Article
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WARC Best Practice, September 2020
Provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.
Case Study
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Sang Lam, Anish Appukuttan, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Shortlisted, 2020
Toothpaste brand P/S harnessed the power of AI to encourage kids to brush their teeth, increasing consumption and boosting growth in Vietnam.
Article
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Research on WARC, July 2020
The crisis in creative effectiveness has been played out during the first several months of the coronavirus pandemic of 2020.
Case Study
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Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Bronze, 2020
Spreadable cheese brand Puck used an edutainment strategy to increase sales in Saudi Arabia and the United Arab Emirates.
Case Study
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Tahaab Rais, Mario Morby, Prabhakar Iyer, WARC Prize for MENA Strategy, Entrant, 2020
Abu Dhabi resort attraction Yas Island created a multi-channel character-based campaign to improve visitation levels and increase revenues.
Case Study
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Dana Alkutoubi, WARC Prize for MENA Strategy, Shortlisted, 2020
Saudi telco STC's hard-hitting multi-channel approach showed parents the reality of online threats to their children while greatly increasing uptake of its child-safety app.
Case Study
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SABRE Awards, Gold, EMEA, 2020
European Parliament Liaison Office in Lithuania, part of the Directorate-General for Communication, increased voter turnout for European Parliament elections in Lithuania by creating a multichannel campaign that told them to stop being couch potatoes and vote.
Case Study
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SABRE Awards, Gold, EMEA, 2020
Fellowes, a manufacturer of office and technology accessories, launched a life-size model of the work colleague of the future to raise awareness of how workplace health and wellbeing needs to be improved across the UK, Germany and France.
Case Study
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Design Business Association, Design Effectiveness Awards, Silver, 2020
IFFCO, an Indian cooperative brand, launched a pet food brand in the US called Honey I'm Home which used symbols of naturalness and a lovable cartoon dog to connect with pet owners.
Case Study
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SABRE Awards, Gold, North America, 2020
PagerDuty, a computer software company, increased brand awareness in the US by creating a two-pronged campaign that publicised news tied to digital transformation.
Case Study
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AME Awards, Finalist, 2020
Wanglaoji, a herbal tea brand, boosted sales among Generation Z in China by letting them create their own brand characters to feature on new limited-edition cans.
Case Study
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Kaori Yatsu, Hiroaki Taki, Akie Suzuki, WARC Awards, Silver, Effective Social Strategy, 2020
Confectionery brand Snickers collaborated with smartphone game Idol Master to appeal to young males and boost single-bar sales in Japan.
Case Study
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Hajar Yusof, WARC Awards, Shortlisted, Effective Social Strategy, 2020
Mamee Monster the snack noodle brand targeted a new audience of millennials with a FOMO-inducing eating challenge in Malaysia.
Case Study
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Jenny Hanghal, Katy Guan, WARC Awards, Entrant, Effective Innovation, 2020
M&M'S China ran a social media and offline campaign to position itself as an entertainment brand, drive sales and engage young consumers.
Case Study
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Benjamin Condit, Chaojie Miao, Jerry Perez, Echo He, Sienna Zhang, WARC Awards, Entrant, Effective Innovation, 2020
Bottled coffee brand Nescafé Smoovlatte partnered virtual idol Luo Tianyi to grow sales and brand love among a youth audience in China.
Case Study
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Cristina Buenaventura, Benedict Santiago, Andi Olbés, WARC Awards, Entrant, Effective Content Strategy, 2020
The Philippines Department of Tourism partnered with fast-food chain Jollibee to create a social media campaign to persuade the world of the merits of Filipino food and attract more travellers to the country.
Case Study
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Tahaab Rais, Anna Sadykova, WARC Awards, Shortlisted, Effective Content Strategy, 2020
Spreadable cheese brand Puck used an edutainment strategy to increase sales in Saudi Arabia and the United Arab Emirates.
Opinion
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WARC from Home, March 2020
WARC from Home is a new series to help subscribers to brush up on the essentials of marketing during the COVID-19 lockdown. Every week we’ll guide you round the latest thinking on a key topic, pointing you in the direction of must-read articles, seminal research papers and essential webinars, to ensure you are top of the class when we all finally return to office life.
Case Study
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Case Studies on WARC, 2019
Car manufacturer Toyota increased sales of its hybrid vehicles in Costa Rica through a humorous commercial that showcased the benefits of hybrid technology.
Case Study
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Case Studies on WARC, 2019
Warehouse-style supermarket PAK’nSAVE maintained its perception as New Zealand’s lowest-priced supermarket through an eight-year-long campaign featuring Stickman, a character representing the brand’s values.
News
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25/02/2020
Brands assets come in various forms but it is those visual assets owned by the brand itself that are most likely to be strongly linked to ‘effective branded attention’ in creative, new research suggests.
Article
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WARC Exclusive, February 2020
This Ipsos meta-analysis of over 2,000 pieces of video creative examines the relationship between effectiveness and the presence or not of brand assets.
Article
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WARC Exclusive, February 2020
Anna Lakomy, general manager of Americas East at System1 Research, talks about the effects of 'left' and 'right' brain advertising, and how to make your creative more effective.
Case Study
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SABRE Awards, IN2, North America, Best Use of Social Media or Analytics for Audience Insights or Influencer Targeting, 2020
Conoco, an energy corporation, connected with US millennials and increased positive sentiment by creating a Manga series and a chance for its audience to interact with its favourite characters.
Research Paper
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Rohit H. Trivedi and Thorsten Teichert, Journal of Advertising Research, Digital First, January 2020
Animals have been used in advertisements for decades, yet little is known about the effects on consumer reactions along the entire purchase-decision process.
