-19 global lockdown by inviting up and coming UK artists to perform to millions of people from their homes.
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.
Oreo UK, a biscuit brand owned by Mondelez International, used humour to connect with people in the UK during the COVID-19 pandemic by launching The Playful Network.
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.
Solace Women's Aid, a charity working to prevent abuse against women and girls, raised funds and awareness in the UK with its Christmas #MakeItStop campaign.
Dove, a personal care brand, collaborated with real frontline workers during the COVID-19 pandemic to help promote their message and encourage people to take the necessary precautions.
National Premier League Tennis (NPL), a tennis tournament, used AI to raise the tennis competition's profile and generate excitement among players and spectators.
RNID, a charitable organisation, promoted its digital hearing check tool in the UK by launching a humorous campaign that highlighted commonly misheard phrases.
Salesforce, a software company, increased brand trust among its consumers by launching a paid media campaign on YouTube and purpose-built short-form video content.
Opinion
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Suchada Supakan, Natthaporn Loetsakulcharoen and Laddawan Thanlap, January 2022
Everything that has happened over two years of COVID-19 will have a long-term impact on business and as Thailand enters the third year, i-dac Bangkok’s Suchada Supakan examines four trends in marketing that brands should take note of .
Explores the current thought and writing on social media effectiveness so that marketers can identify the best channels to meet the brand’s objectives.
