Advertising best practice, evidence and insights

Airbnb: Go Near – Celebrating Local Travel Only On Airbnb

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

Airbnb, an online short-stay rental marketplace, launched a blend of online and offline events in the US and garnered 39 million organic social media impressions.

Tinkies: Celebrate Everything

Case Study • MMA Smarties, Silver, EMEA, 2020

Tinkies, a sponge cake brand, encouraged consumers in South Africa to create and own moments by giving its audience a platform to Celebrate Everything with Tinkies.

Always: The New Brave

Case Study • MMA Smarties, Silver, EMEA, 2020

Always, a menstrual hygiene brand, launched its platform The New Brave to build affinity with Always consumers in the UAE, Saudi Arabia, South Africa and Pakistan.

Cornetto: My Fairy Tale

Case Study • MMA Smarties, Silver, EMEA, 2020

Cornetto, an ice cream brand, launched its new product Unicornetto in Turkey by reversing the stereotypical fairy-tale tropes of women passively waiting for love.

How the Biden–Harris campaign mobilised voters by choosing empathy over fear

Article • Chiara Manco, WARC Exclusive, April, 2021

The Biden–Harris Campaign dispelled fear and confusion surrounding new methods of voting for the 2020 US presidential election through an edutainment campaign rooted in empathy.

sahibinden.com: 20th year anniversary

Case Study • MMA Smarties, Gold, Turkey, 2020

sahibinden.com, Turkey's first online marketplace, increased top of mind awareness and page views in Turkey by launching an emotive commercial aimed at the vehicle category.

Advertising in a recession

Article • Peter Field, Research on WARC, April 2021

Looks at how to advertise during an economic downturn.

What should ads look like in the time of recession?

Article • Orlando Wood, Research on WARC, April 2021

Explores the effectiveness of advertising during an economic downturn.

The 5 principles of growth in B2B marketing: Empirical observations on B2B effectiveness

Article • Research on WARC, April 2021

Presents Les Binet and Peter Field's findings on the core principles of B2B marketing.

Three key lessons for B2B marketers from the B2C space

Opinion • Lena Roland, April 2021

The new WARC Guide to Rethinking B2B Marketing outlines several forms of disruption that are reshaping this discipline. Lena Roland, Managing Editor, WARC.com, examines how learning from the consumer space might be a valuable driver of business-to-business success.

Why is B2B marketing so irrational? Buyers have feelings too

Article • Sonia David and Bill Zengel, WARC Exclusive, April 2021

ANA Business Marketing Practice’s Sonia David and Bill Zengel, explore how leading B2B marketers are using emotion, purpose and problem solving to reach a new generation of business buyers.

The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.

The health of creativity

Rankings • Rankings Articles, April 2021

This report uses data from Rankings results 2015-19 to assess how often that creative work is also effective.

Pantene: The Hairy Tale

Case Study • WARC Cases, 2018

Hair care brand Pantene made waves in Japan by using a baby to break the taboo of social standards.

Coca-Cola: City Pack

Case Study • WARC Cases, 2020

Coca-Cola, a beverage brand, integrated its brand values in local culture to boost brand preference in Taiwan and convert it into actual sales with its City Pack campaign.

Tourism New Zealand: Good Morning World

Case Study • WARC Cases, 2019

Tourism New Zealand, the New Zealand tourism board, launched a year-long, integrated global campaign Good Morning World.

Chando: Reshoot Graduation Photo Campaign

Case Study • WARC Cases, 2020

Chando, a skincare brand, broke into the Chinese beauty market by celebrating what makes a person unique.

The Five Fs of creative effectiveness, according to Kantar

Article • Low Lai Chow, Event Reports, Spikes Asia X Campaign, February 2021

Brands planning to lead with creative marketing should note two trends, says Kantar’s regional head of creative Irene Joshy.

Globe Telecom: A Star Wars Experience for All

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021

Globe Telecom, a telco brand, improved brand perceptions in the Philippines with its inclusive, multi-sensory campaign A Star Wars Experience.

Strategy Toolkit module 1: How marketing works

Article • WARC Strategy Toolkit, March 2021

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.

Strategy Toolkit module 4: Consumer behaviour

Article • WARC Strategy Toolkit, March 2021

This article discusses various approaches used by marketers to understand what consumers want.

NRMA Home Insurance: Every Home Is Worth Protecting

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021

NRMA, a home insurance brand, launched its platform Every Home is Worth Protecting in Australia, with a pledge to plant a tree for every insurance policy sold.

Stayfree: It's Just A Period

Case Study • Tangrams Strategy & Effectiveness Awards, Silver, 2021

Stayfree, a brand of menstrual hygiene products owned by Johnson & Johnson, strove to ease the tension surrounding menstruation in Indian.

Philippines Airlines: Ultimate Travel Feels

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Philippine Airlines (PAL), an airline brand, increased sales and web visits in the Philippines by launching a series of ultimate social experiences targeted at millennials.

Hennessy: 2020 Tmall super brand day

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Hennessy, a cognac distiller, increased consumption and sales on Tmall in China by launching social videos surrounding the midsummer night consumption occasion.

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