Advertising best practice, evidence and insights

What we know about creativity and effectiveness

Article • WARC Best Practice, February 2020

Explores current thought and reading on the connection between creativity and effectiveness, a relationship for which there is compelling evidence, especially in terms of creating brand fame: a driver of long-term performance.

Borrow from Barnum: why ‘truthiness’ is the cornerstone of effective campaigns

Opinion • Will Humphrey, May 2020

What can today’s marketers learn from a 19th century American showman? Will Humphrey has some ideas. The year is 1860.

How should brands advertise during COVID-19?

Article • Orlando Wood, WARC Exclusive, May 2020

Details how to advertise in a recession – and, specifically, a health-induced recession caused by disease.

The WARC Guide to Marketing in the COVID-19 recession

Article • WARC COVID-19 Series, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.

Three lessons from the most effective campaigns

News • 05 May 2020

The COVID-19 pandemic has seen brands attempt to shift emphasis from simply selling a product or service to effecting real-world change, but that’s what many of the most effective campaigns were already doing, according to a new WARC report.

Lessons from the Effective 100

Rankings • Rankings Articles, May 2020

Analyses the world's top effectiveness campaigns, as ranked by the Effective 100, to uncover shared creative, media and measurement strategies.

WARC from Home classic webinar: System 1’s Orlando Wood on effective creativity

Opinion • WARC from Home, May 2020

WARC from Home is our series of content for those looking to skill up in the lockdown – including a weekly re-run of a classic webinar from the WARC database.

Snickers: Bring Back the Idols

Case Study • Kaori Yatsu, Hiroaki Taki, Akie Suzuki, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Confectionery brand Snickers collaborated with smartphone game Idol Master to appeal to young males and boost single-bar sales in Japan.

German Rail: No Need to Fly – Around the World in Germany

Case Study • Isabelle Schnellbuegel, Carla Funk, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Rail operator German Rail created a data-driven social media campaign based on CO2 consumption to publicise its summer promotional tickets and domestic travel in Germany.

Burger King: Who said men don't cry?

Case Study • Ali Khalil, WARC Awards, Shortlisted, Effective Social Strategy, 2020

To win over young Saudis, QSR brand Burger King joined their conversation via a social stunt that trolled one of their most famous football icons.

KFC: Scroll-Thru

Case Study • Damayanti Purkayastha, WARC Awards, Shortlisted, Effective Social Strategy, 2020

KFC Arabia created an innovative drive-thru experience to boost revenue and increase take-up of its online delivery business in the Middle East.

Burger King: Celebrating Subcultures

Case Study • Jimmy George, Annabelle Butler, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Quick-Service Restaurant chain Burger King created a content engine to become loved and talked-about online in order to grow visitation among iGen and young millennials in the US.

Mamee Monster: The Return of an Icon

Case Study • Hajar Yusof, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Mamee Monster the snack noodle brand targeted a new audience of millennials with a FOMO-inducing eating challenge in Malaysia.

Burger King: Twitter Bait

Case Study • Jimmy George, Annabelle Butler, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Quick-Service Restaurant chain Burger King created an online campaign based on 'creeping' on social media influencers' pages to launch a new dessert product to young millennials in the US.

Listerine: Sebarkan Kata Seharum Bunga – Spread Good Words as Fragrant as Flowers

Case Study • Su Ling Chan, Chia Yuin Chow, Calvin Tan, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Mouthwash brand Listerine achieved its highest Ramadan market share for three years with a campaign that used TV, digital, social media and in-store activity to persuade Malays in Malaysia to spread more positivity during the holy month.

WWF: Great Work – WWF's Black Friday twist

Case Study • Rosanna Irwin, Tamsyn O’Connor, WARC Awards, Shortlisted, Effective Social Strategy, 2020

World Wide Fund for Nature the wildlife conservation charity ran a Black Friday promotion with a twist to drive endangered animal adoptions in the UK.

JetBlue: Go Get Gifted

Case Study • Ellie Gogan-Tilstone, Lindsay Cardinale, Annabelle Butler, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Low-cost airline JetBlue launched a digital and social campaign offering travellers the chance to send themselves gift-wrapped to their families to improve the key metric of 'first choice airline' during the holiday season in the US.

Yes on 3 Coalition: Be a Masshole, Not an Asshole

Case Study • Ellie Gogan-Tilstone, Annabelle Butler, WARC Awards, Shortlisted, Effective Social Strategy, 2020

The Yes on 3 Coalition created a social film to help uphold transgender rights in a Massachusetts referendum.

KFC: How KFC's #1 fan charmed millions

Case Study • Hajar Yusof, WARC Awards, Shortlisted, Effective Social Strategy, 2020

KFC the fast food brand used a comedic take on a social influencer to drive affinity with millennials in Malaysia.

Puck: Repurposed Meals

Case Study • Tahaab Rais, Anna Sadykova, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Puck drove brand engagement and share to increase with a social content series during Ramadan across the Gulf countries.

Unilever Malaysia: Unilever Makes You The Steadiest Football Zombie

Case Study • Chiann Yi Cheah, Galen Lau, Victoria Kovalan, WARC Awards, Shortlisted, Effective Social Strategy, 2020

FMCG brand Unilever boosted sales of its male grooming products and brand engagement among male football fans in Malaysia.

Lady's Choice: The Gift of Social Commerce

Case Study • Maan Bernardino-Dominguez, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Philippines-based dressings brand Lady's Choice reversed a period of slowing growth by leveraging online communities and using FB Live to break e-commerce records.

KFC: Embracing the Tunisian Youthfulness

Case Study • Selim Bdioui, WARC Awards, Entrant, Effective Innovation, 2020

KFC, the global fast-food brand, launched in a challenging market in Tunisia by embracing the wants and needs of local young people.

Bad Lab: Man-gineered

Case Study • Edmund Hon, Vinod Manoharan, WARC Awards, Entrant, Effective Innovation, 2020

Bad Lab the men's personal care brand disrupted the market in Malaysia with its new range designed especially for men.

F&F: I only popped in for milk…

Case Study • Rebecca Arnold, WARC Awards, Entrant, Effective Innovation, 2020

Tesco-owned fashion brand F&F boosted brand perceptions with a fashion-focused campaign in the United Kingdom.

Effectiveness