Effectiveness

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A new model of brand dominance: How to win by ignoring the marketing funnel

Article • David Gutting, WARC Exclusive, January 2022

Details a more holistic approach – the Whole Brand Index (WBI) – to the customer experience by measuring a brand’s combined unified power, market actions and purpose in place of traditional marketing funnel metrics.

American Express – Small Business Saturday

Case Study • WARC Cases, January 2022

This case study looks at how American Express found success with its Small Business Saturday campaign in the US and how it grew into a social movement for local community businesses and gained the support of a US President.

Virgin Media: Twitter Street

Case Study • DMA (UK), Gold, 2021

Virgin Media, a telco brand, used Twitter to increase donations to vendors of the street newspaper Big Issue.

GambleAware: Bet Regret – Tap Out

Case Study • DMA (UK), Gold, 2021

GambleAware, a charity working to minimise gambling-related harm, encouraged bettors in the UK to take time out and think about their bet before placing it.

Oreo: The Playful Network

Case Study • DMA (UK), Gold, 2021

Oreo UK, a biscuit brand owned by Mondelez International, used humour to connect with people in the UK during the COVID-19 pandemic by launching The Playful Network.

The Open University: Your ambition. Our mission.

Case Study • DMA (UK), Silver, 2021

The Open University (OU), a university, launched a campaign in the UK to dispel myths and recruit students.

Cadbury: Worldwide Hide

Case Study • DMA (UK), Silver, 2021

Cadbury, a chocolate brand, invited people in the UK to hide virtual Easter eggs for each other to find.

Exel Composites: For forward thinkers, by forward thinkers

Case Study • DMA (UK), Silver, 2021

Exel Composites, a fibreglass composite brand, used videos and 3D animation to educate consumers about its products.

Virgin Media: Breaking the Great British Smile Drought

Case Study • DMA (UK), Gold, 2021

Virgin Media, a telco brand, gave the UK a reason to smile over the Christmas of 2020 with a campaign based on the tradition of pantomime.

Lynx: LynXmas, Smell Ready for Christmas

Case Study • DMA (UK), Gold, 2021

Lynx, a deodorant owned by Unilever, increased sales and value share of Lynx Africa in the UK.

Relate: Let's Talk The Joys of Later Life Sex

Case Study • DMA (UK), Gold, 2021

Relate, a relationship charity, encouraged older people in the UK to talk openly about sex and intimacy.

Jaguar Land Rover: Land Rover Defender – 'Just Add Water. And Mud. And Ruts. And Rocks…'

Case Study • DMA (UK), Gold, 2021

Land Rover, an automobile brand, encouraged consumers to attend a Land Rover experience day in the UK.

Jaguar Land Rover: New Jaguar F-TYPE - 'Exhilaration at Every Turn'

Case Study • DMA (UK), Silver, 2021

Jaguar Land Rover, an automobile brand, promoted its F-TYPE model in the UK with a digitised poster and event day.

NHS: We Are The NHS – Then, Now, Always

Case Study • DMA (UK), Gold, 2021

NHS England, the country's national health service, drove recruitment during the COVID-19 pandemic with its We Are The NHS campaign.

Samsung: Don't Just Watch

Case Study • DMA (UK), Bronze, 2021

Samsung, an electronics brand, launched a segmented campaign that used wellbeing ambitions to encouraged UK consumers to buy the Galaxy Watch3 and use it to make healthy lifestyle changes.

Toolstation: My Toolstation

Case Study • DMA (UK), Gold, 2021

Toolstation, a tools and building materials brand, encouraged consumers in the UK to purchases from its website instead of via its catalogue.

Diageo: Message in a Bottle

Case Study • DMA (UK), Silver, 2021

Diageo, an alcoholic drinks brand, increased sales during the COVID-19 pandemic by introducing personalised audio messages to online purchases.

Hilton: Unlocked – Driving Engagement, keeping Hilton top of mind & keeping our member relationships active.

Case Study • DMA (UK), Silver, 2021

Hilton, a hotel chain, increased bookings in the UK by launching a members-only email programme featuring exclusive content.

The Kiyan Prince Foundation: Long Live The Prince

Case Study • DMA (UK), Gold, 2021

The Kiyan Prince Foundation (KPF), an organisation that tackles knife crime, raised funds and spread its message in the UK.

Nubian Jak Community Trust: Black Plaque Project

Case Study • DMA (UK), Silver, 2021

Nubian Jak Community Trust, a commemorative plaque and sculpture scheme focused on memorialising the historic contributions of Black and minority ethnic people in Britain, unveiled 30 temporary plaques dedicated to Black Britons in the UK.

Mazda: Optimising online conversion for Mazda UK

Case Study • DMA (UK), Bronze, 2021

Mazda, an automotive brand, increased online engagement during COVID-19 lockdowns in the UK by launching a data-driven campaign that improved content and optimised CTAs.

IKEA: The Sustainable Everyday

Case Study • DMA (UK), Silver, 2021

IKEA, a furniture brand, nudged consumers in the UK to behave more sustainably.

HSBC: The Homeless Bank Account

Case Study • DMA (UK), Silver, 2021

HSBC, a banking brand, helped homeless people in the UK open bank accounts by getting its branches to allow them to open an account using a participating charity's address as their proof of identity.

RSPCA: R - Really, S - Successful, P - Print, C - Christmas, A - Appeal

Case Study • DMA (UK), Silver, 2021

RSPCA, an animal welfare charity, increased donations in the UK by launching a campaign that featured tailored creative based on donor data.

DHSC / NHS Test and Trace: NHS Covid-19 App Launch – Saving lives with an app

Case Study • DMA (UK), Silver, 2021

The Department of Health and Social Care, NHS Test and Trace and HM Government, three bodies committed to reducing COVID-19 infections, launched a campaign in the UK to encourage people to download the NHS Track and Trace app.

The Marketer’s Toolkit 2022: Global Trends Report

Article • WARC Exclusive, November 2021

The Global Trends Report, part of the Marketer’s Toolkit 2022, identifies five trends that will disrupt existing global marketing practices.
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 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.
Strategy Toolkit module 1: How marketing works

Article • 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.
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 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.