Social media

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Facebook research: Diverse and inclusive representation in online advertising

Article • Facebook, Research on WARC, April, 2021

Looks at diverse and inclusive representation in online advertising.

Social commerce: Taking offline’s friendly shopping experience online

Article • Mukta Lad, Event Reports, Meltwater APAC Digital Summit, March 2021

Ogilvy’s Andreanna Leclerc discusses what social commerce entails and how brands can leverage it effectively with the three states of social commerce, five important dimensions and four behavioural design principles.

TikTok and UEFA enter the stadium: What it means for brands

Article • Anupam Gupta, WARC Exclusive, April, 2021

This article considers the opportunities to engage football fans on TikTok.

TikTok content creators: The new kings and queens of social

Article • Mukta Lad, Event Reports, Meltwater APAC Digital Summit, March 2021

Content creators on TikTok are disrupting the world of marketing and media, and attracting the attention of Gen Z and millennials.

Online video and social advertising to accelerate this year

Data • Rob Clapp, WARC Data Points, April 2021

An overview of global media investment in 2020 and 2021.

Retailers planning to spend more on Facebook and Twitter advertising in 2021

Data • Cinzia Petio, WARC Data Points, April 2021

An overview of social media planning for 2021 in the retail sector.

Strategic partnerships in the Philippines: How to forge stronger connections across the new consumer journey

Article • Maita Consulta, WARC Exclusive, Spotlight SEA, April 2021

Mediabrands Philippines’ Maita Consulta shares how to approach issues of brand awareness, engagement and transactions with customers on their radically mutating consumer journey in the Philippines.

Trend Snapshot: Clubhouse and the emergence of social audio

Article • Alex Brownsell, WARC Trends, March 2021

Looks at how app Clubhouse has become the poster-boy for social audio after launching in March 2020 and following the arrival of celebrity participants like Elon Musk and Mark Zuckerberg.

Why the death of third-party cookies should lead social media marketers to reprioritise creative

Opinion • Brittany Wickerson, March 2021

Through a combination of people-led planning, retooling measurement and creative innovation it's possible to be as effective – or more so – than before, writes Brittany Wickerson.

One in three adults is engaging more with social advertising

Data • Rob Clapp, WARC Data Points, March 2021

An overview of adults engaging with social media ads more since the coronavirus pandemic began across 17 markets.

Pantene: The Hairy Tale

Case Study • WARC Cases, 2018

Hair care brand Pantene made waves in Japan by using a baby to break the taboo of social standards.

How Warner Bros built digital relevance for Bugs Bunny and Looney Tunes

Article • Jo Bowman, Event Reports, ANA Influencer Marketing & Activation Conference, December 2020

Warner Bros., the entertainment company, built digital relevance for its iconic Looney Tunes animation property through a test-and-learn approach to engaging consumers.

Shoppable media as an omnichannel strategy

Article • WARC Webinars, March 2021

Isobar Commerce's Patrick Deloy and Nathan Petralia share insights from their contribution to the WARC Guide to Shoppable Media on the pros and cons of investing in paid shoppable media advertising.

Sports media and Netflix see success on TikTok

Data • Rob Clapp, WARC Data Points, March 2021

An overview of TikTok engagement across different account categories.

Clubhouse is a new place for brands to play, but it may not be the future of social audio

Article • Arianna Konstantin, Allie Wassum and Azul de Mendieta , WARC Exclusive, March, 2021

This article looks at what makes Clubhouse a disruptor, and brand use cases for it, as social audio becomes an increasingly popular outgrowth of social media.

Luxury in flux: Digital strategies marketers need to know

Article • Chris Donnelly, WARC Exclusive, March, 2021

Luxury is in a state of flux: political, social, and economic forces are moving the dial, blurring the lines between high culture and subculture.

ECI Media Management Inflation Report Q1 2021

Data • ECI, WARC Data, March 2021

A Q1 2021 update of ECI Media Management's Media Inflation Report explores the effect of the pandemic on media inflation in 2020, and provides forecasts on how it will recover globally, by region and in key markets in 2021.

A home for communities: How Twitter helped build connections in an era of disconnect

Opinion • Martyn U’ren, March 2021

During the pandemic, people around the world used Twitter as a platform to connect through their shared concerns and causes. Martyn U’ren outlines how new communities were formed, which brands can engage in new ways.

Most adults don't trust social advertising

Data • Rob Clapp, WARC Data Points, March 2021

An overview of trust in social media advertising across 17 markets.

In India, content is not confined to a single platform

Article • Mukta Lad, WARC Exclusive, March, 2021

Quality content is available across many formats and ABP Network’s chief revenue officer Mona Jain shows how media planning can and ought to be screen-agnostic.

Brand advertising on Facebook can drive cost-effective sales

Article • Stephen Whiteside, Research on WARC, March, 2021

Both brand advertising and direct-response advertising on Facebook, the social network, can drive sales, but the former strategy often does so in a more cost-effective way.

45% of influencer marketers use TikTok, ahead of Facebook

Data • Rob Clapp, WARC Data Points, March 2021

An overview of different social platforms used for influencer marketing campaigns.

Pizza Hut: Female gamers' new hero

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021

Pizza Hut, a restaurant chain, gave female esports gamers a new hero with its campaign in partnership with mobile game King of Glory in China.

Influencer marketing’s impact on shoppable media

Article • Kaho Yamada, WARC Exclusive, March 2021

Explains how brands can use influencer marketing as a sales channel.

Future gazing: Social commerce is the new e-commerce

Article • Maria Bain, WARC Exclusive, March 2021

Three key considerations for brands looking to sell products and services on social media platforms.

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.
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.
What we know about social media effectiveness

Article • WARC Best Practice, June 2020

Explores the current thought and writing on social media effectiveness so that marketers can identify the best channels to meet the brand’s objectives.
What's working in social

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in social.
What we know about e-commerce and social commerce

Article • WARC Best Practice, December 2020

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.