TV | WARC

Dawlance leverages tech features amid the pandemic

Article • WARC Cases, September 2021

Refrigerator brand Dawlance’s campaign in Pakistan focused on the special features of its new models that enabled consumers to reduce their grocery shopping trips to keep food fresh for longer during the COVID-19 lockdown.

Amazon Prime Video outperforms among older audiences

Data • Rob Clapp, WARC Data Points, September 2021

An overview of subscription video-on-demand (SVOD) audiences aged 55+.

California Department of Public Health: Let's get to immunity

Case Study • Jay Chiat Awards, Honourable Mention, Healthcare Strategy, 2021

The California Department of Public Health, a state department responsible for public health, convinced members of priority populations of the COVID-19 vaccine's safety, efficacy and importance.

Netflix: The power of story

Case Study • Jay Chiat Awards, Bronze, Global Strategy, 2021

Netflix, a video streaming platform, launched its global campaign One Story Away to define its own brand story.

Frida Mom: From baby-centric storytelling to Mom-centric truth telling

Case Study • Jay Chiat Awards, Silver, Connection Strategy, 2021

Frida Mom, a brand of products for new mothers, promoted its new category of breast care solutions for breastfeeding mothers by launching a video that created an honest portrayal of breastfeeding.

Dove: Stop the beauty test

Case Study • Abigail Dias, Tanvi Mishra, WARC Awards for Asian Strategy, Shortlisted, 2021

Personal care brand Dove targeted women in India with a purpose-driven multi-media campaign to influence the discourse on beauty and self-esteem while also boosting brand love and purchase consideration.

Pond's Men: An oily love story

Case Study • David Dahan, Sumegha Rao, Dilip Garga, WARC Awards for Asian Strategy, Shortlisted, 2021

Skincare brand Pond's Men employed a multichannel strategy to challenge category codes and grow salience and market share in Indonesia.

Lay's: Heartwork – an ode to unsung heroes

Case Study • Arnab Chaudhari, WARC Awards for Asian Strategy, Shortlisted, 2021

Potato chips brand Lay's launched a unique and unprecedented cross-platform initiative in India to drive engagement and magnify reach by instilling positivity at a time of unprecedented crisis.

RIO Pads: India! Periods are red, not blue

Case Study • Manisha Sain, Devanshi Shah, WARC Awards for Asian Strategy, Shortlisted, 2021

Rio Pads, a sanitary products brand, launched a campaign in India to promote its more absorbent pads and challenge taboos surrounding periods.

Lifebuoy: Use any soap

Case Study • Jonathan Nienaber, Cleef Chong, WARC Awards for Asian Strategy, Shortlisted, 2021

During the Covid-19 pandemic, Lifebuoy, a soap brand, launched a campaign to promote using any soap brand to maintain hand hygiene across Asia.

Gillette: Barber Suraksha Programme

Case Study • Arun Raman, Lavanya M N, WARC Awards for Asian Strategy, Shortlisted, 2021

Grooming brand Gillette devised a supportive engagement initiative that would make a real difference to India's barbers, convert them into allies of the brand and boost share in a previously hard-to-reach segment.

Ginebra San Miguel: One Ginebra Nation

Case Study • Paolo De Leon, Jeremy Lopez, Nina Ginelle Valle-Caidic, Melissa Torre, Fay Ballo, WARC Awards for Asian Strategy, Shortlisted, 2021

Ginebra San Miguel, the Philippines' leading gin brand, crafted a five-phase multi-platform campaign to boost engagement and strengthen consumer awareness despite the pandemic.

Ariel: Share the load

Case Study • Suraja Kishore, Maitrayee Chandorkar, WARC Awards for Asian Strategy, Shortlisted, 2021

In 2020, P&G laundry soap Ariel continued a multi-year campaign in India that highlighted and challenged gender inequality in order to grow sales, share and preference.

Strategies for more effective six-second video advertisements: Making the most of 144 frames

Research Paper • Colin Campbell and Erin Pearson, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 260-275

Six-second advertisements are a recent advertising format growing in popularity. Despite their growth, little insight exists on how to craft successful six-second advertisements.

Online video and influencer budgets to see biggest increase in 2022

Data • Rob Clapp, WARC Data Points, September 2021

An overview of the change in media budgets by senior marketers in 2022.

Macmillan: We stand for betterness

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

Macmillan Cancer Support, a charity supporting people affected by cancer, increased donations with its new platform, Whatever it Takes, which conveyed an accurate depiction of cancer care.

Thailand’s online streaming VDO: How and why to tune into it

Opinion • Suchada Supakan, Nathaporn Loetsakulcharoen and Laddawan Thanlap, September 2021

Suchada Supakan of i-dac Bangkok examines the boom in online VDO streaming services and what it means for brands and advertisers eyeing the Thai market.

Tesco: How celebrating the nation's naughtiness helped Tesco win a covid Christmas

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

Tesco, a supermarket brand, focused on providing the nation with light relief during the COVID-19 pandemic with its 2020 Christmas campaign in the UK.

Bodyform: The team that lives fearlessly, so we can live fearless