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Apple soars at the ‘magic’ intersection of hardware, software and services

Article • Anna Hamill, WARC Exclusive, February 2021

As one of the world’s largest companies and a long-time leader in the consumer electronics category, Apple is leaning on product innovation, software and subscriptions to drive record growth.

Les Binet outlines why "share of search" is a powerful, predictive marketing metric

Article • Stephen Whiteside, Event Reports, IPA EffWorks 2020, January 2021

Research by Les Binet, the head of effectiveness at agency adam&eveDDB, demonstrates that a brand’s “share of search” within its category is a vital metric for marketers to consider.

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.

HP Inc (Consumer electronics)

Article • Euromonitor Advertiser Profiles, December 2020

This Company Profile from Euromonitor provides key details and analysis of HP Inc.

Samsung Galaxy S10: Do What You Can't Jimmy Fallon

Case Study • Chris Harder, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Samsung harnessed the power of TV to show millions across the US just what its new smartphone could do and encourage them to upgrade.

What’s working in tech and electronics

Article • WARC Category Intelligence, December 2020

Global strategies, campaign updates and trends in the tech and electronics category.

Measuring the pre-purchase and purchase behaviour of both online and offline mobile phone buyers

Research Paper • Abhishek Saigal, Shilpa Surtani, Prithvi Raj, Zeeshan Adam, Avantika Agarwal, Harshita Bhatia, ESOMAR Conference papers, APAC, 2020

Google, a technology company, and Nielsen, an information, data and market management firm, partnered to develop a means of better understanding how consumers in India research and buy mobile phones.

Indian consumers ready to pay for premium home entertainment experiences

News • 23 November 2020

The new homebound work and leisure economy has led to rising demand for new and quality content and for better devices in India, a new study by Dolby Laboratories and Wakefield Research has found.

HMD Global’s Ruchira Jaitly: India’s omnichannel transformation and the future of telco brands

Opinion • Gabey Goh, November 2020

As the brand owner of Nokia, HMD Global navigated 2020 by leveraging a considered approach to meeting the needs of consumers. CMO and Product Portfolio and GTM head (India), Ruchira Jaitly speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2021 about engaging with tribes, how omnichannel is the future and why marketers can’t be just marketers.

YouGov Ad of the Month – US: iPhone

Opinion • BrandIndex, November 2020

YouGov Ad of the Month – US: iPhone

YouGov Ad of the Month – UK: iPhone

Opinion • BrandIndex, November 2020

During October, iPhone achieved the biggest uplift in its Ad Awareness score with a +11.1 point improvement.

OPPO Australia and New Zealand: The Ultimate Internship

Case Study • SABRE Awards, APAC In2, 2020

OPPO, a telecommunications brand, promoted its latest R17 Pro smartphone by creating The Ultimate Internship at OPPO for two applicants who would be armed with the smartphone, flown to 'instagrammable' destinations and mentored by established influencers.

Honor: Project Seeing is Believing

Case Study • SABRE Awards, APAC, Product Media Relations (Consumer Media), Gold, 2020

Honor, a smartphone brand, launched its smartphone HONOR 20 Pro with a camera that used artificial intelligence (AI) to improve the quality of life for the visually impaired in the UK.

Vivo launches its iQOO 3 via 'Charge Me Up', a superpowered 10-hour livestream

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

Vivo's iQOO gaming sub-brand has demonstrated innovative use of the livestreaming tool as the smartphone manufacturer, like Xiaomi just before it, moved to online live launches to keep the ball rolling while on lockdown, and to brighten up the lives of its target audience with dense and entertaining content on Bilibili.

#SubtlySponsoredPost: How Samsung overtook Apple in a-not-so subtle way

Case Study • Effies (Australia), Australian Effies, Bronze, 2020

Samsung, an electronics brand, connected with an Australian audience that was tired of 'authentic' influencer posts through a comedic music video and a mocking sponsored post.

Samsung: Microcodes - How a tiny idea generated massive results

Case Study • Effies (Australia), Australian Effies, Bronze, 2020

Samsung, a tech brand, promoted its new S20 mobile phone in Australia by hiding microscopic codes in its creative.

Samsung: Making choice easy in a world of unlimited possibilities

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Samsung, an electronics company, used a Continuous Improvement Programme (CIP) and A/B testing to improve conversion and drive sales on its website in the UK.

Galaxy S9: How turning switchers into converts helped Samsung take a bite out of Apple

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Samsung, an electronics brand, created a brand induction programme that encouraged consumers to complete a series of actions known to help drive repeat purchase to increase customer retention in the UK.

Smartphone sales in Asia Pacific take big hit from pandemic

News • 15 September 2020

Sales of smartphones by value were down 20% during the first seven months of the year in Asia Pacific, the latest data shows.

Samsung India: Good Vibes

Case Study • Kunal Ghosh, Sourav Ray, WARC Prize for Asian Strategy, Gold and Early Adopter Award, 2020

Electronics giant Samsung created an app to enable two-way communication between the deafblind and their caregivers and launched it in India using a digital campaign supported by cause advocates.

Huawei Technologies Co Ltd (Consumer electronics)

Article • Euromonitor Advertiser Profiles, September 2020

This Company Profile from Euromonitor provides key details and analysis of Huawei Technologies.

Samsung Galaxy S10: Samsung Galaxy S10 Space Launch

Case Study • Craig Wilkie, Kunal Roy, WARC Prize for Asian Strategy, Entrant, 2020

Samsung launched its flagship Galaxy S10 smartphone into space to demonstrate the power of the model's new camera in order to generate pre-sales, gain share of voice and boost brand love in Malaysia.

Samsung Electronics Romania: The Banknote Concert

Case Study • SABRE Awards, In2 EMEA, Best in Digital Brand Platforms, Gold, 2020

Samsung, an electronics brand, created scannable bank notes using its AR technology to allow people to access the sold-out George Enescu Festival in Romania.

Samsung Electronics Romania: Project Stratos

Case Study • SABRE Awards, In2 EMEA, Best Use of Video Networks, Gold, 2020

Samsung, an electronics brand, launched its Galaxy S9+ model into space in Romania to capture the attention of millennials.

Samsung looks ahead to 6G

News • 14 July 2020

With 5G becoming a geopolitical battleground, Samsung is already looking ahead to 6G, which it believes could be a commercial proposition by 2028.

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 Marketing in the gaming ecosystem

Article • WARC Best Practice, September 2020

A summary of new thinking and best practice on marketing in the gaming ecosystem, from the WARC Guide.
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 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.
Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
Carat's ten trends for 2020: The year of all-conquering ecosystems

Article • Dan Calladine, WARC Exclusive, January 2020

Ten consumer, media and technology trends – and their implications for brands – for 2020, the year in which the marketplace is set to converge around the global tech-giant ecosystems.