Advertising best practice, evidence and insights

58% of TikTok users delay brand engagement so as to not interrupt content browsing

Data • Rob Clapp, WARC Data Points, June 2021

An overview of engagement with social media advertising in Southeast Asia.

STIB: Voices of brussels

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Public transportation company, STIB, managed a meaningful brand connection with customers at a time when none of them could use the service due to COVID travel restrictions in Belgium.

Knorr: Rooftop Farms

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Food and drink brand Knorr created a city rooftop farm initiative to establish itself as a socially responsible and purposeful brand in Egypt.

Lexus: Small business drive

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Luxury car brand, Lexus, ran data-driven test-drives to connect adventure-seeking drivers with unexplored urban locations in Hong Kong.

American Pecans: Super safe pecan debate

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

American Pecans cracked open a good-humoured debate about pronunciation that swept the nation and raised its share of voice in the all-important US holiday season.

KFC Australia: Michelin Impossible

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Fast-food chain, KFC, shifted perceptions around its food quality with a bold quest to gain a Michelin Star for one of its restaurants in Australia.

Google and Facebook offer very different visions for the future of privacy and personalisation

Opinion • Alex Brownsell, May 2021

Divergence in how digital media giants define privacy may cause headaches for marketers, writes Alex Brownsell.

Dark social: Consumer sentiment data

Article • WARC Exclusive, Spotlight SEA, May 2021

Analyses data from ongoing surveys of Southeast Asian consumers, provided by GWI.

How Facebook Horizon combines VR and social media in the “metaverse”

Article • Stephen Whiteside, Event Reports, SXSW, March 2021

Facebook Horizon aims to build the next generation of social media in the “metaverse”, a term that describes shared, three-dimensional and digitally-driven spaces.

Embracing multiplicity: Experimenting with outcome-based brand planning

Article • Pete Buckley and Gareth Price, WARC Exclusive, May 2021

Facebook’s Pete Buckley and Gareth Price draw on new research from Oxford University and Kantar to highlight the power of multiplicity in brand building.

Ironman: How Ironman and Chris Nikic Proved that Anything Is Possible

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

IRONMAN, a series of triathlon races, shifted the narrative around IRONMAN from 'attainable to some' to 'accessible to all' by working with a Special Olympics athlete in the US.

National Education Association: Educators for Joe

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

The National Education Association (NEA), a labour union, launched a digital campaign to educate its members about the benefits of a Biden presidency in the US for the NEA.

Planet Fitness: United We Move

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

Planet Fitness, a fitness franchise, offered digital workouts as part of its United We Move campaign to help combat stress and help the USA stay physically and mentally fit.

Entergy Corporation: Communicating during the record-breaking 2020 hurricane season

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

Entergy, an energy company, implemented an effective communications strategy to keep customers informed about their energy services during hurricanes in the US.

WARC Talks Attention

Article • Karen Nelson-Field, Mike Follett and Ian Edwards, WARC Exclusive, May 2021

WARC talks attention with Karen Nelson-Field, CEO and founder of Amplified Intelligence, Mike Follett, managing director at Lumen Research, and Ian Edwards, head of connection planning at Facebook.

What we know about marketing on Facebook

Article • WARC Best Practice, May 2021

Explores the current reading on the topic of marketing on Facebook – the best used social network in the world, reaching over two billion users every month.

Media Owner Profile: Facebook, Europe