Effectiveness

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The science of effective media: How to improve ROI from media investment

Article • Claire Fenner and James Dixon, WARC Exclusive, September 2021

Atomic 212° founding partners Claire Fenner and James Dixon deep dive into the guiding principles and practices of media buying, with a focus on the importance of deploying a scientific process of hypothesis, test, learn, document and repeat.

POND’S Men: White boost #MukaCerahPantangNyerah

Case Study • YouTube Works for Brands, Indonesia, Best Creative Personalization, 2021

Pond’s men, a men’s skincare brand, increased sales in Indonesia by launching a humorous YouTube video that presented daily challenges thrown at men and the need for its cleanser to keep their faces bright.

Toyota: ToyoTimes

Case Study • YouTube Works for Brands, Japan, Media Orchestration, 2021

Toyota, a car manufacturer, transformed its brand image in Japan into that of a company that facilitates travel for all.

Puma: Propah lady

Case Study • YouTube Works for Brands, India, Best Long Form Storytelling, 2021

Puma, an athletic apparel brand, ran a social media campaign featuring unconventional female influencers to encourage women to own their individuality, and drive awareness and sales for its women's sneakers in India.

ChiroCare: Chiro fit campaign

Case Study • YouTube Works for Brands, Korea, Best little giant campaign, 2020

Chiro Care, a chiropractic brand, increased sales in Korea by leveraging YouTube to appeal to general users.

Han-Lin Publishing: One and only questionnaire in the world

Case Study • YouTube Works for Brands, Taiwan, Best Brand as Creator, 2021

Han-lin publishing, an education publisher, used YouTube TrueView In-Stream ads to show parents in Taiwan the benefits of letting their children participate in self-driven online learning.

Naver Webtoon: Meeting the best webtoon of my life

Case Study • YouTube Works for Brands, Korea, Best brand reinforcement campaign, 2020

Naver Webtoon, an online publishing platform, increased brand awareness and active users in Korea.

TNT: Free games for all

Case Study • YouTube Works for Brands, Philippines, Best multi-video storytelling, 2021

Talk 'N Text (TNT), a cellular service, appealed to mobile gamers in the Philippines with its campaign Free Games for All.

Nexon Korea: The kingdom of the winds

Case Study • YouTube Works for Brands, Korea, Best action-driven campaign, 2020

Nexon Korea, a gaming brand, promoted the mobile version of the game The Kingdom of the Winds in Korea.

KLIM: Good night milk powder – their late-night masterpieces

Case Study • YouTube Works for Brands, Taiwan, Media Innovation, 2021

KLIM, an adult milk powder brand, increased brand awareness and online sales in Taiwan by using long and short YouTube ads to position its product as the solution for insomnia.

Grab Food: Free your hunger

Case Study • YouTube Works for Brands, Thailand, Best Storytelling, 2021

GrabFood, a food delivery brand, created a more meaningful connection with its customers in Thailand by launching a social media teaser campaign and YouTube takeover ad.

RC Cola: Basta

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

RC Cola, a brand of soft drink, used a humorous campaign to appeal to Gen Z in the Philippines.

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.

Viva: Dear throw it away!

Case Study • YouTube Works for Brands, Taiwan, Best Breakthrough Advertiser, 2021

Viva, a disposable washcloth brand, increased brand awareness in Taiwan by launching drama-based YouTube videos and using in-stream ads to reach the right target audience.

Rexona Indonesia: Rexona unlimited moves

Case Study • YouTube Works for Brands, Indonesia, Force for Good, 2021

Rexona, a deodorant brand, connected with disabled consumers in Indonesia by launching a YouTube video starring able and disabled talent and launching modifications to its app to increase inclusivity.

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.

Kellogg's: Green onion flavored chex campaign

Case Study • YouTube Works for Brands, Korea, Best brand launch campaign, 2020

Kellogg's, a food manufacturing company, increased buzz and awareness in Korea around the release of its new product, Green Onion Flavoured Chex.

Motilal Oswal: Skin in the game

Case Study • YouTube Works for Brands, India, 6-Second Storytelling, 2021

Motilal Oswal, a financial company, launched 40-second videos and 6-second bumper ads on YouTube in India to remind its target audience about the important of good quality equity investments.

Nestlé: Bear Brand ImmD

Case Study • YouTube Works for Brands, Thailand, Best Collaboration: Brand and Creator, 2021

Nestlé, a food company, increased awareness and penetration of its Bear Brand ImmD in Thailand by launching a unique song and music video that detailed the product’s benefits.

Maeil Dairies: Selex (Great reversal drama)

Case Study • YouTube Works for Brands, Korea, Best brand launch campaign, 2020

Maeil Dairy, a dairy products brand, promoted its high-protein product Selex in Korea with a film reminiscent of TV drama.

GameOn.games: This world is in the bloom of youth

Case Study • YouTube Works for Brands, Japan, Performance for Action, 2021

GameOn, a gaming brand, increased awareness and popularity in Japan of its online role-playing game Lost Ark.

Cathay United Bank: Taiwan’s ATM god

Case Study • YouTube Works for Brands, Taiwan, Creative Innovation, 2021

Cathay United Bank, a banking brand, differentiated its brand in a crowded financial services market in Taiwan by launching a series of ATMs featuring local Taiwanese designs, which was promoted through YouTube ads.

Delicare ms: Groin Warrior M'ZOON

Case Study • YouTube Works for Brands, Japan, Small budget big results, 2021

Ikeda Mohando, a brand of anti-itch cream, promoted its Delicare Ms cream, a medication for itching in the groin area, in Japan.

Grab Indonesia: Siap antar Ramadan

Case Study • YouTube Works for Brands, Indonesia, Best Collaboration: Brand & YouTube Creators, 2021

Grab, a transport company, increased sales and favourability in Indonesia by launching a sing-along musical on YouTube during Ramadan when celebrations had been cancelled due to COVID-19 lockdowns.

Dutch Mill: Sponsor of mom-and-pop shops

Case Study • YouTube Works for Brands, Thailand, Best Full-Funnel Campaign, 2021

Dutch Mill, a dairy products brand, increased brand awareness and engagement in Thailand by launching a recruitment video on YouTube to encourage participation from mom-and-pop store owners.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The WARC Guide to Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
Rethinking brand for the rise of digital commerce

Article • WARC Exclusive, June 2021

This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.
The effectiveness code

Article • James Hurman with Peter Field, WARC Exclusive, June 2020

This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.
2020 Innovation Report: Insights from the WARC Awards

Article • WARC Exclusive, December 2020

Analyses the key themes and summarises the winning case studies from the 2020 Effective Innovation category in the WARC Awards, and examines the data.
The WARC Guide to new research in marketing

Article • WARC Best Practice, January 2021

A summary of new thinking and best practice on new research in marketing.