Effectiveness

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Quest Diagnostics: Protecting Reputation and Keeping Employees Safe During COVID

Case Study • SABRE Awards, Diamond, North America, 2021

Quest Diagnostics (Quest), a clinical laboratory, protected the company's reputation in the US and increased revenue by launching a COVID-19 information hub and prioritising transparency.

Oklahoma Tourism and Recreation Department: RoadTripOK

Case Study • YouTube Works for Brands, US, The Underdog, 2021

The Oklahoma Tourism and Recreation Department, a governmental department, increased visits to Oklahoma during the COVID-19 pandemic by launching a YouTube video series that promoted socially-distanced activities the state had to offer.

St. Jude: The Game Theory $1,000,000 Challenge for St. Jude!

Case Study • YouTube Works for Brands, US, Action Driver, 2021

St Jude, a children's research hospital, increased donations on Giving Tuesday in the US by launching a partnership with big YouTube stars who encouraged donations through a livestream telethon on YouTube.

Comedy Central: Awkwafina is Nora from Queens

Case Study • YouTube Works for Brands, US, Big Screen Big Results, 2021

Comedy Central, a cable TV channel, increased online interaction and promoted its new show among US consumers by airing the first episode for free on YouTube and creating specially-tailored promo videos.

GoDaddy: Made in America

Case Study • YouTube Works for Brands, US, Breaking Barriers, 2021

GoDaddy, an internet domain registrar and web hosting company, increased subscribers and organic traffic during the COVID-19 pandemic by launching a YouTube series of tutorial content to support and inspire small businesses during the volatility of 2020.

M&Ms: M&Ms Messages

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

M&Ms, a chocolate brand, increased sales of its classic variants in the US by launching a series of TV spots supported by YouTube pre-roll ads and dynamic videos during The Oscars.

Adobe: Stock Film Festival

Case Study • YouTube Works for Brands, US, Brand as Creators, 2021

Adobe, a computer software company, increased Adobe Stock subscriptions in the US by creating the Adobe Stock Film Festival on YouTube which challenged filmmakers to create films just using the Adobe stock library.

Coca-Cola: e-Euro 2020

Case Study • MMA Smarties, Silver, EMEA, 2020

Coca-Cola, a soft drink brand, increased revenue by leveraging esports in Turkey.

Akbank: The Rising of New Generation T

Case Study • MMA Smarties, Gold, EMEA, 2020

Akbank, a banking brand and parental company of electronic money transfer platform Tosla increased app installs for Tosla in Turkey with a mobile campaign that ran across Facebook, YouTube, Twitch and TikTok.

Lifebuoy: Purpose

Case Study • MMA Smarties, Silver, EMEA, 2020

Lifebuoy, a soap brand, reacted swiftly to the coronavirus in Egypt by launching a public service campaign to raise awareness of the role of good hand hygiene in preventing the spread of the coronavirus.

Obsesso: Enjoy the moments at home

Case Study • MMA Smarties, Silver, EMEA, 2020

OSESSO, an iced coffee brand, partnered with Spotify to create customised playlists for consumers in Turkey.

Yalı Spor: The Great Google Shopping Hack

Case Study • MMA Smarties, Silver, EMEA, 2020

Yali Spor, a sportswear retailer, merged Google Analytics and CRM data to reduce the cost of sales and increase the conversion rate and return on investment (ROI).

Garanti BBVA: Mobile App

Case Study • MMA Smarties, Bronze, EMEA, 2020

Garanti BBVA, a financial services company, increased awareness and relevancy of its mobile app, Garanti BBVA Mobile, in Turkey.

Yapı Kredi: Screen Time Discount

Case Study • MMA Smarties, Gold, EMEA, 2020

Yapi Kredi, one of Turkey's largest publishing houses, created a campaign around the smartphone feature that displayed the amount of time spent using the smartphone to encourage young people to read more books.

DenizBank takes a data-driven approach with Adjust to reduce costs

Case Study • MMA Smarties, Gold, EMEA, 2020

DenizBank, a banking brand, decreased mobile ad spend while maintaining user acquisition campaigns in Turkey.

Carte d'Or: Do Something Sweet at Home

Case Study • MMA Smarties, Silver, EMEA, 2020

Carte d'Or, an ice cream brand, broadcast live concerts and released practical recipes as a means of making people happy at home during the COVID-19 pandemic in Turkey.

MTN Chat: Recharge without leaving your chats

Case Study • MMA Smarties, Bronze, EMEA, 2020

MTN, a telco brand, launched MTN Chat in South Africa and became the first telco in the world to use WhatsApp Business to engage with consumers.

İşbank: Maximum Gaming Card

Case Study • MMA Smarties, Gold, EMEA, 2020

Isbank, a banking brand, connected with millennial and Gen Z consumers in Turkey by focusing on esports and creating a sub-brand called Maximum Gaming.

Rich’s Africa: WhatsApp Chatbot

Case Study • MMA Smarties, Bronze, EMEA, 2020

Rich's, a family-owned food company, developed a WhatsApp chatbot and promoted it across Africa using social media, email and SMS marketing, and QR code stickers.

Bepanthol: #Babil'sNumber

Case Study • MMA Smarties, Gold, EMEA, 2020

Bepanthol, a skincare brand, improved brand perceptions by collaborating with a local celebrity and embedding brand messaging in a newly released TV series.

Coca-Cola: Support Your Locals with DCO

Case Study • MMA Smarties, Gold, EMEA, 2020

Coca-Cola, a soft drink brand, set out to help local restaurants in Turkey by advertising on their behalf with a dynamic banner campaign following the re-opening of restaurants after the COVID-19 lockdown.

Bodeboca: How did the Bodeboca acquisition campaigns outperform during lockdown?

Case Study • MMA Smarties, Silver, EMEA, 2020

Bodeboca, an online wine retailer, increased return on investment (ROI) and generated 85% more app downloads in Spain.

Akbank: Walled Garden

Case Study • MMA Smarties, Gold, EMEA, 2020

Akbank, a banking brand, promoted the Akbank Mobile app by leveraging machine-learning to target consumers in Turkey with personalised offers.

App Samurai: Covid19 Resilience Grant EMEA

Case Study • MMA Smarties, Gold, EMEA, 2020

App Samurai, a service used by app makers to grow their apps, launched a global campaign to assist start-up apps during the COVID-19 pandemic.

MultiChoice: Festive Campaign

Case Study • MMA Smarties, Bronze, EMEA, 2020

MultiChoice, a pay TV operator, used lookalike audiences and geotargeting to drive subscriptions to both its premium bundle (DStv) and its more affordable bundle (GOtv) across Africa.

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.
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 Future of Strategy 2020

Article • WARC Exclusive, July 2020

Analysing the results of a global WARC survey of senior strategists, the Future of Strategy report provides both quantitative and qualitative data with a focus on the disruption of COVID-19.
The effectiveness code

Article • James Hurman with Peter Field, WARC Exclusive, June 2020

This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
Strategy Toolkit: How marketing works

Article • Strategy Toolkit, Strategy Toolkit

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.