Advertising best practice, evidence and insights

GM leverages corporate brand in electric vehicle drive

News • 12 January 2021

General Motors is leveraging its corporate brand – complete with a new “Everybody In” campaign and redesigned logo – as the automaker ramps up its focus on electric vehicles (EVs).

General Motors leverages its corporate brand to boost electric vehicle sales across price points

Article • Stephen Whiteside, WARC Exclusive, January, 2021

General Motors, the auto manufacturer, is leveraging the power of its corporate brand as part of an effort to increase sales of its burgeoning slate of electric vehicles.

China's millionaire livestreamer Viya sells an unconventional product – a rocket launch

Case Study • Jenny Chan, WARC Cases, ROI Festival, October 2020

A real-world and high-profile rocket sale was the antithesis of April Fool's Day marketing campaigns, and achieved the impossible when ExPace, a Chinese space rocket company based in Wuhan, gave itself a super task to sell the rights to launch a rocket on Taobao Live via Viya (薇娅).

Will Corporate America ever change to reflect the New America?

Article • Jeffrey L. Bowman, WARC Exclusive, October 2020

Studies the small amount of change in Corporate America toward true diversity, equity and inclusion and next steps for transitioning to change management that moves corporations from diversity efforts to cultural transformation.

India’s future is voice, but cracking the language code will be key

Article • Anil Thakraney, Event Reports, Zee MELT, May 2019

Voice-based marketing is slated to receive a major thrust in India as marketers hope to net new, vernacular language-speaking digital consumers, but there are still many challenges ahead.

IAG Cargo: All Together Better

Case Study • Marketing Society, The Brave Awards, Highly Commended, 2019

IAG Cargo, the cargo handling division of the International Airlines Group, launched a new visual identity to unify the five airline cargo brands under one umbrella, and increase clients' and employees' familiarity with the brand.

Shell: Engineering Real-Life Heroes

Case Study • SABRE Awards, EMEA, Energy & Natural Resources, Gold, 2019

Shell, the oil company, created a social and earned media campaign encouraging female millennials in the UK to take part in the Shell Eco-marathon, its energy efficiency competition.

Etika Sdn Bhd: How Etika Created 3,000 Celebrities with One 'Me'gazine

Case Study • Dragons of Asia, Best Business To Business Or Trade Marketing Campaign, Gold, 2018

Etika, an FMCG brand, promoted itself as a next generation marketing company by partnering with Marketing magazine and launching personalised copies that put each reader on the front cover.

Unilever: 1001 Inspirasi Ramadan

Case Study • MMA Smarties, Finalist, Indonesia, 2018

Unilever, the consumer goods company, collaborated with 17 brand teams and scaled its data-driven content operation to execute the largest multi-brand, live-content campaign for Unilever in Indonesia.

Deutsche Post DHL Group: Taking a Stand for Globalization - An outreach campaign during Germany's G20 Presidency

Case Study • SABRE Awards, Gold Sabre Award For Executive Communications, EMEA, 2018

Deutsche Post DHL Group, a German postal and international courier service, launched an outreach campaign to establish itself as an ambassador of globalisation and contribute to an objective debate on the issue.

DuPont Crop Protection: Feeding the world, acre by acre

Case Study • SABRE Awards, Best In Digital Marketing/Advertising, In2, 2018

DuPont, a fertiliser brand, provided information for farmers and growers by creating two localised landing pages and promoting them through a multi-media campaign in the US.

Johnson & Johnson: J&J Takes Over #JPM17

Case Study • SABRE Awards, Best Use Of Social Media Or Analytics For Audience Insights Or Influencer Targeting, In2, 2018

Johnson & Johnson, a pharmaceutical and consumer packaged goods manufacturing company, launched a campaign in the US to raise brand awareness and perception, and establish itself as the leading corporate voice connecting humanistic stories with medical innovation.

Dell Japan: Workforce transformation partnership with Nikkei Business Online

Case Study • Ryoji Itako, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2017

Dell Japan maximised the benefits of its IT solutions providing valuable information about workforce transformation.

Robert Bosch: Missione Ambiente by Bosch: Multicultural Edition

Case Study • IMC Awards (European), Bronze, 2017

A corporate social responsibility project to help Italians, migrants and refugees integrate in Italy helped drive brand loyalty for Bosch, the German consumer goods manufacturer.

‘It’s not about the pen’: Cisco’s shift to customer-centricity

Article • Brian Carruthers, Event Reports, ThinkContent, November 2017

The tech sector changes so fast that it is understandable why companies operating in it get sucked into product-led marketing, but Cisco has abandoned a top-down approach that had produced a deluge of material that was mostly ignored.

SAP: Business Beyond Bias

Case Study • DMA (US), Runner Up, DMA Diversity/Inclusivity Award, 2017

SAP, a European multinational software corporation, launched the Business Beyond Bias campaign globally in 2016, to show that diversity and inclusion are imperative in business.

IBM: The Cognitive Dress

Case Study • DMA (US), Bronze, Business Products and Services, 2017

IBM, a technology platform, used fashion and artificial intelligence in 'The Cognitive Dress' campaign to reach US millennials.

Benda Kogyo: "One Benda" project for continuous internal branding to mark the 50th anniversary

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017

This case study shows how Benda Kogyo, a car parts manufacturer, developed an internal campaign to celebrate the brand's 50th birthday and streamline its business throughout its branches across Asia.

Pfizer boosts its reputation with corporate brand building

Article • Stephen Whiteside, Event Reports, Cannes Lions, June 2017

This event report outlines how Pfizer, the pharmaceutical company, enhanced the status of its corporate brand.

HCL Technologies: Becoming India's most preferred millennial employer

Case Study • Marketing Society, Excellence Awards, Winner, Brand revitalisation and Best from outside the UK, 2017

This case study shows how HCL, an IT services company, partnered with a famous job searching reality TV show to increase its talent acquisition among the Indian youth.

Moscow Exchange: 360 degree-campaign that put the heart into communication

Case Study • SABRE Awards, Gold, EMEA, Employee Communications, 2017

The Moscow Exchange, a financial exchange group, successfully changed Russian consumer perceptions of the brand through the development of a 360-degree communication strategy.

Reckitt Benckiser: RB & lions health innovation hack

Case Study • SABRE Awards, Gold, EMEA, Consumer Health, 2017

Reckitt Benckiser, the consumer goods company, used a 24-hour hackathon to fuel PR and social media, in order to raise the profile of its research and development (R&D) programme.

A-ha - eternalized by Hydro in virtual reality

Case Study • SABRE Awards, Gold, EMEA, Chemicals and Industrials, 2017

Hydro, an aluminium company, increased brand awareness by making a VR-Experience of the biggest A-Ha concert available across Norway.

Kimberly-Clark: Introducing the K-C way

Case Study • SABRE Awards, Certificate of excellence, LATAM, Research and Planning, 2017

Kimberly-Clark, a personal care products corporation, increased the profile of the Ethics and Compliance (E&C) department within its Latin American offices, by launching a more engaging content platform and encouraging employees to participate in open dialogue.

The pavement of good intentions: rebuilding trust to overcome scandals and lies

Article • Charlie Dawson and Simon Caulkin, Market Leader, Quarter 1, 2017, pp. 42-44

This article explores various examples where consumer trust has been violated including how this happens and how it can be avoided in the future.

Corporate brands