Social media

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720 million people use Instagram and WhatsApp but avoid Facebook

Data • Rob Clapp, WARC Data Points, December 2020

An overview of daily active users who use Instagram and/or WhatsApp but do not use Facebook or Messenger.

Facebook: Stories can do it, "Bit by Bit"

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

Facebook, the social media platform, fast-tracked a comedian's rise to fame to demonstrate the capabilities of its Stories feature to the advertising industry in the US.

L'Oréal Paris: Making age a non-issue

Case Study • Joy Molan, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020

L'Oréal Paris, the global beauty brand, used a special edition of fashion monthly British Vogue to champion age positivity and reconnect with British consumers.

Instagram adspend up almost 2x faster than Facebook

Data • Rob Clapp, WARC Data Points, December 2020

An overview of Facebook and Instagram advertising performance in the United States in Q3 2020.

Lidl Ireland: Boosting in-store visits and sales with Facebook Instant Experience

Case Study • Kirsten Coventry, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Supermarket discounter Lidl Ireland engaged with social media to drive sales and incorporate a new business dimension.

Lady's Choice: The Gift of Social Commerce

Case Study • Maan Bernardino, WARC Media Awards, Bronze, Effective Use of Tech, 2020

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

P/S: The Adventure With King Leo and Friends

Case Study • Soumya Ranjan Panda, Sang Lam, Anish Appukuttan, WARC Media Awards, Silver, Effective Use of Tech, 2020

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

Global Ad Trends: State of The Industry 2020/21

Data • James McDonald, Rob Clapp, WARC Data, November 2020

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment, media consumption and cost inflation this year and next. Key findings include:

What we know about marketing on Facebook

Article • WARC Best Practice, November 2020

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.

Facebook apologises after year-long metrics error

News • 27 November 2020

Facebook has promised to compensate select advertisers with one-time “credits” after admitting to a technical glitch in its Conversion Lift tool that went unnoticed for more than a year.

Sport Chek: The Gift You Didn't Get

Case Study • WARC Media Awards, Entrant, Best Use of Data, 2020

Sports retailer Sport Chek turned disappointment into delight to drive an increase in online traffic and grow sales in Canada.

Jacaranda FM and East Coast Radio: Radio's relevance in lockdown through first-party data

Case Study • Charis Coleman, WARC Media Awards, Entrant, Best Use of Data, 2020

Commercial radio stations Jacaranda and East Coast Radio harnessed the power of qualitative data to better understand their audiences and position radio at the forefront of information sharing in South Africa while also boosting ad revenue.

PUMB: Data is the best deposit

Case Study • Nataliya Demydenko, Iryna Kishchenko, Natalia Bulbuk, Lesya Mandryk, WARC Media Awards, Silver, Best Use of Data, 2020

Ukraine-based international commercial bank PUMB adopted a data-focused approach to dramatically improve the performance of its communication mix, attract new customers and boost its position in B2C investment rankings.

KFC: Michelin Impossible

Case Study • APG (AUS), Creative Strategy Awards, Finalist, 2020

KFC, a fast food brand, reversed negative perceptions of its food quality in Australia with its campaign Michelin Impossible.

Consuming culture: Five shifts in media and entertainment marketing

Article • Nick Callaghan, WARC Exclusive, November 2020

A new report by Facebook identifies five trends re-shaping the entertainment industry.

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.

Channel 4: Dispelling the myth that young people don't watch TV any more

Case Study • Charlotte Moger, James Hamilton, WARC Media Awards, Entrant, Effective Channel Integration, 2020

British broadcaster Channel 4 ran a multi-channel campaign to increase the number and frequency of viewers for its soap Hollyoaks, to drive revenue by increasing its share of commercial impacts.

Help for Heroes: #40,000Strong

Case Study • Rebecca Priest, WARC Media Awards, Gold, Effective Channel Integration, 2020

Help for Heroes, the charity, used a powerful creative motif and installation to galvanise support for military veterans in the UK.

TikTok influencer posts doubled in first half of 2020

Data • Rob Clapp, WARC Data Points, November 2020

An overview of sponsored post content on TikTok, Facebook, Instagram, Twitter and YouTube in the first half of 2020.

Churchill: Breathing life into an old dog

Case Study • Oliver Scargill, Nuria McGlinchy, WARC Media Awards, Bronze, Effective Channel Integration, 2020

British insurance provider Churchill ran a multichannel rebranding campaign to reach a younger audience, increase spontaneous awareness and brand quality perceptions, and increase quotes/sales.

Facebook in-stream video sees double-digit growth in CPM

Data • Rob Clapp, WARC Data Points, November 2020

An overview of Facebook and Instagram cost-per-click and cost-per-thousand in 2020.

Facebook ads ignore creative best practices

News • 09 November 2020

Ads on Facebook, the social network, typically skew towards “left-brain” creative techniques that are associated with lower long-term effectiveness, according to a study by research firm System1.

Trends of the Month: Ad challenges, sports and mobile video

Opinion • Rob Clapp, November 2020

This month: advertising’s winners and losers as the year ends, engaging sports fans during COVID-19 and how mobile video is becoming the focus in Asia.

The Social Reset: The irreversible transformation of social media’s role in our lives

Opinion • Mobbie Nazir, November 2020

Six key trends on how people’s use of social media is changing from We Are Social’s Think Forward 2021 report – Chief Strategy Officer, Mobbie Nazir, explains.

Hanwha Group: Solar Boat - Clean Up Mekong

Case Study • SABRE Awards, APAC, Company of The Year, Diamond, 2020

Hanwha, a business conglomerate, embarked on a mission to reduce water pollution and promote behaviour change among local people by raising awareness, both of pollution and of the brand, in Vietnam.

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.
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.
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.
What we know about social media effectiveness

Article • WARC Best Practice, June 2020

Explores the current thought and writing on social media effectiveness so that marketers can identify the best channels to meet the brand’s objectives.
What we know about e-commerce and social commerce

Article • WARC Best Practice, December 2020

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
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.