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Are you geared for growth? How to apply Share of Search as a strategic diagnostic

Article • James Hankins, WARC Exclusive, October 2020

Builds on Share of Search as an analytic tool, introducing additional analysis techniques.

Share of search can predict market share

News • 14 October 2020

A brand’s share of search can help predict its market share levels several months in advance, thus helping marketers to adapt strategies in truly impactful ways as necessary.

Les Binet outlines why "share of search" is a powerful, predictive marketing metric

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

Research by Les Binet, the head of effectiveness at agency adam&eveDDB, demonstrates that a brand’s “share of search” within its category is a vital metric for marketers to consider.

Samsung: Making choice easy in a world of unlimited possibilities

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

Samsung, an electronics company, used a Continuous Improvement Programme (CIP) and A/B testing to improve conversion and drive sales on its website in the UK.

Sambito: #NatureRepresented

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

Sambito, a commercial consultancy, got thousands of lawyers to fight court cases for nature by defending trees for free, in order to help protect Ecuador's threatened environment.

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.

Libresse: A messy business

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

Libresse, a brand of feminine hygiene products, launched its Live Fearless narrative in the UK through which it created a series of campaigns around normalising periods, both in culture and the media.

WaterAid: A partnership that has saved five million children’s lives and built a new model for fundraising

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

WaterAid, a non-governmental organisation, saved five million children’s lives and developed a new model for fundraising over its 16-year campaign in the UK.

Help for Heroes: It took a small army to wake Britain up to the plight of injured veterans

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

Help for Heroes, a British charity, increased fundraising and support for medically discharged veterans in the UK by launching a travelling installation that became available when people donated.

Is online marketing ‘the new rent’?

Opinion • Grace Kite, September 2020

In 2020 online advertising is neither new nor under-analysed, and yet there remains a fundamental misunderstanding about the role it plays, says Grace Kite.

Lexus: Find Your Unbeaten Path

Case Study • Terence Ling, WARC Prize for Asian Strategy, Gold and Customer Journey Award, 2020

Luxury vehicle brand Lexus ran a data-driven campaign for its UX crossover SUV that used personalised test drives to engage adventurous urbanites in Hong Kong.

Scoot: Go Yellow! Escape the Ordinary

Case Study • Fiona Huang, WARC Prize for Asian Strategy, Shortlisted, 2020

Scoot, the low-cost airline, championed its signature yellow brand colour and its fun, sassy spirit to build brand visibility and preference in Singapore.

Grab: Personalised Social Impact Reports

Case Study • Krshna Prashant, Sulin Lau, WARC Prize for Asian Strategy, Silver, 2020

Mobile technology brand Grab used customer data in a new way to reframe and personalise its social impact activity in Southeast Asia.

Singtel: Only True Fans Get It

Case Study • Amanda Lim, Jacob Wright, WARC Prize for Asian Strategy, Gold, 2020

Telco Singtel took to trolling to boost take-up of its services in Singapore.

Shaadi.com: #WFH – (#WeddingsFromHome)

Case Study • Dheeraj Sinha, Shibani Mitra, Devika Joshi, WARC Prize for Asian Strategy, Bronze, 2020

Matchmaking website Shaadi.com created an online wedding portal to attract earned media and build brand buzz and engagement during India's COVID-19 lockdown.

McDonald's: Put the 'BIG' back in 'BIG MAC'

Case Study • Sarthak Ranka, Kunal Roy, WARC Prize for Asian Strategy, Shortlisted, 2020

McDonald's Malaysia targeted Gen Z with a social media campaign to reverse the Big Mac's long-term decline by increasing brand love and sales.

SK-II: Meet Me Halfway

Case Study • My Troedsson, WARC Prize for Asian Strategy, Bronze and Long-Term Strategy Award, 2020

Skincare brand SK-II launched a mini-documentary on social media to boost brand awareness among its target audience in China and spark real social change.

85% of Amazon Sponsored Brand conversions happen on the first search page

Data • Rob Clapp, WARC Data Points, September 2020

An overview of the performance of Amazon Sponsored Brands and Sponsored Products in the United States.

Volvo Cars: #BreatheFree – Democratizing Clean Air

Case Study • Preeti Mascarenhas, Rachit Khanna, Aditi Thakur, Deep Singh, WARC Prize for Asian Strategy, Entrant, 2020

Volvo Cars activated a location-based multimedia campaign to establish itself as an environmentally responsible auto brand in India and differentiate itself from German-made luxury automobile brands.

PUMA India: Propah Lady

Case Study • Shiksha Singh, Poornima Kamath, WARC Prize for Asian Strategy, Entrant, 2020

PUMA India ran a social media campaign featuring unconventional female influencers to encourage women to own their individuality, and drive awareness and sales for its women's sneakers.

WWF: Your Plastic Diet

Case Study • Graham Drew, Matthew Simms, WARC Prize for Asian Strategy, Entrant, 2020

International NGO the World Wide Fund for Nature ran a multichannel campaign in Singapore, Malaysia, Vietnam, the Philippines and Thailand to demonstrate how much plastic humans were ingesting because of pollution.

Wall's: Abang Hero #KitaJagaKita – Spread happiness to our frontline heroes!

Case Study • WARC Prize for Asian Strategy, Entrant, 2020

Wall's, the ice cream brand, spread happiness to front-line heroes during the COVID-19 lockdown with a purpose-driven campaign in Malaysia.

Burger King: Content Kitchen

Case Study • Vanessa Tan, Mark Haycock, Adrian Adshade, WARC Prize for Asian Strategy, Entrant, 2020

Burger King, the fast food chain, used its trademark humour to create huge cut through on a tiny budget in Singapore.

Dove: The 24-Hour Magazine of Natural Beauties

Case Study • Ha Tran, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Entrant, 2020

Toiletries brand Dove created a content-led approach across platforms to change the beauty narrative and create disruptive awareness of its new Nourishing Secrets line, in Vietnam.

Marketing in the gaming ecosystem

Article • WARC Best Practice, September 2020

A summary of new thinking and best practice on marketing in the gaming ecosystem, from the WARC Guide.
What we know about combining TV with digital media

Article • WARC Best Practice, July 2020

Provides marketers with information and guidance about combining TV and digital media strategies.
The WARC Guide to Planning for Attention

Article • WARC Best Practice, June 2020

A summary of new thinking and best practice on Planning for Attention, from the WARC Guide.
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.
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.
Marketer's Toolkit 2020: Data Report

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 Data Report adopts the STEIP methodology to cover five drivers of change that will affect marketers next year: Society, Technology, Economy, Industry and Policy.