Digital media

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How the ‘digital truth serum’ can unlock business growth

Article • Christian Polman, WARC Exclusive, April 2021

Used effectively, a new ‘share of search’ metric will enhance C-suite credibility for CMOs, says Christian Polman, Managing Director UK, Looping Group.

What Share of Search can and can’t do

Article • Sam Peña-Taylor, Event Reports, DMX Dublin, March 2021

Share of search has been shown to be a remarkably accurate proxy for share of voice and therefore market share – three experts consider its advantages and limitations.

INCUCAI / Sony Music Entertainment: Through your eyes

Case Study • WARC Cases, 2020

INCUCAI, an Argentine charity, and Sony Music Entertainment, a music company, encouraged people to become cornea donors by taking away the act of seeing.

Pantene: The Hairy Tale

Case Study • WARC Cases, 2018

Hair care brand Pantene made waves in Japan by using a baby to break the taboo of social standards.

Chando: Reshoot Graduation Photo Campaign

Case Study • WARC Cases, 2020

Chando, a skincare brand, broke into the Chinese beauty market by celebrating what makes a person unique.

TV was the least cost-effective channel in 2020

Data • Rob Clapp, WARC Data Points, March 2021

An overview of the cost-effectiveness of different channels in multimedia campaigns.

What’s working in automotive

Article • WARC Category Intelligence, March 2021

Global strategies, campaign updates and trends in the automotive category.

Pizza Hut: Female gamers' new hero

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021

Pizza Hut, a restaurant chain, gave female esports gamers a new hero with its campaign in partnership with mobile game King of Glory in China.

Stayfree: It's Just A Period

Case Study • Tangrams Strategy & Effectiveness Awards, Silver, 2021

Stayfree, a brand of menstrual hygiene products owned by Johnson & Johnson, strove to ease the tension surrounding menstruation in Indian.

Nescafé: Increase Search Visibility in Coffee Category

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Nescafé, a brand of coffee made by Nestlé, increased e-commerce sales in Indonesia by launching an SEO campaign that used keyword triggers to create bespoke content encouraging new and innovative ways to enjoy its coffee.

Samsung: #SubtlySponsoredPost – How Samsung overtook Apple in a-not-so subtle way.

Case Study • Tangrams Strategy & Effectiveness Awards, Silver, 2021

Samsung, a technology company, launched its #SubtlySponsoredPost campaign to promote the latest version of its Galaxy A Series smartphone in Australia.

Teleperformance: TPin3 - The Recruitment Time Portal

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Teleperformance, an omnichannel company, offered a better job application experience for consumers in the Philippines by launching a voice-powered video interview platform.

Sakimeshi Supported by Suntory

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2021

Suntory, a brewing and distillery company, encouraged people in Japan to support local restaurants struggling due to the COVID-19 pandemic by creating a platform that allowed them to buy dining tickets and give monetary donations in advance.

Berocca: Get Supercharged At 2PM

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2021

Berocca, an energy vitamin tablet brand, increased sales in Vietnam with its campaign Get Supercharged with Berocca at 2pm by releasing a music video and hosting a hashtag challenge.

Standard Chartered Bank: Smarter Loan Nowadays

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Standard Chartered Bank, a financial services company, launched a series of aspiring branded videos to promote its loan products in Hong Kong.

Philippines Airlines: Ultimate Travel Feels

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Philippine Airlines (PAL), an airline brand, increased sales and web visits in the Philippines by launching a series of ultimate social experiences targeted at millennials.

Himalaya Herbals: Win The Fight

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2021

Himalaya Herbals, a personal care brand, empowered people suffering from acne in Indonesia with its Win the Fight campaign.

adidas: Winning retail search with price (extensions)

Case Study • Tangrams Strategy & Effectiveness Awards, Silver, 2021

adidas, a sportswear brand, rewrote the code on Google so that its ads would automatically fetch product data from the Google Merchant Centre (GMC) feed in Southeast Asia, Australia and New Zealand.

Foodpanda: THE AHHH 2.0

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

foodpanda, the mobile food delivery company, increased orders in Hong Kong by launching targeted digital content to reach consumers during the COVID-19 pandemic.

The Trevor Project: Sparking A Dialogue of Hope for LGBTQ Youth

Case Study • SABRE Awards, IN2, North America, Micro Marketing, 2021

The Trevor Project, a US non-profit LGBTQ+ suicide-prevention organisation, highlighted the urgent need for mental health care for LGBTQ+ youth.

Clorox Clears Teachers’ Back-to-School Wish Lists

Case Study • SABRE Awards, IN2, North America, Non-profit/Charity, 2021

Clorox, a brand of cleaning products, financially supported teachers in the US to ensure they had the necessary supplies to teach remotely during the coronavirus pandemic.

There’s no outcomes without attention

Opinion • Marc Guldimann, February 2021

Marc Guldimann, CEO of Adelaide argues that letting media sellers optimize to outcomes at the expense of media quality, or worse, transacting on outcomes, creates a set of incentives and measures that sellers with sufficient data can easily game.

Understanding the true value of advertising attention

Opinion • Ian Edwards and Harry Davison, February 2021

Lumen’s comparison of attention as a purely time-based commodity will push our industry backwards, not forward, according to Facebook’s Ian Edwards and Harry Davison.

Bear Brand: Bisa Banget

Case Study • MMA Smarties, Gold, Indonesia, 2020

Bear Brand, a powdered milk drink brand, highlighted the brand's versatility by emphasising the diverse range of scenarios in which the brand can be consumed.

KitKat: KitKat4Takjil Ramadan

Case Study • MMA Smarties, Gold, Indonesia, 2020

KitKat, a confectionary brand, leveraged Instagram and YouTube to drive awareness and interested in KitKat during Ramadan in Indonesia.

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 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.
What's working in social

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in social.
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.
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:
The WARC Guide to 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.