Social media

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WeChat racks up $250 billion in transactions in 2020

News • 21 January 2021

Products worth almost $250 billion were sold last year through WeChat, the Chinese messaging app, more than double the year before.

World Animal Protection: Don't be fooled by a smile

Case Study • DMA (UK), Gold, 2020

World Animal Protection (WPA), an animal welfare organisation, set out to pressure travel industry giants to stop promoting dolphin entertainment with its campaign Don't Be Fooled by a Smile.

Tommee Tippee: Nipplevision

Case Study • DMA (UK), Gold, 2020

Tommee Tippee, a feeding bottle and childcare brand, launched its campaign Nipplevision: a baby bottle campaign that showed parents what they could do rather than telling them what they should do.

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.

Everything you need to know about shoppable video

Article • Rayhan Perera, WARC Exclusive, January, 2021

An introductory guide to shoppable video media opportunities for brands.

Amazon’s ad business is expected to gain most digital share

News • 15 January 2021

A recent survey of 52 senior US ad buyers, conducted by investment bank Cowen in December, has revealed that Amazon’s share of their digital adspend is forecast to rise from 7% in 2020 to 11% in 2022.

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.

Volkswagen Malaysia: 12.12 – A frictionless social media shopping experience

Case Study • WARC Cases, 2019

Automotive brand Volkswagen earned media attention and grew conversion rate in Malaysia with an s-commerce campaign during the 12.12 online shopping festival.

Volkswagen Malaysia: Buckle Up

Case Study • WARC Cases, 2020

Automobile brand Volkswagen brought attention to the issue of children’s car safety in Malaysia through a social-first content campaign.

Why you should check the costs of incremental reach

News • 07 January 2021

Brands looking to compensate for a loss of reach through traditional broadcast TV are turning to digital platforms; but they need to be wary of the quality and cost of that incremental reach, as the experience of Direct Line Group shows.

How Honour of Kings helped Tencent conquer the branded-content space on social media

News • 06 January 2021

Tencent’s Honour of Kings is undisputedly the world’s most popular game, and in the mobile space its winning formula of compelling content, brief engagement, commerce and shareability has left rivals trailing.

Social media is driving mobile commerce growth

Data • Rob Clapp, WARC Data Points, January 2021

An overview of mobile e-commerce traffic growth and acquisition channels in Europe and North America.

Rethinking brand safety with Gen Z

News • 24 December 2020

The emerging Gen Z segment has distinct preferences and is not impressed by established marketing plays.

WhatsApp accelerates its business focus

News • 23 December 2020

With close to a third of the world’s population on WhatsApp, brands can’t ignore the messaging platform as a potential channel and the company is actively seeking a closer relationship with businesses.

Walmart and TikTok partner for shoppable live-streamed event

News • 21 December 2020

US retail giant Walmart and TikTok, the video-sharing platform that is hugely popular among young consumers, are joining forces to test a feature that will enable TikTok users to shop for Walmart fashion items without having to leave the app.

How Walmart is unleashing an army of micro-influencers – its own workers

News • 18 December 2020

The idea that employees play a vital role in the customer experience is nothing new in commerce, but US retail giant Walmart is taking the notion one step further – by turning its workers into small-scale influencers, Modern Retail reports.

New digital activities likely to last in Japan

Data • Rob Clapp, WARC Data Points, December 2020

An overview of new digital activities in Japan during the coronavirus (COVID-19) outbreak.

Gen Z is here, and brands need to be okay with giving up control

Article • Low Lai Chow, Event Reports, IAB SEA+India Re:Volve Webinar Series, October 2020

An IAB SEA+India webinar outlined how brands need to change their mindsets in order to better connect with Gen Z consumers.

The next stage of social media

News • 17 December 2020

Social media grew up as a digital representation of our analogue world; its next phase will be truly native to the digital form – it’s time to start thinking about that idea.

One in four young adults has bought via social media

Data • Rob Clapp, WARC Data Points, December 2020

An overview of consumers who have made a purchase via social media in the past six months across 11 markets.

What we know about social commerce in South-East Asia

Article • WARC Best Practice, December 2020

This article summarises the insights from a series of key papers on social commerce in South-East Asia, which is thriving in a mobile-first consumer culture, including wider trends in social media and the rise of messaging apps as commercial platforms.

Social media accounts for a third of all mobile activity

Data • Rob Clapp, WARC Data Points, December 2020

An overview of mobile and desktop consumption by activity.

Using narrative analytics to win customer trust: Applying machine learning and natural language processing to hundreds of millions of digital expressions

Research Paper • Jeff Marshall, Becky Owens, Rogier Verhulst, ESOMAR Conference papers, Insights Festival, 2020

Social media network LinkedIn used narrative analytics to discover how it could avoid being tarred with the same distrusted brush as other tech and social media companies in the US.

ByteDance and Kuaishou account for nearly one-quarter of mobile activity

Data • Rob Clapp, WARC Data Points, December 2020

An overview of mobile activity in China between 2019 and 2020.

Some advertisers are moving ad dollars away from Facebook

News • 15 December 2020

Direct-to-consumer (DTC) advertisers are increasingly looking to diversify away from Facebook, reports Digiday.

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 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.
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 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.
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.