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TikTok leads the social pack as user activity doubles

Data • Rob Clapp, WARC Data Points, January 2021

An overview of the growth in consumption per user of major social apps in 2020.

Mastercard: An Invitation to Approach

Case Study • SABRE Awards, LATAM, Practice Area, Gold, 2020

Mastercard, a financial services company, utilised its partnership with CONMEBOL America's Cup Brazil to distribute match tickets to opinion leaders and launch exclusive interviews to increase awareness of its contactless payments in stadiums.

Pan American Energy: Scientific Vocations

Case Study • SABRE Awards, LATAM, Industry Sector, Gold, 2020

Pan American Energy, a multi-source energy company, launched a program to encourage young people to take up scientific vocations in Argentina through specially-created activities and content.

Mundo Sano: Not a Single Baby with Chagas

Case Study • SABRE Awards, LATAM, Industry Sector, Gold, 2020

Mundo Sano, a scientific, nongovernmental foundation, launched a commitment for 2030 that invited professionals to promote its message to help eradicate Chagas disease in Argentina.

Havanna Reinvention: How to keep brands relevant in a volatile global context

Research Paper • Alan Aurich, Alejandro Alcedo, Fernando Moiguer, Magdalena Iocco, Lorena Cura, ESOMAR Conference papers, Latin America, 2020

Havanna, a food company, stepped out of its comfort zone to re-think its business model and value proposition while facing new consumer trends and a transformation in the competitive scenario in Argentina.

Shopping apps see growth in Latin America but conversion rate declines

Data • Rob Clapp, WARC Data Points, October 2020

An overview of shopping app performance in Argentina, Brazil, Colombia and Mexico since July 2019.

Ad fraud ranging between 1–2% across regions

Data • Rob Clapp, WARC Data Points, September 2020

An overview of advertising fraud by country and industry.

Facebook video grows 49% in Latin America but brands struggle to attract viewers

Data • Rob Clapp, WARC Data Points, July 2020

An overview of social video views by country, content creator and genre across Latin America during COVID-19.

Consumers in China most interested in 5G, Europe the least

Data • Rob Clapp, WARC Data Points, July 2020

An overview of consumers' planned adoption of 5G across major markets and regions.

YouTube is removing less inappropriate content

Data • Rob Clapp, WARC Data Points, July 2020

An overview of YouTube videos and channels removed for violating community guidelines.

Argentina, Media consumption overview, 2012-2019

Data • Cinzia Petio, WARC Data, June 2020

This report provides an overview of media consumption trends in Argentina between 2012-2019.

E-sports struggling to attract new fans during COVID-19

Data • Rob Clapp, WARC Data Points, April 2020

An overview of consumers watching e-sports and online gaming across 25 markets during the novel coronavirus (COVID-19) outbreak.

Axe: Boca vs. River, the Match of the Century

Case Study • Tatiana Moizo, Carolina Sarlo, Patricio Shilton, Vanesa García, Ornella Carricarte, WARC Awards, Entrant, Effective Social Strategy, 2020

Male personal care brand Axe turned to sponsorship to increase awareness and growth in Argentina.

Most brand communications are not appreciated by consumers

Data • Rob Clapp, WARC Data Points, April 2020

An overview of brand communications and consumer appreciation for these updates across 23 markets.

Rexona: Grab Life by the Hands

Case Study • Patricio Shilton, Alejandro Gleser, WARC Awards, Entrant, Effective Content Strategy, 2020

Number-one deodorant in Argentina, Rexona created a precision marketing campaign to launch its new hand soap, grow market share and generate awareness.

Space: Monzón – Idol. Champion. Murderer.

Case Study • Giselle Insaurralde, Gustavo Cosentino, WARC Awards, Entrant, Effective Content Strategy, 2020

TV channel Space adopted a strong segmentation strategy in Argentina to target distinct groups of viewers, and capture a new and more diverse audience.

Dove: #ProjectShowUs

Case Study • Lucia Yanes, Patricio Shilton, Moizo Tatiana, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Dove the beauty brand created an online image library to break beauty stereotypes in Argentina.

Neutrogena: A moisturizer for those who never stop

Case Study • Agustina Saggese, Alita Pereyra, WARC Awards, Shortlisted, Effective Content Strategy, 2020

Skincare brand Neutrogena used an innovative programmatic campaign to drive awareness and trial of its new Hydro Boost product in Argentina.

Influencers perform best in Asia, worst in Germany and France

Data • Rob Clapp, WARC Data Points, April 2020

An overview of consumer sentiment towards influencers and whether they give a more positive impression of brands across 23 markets.

YPF: The promotion of a change