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Non-profit, public sector & education

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Han Lin Publishing: The one and only questionnaire in the world

Case Study • SABRE Awards, APAC, Gold, 2021

Hanlin, an education publishing company, increased brand awareness and sales in Taiwan with its campaign The One and Only Questionnaire in the World.

The creative angle: Addressing diversity, equality and inclusion in APAC

Article • Ken Chan, WARC Exclusive, September 2021

VMLY&R’s Ken Chan analyses the implications and applications of diversity, equality and inclusion (DEI) for brand planning, creative development, marketing and media.

upGrad: BeYouNick x upGrad originals – the office canteen

Case Study • YouTube Works for Brands, India, Best Collaboration, 2021

upGrad, an online higher education company, increased brand awareness in India by launching a comedy web series on YouTube to reach and engage its target audience of young professionals and students.

Jacques Chirac School Group: Streamlining school admissions

Case Study • Safaa Lharti, El Mehdi Ben Lakdame, Mouna El Azim, Tawfik El Mernissi, WARC Prize for MENA Strategy, Entrant, 2021

Groupe Scolaire Jacques Chirac, the school, reimagined its admissions process to help parents and create preference in Morocco.

ITMO University: #DigitalNative: 2020 Admission Campaign

Case Study • SABRE Awards, EMEA, Gold, 2021

ITMO University, a state-supported university in Russia, encouraged high school leavers to apply to the university.

Japan, Education/Medical Services/Religion advertising spend by medium

Data • Cinzia Petio, WARC Data Points (Dynamic), July 2021

An overview of advertising spend by medium in the education/medical services/religion sector in Japan since 2008.

Japan, Government & Non-Profit advertising spend by medium

Data • Cinzia Petio, WARC Data Points (Dynamic), July 2021

An overview of advertising spend by medium in the government& non-profit sector in Japan since 2008.

India, Education advertising spend by medium

Data • Cinzia Petio, WARC Data Points (Dynamic), July 2021

An overview of advertising spend by medium in the education sector in India since 2013.

Japan, Government/Charity advertising spend by medium

Data • Cinzia Petio, WARC Data Points (Dynamic), July 2021

An overview of advertising spend by medium in the government/charity sector in Japan since 2008.

UNSW: Where We Become Together

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

The University of New South Wales (UNSW), a higher education organisation, encouraged future students to live in university accommodation.

University of Plymouth: Plymouth on Demand

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

The University of Plymouth, a British university, hosted virtual open days in the UK during the COVID-19 pandemic to attract prospective students.

Swinburne University of Technology: Swintopia virtual open day

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Swinburne University of Technology, an Australian university, created Swintopia in Australia to replace its in-person open day during the COVID-19 pandemic.

Unacademy: Challenging the coaching culture of India

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Unacademy, an online teaching platform, launched a campaign to tackle the negative coaching culture in India and provide more support for students.

Enhancing data collection methods with qualitative projective techniques in the exploration of a university’s brand identity and brand image

Research Paper • Louise Spry and Christopher Pich, Int. Journal of Market Research, Vol. 63, No. 2, 2021, pp. 177-200

This article focuses on assessing the capabilities of projective techniques, in gaining a deeper insight into complex university corporate brands.

National Education Association: Educators for Joe

Case Study • SABRE Awards, Diamond, North America, 2021

The National Education Association (NEA), a labour union, launched a digital campaign to educate its members about the benefits of a Biden presidency in the US for the NEA.

Penn State: Mask Up or Pack Up – Penn State's Response to the COVID-19 Pandemic

Case Study • SABRE Awards, Gold, North America, 2021

Penn State, a university in Pennsylvania, encouraged its staff and students to follow COVID-19 protocols by launching a campaign through digital and print that reminded them to wear their face masks or risk being sent home.

Elidor: X Udemy

Case Study • MMA Smarties, Silver, EMEA, 2020

Elidor, a haircare brand, positioned itself as a brand that contributes positively to society and cares about women's development in Turkey by collaborating with an online education platform.

Regent Park School of Music: Parkscapes

Rankings • WARC Creative 100, 2021

Regent Park School of Music, a provider of music education, created a new cycle of fundraising in Canada by targeting its original music to fellow musicians.

Spot volume down by a tenth as coronavirus hit

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

An overview of TV advertising spot volumes by category in Australia between September 2019 and December 2020.

Brand in action: How Monash University is taking personalisation-at-scale to the next level

Opinion • WARC, January 2021

The onset of the COVID-19 pandemic saw Monash University move swiftly toward delivering its courses and brand communications via online platforms and channels. CMO Fabian Marrone speaks to WARC about how data is at the core of the university’s larger mission to build out a highly personalised, yet integrated digital brand experience that is driven by compelling content.

D&AD: Masterclassics

Case Study • DMA (UK), Silver, 2020

D&AD, an educational organisation that promotes excellence in design and advertising, reached senior creative leaders in the UK by sending a torn-out page of their work to highlight where their hard work begins and ends up.

Education should be the new brand focus

Opinion • Sam Mercer, December 2020

During the pandemic, digital-first living has been accommodated in many situations, but schools have had to overcome some of the greatest challenges. Sam Mercer makes the case for greater brand involvement in education.

City and Guilds Group: Driving action to build brand loyalty

Research Paper • MRS Awards Papers, Winner, MRS Award for Business-to-Business Research, 2020

City and Guilds (C&G) Group, a leader in skills development, revitalised its programme and provided new insights to shape business actions and drive change.

Sport recovers lost mobile audiences but travel struggles

Data • Rob Clapp, WARC Data Points (Curated), November 2020

An overview of the changes in global mobile audiences among key categories in 2020.

73% of marketers to spend more on influencers over next year

Data • Rob Clapp, WARC Data Points (Curated), October 2020

An overview of influencer marketing plans over the next 12 months in Germany, the UK and the US.

Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
The impact of coronavirus on millennials and Generation Z

Article • Euromonitor Strategy Briefings, May 2020

Looks at how the outbreak of COVID-19 and its global impact is expected to become another generation-defining crisis for millennials and Gen Z.
The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
2020 Social Strategy Report: Insights from the WARC Awards

Article • WARC Exclusive, July 2020

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2019 WARC Awards.
Top Trends in Media and Society for 2021

Article • Dan Calladine, WARC Webinars, January 2021

Dan Calladine, head of media futures at Carat, discusses key insights from its recently released annual report which highlights twelve societal and media trends – and their implications for brands.