Best Practice

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What we know about using humour in advertising

Article • WARC Best Practice, September 2021

Provides marketers with information and guidance about using humour to create buzz, emotional engagement and virality.

What we know about dwell time

Article • WARC Best Practice, September 2021

Provides guidance and information on a much discussed and increasingly relevant topic of dwell time, or the length of a user's exposure to content.

What we know about pricing strategies

Article • WARC Best Practice, September 2021

Explores the most current thinking and reading on the topic of pricing strategies, examining their impact on sales, profitability, and perceptions of the brand itself.

What we know about activist campaigns

Article • WARC Best Practice, September 2021

Provides marketers with information and guidance on harnessing grassroots activism and provoking people into taking action for change.

What we know about brand characters

Article • WARC Best Practice, September 2021

Provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.

What we know about marketing on LinkedIn

Article • WARC Best Practice, September 2021

Explores the current thinking around the subject of marketing on LinkedIn, the Microsoft-owned social network aimed at professionals.

What we know about marketing on Pinterest

Article • WARC Best Practice, September 2021

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.

What we know about direct-to-consumer brands

Article • WARC Best Practice, September 2021

Explains how Direct-to-Consumer (DTC) brands place customer relationships at the heart of their business strategies and often position themselves as challengers who seek to disrupt their category by providing a unique online offering with high levels of innovation.

How brands should (and should not) get involved in mobile esports

Article • Kevin Rosenblatt, WARC Best Practice, September 2021

Advice on how advertisers can capitalise on the mobile esports opportunity.

What's working in gaming 2021

Article • WARC Category Intelligence, September 2021

Global strategies, campaign updates and trends in gaming.

What we know about sustainability marketing

Article • WARC Best Practice, September 2021

Looks at the attitudes of consumers towards the topic of sustainability and discusses actions that brands can take to cater to the increasingly environmentally conscious consumer.

How to analyze the omnichannel consumer decision journey

Article • Alex Zhu, WARC Best Practice, June 2018

Provides advice, research methodologies and step-by-step approaches for mapping the omnichannel consumer journey.

Driving brand loyalty through omnichannel retail: Case study of Sephora in China

Article • Research on WARC, February 2021

Data show the Chinese cosmetics market is projected to grow to $26bn by 2023 and that Chinese consumers use both online and offline channels to evaluate and purchase, but consumer loyalty in the Chinese market appears to be in decline.

Why brands must bridge the honesty gap

Article • Erminia Blackden and Henning Walbaum, WARC Best Practice, September 2021

Brands must be careful not to fall into the ‘honesty gap’ – where there’s a gap between what a company says and what it actually does.

What’s working in health and wellness 2021

Article • WARC Category Intelligence, September 2021

Global strategies, campaign updates and trends in health and wellness.

Switching from engagement to attention: Ireland National Lottery, a case study

Article • WARC Best Practice, September 2021

Much has been written about the need to shift the ecosystem away from vanity metrics that promised more than they could deliver.

The future of SEO in fashion and beauty

Article • Tasha Amponsah-Antwi, WARC Best Practice, September 2021

E-commerce is causing fashion and beauty brands to adapt their SEO strategies.

The Rise of Retail Media – and what this means for brands

Article • Colin Lewis, WARC Best Practice, September 2021

The pandemic-fuelled growth of e-commerce has also propelled Retail Media into the spotlight.

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.

The WARC Guide to conscious media investment

Article • WARC Best Practice, September 2021

A summary of new thinking and best practice on conscious media investment.

What are the common misunderstandings of international skin care brands about the Chinese target market? Machine translated

Article • WARC Trends

Market insight and strategic planning agency China Skinny has continuously conducted research on Chinese beauty consumers for many years. The "China Skinny Skincare Tracker" report published in 2021 revealed that beyond the behavioral insights that the marketing industry often keeps in mind after the epidemic, What are the key points in beauty marketing that have not been noticed, especially when the mutation of the new coronavirus will bring social blockade at any time, these methods can serve as a reminder for brands from time to time.

Turning buyer persona insights into content and campaigns

Research Paper • Julie Schwartz, WARC Best Practice, September 2021

The value of buyer personas is only as good as the messaging, content and sales engagement that they spawn, explains Julie Schwartz, ITSMA.

A new framework for adapting effective brand-building strategies for social-first marketing

Article • Gaetano Squillante, WARC Best Practice, September 2021

We Are Social Singapore’s Gaetano Squillante introduces a new framework for building great social campaigns with brand building at their heart.

China’s Saturnbird: Brewing coffee with culture and creativity

Article • WARC Exclusive, Spotlight China, June 2021

Popular Chinese coﬀee brand Saturnbird is driving growth with an evolving consumer-centric strategy that emphasises creativity and community connections.

The new rules of search

Article • Matt Dailey, WARC Best Practice, August 2021

Advice on how marketers can adapt search strategies in the post-pandemic era.

What we know about brand purpose

Article • WARC Best Practice, May 2021

Explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.
The WARC Guide to conscious media investment

Article • WARC Best Practice, September 2021

A summary of new thinking and best practice on conscious media investment.
What we know about out-of-home effectiveness

Article • WARC Best Practice, October 2020

This article examines key insights and reading on OOH effectiveness, a medium now in the thrall of digitisation, with the added capabilities of greater measurement and interaction.
A new framework for adapting effective brand-building strategies for social-first marketing

Article • Gaetano Squillante, WARC Best Practice, September 2021

We Are Social Singapore’s Gaetano Squillante introduces a new framework for building great social campaigns with brand building at their heart.
What we know about targeting vs reach

Article • WARC Best Practice, March 2021

Explains the benefits of targeting and reach and explains key differences, such as how tight targeting can benefit short-term activation campaigns, whilst reach can be favourable for long-term brand-growth strategies.
What we know about combining TV with digital media

Article • WARC Best Practice, July 2021

Provides marketers with information and guidance about combining TV and digital media strategies.