Digital media

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MELÉ: A Scientific Breakthrough -The Magic of Melanin-Rich Skin

Case Study • APG (UK), Entrant, 2021

MELÉ, a skincare brand, launched a campaign in the USA to drive awareness of a new skincare brand which is designed for melanin-rich skin.

Diesel: Cancelled Plans

Case Study • APG (UK), Entrant, 2021

Diesel, a clothing and lifestyle brand, launched a global campaign to inject itself back into culture and drive sales.

Stronger Than Violence Initiative: What's Your Number?

Case Study • APG (UK), Entrant, 2021

The Stronger Than Violence Initiative, a German federal ministry, launched a campaign in Germany to promote awareness of violence against women on digital channels and encourage more people to seek help.

McDonald's Canada: Friends Wanted - The One Where Ross & Rachel Helped Planning Reimagine Recruitment

Case Study • APG (UK), Gold, 2021

McDonald's, a fast-food chain, launched a recruitment campaign in Canada to improve the negative perception among potential Gen Z recruits and to encourage them to apply.

Football Beyond Borders: Going Beyond Borders

Case Study • APG (UK), Entrant, 2021

Football Beyond Borders (FBB), an education and social inclusion charity, launched a campaign in the UK to broaden its ability to support young people and reach new audiences.

Duolingo: Fun is serious business

Case Study • APG (UK), Entrant, 2021

Duolingo, a language learning app, launched a global campaign to increase awareness and new sign-ups.

The United Nation’s Secretary General: Science fiction advice when the world needed just science - The global communications fight to stem the tide of COVID-19 and misinformation

Case Study • APG (UK), Entrant, 2021

The United Nations Secretary General launched a global campaign to fight the spread of COVID-19 misinformation by providing the public with scientific, fact-based information.

adidas GMR: Planning in Development

Case Study • APG (UK), Entrant, 2021

adidas, a sportswear manufacturer, launched a global campaign to increase awareness of new technology that was designed to get the younger generation moving.

Lifebuoy: Using Planning to Strike Gold

Case Study • APG (UK), Entrant, 2021

Lifebuoy, a hygiene soap brand, launched a campaign to reintroduce the brand to the UK market during the pandemic and encourage people to clean their hands in the right way at the right time.

BT Sport: Unscripted Or - ‘How we talked about it for two weeks and decided the internet was right’

Case Study • APG (UK), Entrant, 2021

BT Sport, a telecommunications company, launched a campaign in the UK to match previous years' sales with a fraction of the media spend.

TM Net: Jiran-hyperlocal content & commerce platform

Case Study • SABRE Awards, APAC In2, Digital Newsrooms, 2021

Telekom Malaysia, the telecommunications company, opted for a long-term and sustainable business idea approach to aid SME in Malaysia.

Freedom From Torture: Give a damn, do what we can - How we responded rapidly to raise money for survivors of torture in lockdown

Case Study • APG (UK), Entrant, 2021

Freedom From Torture, a British registered charity, launched a campaign in the UK to challenge the public's beliefs on torture and raise money to support asylum seekers.

Creating a New Normal for Sex: COVID-19 x Durex

Case Study • APG (UK), Entrant, 2021

Durex, a condom brand, launched a worldwide campaign to increase relevance and challenge human insights about personal sexual safety in order to help halt the worldwide rampage of STIs.

The Central Office of Public Interest: Hijacking private property for the public good

Case Study • APG (UK), Bronze, 2021

The Central Office of Public Interest (COPI), a creative industry alliance, launched a campaign in London to raise awareness of the dangers of air pollution and put pressure on local councils and the government to make sustainable changes.

Under The Skin: Connecting Childline to a new generation

Case Study • APG (UK), Gold, 2021

Childline, a free counselling service for 9–18-year-olds, launched a campaign in the UK during Anti-Bullying Week to show young people that no matter how they feel on the inside, they're not alone.

KFC: The chicken dance

Case Study • SABRE Awards, APAC In2, Best Meme/Viral Campaign, 2021

KFC, the fast-food chain, found new ways to reenergise its fan base and bring back excitement in Myanmar.

Getting in Early Doors: How we helped Jägermeister focus on the off-trade before the pandemic made it a necessity

Case Study • APG (UK), Entrant, 2021

Jägermeister, a liquor company, launched a campaign in the UK to increase off-trade sales and volume and value of the alcohol by increasing occasion penetration.

Singha Soda: When inspiration pops

Case Study • SABRE Awards, APAC In2, Best Use of Global Social Networking Platforms, 2021

Wildcats, the entrepreneurial platform, launched a 4-week challenge in Myanmar.

Proving marketing’s worth: The future of measurement

Article • Maren Seitz, WARC Best Practice, October 2021

Considers the impact of the demise of third-party cookies on marketing measurement.

Puma: Propah lady

Case Study • YouTube Works for Brands, India, Best Long Form Storytelling, 2021

Puma, an athletic apparel brand, 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 in India.

Naver Webtoon: Meeting the best webtoon of my life

Case Study • YouTube Works for Brands, Korea, Best brand reinforcement campaign, 2020

Naver Webtoon, an online publishing platform, increased brand awareness and active users in Korea.

TNT: Free games for all

Case Study • YouTube Works for Brands, Philippines, Best multi-video storytelling, 2021

Talk 'N Text (TNT), a cellular service, appealed to mobile gamers in the Philippines with its campaign Free Games for All.

Grab Indonesia: Siap antar Ramadan

Case Study • YouTube Works for Brands, Indonesia, Best Collaboration: Brand & YouTube Creators, 2021

Grab, a transport company, increased sales and favourability in Indonesia by launching a sing-along musical on YouTube during Ramadan when celebrations had been cancelled due to COVID-19 lockdowns.

KLIM: Good night milk powder – their late-night masterpieces

Case Study • YouTube Works for Brands, Taiwan, Media Innovation, 2021

KLIM, an adult milk powder brand, increased brand awareness and online sales in Taiwan by using long and short YouTube ads to position its product as the solution for insomnia.

Nexon Korea: The kingdom of the winds

Case Study • YouTube Works for Brands, Korea, Best action-driven campaign, 2020

Nexon Korea, a gaming brand, promoted the mobile version of the game The Kingdom of the Winds in Korea.

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.
Rethinking brand for the rise of digital commerce

Article • WARC Exclusive, June 2021

This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.
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.
The WARC Guide to new research in marketing

Article • WARC Best Practice, January 2021

A summary of new thinking and best practice on new research in marketing.
Global Ad Trends: State of The Industry 2020/21

Data • James McDonald, Rob Clapp, WARC Data, November 2020

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment, media consumption, and cost inflation this year and next. Key findings include:
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.