Effectiveness

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Dancing with duality: Achieving brand growth in a mindful and mindless world

Article • Jean-Francois Damais; Gillian Drewett; Hazel Freeman; Chris Murphy; Steven Naert; and Adam Sheridan, Research on WARC, November, 2020

Our world presents more choices than ever before; this offers people the benefit of access to almost anything and presents consumers with all manner of choice.

B2B marketers need to enhance brand building

News • 25 November 2020

Business-to-business (B2B) marketers need to heighten their focus on building brands instead of relying on short-term activation, according to a study by The B2B Institute, a think tank supported by LinkedIn, the business-orientated social network.

How winning brands grow, and why stagnant brands don’t – a 2020 update

Article • Sam Peña-Taylor, Event Reports, Festival of Marketing, October 2020

This article discusses the updated 2020 results from DVJ Insights’ growth study exploring why winners grow more than the average and why losers grow less.

Vim: The power of 100 lemons

Case Study • Rituparna Dasgupta, Ashutosh Paretkar, Rajani Ranjan, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Dishwash bar and liquid brand Vim raised awareness of its products through a mobile-based campaign that aimed to effect behaviour change in rural India.

Clear Men: AI31 – Hijacking Live Games

Case Study • Thanh Vo, Ha Tran, Soumya Ranjan Panda, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Clear Men, the shampoo brand, used predictive AI technology to engage tuned-out young men in Vietnam.

Direct Line: Lifetime Value

Case Study • Oliver Scargill, Claudia Ziegenbein, WARC Media Awards, Shortlisted, Best Use of Data, 2020

British insurer Direct Line integrated customer lifetime value calculations into its pay-per-click bidding strategy to reduce advertising costs and increase sales volume and value in the UK.

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.

Emirates NBD: Every Step Counts

Case Study • Tahaab Rais, Tala Arakji, Anna Sadykova, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Emirates NBD, a leading UAE bank, launched a reward-based initiative to help people improve both their financial and their physical health.

PUMB: Data is the best deposit

Case Study • Iryna Kishchenko, Lesya Mandryk, Natalia Bulbuk, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Ukraine-based international commercial bank PUMB adopted a data-focused approach to dramatically improve the performance of its communication mix, attract new customers and boost its position in B2C investment rankings.

O2: Data-driven search delivers for iPhone 11 launch

Case Study • Emily Rose Cole, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Telco O2 channelled the power of data to drive sales growth and efficiency gains for Apple's new flagship device in the UK.

Sport Chek: Leveraging the Love… and the Hate

Case Study • WARC Media Awards, Shortlisted, Best Use of Data, 2020

Sport Chek, one of Canada's leading sports retailers, took understanding consumer behaviour to a new level to create sales opportunities and break through in an extremely competitive market.

Specsavers: COVID Booking Engine

Case Study • Emily Gan, WARC Media Awards, Shortlisted, Best Use of Data, 2020

British optician and audiologist Specsavers took a data-driven approach to improve customer experience and deliver demonstrable and sustainable value back to the business in the UK.

KFC: KFC Rainy Day Delivery

Case Study • Nicholas Short, Zoe Ren, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Fast-food brand KFC partnered with a weather app and a pop star to create a dynamic campaign to position itself as the go-to fast-food delivery on rainy days to increase its delivery business market share in China.

Singapore Airlines: Strategy taking flight

Case Study • Sheena Supaya, Ronnie Thomas, Cassie Ng, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Singapore Airlines, the airline, delivered an increase in revenue with its transformative use of data in a 32-country campaign.

Entur: Data-driven media strategy for increased use of public transport

Case Study • Inge Hofstad Kjeilen, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Governmental organisation Entur drew on a combination of data insights to increase use of public transport, and make travel in Norway easier and more environmentally friendly.

OMO: The 100 Stains Challenge

Case Study • Tahaab Rais, Anna Sadykoova, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Laundry detergent brand OMO harnessed the power of data-driven targeting to deliver its stain removal message to mums, increase consideration and boost usage in the Middle East.

Royal Dutch Shell plc: Intent-To-Purchase

Case Study • James Barnett, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Multinational oil and gas company Shell used advanced data science to actively predict when car drivers would be in the oil-change market to boost sales of its Helix and Pennzoil brands in China and the US.

Energy Efficiency and Conservation Authority: Gen Less

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

Energy Efficiency and Conservation Authority (EECA), a government agency, encouraged people to produce fewer carbon emissions by creating a generation defined by the decision to embrace life with fewer emissions.

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'.

Alcohol. Think Again: I Need You To Say No

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

Alcohol. Think again, a public education programme, relaunched its campaign Parents, Young People and Alcohol to encourage more parents in Western Australia not to supply alcohol to their children under the age of 18.

NZ Transport Agency: The Unsaid

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

The New Zealand Transport Agency, an entity promoting safe and functional transport by land, encouraged New Zealanders to condemn drug-driving with its emotion-driven campaign The Unsaid.

New Zealand Human Rights Commission: Give Nothing to Racism

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

New Zealand Human Rights Commission (HRC), a human rights institution, highlighted the racism in the country by launching an online platform asking people to stop dismissing casual racism.

NZ Transport Agency: Rat's Tale

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

NZ Transport Agency, a state agency, showed young men in New Zealand what they could be missing out on if they drink drive by creating a video ad that made them realise the impact an injury could have on their lives.

Insurance Australia Group: NRMA Safety Hub

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

NRMA Insurance, an insurance company, turned the insurance model on its head in Australia by paying people to avoid disasters instead of paying people after they had one.

Tourism Australia: Working Holiday Maker

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

Tourism Australia, the Australian tourist board, positioned gap years in Australia as an opportunity for young people to stand out from their peers with its campaign Australia Inc.

The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
The Future of Strategy 2020

Article • WARC Exclusive, July 2020

Analysing the results of a global WARC survey of senior strategists, the Future of Strategy report provides both quantitative and qualitative data with a focus on the disruption of COVID-19.
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.
Learn from the best: Lessons from the world's most awarded brands

Article • WARC Exclusive, April 2020

Provides lessons learned by the best-performing brands in the WARC Rankings 2020 and the strategies they used to achieve success in 2019 awards shows.
Marketer's Toolkit 2020

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.
Strategy Toolkit: How marketing works

Article • Strategy Toolkit, Strategy Toolkit

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.