Emotion

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The role of emotion in human decision-making: Implications for brand success

Research Paper • Manuel Garcia-Garcia, Ph.D., ARF Experiential Learning, November 2020

Looks at how emotions have great influence on multiple cognitive processes and the role of emotion in decision making as a crucial and complex task that involves several elements.

SuperNAN: Super Relatable

Case Study • Nicholas Short, Benjamin Short, Shekhar Khanna, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Infant milk formula brand SuperNAN leveraged AI and big data through partnerships with leading digital platforms to raise awareness and drive sales in China.

O2: Using Data, Empathy and Out of Home to sell international SIMs

Case Study • Hayley White, Jenni Gabbarelli, WARC Media Awards, Shortlisted, Best Use of Data, 2020

UK telco brand O2 increased awareness of and conversion to its new international SIM bundles among relevant expatriate communities via a media-first out-of-home campaign, driven by data and rooted in empathy.

Grab: Personalised Social Impact Reports

Case Study • Krshna Prashant, Sulin Lau, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Mobile technology brand Grab used customer data in a new way to reframe and personalise its social impact activity in Southeast Asia.

Remaining human in a world of AI

Research Paper • Ramanathan Vythilingam, ESOMAR Conference papers, APAC, 2020

Unilever, a consumer goods company, examines how Artificial Intelligence's next level of business impact will be unlocked when human involvement becomes central to the conversation.

Tourism Tasmania: Come Down For Air

Case Study • APG (AUS), Creative Strategy Awards, Gold, 2020

Tourism Tasmania, the Tasmanian Government's tourism marketing agency, promoted tourism in Tasmania with its campaign Come Down for Air.

The More the Merrier: ALDI's Christmas invite that opened up Aussie hearts, minds & wallets

Case Study • APG (AUS), Creative Strategy Awards, Bronze, 2020

Aldi, a supermarket brand, encouraged Australians to shop at Aldi for Christmas by launching a video campaign that touched on Aussies' generosity with a crash landing from Santa.

Volvo Cars Australia: How redefining safety drove record sales for Volvo

Case Study • APG (AUS), Creative Strategy Awards, Finalist, 2020

Volvo, an automobile brand, boosted sales and improved its brand image in Australia with a platform built around the concept of 'Omtanke': a Swedish word meaning 'care' and 'consideration'.

TAL: From 'life insurance' to 'insurance for life'

Case Study • APG (AUS), Creative Strategy Awards, Bronze, 2020

TAL, a life insurance company, increased consideration for the brand in Australia by focusing on the living benefits of life insurance with its Scars campaign.

George Weston Foods: Unleash the Golden® Crumpet

Case Study • APG (AUS), Creative Strategy Awards, Finalist, 2020

George Weston Foods, a food company, increased the purchase frequency of its Golden Crumpets in Australia by launching a film of a crumpet that dreamed of having different toppings.

How the worst kind of germs helped Pine O Cleen reassert its leadership of the home-hygiene category

Case Study • APG (AUS), Creative Strategy Awards, Finalist, 2020

Pine O Clean (POC), a home-hygiene brand, regained leadership in its category in Australia by demonstrating that its products destroyed the worst germs of all: other people's.

What’s the right tone in hard times?

Article • Graham Page, WARC Exclusive, November, 2020

What 50,000 ads and 8 years of emotion research tells us about how to advertise in a recession.

The future of brand experience: Four scenarios to succeed in the “new normal”

Article • Elena Yepes, Juan Isaza and Jorge Becerra, WARC Exclusive, November 2020

Using the Foresight Planning methodology, this paper looks at four scenarios for brands to succeed going forward, based on how consumer behavior has changed for the long term because of the pandemic.

Lighthouse Centre for Wellbeing: Unspoken, uae

Case Study • Tahaab Rais, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

UAE-based community mental health and wellness clinic the Lighthouse Centre for Wellbeing devised a creative platform that encouraged people struggling with mental health issues to speak up.

HomeEquity Bank: #PauseToRemember

Case Study • Maxine Thomas, David Tremblay, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

Financial services provider HomeEquity Bank targeted online war gamers in a Remembrance Day activation to raise awareness of its partnership with the Royal Canadian Legion and increase brand affinity among seniors in Canada.

Lloyds Bank: The M Word

Case Study • Matt Delaney, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

Lloyds Bank ran a multi-faceted campaign on talking about money to strengthen its leadership position in the United Kingdom and create meaningful relationships with consumers.

NHS England: We are Nurses. We are the NHS.

Case Study • Fran Griffin, Sabina Usher, Jane Dorsett, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

The UK's NHS, the world's biggest free-to-residents healthcare system, used a multichannel campaign to inspire the next generation of nurses to apply to study.

Help for Heroes: #40,000Strong

Case Study • Rebecca Priest, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

Help for Heroes, the charity, used a powerful creative motif and installation to galvanise support for military veterans in the UK.

Tesco: Tesco during the COVID pandemic

Case Study • Katy Harkness, Francesca Blair, Tom Nash, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

Leading British supermarket Tesco ran an agile, multi-channel campaign that built trust and reacted to new shopping patterns during COVID-19 lockdown to drive sales and positive brand associations in the United Kingdom.

Almosafer: As far as we go

Case Study • Tahaab Rais, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

Travel platform Almosafer reversed declining market share through an emotive Ramadan film in Saudi Arabia.

Band-Aid: Job-Hunting in Sneakers

Case Study • Kaori Yatsu, Akie Suzuki, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

Plaster brand Band-Aid created a multiplatform campaign to appeal to younger consumers and, in the process, launched a new movement in the job-hunters' market in Japan.

Change the Ref: #NotAJoke

Case Study • Jimmy George, Courtney Calvert, Annabelle Butler, WARC Media Awards, Shortlisted, Effective Channel Integration, 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.

Donner Sang Compter (DSC): Blood Unity

Case Study • Tahaab Rais, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

Donner Sang Compter (DSC), an NGO promoting voluntary blood donation, hijacked an outdated tradition to increase awareness of the importance of donating blood in Lebanon.

wagamama: From Bowl to Soul

Case Study • Becky Geiringer, Jane Dorsett, Maria O'Conner, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

Restaurant chain wagamama put cinema at the heart of a UK multichannel campaign to encourage 'Urban Butterflies' to visit its restaurants more often.

Churchill: Breathing life into an old dog

Case Study • Oliver Scargill, Nuria McGlinchy, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

British insurance provider Churchill ran a multichannel rebranding campaign to reach a younger audience, increase spontaneous awareness and brand quality perceptions, and increase quotes/sales.

What we know about using emotion

Article • WARC Best Practice, September 2020

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 do I use creativity to drive effectiveness?

Article • WARC Evidence, March 2020

Details how marketers should be using creativity to drive effectiveness by looking at studies that prove the link between the two and advising on successful creative strategy.
What we know about storytelling strategies

Article • WARC Best Practice, February 2020

Provides guidance and reading on storytelling strategies, or the fashioning of events into a meaningful, relatable story for customers to identify with and remember.
Cannes Lions 2019: Insights from the Creative Effectiveness winners

Article • WARC Exclusive, July 2019

Highlighting trends among the campaigns entered into the 2019 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
Anatomy of effectiveness: A white paper by WARC

Article • WARC Exclusive, June 2019

Summarises current thinking about how to advertise effectively, given the current sense that advertising is not driving the growth it should be.
2018 IPA Effectiveness Awards: Insights from the winning campaigns

Article • WARC Exclusive, January 2019

Reveals the trends and lessons from the 2018 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.