Consumer attitudes

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Loyalty and trust: Brands in the age of cancel culture

Opinion • Sumeer Mathur, July 2021

F ickle consumers are making brand loyalty hard to achieve and with brand trust, a concept that is becoming increasingly critical, Edelman’s Sumeer Mathur shares how brands can regain that trust.

GroupM’s five pillars of responsible media investment

Article • Ben Bold, Event Reports, Lions Live, June 2021

Brands need to reflect their values when making decisions about their media spend, or else risk suffering from profound reputational consequences.

Restrictions, routines and recommendations as consumers and brands right-size their behaviour

Article • Nathan Lawson, WARC Exclusive, July 2021

COVID-19 has fundamentally altered consumer mobility and psychology.

Knorr: Rooftop farms

Case Study • Tahaab Rais, Yasmine Shehab, Yosr Khalifa, WARC Prize for MENA Strategy, Shortlisted, 2021

Food brand, Knorr's, Rooftop Farms campaign made a lasting impact on the hunger crisis by empowering those living in poverty in Egyptian cities to grow their own food.

KFC Arabia: Shift+K+F+C

Case Study • Rifaat Fakih, Jennifer Fischer, Haikel Ben Hammouda , WARC Prize for MENA Strategy, Shortlisted, 2021

Fast-food brand, KFC, went beyond the norm of giveaways and sponsorships to tap into the gaming culture and lift sales in Saudi Arabia.

Emirates NBD Saudi Arabia: The man who never got anything back

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2021

Banking brand Emirates NBD created uplifting branded content to raise awareness and encourage take-up of its Mazeed cashback credit card in Saudi Arabia.

Art Fund

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Art Fund, a British charity, increased awareness and memberships over a seven-year period in the UK by launching the National Art Pass which granted free or discounted entry to museums and galleries.

Volvo: The E.V.A Initiative

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Volvo, the Swedish automotive company, created the Equal Vehicles for All initiative to promote automotive safety across genders.

Black & Abroad: Go Back to Africa

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2021

Black and Abroad, a travel company, turned the racial slur 'Go back to Africa' into an uplifting call to action with its campaign Go Back to Africa.

Oh Henry!: The Oh Henry! 4:25 BAR

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Oh Henry!, a chocolate bar brand, leveraged the legalisation of cannabis in Canada to encourage consumption among millennials.

OMD: Navigating the pandemic signals H1 2021

Article • OMD, Research on WARC, June 2021

OMD is continuing its Signals series, focusing on the key external influences on consumers throughout 2021 so far.

Guinness: Clear

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Guinness, a beer brand, launched a responsible drinking campaign which encouraged people to drink tap water to moderate their alcohol intake during the Six Nations rugby championships in Great Britain and Ireland.

Sodexo: Modern Recipe

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Grand Prix, 2021

Sodexo, a food services and facilities management company, increased sales in the UK and Ireland by designing a new food proposition for the workplace that featured interiors to inspire productivity.

Sensodyne: GSK Oral Sensodyne

Case Study • MMA Smarties, Bronze, MENA, 2020

Sensodyne, a toothpaste brand, launched a gamified mobile ad in Saudi Arabia to demonstrate how the brand can help consumers overcome tooth sensitivity.

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.

M&M's: Minis Are Back

Case Study • MMA Smarties, Gold, MENA, 2020

M&M's, a confectionery brand, launched a multilingual, gamified mobile campaign in Saudi Arabia and the UAE to announce the return of its M&M's Minis.

Mastercard: Mastercard SMB

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

Mastercard, a financial services corporation, created a campaign in the United States to engage with women-owned small businesses, a group that was often overlooked.

One in five consumers now trusts the healthcare industry more

Data • Cinzia Petio, WARC Data Points, June 2021

An overview of consumers' trust in different industries across 15 countries.

JetBlue: AirSMR

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

US airline JetBlue literally cut through the negative noise to achieve standout at the most cluttered time of the year.

Sudocrem: From Sudocrem to Super-crem

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Irish antiseptic cream Sudocrem identified a key category motivator in a TV and digital campaign to reverse declining UK sales in a declining category.

Crayola: Colors of the world

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

Art supplies brand Crayola grew sales in the US with #TrueSelfie, a PR, digital and social campaign to launch its Colors of the World diverse crayon sets.

Skinny: Friend-vertising

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

Low-cost telco Skinny harnessed its customer superpowers to grow credibility and drive consideration in New Zealand.

Dove: #Showus Y2 Russia

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

Personal care brand Dove grew sales and brand penetration in Russia with a TV, press and metro campaign and promotional platform that challenged Russian perceptions of beauty.

Master: Kraft Heinz Master Soy Sauce equity campaign

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

Kraft Heinz-owned soy sauce brand Master used TikTok and Bilibili to widen the preference gap and grew sales and market share in China by changing its brand proposition from umami expert to champion of women's cooking.

Every Kiwi Vote Counts: Meddle in the New Zealand election

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

Non-partisan initiative Every Kiwi Vote Counts harnessed the power of social networks to mobilise overseas New Zealanders (Kiwis) to vote in the country's 2020 election.

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.
The WARC Guide to Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
What we know about Health and Wellness Marketing

Article • WARC Best Practice, May 2021

Looks at the growth of the health and wellness sector and how smart technology is changing the category, as it has made it easier for consumers to monitor their health and track their fitness goals and has raised expectations of health and wellness brands.
The impact of coronavirus on millennials and Generation Z

Article • Euromonitor Strategy Briefings, May 2020

Looks at how the outbreak of COVID-19 and its global impact is expected to become another generation-defining crisis for millennials and Gen Z.
The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.