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Facebook CPM reaches 2020 high of $5.31

Data • Rob Clapp, WARC Data Points, October 2020

An overview of Facebook advertising costs in 2019 and 2020.

Five steps to social media success

Article • Hannah Walley, Leonie Gates-Sumner and Anna Salter, WARC Exclusive, October 2020

Examines how brands can derive value from social media campaigns and what it means to balance the trust equation and create effective communications and marketing plans.

How Aldi re-energised an existing advertising concept to re-ignite growth

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Aldi, the low-cost supermarket in the UK and Ireland, grew revenue by addressing the problems of a perceived lack of range and the social stigma attached with shopping at Aldi.

The United Nations: The People's Seat

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

The United Nations (UN) launched The People's Seat campaign to shift perceptions of the UN, deliver broad awareness of climate change and inspire direct action from the global population.

PPI Deadline: Billions to millions

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

The Financial Conduct Authority (FCA), a financial regulatory body, reversed the decline in payment protection insurance (PPI) complaints in the UK with its Make a Decision campaign.

KFC: Michelin Impossible – How an Aussie underdog took on the food establishment

Case Study • IPA (UK), Bronze and Best Small Budget, IPA Effectiveness Awards, 2020

Fast food brand Kentucky Fried Chicken (KFC) transformed public perceptions of its food quality and drove an incremental $91m growth in revenue in Australia with its campaign Michelin Impossible.

Help for Heroes: It took a small army to wake Britain up to the plight of injured veterans

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Help for Heroes, a British charity, increased fundraising and support for medically discharged veterans in the UK by launching a travelling installation that became available when people donated.

Facebook’s Smallwood addresses privacy problems in cross-platform metrics

Article • Geoffrey Precourt, Event Reports, Association of National Advertisers Media & Measurement Conference, September 2020

Facebook, the social network, will be a critical player in the development of any cross-platform measurement system and is working towards this goal.

The give and take with walled gardens

Opinion • Elliott Clayton, October 2020

You give, they take is the glib response. Elliott Clayton supplies a more nuanced view, but is clear on the need for a more equitable value exchange.

Social media platforms step up on hate content

News • 23 September 2020

Facebook, YouTube and Twitter have agreed to adopt a common set of definitions for hate speech and other harmful content and to collaborate with a view to monitoring industry efforts to improve.

Less than 10% of TikTok users follow brands on the platform

Data • Rob Clapp, WARC Data Points, September 2020

An overview of user engagement of brand profiles on different social platforms across the United States and six European countries (Denmark, Finland, Germany, Norway, Sweden and the UK).

P/S: The Adventure With King Leo and Friends

Case Study • Sang Lam, Anish Appukuttan, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Bronze, 2020

Toothpaste brand P/S harnessed the power of AI to encourage kids to brush their teeth, increasing consumption and boosting growth in Vietnam.

Social 'buy' buttons encourage just 13% of consumers to spend

Data • Rob Clapp, WARC Data Points, September 2020

An overview of how social 'buy' buttons on different platforms encourage users to purchase.

Jollibee Delivery: A Taste of Joy Trumps Technology

Case Study • Nanais Hernandez, Earl Javier, WARC Prize for Asian Strategy, Entrant, 2020

Fast-food chain Jollibee used a digital and mobile approach to boost calls to its sales hotline and cash in on the food delivery boom in the Philippines.

Cathay Pacific: Let Your Senses Guide You

Case Study • Alex Zhang, Valerie Wang, Xiewei Tai, WARC Prize for Asian Strategy, Entrant, 2020

Hong Kong airline Cathay Pacific used programmatic social media to reframe its Business Class offering to drive awareness, consideration and sales.

M&M's: Making Valentine's fun for the emotionally awkward

Case Study • Eleanor Kawsek, WARC Prize for Asian Strategy, Entrant, 2020

Confectionery brand M&M's created a custom chatbot on Facebook Messanger to help young adults express their feelings, in order to increase reach and engagement during Valentine's in the Philippines.

Johnson's Baby: Simplex – Makes the Complex, Simple

Case Study • Daniel Khor, Aparna Krishnan, WARC Prize for Asian Strategy, Entrant, 2020

Baby care brand Johnson's Baby used a display and Facebook ad strategy, driven by a contextual engine, to gain trust and relevance among mothers in Malaysia.

Mastercard: Crib to Crib

Case Study • Judd Labarthe, Elisa Tsang, WARC Prize for Asian Strategy, Entrant, 2020

Payment technology brand Mastercard used an influencer-powered multi-media campaign to engage a wary audience and boost use of its debit card in Indonesia.

OMO: The Gentle Translator

Case Study • Uyen Nguyen, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Entrant, 2020

Laundry detergent brand OMO Gentle on Skin linked the dual powers of AI and social in an activation that boosted penetration in Vietnam.

VietJet Air: When free is not enough

Case Study • WARC Prize for Asian Strategy, Entrant, 2020

Low-cost airline Vietjet Air took a non-traditional approach to sales promotion to boost ticket sales in Vietnam.

Lady's Choice: The Gift of Social Commerce

Case Study • Maan Bernardino-Dominguez, WARC Prize for Asian Strategy, Entrant, 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.

Japan Airlines: Fly Once Fly Always

Case Study • Frederick Tong, Matilda Goh, Eleni Sardi, Sheena Ong, WARC Prize for Asian Strategy, Entrant, 2020

Japan Airlines employed a digital strategy based on dynamic creative optimisation to build brand desire and relevance and persuade travellers across Southeast Asia to abandon their national carriers.

Will COVID-19 ultimately strengthen the duopoly?

Opinion • Arnaud Créput, August 2020

Publishers and advertisers need to start thinking in terms of private gardens rather than walled gardens if the duopoly is not to emerge from the COVID-19 pandemic even stronger than before, warns Arnaud Créput.

The social commerce opportunity

News • 16 August 2020

The launch of Facebook Shops is another sign that the West is following the example of Asia – and China in particular – when it comes to social commerce and this is likely to redefine how brands use social channels to meet advertising goals.

Disney cut Facebook spend to zero during boycott, moved money to Amazon

Data • Rob Clapp, WARC Data Points, August 2020

An overview of the ten largest advertisers on Facebook in the United States in the first half of 2020.

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.
The impact of COVID-19 on media strategy

Article • MediaSense, WARC Exclusive, March 2020

An exploration of how the global coronavirus outbreak might impact ad spend across paid media channels.
Carat's ten trends for 2020: The year of all-conquering ecosystems

Article • Dan Calladine, WARC Exclusive, January 2020

Ten consumer, media and technology trends – and their implications for brands – for 2020, the year in which the marketplace is set to converge around the global tech-giant ecosystems.
Marketer's Toolkit 2020

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.
Effective Social Strategy Report: Lessons from the 2019 WARC Awards

Article • WARC Exclusive, October 2019

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2019 WARC Awards.
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.