Advertising best practice, evidence and insights

Heinz & Empathy: Finding our superpower to take on child hunger

Case Study • APG (UK), Entrant, 2021

Heinz, a food processing company, and Magic Breakfast, a registered charity, launched a campaign in the UK to put an end to child hunger.

ZSL London Zoo & ZSL Whipsnade Zoo: In the face of a global pandemic, how our animals and famous friends’ marketing efforts gave us a million reasons to keep our zoos open

Case Study • APG (UK), Entrant, 2021

The Zoological Society of London (ZSL), a conservation charity, launched a campaign in the UK to raise enough funds to save London Zoo and Whipsnade Zoo and convince the public that the zoos were worth saving.

Under The Skin: Connecting Childline to a new generation

Case Study • APG (UK), Gold, 2021

Childline, a free counselling service for 9–18-year-olds, launched a campaign in the UK during Anti-Bullying Week to show young people that no matter how they feel on the inside, they're not alone.

ITV and Veg Power: Eat Them to Defeat Them - How making veg bad did a lot of good

Case Study • APG (UK), Entrant, 2021

ITV, a television network, and VegPower, a non-profit company, collaborated on a campaign in the UK to tackle child obesity by getting kids to eat their vegetables.

The WARC Guide to brands and the creator economy

Article • WARC Best Practice, October 2021

A summary of new thinking and best practice on brands and the creator economy.

The impact of the creator economy on the next generation

Article • Nick Richardson, WARC Exclusive, October 2021

This article explores children and teenagers’ changing media habits, and why they are embracing the creator economy as consumers and participants.

Twin Ring Motegi: Mobility Theme Park

Case Study • YouTube Works for Brands, Japan, YouTube Creator / Partner Collaboration, 2021

Mobilityland Corporatioon, a leisure services company, increased awareness of its theme park Twin Ring Motegi in Japan.

The next generation of families

Article • The Insight Family, Research on WARC, September 2021

Looks at parents’ and children’s attitudes, behaviours and consumption to understand the key trends shaping the family ecosystem in 2021.

What's working in gaming 2021

Article • WARC Category Intelligence, September 2021

Global strategies, campaign updates and trends in gaming.

Milo: Homecourt

Case Study • Cherrie Mae Serranillo, WARC Awards for Asian Strategy, Shortlisted, 2021

When the COVID crisis threatened to cripple the country, chocolate beverage brand MILO Philippines created a purpose-driven campaign that built an entire sports ecosystem in partnership with the local community.

Crayola: Colors of the world

Case Study • Jay Chiat Awards, Gold, Product/Service Creation Strategy, 2021

Crayola, a crayon brand, released a new product line, Colors of the World, to better reflect the range of skin tones found in the US today.

What marketers need to know about Generation Alpha

Article • Charles Gabriel, WARC Best Practice, September 2021

Five lessons for brands targeting families with children aged 11 or under.

Goldfish Crackers: Finn & friends

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

In the US, Goldfish, a cracker brand, decided to turn its cracker snack into a multi-channel world of entertainment, including an animated TV series, 'Finn & Friends', game, mobile app and experience.

HFSS and the future of grocery retail: Unpacking the new rules

Article • WARC Exclusive, August 2021

Examines the implications of the new HFSS (high in fat, sugar and salt) food laws in the UK, and particularly their impact on marketers.

Crayola: Colors of the world

Case Study • Cannes Creative Lions, Shortlisted, Creative Strategy Lion, 2021

Crayola, an art supplies brand, grew sales in the US with #TrueSelfie, a PR, digital and social campaign to launch its Colors of the World diverse crayon sets.

Over 70% of kid gamers play daily

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), August 2021

An overview of gamers aged 8 to 15 worldwide.

LEGO: Green Instructions

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2021

LEGO, a brand of plastic construction toys, launched its Green Instructions campaign in Poland, whereby it included additional instructions to existing LEGO sets which made objects more environmentally friendly.

WHSmith: Pop Up Books

Case Study • Tahaab Rais, Josephine Younes, Nayaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2021

Retailer WHSmith hijacked in-game mobile ads to boost sales and encourage children in the UAE to read more.

Signal: Six-year school programme with cavity message

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Signal, an oral care brand by Unilever, launched a campaign in Myanmar to educate children about oral hygiene.

Spacetoon: Spacetoon’s Faseeh and Faseeha original production

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

Spacetoon, the family content creator and broadcaster, launched a special campaign and a new mini 3D animated show in the UAE.

Spacetoon: Adventures Palace

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

A campaign by Spacetoon, a free to air TV channel, in Saudi Arabia, increased viewership by championing its animated shows.

National Ketchup: National Ketchup Factory

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

National Foods Limited, a food products company, launched an educational children's TV show to drive sales.

DigiBete: Digital Platform

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Silver, 2021

DigiBete, a free online service to support children and young people with Type 1 diabetes (T1D), designed and launched an online platform and mobile app in the UK that provided personalised care plans to children and young people with T1D.

WHSmith: Pop Up Books

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

WHSmith, a stationery, books and magazines retailer, introduced children's stories into ads on gaming apps to reverse declining book sales in the UAE.

Kellogg's: Study from home with Kellogg's

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

Kellogg's, a cereal producer, launched a campaign in Nigeria to help children study at home.

Children