Social media

6,304 results found

Sort by

KFC: Secret Menu

Case Study • Effies (Australia), Australian Effies, Bronze, 2020

KFC, a fast-food brand, launched its Secret Menu in Australia without any official communications, yet generated significant PR coverage and incremental sales.

Why Levi Strauss moves fast and puts values before profit

Article • Sam Peña-Taylor, Event Reports, Lions Live, October 2020

The CMO of US apparel company Levi Strauss explores lessons from the pandemic and where the brand goes next.

Triopoly brushes off COVID-19 as ad revenue reaches new high

Data • Rob Clapp, WARC Data Points, October 2020

An overview of the triopoly's (Alphabet, Amazon and Facebook) performance during the coronavirus (COVID-19) outbreak in Q3 2020.

Orlando Wood unlocks the secrets of effectiveness for online video advertising

Article • Stephen Whiteside, Event Reports, EffWorks, October 2020

Analysis covering online video advertising by Orlando Wood, chief innovation officer at research firm System1, revealed various best practices for brands to follow.

Social commerce grows with TikTok/Shopify deal

News • 29 October 2020

Shopify, the Canadian e-commerce platform, has signed a deal with TikTok to allow its merchants to create and show shoppable content on the video-sharing site.

What we know about marketing on TikTok

Article • WARC Best Practice, October 2020

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

What we know about marketing on Snapchat

Article • WARC Best Practice, October 2020

Provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.

How P&G is building “citizenship” into brand-building efforts

Article • Geoffrey Precourt, Event Reports, Association of National Advertisers Masters of Marketing Week, October 2020

Procter & Gamble (P&G), the consumer-packaged goods giant, is baking the concept of “citizenship” into its brand-building efforts.

Snapchat sees v-shaped recovery with ad revenue rising 52%

Data • Rob Clapp, WARC Data Points, October 2020

An overview of Snapchat's latest advertising revenue and daily active users in Q3 2020.

CMO Conversations: Trevor Johnson, Head of Marketing - Global Business Solutions, Europe, TikTok

Opinion • Alex Brownsell, October 2020

2020 will go down as the year in which TikTok tipped into the media mainstream. Trevor Johnson, the social video app’s Head of Marketing, Global Business Solutions, Europe, talks to Alex Brownsell for the WARC Marketer’s Toolkit 2021 about how brands should go about engaging – and selling to – its growing number of users.

#prettypackaging and #DIY are most popular TikTok packaging hashtags

Data • Rob Clapp, WARC Data Points, October 2020

An overview of the hashtag performance on TikTok packaging and unboxing videos.

Healing social anonymity

Opinion • Alistair Reid, October 2020

A top-ten Premier League football club was able to significantly boost social media marketing performance with a series of well-calibrated tweaks. Alistair Reid explains.

Facebook CPM reaches 2020 high of $5.31

Data • Rob Clapp, WARC Data Points, October 2020

An overview of Facebook advertising costs in 2019 and 2020.

Five steps to social media success

Article • Hannah Walley, Leonie Gates-Sumner and Anna Salter, WARC Exclusive, October 2020

Examines how brands can derive value from social media campaigns and what it means to balance the trust equation and create effective communications and marketing plans.

Stories account for one-third of Instagram advertising

Data • Rob Clapp, WARC Data Points, October 2020

An overview of Instagram advertising and the objective of Story campaigns.

The two sides of social media during COVID-19

News • 12 October 2020

Young people in Asia Pacific say social media has been both a curse and a blessing during the time of COVID-19.

From running shops to serving customers: The Tesco turnaround story

Case Study • IPA (UK), Grand Prix, IPA Effectiveness Awards, 2020

Tesco, a supermarket chain, gained back consumer trust in the UK from 2015 to 2019 with a turnaround strategy that put helpfulness at the heart of its messaging.

How Heinz [Seriously] Good Mayonnaise overcame the 'difficult second stage of launch' syndrome

Case Study • IPA (UK), Silver, IPA Effectiveness Awards, 2020

Heinz, an American food company, overcame 'the difficult second stage of launch' syndrome with a campaign in the UK that used TV spots and OOH ads to challenge its competitor Hellmann's and show its new premium brand of mayonnaise.

How Aldi re-energised an existing advertising concept to re-ignite growth

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Aldi, the low-cost supermarket in the UK and Ireland, grew revenue by addressing the problems of a perceived lack of range and the social stigma attached with shopping at Aldi.

Social commerce in Southeast Asia sees triple-digit growth

Data • Rob Clapp, WARC Data Points, October 2020

An overview of social commerce's growth and popularity in Southeast Asia (the Philippines, Singapore, Thailand and Vietnam) during the first half of 2020.

The United Nations: The People's Seat

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

The United Nations (UN) launched The People's Seat campaign to shift perceptions of the UN, deliver broad awareness of climate change and inspire direct action from the global population.

Hollyoaks: How to dispel the myth that young people don't watch TV any more

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Hollyoaks, a British TV series produced by Channel 4, sparked discussion with storylines that connected to bigger social issues through an always-on advertising model that targeted young UK consumers.

PPI Deadline: Billions to millions

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

The Financial Conduct Authority (FCA), a financial regulatory body, reversed the decline in payment protection insurance (PPI) complaints in the UK with its Make a Decision campaign.

The return of the Captain: How reinventing an icon grew Birds Eye Fish Fingers

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Birds Eye, a frozen food brand, returned to growth in the UK by reimagining its iconic Captain figure for today’s consumers to increase brand relevance and salience.

KFC: Michelin Impossible – How an Aussie underdog took on the food establishment

Case Study • IPA (UK), Bronze and Best Small Budget, IPA Effectiveness Awards, 2020

Fast food brand Kentucky Fried Chicken (KFC) transformed public perceptions of its food quality and drove an incremental $91m growth in revenue in Australia with its campaign Michelin Impossible.

The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
What we know about social media effectiveness

Article • WARC Best Practice, June 2020

Explores the current thought and writing on social media effectiveness so that marketers can identify the best channels to meet the brand’s objectives.
The impact of COVID-19 on media strategy

Article • MediaSense, WARC Exclusive, March 2020

An exploration of how the global coronavirus outbreak might impact ad spend across paid media channels.
Carat's ten trends for 2020: The year of all-conquering ecosystems

Article • Dan Calladine, WARC Exclusive, January 2020

Ten consumer, media and technology trends – and their implications for brands – for 2020, the year in which the marketplace is set to converge around the global tech-giant ecosystems.
Marketer's Toolkit 2020

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.
Effective Social Strategy Report: Lessons from the 2019 WARC Awards

Article • WARC Exclusive, October 2019

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2019 WARC Awards.