Effectiveness

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Seven powerful research insights that brands need to know in 2021

Opinion • Lena Roland, January 2021

Despite the turbulence of last year – or, perhaps, because of it – the marketing community unveiled a wide range of research and fresh thinking that can help boost effectiveness in 2021 and beyond.

Launching the WARC Effectiveness Awards – a new universal benchmark to shine a light on great effective marketing

Opinion • Paul Coxhill, January 2021

One of WARC’s roles is to show the industry what great effective marketing looks like. Today’s launch of the WARC Effectiveness Awards will be a key way to do that, says WARC MD Paul Coxhill.

The all-new WARC Effectiveness Awards 2021 launches today

News • 12 January 2021

WARC today launches The WARC Effectiveness Awards in association with LIONS, a new worldwide competition that integrates the WARC/LIONS Creative Effectiveness Ladder and promises feedback from judges to all shortlisted entrants and winners across the

Volkswagen Malaysia: 12.12 – A frictionless social media shopping experience

Case Study • WARC Cases, 2019

Automotive brand Volkswagen earned media attention and grew conversion rate in Malaysia with an s-commerce campaign during the 12.12 online shopping festival.

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.

Let’s ask a better question: Why doesn’t advertising work (more often)?

Opinion • Jenni Romaniuk, January 2021

Two recent Freakonomics podcasts are provocatively titled Does Advertising Actually Work? Ah to be in a simple world where the answer to this question is yes or no. The podcast comes down on the side of mainly no. It showcased speakers reporting on studies that conclude advertising spend, with its weak or non-existent effect on sales, is largely a waste of resources that are better returned to customers or shareholders.

WARC Talks 360: Marketer's Toolkit 2021

Article • WARC Webinars, December 2020

Helps marketers put their 2021 plan in context and seek new opportunities to develop effective strategies to grow their business.

Tri Indonesia: Ramadhan campaign

Case Study • WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Mobile phone operator Tri used TV sponsorship to create a TV quiz game and drove growth and engagement for its UnlimitedAlwaysOn product in Indonesia during Ramadan.

Direct Line: Direct Line sponsors Film on 4

Case Study • Oliver Scargill, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

British insurer Direct Line ran a sponsorship campaign with broadcast partner Film on 4 to engage a younger audience and grow brand awareness and consideration.

Levi's: What does performance mean to you?

Case Study • Lea Rayssac-Baures, Phoebe Mallinson, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Clothing brand Levi's partnered with lifestyle brand Huck to celebrate modern masculinity, and drove an increase in brand consideration for its Performance range among men across Europe.

Strepsils: Empowering the Voice of Fans

Case Study • Imogen Bourke, Alana Zervos, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Strepsils, the medicated lozenge brand, harnessed the power of music fandom to increase sales in Hong Kong.

Lifebuoy: Delivering hygiene one meal at a time

Case Study • Ajay Mehta, Advait Purandare, Sanaa Jummal, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Soap brand Lifebuoy partnered with food-delivery app Swiggy to build relevance for Lifebuoy hand wash and bring about behavioural change in India by encouraging customers to wash their hands before eating.

Wheel: Career from Home – Wheel Ghar se Career

Case Study • Rituparna Dasgupta, Deepa Kharidaha, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Laundry detergent brand Wheel partnered with mobile operator Reliance Jio to create Ghar Se Career, a mobile-led video content platform that taught women in rural India money-making skills, and drove brand penetration in key markets as a result.

Obs: Reinventing How to Communicate Black Week

Case Study • Christoffer Nergård, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Norwegian retail brand Obs made its employees the stars of the show to get noticed in Black Week, grow market share and attract new customers.

Tesco: Getting the UK TV Family Together at Christmas

Case Study • Katy Harkness, Francesca Blair, Tom Mardon, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2020

Retailer Tesco created a first of its kind partnership in the United Kingdom that saw its ad content integrated across three leading TV broadcasters to drive buzz and sales during the Christmas season.

Save the Children: Christmas Jumper Day 2019

Case Study • Roxanne Vure, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020

British charity Save the Children collaborated with broadcaster Channel 4 and retail advertising partners for its eighth annual Christmas Jumper Day campaign to raise funds, drive sign-ups and regain its brand association with event.

Beit Al Baraka: The Dignity Card

Case Study • Tahaab Rais, Carl Bou Abdallah, Emile Atallah, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2020

Lebanese NGO Beit Al Baraka launched an innovative payment card to help underprivileged elderly in a way that would empower them and preserve their dignity.

ANZ: Bat For Your Cap

Case Study • Chantelle Hurndell, James Davidson, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020

ANZ, the bank, pinpointed a key insight around fan behaviour to leverage its sponsorship of the national cricket team in New Zealand.

Butterfinger: Game Better with Butterfinger

Case Study • Nicole Voorburg, TJ Kelly, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020

Confectionery bar Butterfinger grew sales and appealed to younger consumers in the US through a gaming partnership and redemption scheme with Final Fantasy VII.

Mastercard: Astronomical Sales

Case Study • Tahaab Rais, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020

In the slowest part of Dubai's retail season, payment card brand Mastercard built a unique sale tied to a rare eclipse that put its brand literally in full view of the country's shoppers.

Old Spice: Guest Starring… Old Spice

Case Study • James Barnett, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020

Male personal care brand Old Spice engaged YouTubers to help run a meme-based campaign using brand ambassador Isaiah Mustafa to launch its anti-perspirants and body sprays in Israel.

Timberland: Concrete Green with Loyle Carner

Case Study • Hannah Savage, WARC Media Awards, Gold and Collaboration With An Influencer Award, Effective Use of Partnerships and Sponsorships, 2020

Timberland, the footwear brand, partnered with musician Loyle Carner to increase sales in the UK.

Dove: Not Just One Brand of Real Beauty

Case Study • Imogen Bourke, Alana Zervos, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020

Dove, the beauty care brand, localised its global brand platform to tackle unrealistic beauty standards for women in Hong Kong.

KFC New Zealand: Fresh Stories

Case Study • Chris Lloyd, Amanda Palenski, James Davidson, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020

Global QSR brand KFC cooked up a multi-platform campaign to boost brand metrics around trust and freshness and expand its user base in New Zealand.

Dove: Dove Reshapes Stock Imagery To Shatter Beauty Stereotypes

Case Study • Chris McCraw, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020

Dove needed to reclaim ownership of the 'real beauty' conversation to drive sales and penetration in the United States.

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 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 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.
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.
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.
Learn from the best: Lessons from the world's most awarded brands

Article • WARC Exclusive, April 2020

Provides lessons learned by the best-performing brands in the WARC Rankings 2020 and the strategies they used to achieve success in 2019 awards shows.