Article
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Rafael Martin and Staffan Holgersson, WARC Exclusive, April 2021
With the traditional B2B marketing playbook in need of a refresh, marketers need a new approach to channel planning, say global media agency Essence’s Rafael Martin and Staffan Holgersson.
Article
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WARC Best Practice, April 2021
A summary of new thinking and best practice on rethinking B2B marketing.
Data
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Rob Clapp, WARC Data Points, March 2021
An overview of changes in content-led advertising budgets in 2020 and 2021.
Case Study
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WARC Cases, 2019
Tourism New Zealand, the New Zealand tourism board, launched a year-long, integrated global campaign Good Morning World.
Case Study
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Tangrams Strategy & Effectiveness Awards, Gold, 2021
WWF Singapore, a non-governmental conservation organisation, launched its global campaign Your Plastic Diet to persuade UN member states to commit to tackling plastic pollution.
Case Study
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Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021
Volkswagen, an automotive brand, increased sales and consideration in Taiwan by placing Volkswagen vehicles in high-traffic areas alongside rumour balloons that showcased common questions and misconceptions about the brand and its vehicles.
Case Study
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Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021
Singapore Tourism Board, a statutory board under the Ministry of Trade and Industry of Singapore, encouraged Singaporeans to visit attractions within Singapore with an Instagram-led campaign that got locals to post pictures of the scenery and food the country has to offer.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2021
Manulife, an insurance company, promoted its product offerings during the COVID-19 pandemic in Hong Kong through sponsored articles and high impact media placements that show how it can help.
Case Study
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Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021
Hennessy, a cognac distiller, increased consumption and sales on Tmall in China by launching social videos surrounding the midsummer night consumption occasion.
Case Study
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Tangrams Strategy & Effectiveness Awards, Gold, 2021
Lexus, the luxury vehicle division of automobile brand Toyota, promoted its first SUV designed specifically for urban exploration, the UX, in Hong Kong.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2021
KitKat, a confectionery brand, inspired people in Indonesia with cooking ideas using KitKat bars to bring a little joy to the otherwise gloomy Ramadan during the COVID-19 pandemic.
Case Study
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SABRE Awards, IN2, North America, Best Meme/Viral Campaign, 2021
Jif, a peanut butter brand, collaborated with GIPHY to enter the debate on the proper pronunciation of the word GIF with its #JIFvsGIF campaign.
Case Study
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SABRE Awards, IN2, North America, Best in AI/Virtual Reality/Augmented Reality/Immersive Technology, 2021
Discover Puerto Rico (DPR), the Puerto Rican tourism board, kept the destination top of mind for US tourists during the COVID-19 lockdown by offering a virtual weekend getaway.
Case Study
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SABRE Awards, IN2, North America, Best in Digital Marketing/Advertising, 2021
Chipotle, a restaurant chain, increased delivery sales among Gen Z during Super Bowl Sunday by creating videos with popular TikTok stars on the app that dropped delivery slots every time the NFL called a time-out.
Case Study
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SABRE Awards, IN2, North America, Best in Brand Film/Video, 2021
The Macallan, a scotch whisky brand, launched a video series in the USA that offered a never-before-seen look into how some of the world's best chefs and mixologists serve whisky.
Case Study
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SABRE Awards, IN2, North America, Best Use of Illustrations and Photography, 2021
The International AIDS Society, an association of HIV/AIDS professionals, launched its poster series campaign Profiles in Resilience in the run-up to the AIDS 2020 Conference to showcase the conference's them of resilience.
Case Study
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SABRE Awards, IN2, North America, Best Use of Original/Commissioned Research for PR, 2021
The US Census Bureau, a US federal agency, set out to count 330 million people in under nine months to determine federal funding and political representation for the coming decade.
Case Study
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SABRE Awards, IN2, North America, Employee Activism/Engagement, 2021
John Hancock, a US insurance company, supported its employees and their families during the COVID-19 pandemic with events and benefits for its employees and a virtual summer camp for their children.
Case Study
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DMA (UK), Bronze, 2020
WPP BrandZ, a brand equity database, launched a Graphic Novel packed with client engagement opportunities and examples of data-generated creativity to better tell its brand story.
Case Study
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DMA (UK), Bronze, 2020
Mondelez, a confectionery and food company, launched Creme Egg EATertainment, the world's first streaming service for chocolate lovers, to encourage the Creme Egg brand to become part of consumers’ viewing experience.
Case Study
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DMA (UK), Bronze, 2020
Level, an airline company, increased brand awareness by launching an influencer and social campaign that highlighted its inclusive and modern approach to travel.
Case Study
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DMA (UK), Bronze, 2020
ŠKODA UK, a car manufacturer, increased awareness of its association with women’s cycling and gender equality by launching a virtual cycling challenge that encouraged the public to ride alongside the women participating in the 2019 Tour de France.
Case Study
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DMA (UK), Bronze, 2020
Pets at Home, a pet supplies retailer, increased awareness and uptake of its VIP app by relaunching with personalised communications to offer education and humour.
Case Study
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DMA (UK), Bronze, 2020
DEFRA, the UK government Department for Environment, Food and Rural Affairs, increased awareness of the dangers of buying from low-welfare animal sellers in the UK by launching a hard-hitting mini-documentary.
Case Study
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DMA (UK), Gold, 2020
Rockwool, a British mineral wool insulation manufacturer, saw unprecedented levels of engagement with its video-based campaign The 7 Strengths of Stone.
