Advertising best practice, evidence and insights

IAMS NOSEiD: How planning can broaden its role to find new relevance

Case Study • APG (UK), Silver, 2021

IAMS, a pet food brand, launched an app in the US as an essential tool to help reunite lost dogs, and for dog owners to protect their dogs and understand them better.

BeatCovidNE: Killing Covid with Kindness

Case Study • APG (UK), Entrant, 2021

BeatCovidNE, an advice and guidance organisation, launched a campaign in the Northeast region of the UK to win the public's trust and inspire them to change their behaviours by recognising their efforts during COVID-19.

Obie: A problem too big to ignore, an opportunity too big to resist

Case Study • APG (UK), Entrant, 2021

Obie, a reproductive health brand, launched a new holistic reproductive health platform in the US, rooted in science and personalised in real time, to help women and their partners proactively affect their fertility.

Direct mail campaigns more likely to successfully use personalisation

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of the creative strategies used in UK campaigns.

Digital readiness and personalisation: How to reach India’s festive shopper

Article • Sangeeta Tanwar, Event Reports, Building Resilient Brands: India Festive Season 2021, September2021

To win Indian consumers this festive season, panelists at InMobi’s Building Resilient Brands: India Festive Season 2021 Summit note the importance of digital readiness in a post-pandemic world.

The rural marketing playbook: Data-backed insights from the real world

Article • Ed Pank, Kunal Sinha and Biprorshee Das, WARC Webinars, October 2021

Provides insights exposing the grassroots realities of the rural economy in India and data that identifies growth opportunities.

Driving effectiveness with direct mail: Making a physical impact in a digital world

Article • WARC Exclusive, October 2021

This report, developed in association with Royal Mail Marketreach, is an analysis of successful UK case studies that use direct mail, both as lead media and in the media mix.

How to develop an account-based marketing strategy: An updated guide

Article • WARC Best Practice, September 2021

This article is a best-practice guide to developing an account-based marketing (ABM) strategy, which focuses business-to-business (B2B) marketing on the accounts with the greatest potential for growth over the medium to long term.

Mondelez: Not just a Cadbury ad

Case Study • YouTube Works for Brands, India, Grand Prix, 2021

Cadbury's Celebrations, a chocolate brand, used a localised campaign to help small businesses in India recover from the Covid-19 pandemic.

Bank OCBC NISP: Save 20 by nyala

Case Study • YouTube Works for Brands, Indonesia, Best Media Orchestration, 2021

Bank OCBC NISP, a financial services company, increased awareness among younger consumers in Indonesia by encouraging them to start saving regularly through social challenges and YouTube video ads.

Behind the winning idea: Lexus – Small business drive

Article • Fergus O'Carroll, Jerome Ooi and Terence Ling, WARC Exclusive, September 2021

In this episode of Behind the Winning Idea, we explore the strategy, execution and outcome of Lexus: Small business drive, awarded a Silver in Customer Experience and the Personalisation & Insight Award in the 2021 WARC Awards for Effectiveness.

Campbell’s: Dinner Insurance

Case Study • Jay Chiat Awards, Honourable Mention, Regional Strategy, 2021

Campbell's, a processed food and snack brand, alleviated the pressure on Thanksgiving hosts in the US with its Dinner Insurance campaign.

Cadbury Celebrations: Not just a Cadbury ad

Case Study • Ganapathy Balagopalan, Prasidh Dalvi, Bhakti Malik, WARC Awards for Asian Strategy, Shortlisted, 2021

Confectionery brand Cadbury Celebrations grew engagement and sales among millennial families in India during Diwali, with an interactive YouTube video and microsite that encouraged them to shop at small local stores.

MELĒ: A scientific breakthrough – the science of melanin-rich skin

Case Study • Jay Chiat Awards, Gold, National Strategy, 2021

Unilever, a consumer goods company, created a new brand, MELĒ, to provide darker skinned people in the US with skincare products designed for their skin colour.

The future of SEO in fashion and beauty

Article • Tasha Amponsah-Antwi, WARC Best Practice, September 2021

E-commerce is causing fashion and beauty brands to adapt their SEO strategies.

Plugging into the digital audio opportunity? Here are five things to know

Opinion • Elizabeth Lane, September 2021

Advertisers should tap into personalisation, context and powerful storytelling to succeed in digital audio media, writes IAB UK’s Elizabeth Lane.

Heinz: Heinz to home. How Heinz adapted the "next normal"

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

Heinz, a food processing company, created a completely new route to market with its online hub Heinz to Home in the UK.

Varo: Democratized dollars

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

Varo, a financial services company, launched a campaign in the US after becoming America's first digital bank, targeting low-income earners who had been left behind by traditional banks.

Me Too: Act too

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

In Canada, the 'Me Too' movement launched the 'Act Too' campaign, aiming to end sexual violence with activism.

Call of Duty: #WarzoneReport

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

Activision, a video game publisher, teamed up with Twitter in the US to launch the #WarzoneReport, a custom, visual report of a player's stats for Call of Duty:Warzone.

Five fundamentals for creating successful augmented reality campaigns

Article • Keith Soljacich, WARC Exclusive, August 2021

Looks at augmented reality – which combines the virtual with the real world – and how it can best be used on behalf of brands.

Central Office For Public Interest (COPI): Addresspollution.org

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

The Central Office for Public Interest (COPI), a people-powered research and advertising organisation, raised awareness of air pollution in London, UK.

Jacques Chirac School Group: Streamlining school admissions

Case Study • Safaa Lharti, El Mehdi Ben Lakdame, Mouna El Azim, Tawfik El Mernissi, WARC Prize for MENA Strategy, Entrant, 2021

Groupe Scolaire Jacques Chirac, the school, reimagined its admissions process to help parents and create preference in Morocco.

INWI: Win by INWI

Case Study • Oussama Amraoui, Oussama Nakab, Zine Ellabidine El Uharani, Anass Drissi, WARC Prize for MENA Strategy, Entrant, 2021

Telecommunications company, inwi, revolutionised the telco landscape in Morocco with the first totally digital telecom plan.

Ab Inbev/Guarana Antarctica: She Can

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

Guaraná Antarctica, a soft drink brand, sponsored the Brazilian Women's Football Championship and raised money for women's football academies in Brazil.