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Shorter travel trips to become more common in 2022

Data • Rob Clapp, WARC Data Points (Curated), January 2022

An overview of the average duration of holidays across seven countries.

Samsung: Beautifully smart

Case Study • MMA Smarties, APAC, Gold, 2021

Samsung, an electronics brand, launched a campaign in Singapore to drive awareness of Samsung Family Hub 5.0 and increase sales during the COVID-19 pandemic.

Google: Be kind to your mind

Case Study • MMA Smarties, APAC, Silver, 2021

Google, a technology company, launched the 'Be Kind To Your Mind' campaign in Southeast Asia to highlight the importance of mental health.

Lux: #Unstoppable China

Case Study • MMA Smarties, APAC, Bronze, 2021

Lux, a personal care brand, launched a campaign in China to fight sexism and connect with Gen Z.

Panasonic: Anti-virus mobility

Case Study • MMA Smarties, APAC, Silver, 2021

Panasonic, an electronics brand, launched a campaign in the Asia Pacific region to promote its new portable nanoe™X Generator air purifier in Indonesia.

Gamers more likely to trust influencer recommendations

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

An overview of consumer trust in influencer recommendations across 17 markets.

YouGov Advertiser of the Month – Singapore: Singapore Airlines

Opinion • BrandIndex, December 2021

Singapore Airlines registered the biggest increase in Advertising Awareness for November 2021, thanks to its latest campaign.

SimplyGood: Simply spreading sustainable living from home to world

Article • Mukta Lad, WARC Exclusive, November 2021

SimplyGood is a startup offering eco-friendly household cleaning products and its founder and CEO, Jeremy Lee, tells WARC how he aims to do good by reducing single-use plastic and carbon pollution – starting from the home.

WWF: Your Plastic Diet

Rankings • WARC Creative 100, 2021

Global conservation organisation WWF used the image of a credit card in its global campaign to represent the problem of plastic pollution.

One-third of consumers prefer to shop for groceries online

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

An overview of consumer preference for buying groceries online or in-store.

Ikea: Style for all

Case Study • AME Awards, Finalist, 2021

IKEA, a furniture brand, launched a campaign in Singapore to drive brand love, drive sales and create social buzz and PR coverage around the EFTERTRADA collection, increase foot traffic to IKEA stores, and improve average basket size and value for EFTERTRADA.

Social commerce 2021

Article • essence , Research on WARC, November 2021

A new report by Essence defines conversational commerce as the usage of apps such as WeChat and Facebook Messenger to communicate with customers in a “personal and direct environment”.

43% of adults follow influencers, with food creators most popular

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

An overview of adults following influencers on social media across 17 markets and by influencer type.

Instagram is most popular for influencer marketing in Asia

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

An overview of influencer marketing trends in Asia.

Roots: Bringing Singaporeans back to their Roots

Case Study • Prema Alexander, WARC Awards for Asian Strategy, 2021

Singapore's National Heritage Board ran a multi-channel campaign to grow visits and engagement for its redesigned website and boost interest in heritage.

FairPrice: Make a fresh start

Case Study • James Honda-Pinder, Oh Chin Ying, WARC Awards for Asian Strategy, 2021

Supermarket brand FairPrice used online video and mobile interstitial ads to deepen its emotional connection to customers during Singapore's Covid Circuit Breaker lockdown.

IKEA Eftertrada: Style for all

Case Study • Belynda Sim, Elissa Wong, WARC Awards for Asian Strategy, 2021

Furniture retailer IKEA used an Instagram campaign featuring elderly real-life models to launch its EFTERTRÄDA streetwear line successfully in Singapore.

Yeos: #YeosMoment

Case Study • Hon Wui Teo, Jeff Ng, WARC Awards for Asian Strategy, 2021

Drinks brand Yeo's grew its presence in the digital space in Singapore with a campaign that hijacked online conversations to leverage the brand's National Day association.

Grab: GrabFood – Hawker Centre Reimagined

Case Study • Audrey Lean, Gillian Ang, WARC Awards for Asian Strategy, 2021

Food delivery app, GrabFood, replicated the real-life hawker stall buying experience to drive brand preference during COVID-19 in Singapore.

Income: The last sandwich generation

Case Study • Amanda Lim, WARC Awards for Asian Strategy, 2021

Income, a local insurance brand in Singapore, created a long-form film to boost engagement and encourage the country's so-called sandwich generation to plan for their retirement.

Yeos: CNY Goodness Campaign 2021

Case Study • Hon Wui Teo, Jeff Ng, WARC Awards for Asian Strategy, 2021

Drinks brand Yeo's built affinity and brand preference for its Chinese New Year range among Gen Z in Singapore with a strategy that encompassed social media, TV, and outdoor.

LumiHealth: Levelling up National Health

Case Study • Valerie Lim, Prema Alexander, WARC Awards for Asian Strategy, 2021

Health Promotion Board, the government organisation, adopted the strategic platform The Power of Small to show people in Singapore how small everyday actions could build a healthier life.

Friso: Good poop matters, baby!

Case Study • Danny Tan, Anu Ramasamy, WARC Awards for Asian Strategy, 2021

Formula milk brand Friso grew share of voice in Singapore with an earned media campaign based on 'poop' that educated parents about gut health.

Standard Chartered: The fable of egg fried rice

Case Study • Michele Bouquet, WARC Awards for Asian Strategy, 2021

Banking brand Standard Chartered increased engagement and consideration in Singapore using a TV, digital and social media campaign that focused on global trade.

adidas: Road to recreate

Case Study • SABRE Awards, APAC, Diamond, 2021

adidas, a sportswear brand, transformed consumer sentiment regarding the brand in Singapore with a data-driven, integrated PR programme.

Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
How to market to Vietnamese consumers

Article • Katrin Roscher, WARC Best Practice, November 2018

Outlines the eight key points to remember when marketing to Vietnam’s youthful and highly connected population of 96 million.
How to market to rural consumers in India

Article • Kunal Sinha , WARC Best Practice, September 2017

This article explains key steps marketers need to take to market effectively to rural consumers in India – a population of 840 million that is expected to grow.
2021 Asian Strategy Report: Insights from the WARC Awards for Asian Strategy

Article • WARC Exclusive, October 2021

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Awards for Asian Strategy 2021.
Marketer's Toolkit: APAC Regional Trends Report 2022

Article • WARC Exclusive, January 2022

Part of the Marketer’s Toolkit 2022, this Regional Trends Report looks at the upcoming trends in the APAC market.
2020 Asian Strategy Report: Insights from the WARC Prize for Asian Strategy

Article • WARC Exclusive, October 2020

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2020.