Integration

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Effective channel strategies move people and grow brands

Opinion • Chiara Manco, January 2021

WARC’s Chiara Manco looks at how winners of the 2020 Media Awards’ Effective Channel Integration category reaped the benefits of using strategic comms planning to engage their audiences.

The key to opening different media doors

Opinion • Zofia Iwaszkiewicz, December 2020

During 2020 Kantar has published seven category-specific media effectiveness investigations covering food and drink, tech and telco, alcohol, finance,

The OOH opportunity to build, measure and amplify marketing

Article • Low Lai Chow, Event Reports, Digital Marketing World Forum Asia, August 2020

Moving Walls’ Srikanth Ramachandran argues that OOH is poised to play a central role in amplifying marketing in a digital-centric world.

The power of connection: An ever-evolving ride for automotive brands

Opinion • Nicola Niesl, December 2020

In this edition of Kantar’s touchpoint-specific investigations, Kantar takes a deep dive into effective touchpoint management for automotive brands.

10 ways to improve integrated media planning and execution

Opinion • Ian McGrath, November 2020

Over the last decade, media has become more difficult to plan and it now requires more resources to execute. Iain Jacob captured this perfectly in a recent article for Campaign, “ Executing a successful, compliant, competitive, well-measured media campaign has in fact never been harder ”.

Dove: #ShowUs Russia

Case Study • Irina Zernishko, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Skincare brand Dove used a multi-channel campaign in Russia to improve brand awareness and grow sales by taking a stand against digitally distorted images in advertising.

Oatly: Ditch Milk

Case Study • Caroline Ekstrand, Andreas Granath, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Oat milk brand Oatly used a controversial campaign to raise awareness of an important issue and grow sales.

TENA: Too much?

Case Study • Laura Hazell, Beatrice Farmelo, Rob Sellars, Ben West, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Feminine incontinence products brand TENA ran a multi-channel campaign in the United Kingdom and France to improve its image by breaking taboos around related to women's health and ageing.

Tesco: The Tesco Turnaround Story

Case Study • Katy Harkness, Nick Ashley, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Leading British grocery retailer Tesco ran a five year, multi-channel campaign to rebuild the brand by growing quality, value and reputation with customers, and revitalise the business by driving footfall and spend.

Heineken Spain: #FUERZABAR

Case Study • Oscar Herraiz, Gonzalo Figari, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

Brewing company Heineken created a social movement, #FUERZABAR, to support bars and restaurants suffering from the COVID-19 crisis and increase brand awareness in Spain.

NHS England: We are Nurses. We are the NHS.

Case Study • Fran Griffin, Sabina Usher, Jane Dorsett, WARC Media Awards, Silver and Cross-Channel Measurement Award, Effective Channel Integration, 2020

The UK's NHS, the world's biggest free-to-residents healthcare system, used a multichannel campaign to inspire the next generation of nurses to apply to study.

Lifebuoy: World's largest COVID campaign

Case Study • Rituparna Dasgupta, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

Soap brand Lifebuoy used a targeted multichannel approach to educate three sectors of society in India on the importance of hand-washing during the Covid-19 pandemic and reinforce its stature as market leader.

Passat Alltrack 4Motion: The No Show Room

Case Study • Joachim Thimsporr, Elias Svedberg, WARC Media Awards, Gold and POE Award, Effective Channel Integration, 2020

Car manufacturer Volkswagen used a multichannel campaign based on a scavenger hunt to grow consideration and sales of its winter range of cars and in particular, its Passat Alltrack model in Sweden.

Tesco: Tesco during the COVID pandemic

Case Study • Katy Harkness, Francesca Blair, Tom Nash, WARC Media Awards, Silver, Effective Channel Integration, 2020

Leading British supermarket Tesco ran an agile, multi-channel campaign that built trust and reacted to new shopping patterns during COVID-19 lockdown to drive sales and positive brand associations in the United Kingdom.

Confused.com: Confused to Clarity

Case Study • Nick Bateman, Chris Ponting, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

Confused.com, the price comparison website, rediscovered its challenger mentality to increase its market share and revenue in the UK.

Lloyds Bank: The M Word

Case Study • Matt Delaney, WARC Media Awards, Silver, Effective Channel Integration, 2020

Lloyds Bank ran a multi-faceted campaign on talking about money to strengthen its leadership position in the United Kingdom and create meaningful relationships with consumers.

Advil: World Looks Different

Case Study • ARF Ogilvy Awards (US), Silver, 2020

Advil, an pain-killer, created a storytelling campaign that showed US consumers how the world looks different when you have power over pain to increase sales in the country.

Dove: Skin Stories

Case Study • ARF Ogilvy Awards (US), Gold, 2020

Dove, a personal care brand, promoted its body wash and celebrated the unique stories that each woman's skin tells with its Skin Stories campaign.

Lenzing: Enabling the fashion world to “Feel So Right” with Tencel™ brand strategic communication campaign

Case Study • SABRE Awards, APAC, Global, Gold, 2020

Lenzing, the manufacturer of TENCEL™ branded fibres, globally launched its integrated communications campaign Feel So Right to close the sustainability knowledge gap and provide brands with 'ready-to-use' information for consumers.

Lenzing patches sustainability knowledge gap in fashion with Tencel™ brand “Feel So Right” Movement

Case Study • SABRE Awards, APAC, Superior Achievement in Measurement And Evaluation, Diamond, 2020

Lenzing, the manufacturer of TENCEL™ branded fibres, educated the fashion industry and consumers about sustainable raw materials, encouraged a change in customer behaviour and promoted TENCEL™ fibres among brands with its global campaign Feel So Right.

NBA: #NBAInMyBackyard

Case Study • SABRE Awards, APAC, Special Event, Gold, 2020

NBA, a basketball league, promoted basketball in India ahead of India hosting the NBA games for the first time with the campaign #NBAInMyBackYard.

Societe Generale: Rugby World Cup Fanzone

Case Study • SABRE Awards, APAC In2, 2020

Societe Generale, a bank, launched the first ever fanzone outside a host country for the Rugby World Cup in Hong Kong with the campaign The More You Love Something, The Further You Take It during the World Cup hosted by Japan in 2019.

Libresse: Liberating Our Periods - Libresse women marketing campaign

Case Study • SABRE Awards, APAC, Consumer Products, Gold, 2020

Libresse, a feminine hygiene brand, launched its campaign Liberating Our Periods on Menstrual Hygiene Day in China with the aim of dismantling prejudice against menstruation and building the brand as a new and sharp symbol of female power.

Amgen: Big O - Speaking out against a silent disease. A strategy that convinced women osteoporosis is as serious as the Big C

Case Study • Effies (Australia), Australian Effies, Bronze, 2020

Amgen, a world-leading biotechnology company, created its first-ever large-scale, integrated, disease education campaign in Australia by launching The Big O, a multi-faceted osteoporosis awareness campaign.

Tourism Central Coast: Building a big billion dollar tourism brand through "Little Adventures"

Case Study • Effies (Australia), Australian Effies, Bronze, 2020

Tourism Central Coast, a tourism brand, developed brand positioning that transformed perceptions of the Australian Central Coast and increased tourism.

The effectiveness code

Article • James Hurman with Peter Field, WARC Exclusive, June 2020

This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.
What we know about combining TV with digital media

Article • WARC Best Practice, July 2020

Provides marketers with information and guidance about combining TV and digital media strategies.
What we know about cross-channel and multichannel marketing

Article • WARC Best Practice, July 2020

Provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.
What we know about earned media

Article • WARC Best Practice, August 2020

This article provides marketers with information and guidance on generating earned media.
What we know about attribution and marketing mix modelling

Article • WARC Best Practice, August 2020

This article provides marketers with information and guidance about attribution and marketing mix modelling.
How to implement a paid, owned, earned media strategy

Article • Fiona Blades, WARC Best Practice, March 2017

This article explores how to implement a media strategy capable of stretching across all types of media touchpoints, paid, owned, and earned.