Integration

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What's working in channel integration

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in channel integration.

Mastercard's Ben Jankowski on the upfront, cross-platform, sponsorship and media buying's slow, but steady, evolution

Opinion • Ben Jankowski, March 2021

No matter which part of US media you look at, change is afoot, whether it’s the push for changes to the $20 billion upfront TV sales season, or digital, where greater emphasis on consumer privacy concerns is racially altering how brands can target. Or it could be cross-media measurement, a difficult topic on which to come to any type of consensus. Recently, for WARC’s Spotlight US, “Media strategies for a shifting US landscape,” Cathy Taylor, WARC’s Commissioning Editor US, discussed these issues with Ben Jankowski, senior vp/media at Mastercard. Jankowski is also co-chair of the Association of National Advertiser’s Media Leadership Committee, giving him perspective not just on his own brand, but on the media industry as a whole.

NRMA Home Insurance: Every Home Is Worth Protecting

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

NRMA, a home insurance brand, launched its platform Every Home is Worth Protecting in Australia, with a pledge to plant a tree for every insurance policy sold.

Mucinex: Beat the Zombie Funk with Mucinex

Case Study • SABRE Awards, IN2, North America, Best Earned Media with Influencers and Communities, 2021

Mucinex, the cold and flu medicine brand, launched a pop-up event and series on TikTok to promote its new Nightshift medicine among younger consumers.

Médecins Sans Frontières UK: The COVID-19 Appeal

Case Study • DMA (UK), Gold, 2020

Médecins Sans Frontières (MSF) UK, an international medical NGO, drove donations by targeting segments of the public based on their interests and hobbies.

The Guardian: Hope is power

Case Study • DMA (UK), Gold, 2020

The Guardian, a British newspaper, launched its campaign Hope is Power with the target of reaching two million paying supporters by 2022.

Macmillan Cancer Support: A vital piece in the cancer puzzle

Case Study • DMA (UK), Bronze, 2020

Macmillan Cancer Support, a British charity, increased awareness of the support it offers at diagnosis by launching a new service which drew on real experiences of people living with cancer.

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 key to opening different media doors

Opinion • Zofia Iwaszkiewicz, December 2020

During 2020 Kantar has published seven category-specific media effectiveness investigations covering food and drink, tech and telco, alcohol, finance,

The OOH opportunity to build, measure and amplify marketing

Article • Low Lai Chow, Event Reports, Digital Marketing World Forum Asia, August 2020

Moving Walls’ Srikanth Ramachandran argues that OOH is poised to play a central role in amplifying marketing in a digital-centric world.

Emergen-C: Emerge Our Best Campaign

Case Study • MMA Smarties, Silver, North America, 2020

Emergen-C, a vitamin drink supplement, increased sales and market share in the US by launching video and Instagram ads that positioned it as an everyday brand for wellness, not just when you're sick.

Nivea: #SentuhanIbu World of Imagination

Case Study • MMA Smarties, Bronze, X (Global), 2020

Nivea, a skincare brand, launched its campaign #Sentuhanlbu World of Imagination in Indonesia to encourage working parents, particularly mothers, to create bonding moments with their children.

Oatly: Ditch Milk

Case Study • Caroline Ekstrand, Andreas Granath, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Oat milk brand Oatly used a controversial campaign to raise awareness of an important issue and grow sales.

Closeup : When Love Has Rules 

Case Study • Anish Appukuttan, Hang Tong, Sang Lam, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Closeup, the toothpaste brand, connected with a youth audience in Vietnam with its freetolove campaign.

Dove: #ShowUs Russia

Case Study • Irina Zernishko, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Skincare brand Dove used a multi-channel campaign in Russia to improve brand awareness and grow sales by taking a stand against digitally distorted images in advertising.

TENA: Too much?

Case Study • Laura Hazell, Beatrice Farmelo, Rob Sellars, Ben West, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Feminine incontinence products brand TENA ran a multi-channel campaign in the United Kingdom and France to improve its image by breaking taboos around related to women's health and ageing.

Tesco: The Tesco Turnaround Story

Case Study • Katy Harkness, Nick Ashley, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Leading British grocery retailer Tesco ran a five year, multi-channel campaign to rebuild the brand by growing quality, value and reputation with customers, and revitalise the business by driving footfall and spend.

Heineken Spain: #FUERZABAR

Case Study • Oscar Herraiz, Gonzalo Figari, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

Brewing company Heineken created a social movement, #FUERZABAR, to support bars and restaurants suffering from the COVID-19 crisis and increase brand awareness in Spain.

NHS England: We are Nurses. We are the NHS.

Case Study • Fran Griffin, Sabina Usher, Jane Dorsett, WARC Media Awards, Silver and Cross-Channel Measurement Award, Effective Channel Integration, 2020

The UK's NHS, the world's biggest free-to-residents healthcare system, used a multichannel campaign to inspire the next generation of nurses to apply to study.

Passat Alltrack 4Motion: The No Show Room

Case Study • Joachim Thimsporr, Elias Svedberg, WARC Media Awards, Gold and POE Award, Effective Channel Integration, 2020

Car manufacturer Volkswagen used a multichannel campaign based on a scavenger hunt to grow consideration and sales of its winter range of cars and in particular, its Passat Alltrack model in Sweden.

Lifebuoy: World's largest COVID campaign

Case Study • Rituparna Dasgupta, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

Soap brand Lifebuoy used a targeted multichannel approach to educate three sectors of society in India on the importance of hand-washing during the Covid-19 pandemic and reinforce its stature as market leader.

Confused.com: Confused to Clarity

Case Study • Nick Bateman, Chris Ponting, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

Confused.com, the price comparison website, rediscovered its challenger mentality to increase its market share and revenue in the UK.

Lloyds Bank: The M Word

Case Study • Matt Delaney, WARC Media Awards, Silver, Effective Channel Integration, 2020

Lloyds Bank ran a multi-faceted campaign on talking about money to strengthen its leadership position in the United Kingdom and create meaningful relationships with consumers.

Tesco: Tesco during the COVID pandemic

Case Study • Katy Harkness, Francesca Blair, Tom Nash, WARC Media Awards, Silver, Effective Channel Integration, 2020

Leading British supermarket Tesco ran an agile, multi-channel campaign that built trust and reacted to new shopping patterns during COVID-19 lockdown to drive sales and positive brand associations in the United Kingdom.

Advil: World Looks Different

Case Study • ARF Ogilvy Awards (US), Silver, 2020

Advil, an pain-killer, created a storytelling campaign that showed US consumers how the world looks different when you have power over pain to increase sales in the country.

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.
What we know about combining TV with digital media

Article • WARC Best Practice, July 2020

Provides marketers with information and guidance about combining TV and digital media strategies.
What we know about cross-channel and multichannel marketing

Article • WARC Best Practice, July 2020

Provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.
What we know about earned media

Article • WARC Best Practice, August 2020

This article provides marketers with information and guidance on generating earned media.
What we know about attribution and marketing mix modelling

Article • WARC Best Practice, August 2020

This article provides marketers with information and guidance about attribution and marketing mix modelling.
Best in class: The five rules of digital advertising effectiveness

Article • Elizabeth Lane, WARC Exclusive, May 2020

Research from IAB UK and Kantar into the brand building capabilities of digital display media.