Advertising best practice, evidence and insights

What we know about marketing on Instagram

Article • WARC Best Practice, June 2020

Explores the current reading and thinking about Instagram, the Facebook-owned photo and video sharing platform, popular among celebrities and the public alike.

How uniting with a common purpose helped L’Oréal Paris UK and The Prince’s Trust unlock the value of young people’s self-worth

Case Study • Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020

L'Oréal Paris UK, a beauty brand, and The Prince's Trust, a non-profit organisation, launched a partnership to transform the lives of almost 10,000 disadvantaged young people in the UK.

WaterAid: A partnership that has saved five million children’s lives and built a new model for fundraising

Case Study • Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2020

WaterAid, a non-governmental organisation, saved five million children’s lives and developed a new model for fundraising over its 16-year campaign in the UK.

Scoot: Go Yellow! Escape the Ordinary

Case Study • Fiona Huang, WARC Prize for Asian Strategy, Shortlisted, 2020

Scoot, the low-cost airline, championed its signature yellow brand colour and its fun, sassy spirit to build brand visibility and preference in Singapore.

Shaadi.com: #WFH – (#WeddingsFromHome)

Case Study • Dheeraj Sinha, Shibani Mitra, Devika Joshi, WARC Prize for Asian Strategy, Bronze, 2020

Matchmaking website Shaadi.com created an online wedding portal to attract earned media and build brand buzz and engagement during India's COVID-19 lockdown.

PUMA India: Propah Lady

Case Study • Shiksha Singh, Poornima Kamath, WARC Prize for Asian Strategy, Entrant, 2020

PUMA India ran a social media campaign featuring unconventional female influencers to encourage women to own their individuality, and drive awareness and sales for its women�s sneakers.

OldTown White Coffee: Anything is Pause-able with OldTown White Coffee

Case Study • Galen Lau, Su Ling Chan, WARC Prize for Asian Strategy, Entrant, 2020

Coffee brand OldTown White Coffee increased sales and market share by targeting millenials with a multichannel campaign.

Comfort: How Comfort made laundry fashionable

Case Study • Maan Bernardino-Dominguez, WARC Prize for Asian Strategy, Entrant, 2020

Unilever launched its Comfort laundry detergent brand in the Philippines as a challenger in the premium category by identifying the changes in fashion and leveraging these through social media.

Maybelline: The foundation of fairness

Case Study • Rajesh Sharma, Suchismita Ganguli, Kanika Saxena, WARC Prize for Asian Strategy, Entrant, 2020

Maybelline India ran a multi-channel campaign for its Fit Me foundation range to grow awareness, relevance and trial among millennials, and increase brand equity; it focused on the differentiating proposition of fitting diverse skin tones.

Dove: The 24-Hour Magazine of Natural Beauties

Case Study • Ha Tran, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Entrant, 2020

Toiletries brand Dove created a content-led approach across platforms to change the beauty narrative and create disruptive awareness of its new Nourishing Secrets line, in Vietnam.

Fevicol: Breaking all norms, retaining strong bonds

Case Study • Ganapathy Balagopalan, Divya Agarwal, WARC Prize for Asian Strategy, Entrant, 2020

Fevicol, the wood adhesive brand, retained brand leadership in India with a heart-warming brand film.

Clear: Encouraging millennials to Come Back Stronger

Case Study • Jasmine Lai, Adrian Adshade, WARC Prize for Asian Strategy, Entrant, 2020

Clear, the anti-dandruff shampoo, helped people stay mentally fit during the COVID-19 pandemic with its 14-Day Resilience Programme in Singapore.

The Levi's Tailor Shop: Receiving Brand Love by Giving It First

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

Clothing brand Levi's created a heartfelt digital film to launch a new retail experience to Filipino millennials.

Diageo Bar Academy: An audacious digital experiment to unleash the power of bar professionals

Case Study • Marketing Society UK, The Brave Awards, Winner, Business to Business, 2020

Diageo, an alcoholic drinks company, pioneered a global digital ecosystem to educate and inspire bar professionals all over the world to increase sales of Diageo brands within their bars.

SomeBuddy: Not on our watch! Time to STOP social media abuse with AI

Case Study • SABRE Awards, In2 EMEA, PR Agency Citizenship, Silver, 2020

Someturva, an AI-based online legal service for people who have become victims of bullying, encouraged victims of social media bullying to come forward by launching social media awareness campaigns in Finland.

Deep RiverRock: The Recycled Logo

Case Study • SABRE Awards, In2 EMEA, Best in Identity Branding, Gold, 2020

Deep RiverRock, a brand of water, removed its logo from its bottle and replaced it with 100% Recycled Bottle to promote its commitment to sustainability in a bold way in Ireland.

Lukoil: New future for Khanty people in Western Siberia

Case Study • SABRE Awards, In2 EMEA, Best in Broadcast Media (Earned), Gold, 2020

Lukoil, a petroleum and natural gas extraction company, developed a unique program that has helped save Khanty – a small indigenous nation in Western Siberia – from extinction by creating a future for new generations.

Pepsi: #Summergram

Case Study • Case Studies on WARC, 2019

Carbonated drinks giant Pepsi ran a multichannel campaign to increase sales in the US.

Mapping a perfect storm: The impact of COVID-19 on Asia’s media landscape

Article • Kunal Sinha, WARC Exclusive, July 2020

How are brands changing the way they communicate with consumers? A look at how major media channels have been used during COVID-19 lockdowns across Asia.

Lighthouse Centre for Wellbeing: unspoken, uae

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2020

UAE-based community mental health and wellness clinic the Lighthouse Centre for Wellbeing devised a creative platform that encouraged people struggling with mental health issues to speak up.

Nestlé Fitness: Keep Going

Case Study • Tahaab Rais, Tala Arakji, WARC Prize for MENA Strategy, Entrant, 2020

Cereal bar brand Nestlé Fitness partnered with the perfect candidate to relaunch in a declining category and build relevance with young Lebanese women.

Santander: The Invisible Look

Case Study • SABRE Awards, Gold, EMEA, 2020

Santander, a banking brand, warned young people in the UK about the dangers of online fraud by showing fake makeup tutorials from influencers that revealed their bare faces to show that shopping on a fraudulent website can leave you empty handed.

O2 Slovakia: #DontBeAPirate

Case Study • SABRE Awards, Gold, EMEA, 2020

O2, a telecommunications brand, discouraged young drivers from using their phones at the wheel in Slovakia by getting a key influencer to livestream being caught on his phone while driving.

RSA: The Unluckiest Traveller – #rsatravelphotofails

Case Study • SABRE Awards, Gold, EMEA, 2020

UAE insurance brand RSA used a social media-led campaign to connect with its target audience and increase travel insurance sales.

Rock FM: Romania has rocker blood

Case Study • SABRE Awards, Gold, EMEA, 2020

Rock FM, a radio station in Romania, encouraged Romanians to donate blood by releasing a new rock cover of classic songs whenever a blood donation bag was filled.

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