Social media

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Snapchat sees v-shaped recovery with ad revenue rising 52%

Data • Rob Clapp, WARC Data Points, October 2020

An overview of Snapchat's latest advertising revenue and daily active users in Q3 2020.

CMO Conversations: Trevor Johnson, Head of Marketing - Global Business Solutions, Europe, TikTok

Opinion • Alex Brownsell, October 2020

2020 will go down as the year in which TikTok tipped into the media mainstream. Trevor Johnson, the social video app’s Head of Marketing, Global Business Solutions, Europe, tells WARC’s Alex Brownsell how brands should go about engaging – and selling to – its growing number of users.

#prettypackaging and #DIY are most popular TikTok packaging hashtags

Data • Rob Clapp, WARC Data Points, October 2020

An overview of the hashtag performance on TikTok packaging and unboxing videos.

Healing social anonymity

Opinion • Alistair Reid, October 2020

A top-ten Premier League football club was able to significantly boost social media marketing performance with a series of well-calibrated tweaks. Alistair Reid explains.

Facebook CPM reaches 2020 high of $5.31

Data • Rob Clapp, WARC Data Points, October 2020

An overview of Facebook advertising costs in 2019 and 2020.

Five steps to social media success

Article • Hannah Walley, Leonie Gates-Sumner and Anna Salter, WARC Exclusive, October 2020

Examines how brands can derive value from social media campaigns and what it means to balance the trust equation and create effective communications and marketing plans.

Stories account for one-third of Instagram advertising

Data • Rob Clapp, WARC Data Points, October 2020

An overview of Instagram advertising and the objective of Story campaigns.

The two sides of social media during COVID-19

News • 12 October 2020

Young people in Asia Pacific say social media has been both a curse and a blessing during the time of COVID-19.

From running shops to serving customers: The Tesco turnaround story

Case Study • IPA (UK), Grand Prix, IPA Effectiveness Awards, 2020

Tesco, a supermarket chain, gained back consumer trust in the UK from 2015 to 2019 with a turnaround strategy that put helpfulness at the heart of its messaging.

How Heinz [Seriously] Good Mayonnaise overcame the 'difficult second stage of launch' syndrome

Case Study • IPA (UK), Silver, IPA Effectiveness Awards, 2020

Heinz, an American food company, overcame 'the difficult second stage of launch' syndrome with a campaign in the UK that used TV spots and OOH ads to challenge its competitor Hellmann's and show its new premium brand of mayonnaise.

How Aldi re-energised an existing advertising concept to re-ignite growth

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Aldi, the low-cost supermarket in the UK and Ireland, grew revenue by addressing the problems of a perceived lack of range and the social stigma attached with shopping at Aldi.

Social commerce in Southeast Asia sees triple-digit growth

Data • Rob Clapp, WARC Data Points, October 2020

An overview of social commerce's growth and popularity in Southeast Asia (the Philippines, Singapore, Thailand and Vietnam) during the first half of 2020.

The United Nations: The People's Seat

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

The United Nations (UN) launched The People's Seat campaign to shift perceptions of the UN, deliver broad awareness of climate change and inspire direct action from the global population.

Hollyoaks: How to dispel the myth that young people don't watch TV any more

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Hollyoaks, a British TV series produced by Channel 4, sparked discussion with storylines that connected to bigger social issues through an always-on advertising model that targeted young UK consumers.

PPI Deadline: Billions to millions

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

The Financial Conduct Authority (FCA), a financial regulatory body, reversed the decline in payment protection insurance (PPI) complaints in the UK with its Make a Decision campaign.

The return of the Captain: How reinventing an icon grew Birds Eye Fish Fingers

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Birds Eye, a frozen food brand, returned to growth in the UK by reimagining its iconic Captain figure for today’s consumers to increase brand relevance and salience.

KFC: Michelin Impossible – How an Aussie underdog took on the food establishment

Case Study • IPA (UK), Bronze and Best Small Budget, IPA Effectiveness Awards, 2020

Fast food brand Kentucky Fried Chicken (KFC) transformed public perceptions of its food quality and drove an incremental $91m growth in revenue in Australia with its campaign Michelin Impossible.

How uniting with a common purpose helped L’Oréal Paris UK and The Prince’s Trust unlock the value of young people’s self-worth

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

L'Oréal Paris UK, a beauty brand, and The Prince's Trust, a non-profit organisation, launched a partnership to transform the lives of almost 10,000 disadvantaged young people in the UK.

WaterAid: A partnership that has saved five million children’s lives and built a new model for fundraising

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

WaterAid, a non-governmental organisation, saved five million children’s lives and developed a new model for fundraising over its 16-year campaign in the UK.

Help for Heroes: It took a small army to wake Britain up to the plight of injured veterans

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Help for Heroes, a British charity, increased fundraising and support for medically discharged veterans in the UK by launching a travelling installation that became available when people donated.

Facebook’s Smallwood addresses privacy problems in cross-platform metrics

Article • Geoffrey Precourt, Event Reports, Association of National Advertisers Media & Measurement Conference, September 2020

Facebook, the social network, will be a critical player in the development of any cross-platform measurement system and is working towards this goal.

The give and take with walled gardens

Opinion • Elliott Clayton, October 2020

You give, they take is the glib response. Elliott Clayton supplies a more nuanced view, but is clear on the need for a more equitable value exchange.

Social commerce sees growth spurt in Southeast Asia

News • 07 October 2020

Growing digital usage, greater adoption of social shopping technologies and a global pandemic has accelerated social commerce in Southeast Asia, according to a new study by AI-based tech solutions provider iKala.

How planning is playing catch-up to the growth of mega-sales in APAC

Article • Research on WARC, October 2020

eRetail in South East Asia is accelerating the way brands invest in commerce, with 10% compounding growth through to 2020.

ECI Media Management Inflation Report Update October 2020

Data • ECI, WARC Data, October 2020

An October 2020 update of ECI Media Management's Media Inflation Report, providing the latest global, regional and local inflation estimates for 2020 across key media.

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 impact of COVID-19 on media strategy

Article • MediaSense, WARC Exclusive, March 2020

An exploration of how the global coronavirus outbreak might impact ad spend across paid media channels.
Carat's ten trends for 2020: The year of all-conquering ecosystems

Article • Dan Calladine, WARC Exclusive, January 2020

Ten consumer, media and technology trends – and their implications for brands – for 2020, the year in which the marketplace is set to converge around the global tech-giant ecosystems.
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.
Effective Social Strategy Report: Lessons from the 2019 WARC Awards

Article • WARC Exclusive, October 2019

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2019 WARC Awards.
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.