Advertising best practice, evidence and insights

Article • WARC Best Practice, August 2019

Setting out key insights on using emotion, arguing that it helps to build a brand and business, while also giving a sense of the debate on its impact and its relationship to rational persuasion.

How to do video on LinkedIn

Article • Brian Carruthers, Event Reports, IAB research webinar, April 2020

LinkedIn undertook research into the top-performing videos on the platform across EMEA to understand what works best.

Ten pandemic-born ‘culture fuels’ shaping India and how brands should connect with them

Article • Dheeraj Sinha, WARC Trends, June 2020

Leo Burnett’s Dheeraj Sinha outlines the key inflection points emerging in India as the COVID-19 pandemic continues to re-shape consumer lifestyles and culture.

How does consumer insight support the leap to a creative idea: Inside the creative process - Shifting the advertising appeal from functional to emotional

Research Paper • John Parker, Scott Koslow, Lawrence Ang, and Alexander Tevi, Journal of Advertising Research, Digital First, May 2020

Account planners identify and articulate a key strategic resource, consumer insight, from which creative ideation is said to leap.

Brands and influencers: A guide to the perfect partnership

Article • Didrik Svendsen, WARC Exclusive, May 2020

Advice on how to work with influencers to deliver consumer engagement both during and after the COVID-19 pandemic.

Old or new? Strategic or tactical? Your COVID-19 advertising questions answered

News • 26 May 2020

Brands are commonly advised to continue to advertise during a recession, but there are different considerations during a health-induced recession caused by disease; System1’s Orlando Wood offers some advice in The WARC Guide.

How should brands advertise during COVID-19?

Article • Orlando Wood, WARC Exclusive, May 2020

Details how to advertise in a recession – and, specifically, a health-induced recession caused by disease.

Laughter is the best medicine: Navigating brand communication in challenging times

Article • Graham Page, WARC Exclusive, May 2020

Looks at how brands can communicate in difficult times and how to strike the right tone in their advertising.

Change the Ref: #NotAJoke

Case Study • Jimmy George, Courtney Calvert, Annabelle Butler, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Non-profit gun safety organisation Change The Ref used the comedian Louis CK and his words about shooting victims to create a stand-up 'comedy' act to bring gun-control conversation into pop culture in the US.

Burger King: Celebrating Subcultures

Case Study • Jimmy George, Annabelle Butler, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Quick-Service Restaurant chain Burger King created a content engine to become loved and talked-about online in order to grow visitation among iGen and young millennials in the US.

Listerine: Sebarkan Kata Seharum Bunga – Spread Good Words as Fragrant as Flowers

Case Study • Su Ling Chan, Chia Yuin Chow, Calvin Tan, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Mouthwash brand Listerine achieved its highest Ramadan market share for three years with a campaign that used TV, digital, social media and in-store activity to persuade Malays in Malaysia to spread more positivity during the holy month.

RDFL – The Lebanese Women Democratic Gathering: RDFL – Young Bride

Case Study • Gregory Muyesseroglu Muyesseroglu, Sally Alzaza, Maher Dahdouh, Billy Baz, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Non-governmental women's protection organisation The Lebanese Democratic Women’s Gathering raised awareness of child marriage in Lebanon.

JetBlue: Go Get Gifted

Case Study • Ellie Gogan-Tilstone, Lindsay Cardinale, Annabelle Butler, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Low-cost airline JetBlue launched a digital and social campaign offering travellers the chance to send themselves gift-wrapped to their families to improve the key metric of 'first choice airline' during the holiday season in the US.

Unilever Malaysia: Unilever Makes You The Steadiest Football Zombie

Case Study • Chiann Yi Cheah, Galen Lau, Victoria Kovalan, WARC Awards, Shortlisted, Effective Social Strategy, 2020

FMCG brand Unilever boosted sales of its male grooming products and brand engagement among male football fans in Malaysia.

Just Eat: Just Amore

Case Study • Simone Colucci, Oriana Papadopulos, Milos Obradovic, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Food delivery brand Just Eat created an integrated campaign to boost online orders while celebrating love without prejudice during Milan Pride 2019.

Vinda Deluxe: The Malaysian Cause

Case Study • Vinod Manoharan, Edmund Hon, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Vinda Deluxe, the tissue brand, grew sales and brand scores in Malaysia by connecting their key product attribute with a consumer insight.

RBC Diversity & Inclusion: Speak Up for Inclusion

Case Study • Michael Brathwaite, Daisy Qin, Karlina Bear, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Financial institution Royal Bank of Canada developed a video-led campaign to highlight the importance of inclusion and effect positive change in its markets worldwide.

Bad Lab: Man-gineered

Case Study • Edmund Hon, Vinod Manoharan, WARC Awards, Entrant, Effective Innovation, 2020

Bad Lab the men's personal care brand disrupted the market in Malaysia with its new range designed especially for men.

F&F: I only popped in for milk…

Case Study • Rebecca Arnold, WARC Awards, Entrant, Effective Innovation, 2020

Tesco-owned fashion brand F&F boosted brand perceptions with a fashion-focused campaign in the United Kingdom.

Bangchak: Happy Eatery

Case Study • Pirapak Wipawawong, Wasin Pothikasem, Jiraporn Dechraksa, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Bangchak the energy company used a feel-good story of a local eatery to create brand love among a mass audience in Thailand.

UNICEF: Backpack Graveyard

Case Study • Angus Ingham, Carolina Lahoud Doumet, WARC Awards, Entrant, Effective Innovation, 2020

The United Nations Children's Fund used an installation at the North American UN Headquarters to drive awareness and engagement globally.

The Alzheimer Foundation of Thailand: MEMO_o_ke

Case Study • Kongpope Siriwattanagarn, Tanachai Sutthisareesakul, Nattanyaporn Jiragoontansiri, WARC Awards, Entrant, Effective Innovation, 2020

Health organisation The Alzheimer Foundation of Thailand created a tool to help slow the rise of Alzheimer's disease in Thailand.

Healthcare at Home: Helping people sign up for a dignified death

Case Study • Kush Anand, Jitender Dabas, WARC Awards, Entrant, Effective Innovation, 2020

End-of-life care provider Healthcare at Home raised awareness about the lack of living wills in India, encouraging people to create their own to ensure dignified death.

AT&T: AT&T x The Trevor Project

Case Study • Dana Kelly, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Mobile carrier AT&T partnered LGBTQ+ crisis intervention organisation the Trevor Project to help scale counselling training services as part of it's CSR initiative.

SariWangi: Let's Talk

Case Study • Sumeet Parab, Apoorva Sheety, Fajar Adithya, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

SariWangi the tea bag brand used their Let's Talk campaign to create real conversations on social channels around respect for diversity during the 2019 presidential election in Indonesia.

Emotion