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International Olympic Committee / The Coca-Cola Company: I Belong Here: The Olympics: Tokyo 2020

Case Study • DMA (UK), Silver, 2021

The International Olympic Committee, a non-governmental sports organisation, and The Coca-Cola Company, a beverage company, increased engagement among young audiences for the Toyko 2020 Olympics with a digital and social campaign that showed its inclusive nature.

VOXI: Eyes On

Case Study • DMA (UK), Silver, 2021

VOXI, a mobile network, boosted its social media presence among young creatives in the UK by launching an Instagram competition that provided prizes to support them during the pandemic.

Pond's: Age miracle #SekarangUntukNanti

Case Study • MMA Smarties, Indonesia, Bronze, 2021

Pond's, the skincare brand, wanted to get young women to care about their skin amidst the pandemic in Indonesia.

Large brands posting twice as many Instagram Stories this year

Data • Rob Clapp, WARC Data Points (Curated), December 2021

An overview of Instagram Story posts and their reach compared to Feed posts.

Burger King: Hijacking BTS X McD collaboration!

Case Study • MMA Smarties, APAC, Bronze, 2021

Burger King, a fast food chain, hijacked a McDonald's campaign in Indonesia to promote its new meal.

Global Ad Trends: 2022 – Where is the money going?

Data • James McDonald and Rob Clapp, WARC Data, December 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment forecasts for 2022/23. Key findings include:

Ziploc Brand: Clutter couture

Case Study • Mike Razim, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2021

Ziploc, a brand of reusable zipper bags, launched a campaign in the United States to launch Ziploc Accessory Bags to break into fashion culture.

Deutsche Telekom: What we do next? – celebrating Gen Z's online activism

Case Study • Chun-Wei Peng, Victoria Chen, Daniel Jager, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2021

Deutsche Telekom, a telecommunications company, launched a campaign to change the discourse on Gen Z's online behaviour and connect with Gen Z.

Budweiser: Messi X Budweiser 644

Case Study • Anna Watkins, WARC Media Awards, Silver + Collaboration with an Influencer Award, Effective Use of Partnerships and Sponsorships, 2021

Budweiser, a beer brand, launched a campaign to drive conversation about its brand when Lionel Messi broke Pele's record for the most goals scored for a single club.

What drives consumers to engage with influencers? Segmenting consumer response to influencers: Insights for managing social-media relationships

Research Paper • Justine Rapp Farrell, Colin Campbell, and Sean Sand, Journal of Advertising Research, Digital First, November 2021

Recent years have seen a significant increase in influencer advertising, a strategy applied to drive brand awareness and purchase by leveraging everyday opinion leaders on social media.

Pantene: The hairy tale

Case Study • AME Awards, Silver, 2021

Pantene, a hair products brand, launched a campaign in Japan to improve brand perception, become a part of the cultural conversation and create unprecedented brand engagement.

Ikea: Style for all

Case Study • AME Awards, Finalist, 2021

IKEA, a furniture brand, launched a campaign in Singapore to drive brand love, drive sales and create social buzz and PR coverage around the EFTERTRADA collection, increase foot traffic to IKEA stores, and improve average basket size and value for EFTERTRADA.

Boston Globe: #BostonStillRunning

Case Study • Ellie Gogan-Tilstone, Jamie Cuthbertson, Jane Dorsett, WARC Media Awards, Shortlisted, Effective Channel Integration, 2021

News outlet, The Boston Globe, created a love letter to the city of Boston as a tribute to the strength of its people during COVID-19 in the US.

Water Safety New Zealand: Personalising danger

Case Study • Chris Thomas, Alex Bunnell, Anne Lipsham, WARC Media Awards, Grand Prix + Personalisation Award, Best Use of Data, 2021

NGO Water Safety New Zealand fused historical, real-time and future data to build a predictive model based on water danger zones and reduced deaths from drowning among its male target group to zero.

Instagram is most popular for influencer marketing in Asia

Data • Rob Clapp, WARC Data Points (Curated), November 2021

An overview of influencer marketing trends in Asia.

Pond's: Googly woogly wooksh

Case Study • SABRE Awards, South Asia, Gold, 2021

Pond, a skincare product brand, launched a campaign in India to make Pond's cold cream the preferred choice during winter and revive the nostalgia for its classic Googly Woogly Wooksh.

IndiGo: Lean clean flying machine

Case Study • SABRE Awards, South Asia, Diamond, 2021

IndiGo, an airline in India, launched campaigns to enhance trust by strengthening the narrative around the safety of air travel.

Facebook ad revenue growth decelerates to 33%, equal to $28bn

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of Facebook's advertising revenue growth.

Converse: #ConverseCityForest

Case Study • SABRE Awards, LATAM, Gold, 2021

Converse, a shoe manufacturing company, launched campaigns in Latin America to break down barriers to gender and racial equality, increase sales and improve brand power.

Jabón Duet: #PonteEnMiPiel

Case Study • SABRE Awards, LATAM, Gold, 2021

Duet Soap, a soap manufacturer, launched a campaign in Ecuador to raise awareness of the reality of violence experienced by women and to sensitize men to put themselves in women's skin and react against gender violence.

IKEA Eftertrada: Style for all

Case Study • Belynda Sim, Elissa Wong, WARC Awards for Asian Strategy, 2021

Furniture retailer IKEA used an Instagram campaign featuring elderly real-life models to launch its EFTERTRÄDA streetwear line successfully in Singapore.

Samsung India: Curd Maestro – A fridge that makes

Case Study • Mainak Bag, Sourav Ray, Ashish Chandra, Mainak Bag, WARC Awards for Asian Strategy, 2021

Electronics brand Samsung cemented its leading position in the refrigerator market in India with a digital and TV campaign based on an innovation within its fridge that helped with the making of curd.

McDonald's: A new Big Mac for a new generation

Case Study • Garron Chiu, Peter Rodenbeck, WARC Awards for Asian Strategy, 2021

Fast food brand, McDonald's, successfully challenged Gen Z's perception of the Big Mac as outdated and irrelevant through a brand partnership with a rising pop idol in Hong Kong.

Wacoal: Beyond cup, comfort and cost

Case Study • Suchismita Ganguli, Kanika Saxena, Aditya Mhatre, Neerja Goswami, Rajesh Sharma, WARC Awards for Asian Strategy, 2021

Premium lingerie brand, Wacoal, delved into consumer truths to differentiate itself from competitors and grow its business in a crowded category in India.

Facebook, Advertising average revenue per user (ARPU), Q3 2016–

Data • WARC Data Points (Dynamic), October 2021

An overview of Facebook's advertising average revenue per user by region.

The Marketer’s Toolkit 2022: Global Trends Report

Article • WARC Exclusive, November 2021

The Global Trends Report, part of the Marketer’s Toolkit 2022, identifies five trends that will disrupt existing global marketing practices.
What we know about social media effectiveness

Article • WARC Best Practice, May 2021

Explores the current thought and writing on social media effectiveness so that marketers can identify the best channels to meet the brand’s objectives.
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 WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.
The WARC Guide to shoppable media

Article • WARC Best Practice, March 2021

A summary of new thinking and best practice on shoppable media.
Global Ad Trends: COVID-19 One Year On

Data • Rob Clapp, WARC Data, April 2021

This report summarises the latest research from WARC's Data platform, with a focus on the long-term changes and opportunities in advertising and consumption across e-commerce, online video, social media, and gaming and esports. Key findings include: