Copy testing & pre-testing

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Using neuroscience to make the case for more diversity in advertising

Article • Chasson Gracie, Joshua Richards, Daniel Pozzebon, Kevin Keane, Jasmin Amin , WARC Exclusive, January, 2021

There is residual reluctance to employ diverse and inclusive talent in messaging in advertising, despite ample research suggesting this should not be a concern; this reluctance appears to be the result of factors outside what the data say.

What we know about new ad testing methods

Article • WARC Best Practice, January 2021

This article summarises key insights from a series of papers on new ad testing methods which are driven by advances in technology and neuroscience and must focus on consumers' rational and emotional drivers.

Disrupting system 1 thinking: Better science for smarter marketing

Research Paper • Rich Timpone, Vinod Venkatraman, Tamara Ansons, Davide Baldo, Manuel Garcia-Garcia, Ornella Godard, Martin Schoeller, Colin Strong, ESOMAR Conference papers, Insights Festival, 2020

Market research company Ipsos challenged conventional wisdom in System 1 and System 2 thinking, and its applications in marketing, to build a new model for understanding human experience and decision-making.

The role of empathy and efficacy in public service announcements: Using narratives to induce bystander intervention in domestic violence

Research Paper • Eunjin (Anna) Kim and Sidharth Muralidharan, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 452-466

This research explores the understudied relationship between two crucial variables—empathy elicited by narratives and the degree of efficacy possessed by bystanders—by using narratives in public service announcements.

Levi's: What does performance mean to you?

Case Study • Lea Rayssac-Baures, Phoebe Mallinson, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Clothing brand Levi's partnered with lifestyle brand Huck to celebrate modern masculinity, and drove an increase in brand consideration for its Performance range among men across Europe.

Paddy Power Betfair: Insight to influence – how insight changed Paddy Power Betfair’s culture of creative development

Research Paper • MRS Awards Papers, Finalist, MRS Award for Creative Development, 2020

Paddy Power and Betfair, two online betting companies, designed a research approach that combined insight around print and digital's ability to address attention to optimise its messages.

Unlocking the creative genie: How the content rock stars at Unilever and Brandscapes Worldwide collaborated to help the bar on creative development

Research Paper • MRS Awards Papers, Finalist, MRS Award for Insight Management, 2020

Unilever, a consumer goods company, devised a plan to raise the bar for its creative development, leading it to win Marketer of the Year for the Effies in both 2018 and 2019.

JCDecaux UK: The moments of truth

Research Paper • MRS Awards Papers, Finalist, MRS Award for Insight Management, 2020

Out-of-home (OOH) advertising brands JCDeaux UK, Clear Channel and Posterscope joined forces in cross-industry collaboration to carry out their study Moments of Truth and proved the effectiveness of using contextually relevant messaging in digital OOH advertising (DOOH).

JCDecaux UK: The two screen capture

Research Paper • MRS Awards Papers, Finalist, MRS Award for Media Research, 2020

JCDeaux UK, an out-of-home (OOH) advertising company, partnered with On Device Research, a mobile sampling and technology company, and proved that digital OOH (DOOH) makes mobile advertising work harder, while highlighting the power of the two-screen future to grow DOOH as a medium.

Liberty Insurance: Getting ready for the real world

Research Paper • MRS Awards Papers, Finalist, MRS Award for Applications of Research, 2020

Liberty Insurance, an insurer, increased spontaneous ad awareness among younger drivers by launching a research programme that used both qualitative and quantitative techniques to deliver insight.

Emirates NBD: How-to series evolved into video-marketing

Case Study • Sagar Rege, Vijay Kumar, Rohit Arora, Puja Chatterjee, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Emirates NBD, the bank, harnessed how-to videos as a way to solve its call centre volume issues and effect behaviour change in customers in the UAE.

The Coca-Cola Company: "Alexa, send me a Diet Coke"

Case Study • Tom Curtis, WARC Media Awards, Bronze, Effective Use of Tech, 2020

Coca-Cola ran a tech-enabled sampling campaign in the United Kingdom to recruit new drinkers and improve its sample targeting.

How Microsoft builds brands for the whole person

Research Paper • David Evans Ph.D., ARF Experiential Learning, November 2020

Microsoft, a multinational technology company, details how it used audience-testing for its Microsoft 365 Brand Studio, which brought the creative in-house to establish an ecosystem of content from product videos and ads to award-winning web series and documentary-style films.

Maximizing digital media efficiency using machine learning based targeting

Research Paper • Megan Lau, ARF Experiential Learning, November 2020

Looks at the database built by Microsoft which has helped build customer-centric insights that provide a basis for new product adoption.

Operationalizing context congruence classifications: Evaluating the relative efficacy of economically framed media environment alignments through the lens of consumer neuroscience

Research Paper • Kimberly Rose Clark, Ann Carpenter and Nikita Shaiva, ARF Experiential Learning, November 2020

To better resolve how alignment variations relatively impact advertisement consumption, this paper looks at economic framing and in-moment data streams garnered from the brain and body to assess systematic changes in users' attention and engagement.

Emergen-C: Emerge Our Best Campaign

Case Study • MMA Smarties, Silver, North America, 2020

Emergen-C, a vitamin drink supplement, increased sales and market share in the US by launching video and Instagram ads that positioned it as an everyday brand for wellness, not just when you're sick.

Sparkling Ice Uses Tapjoy Video-to-Playable Ads to Boost Brand Awareness

Case Study • MMA Smarties, Silver, X (Global), 2020

Sparkling Ice, a flavoured sparkling water brand, overtook its main competitor in the USA with its gamified mobile campaign.

Preparation H: Back There Care Campaign

Case Study • MMA Smarties, Gold, North America, 2020

Preparation H, a haemorrhoids treatment cream, increased brand awareness among young male consumers in the US by launching digital placement ads and repurposing viral videos within branded ads.

Doritos x Illegal Civ

Case Study • MMA Smarties, Bronze, X (Global), 2020

Doritos, a tortilla chip brand, partnered with UPROXX, an entertainment and pop culture website, to launch a limited-edition streetwear fashion collection to make a statement and strengthen Doritos' brand image.

PUMB: Data is the best deposit

Case Study • Nataliya Demydenko, Iryna Kishchenko, Natalia Bulbuk, Lesya Mandryk, WARC Media Awards, Silver, Best Use of Data, 2020

Ukraine-based international commercial bank PUMB adopted a data-focused approach to dramatically improve the performance of its communication mix, attract new customers and boost its position in B2C investment rankings.

Driving consumers’ brand perception and engagement: A large-scale meta-analysis of video ads using Google machine learning x human coding

Research Paper • Minh Nguyen, Kosuke Yoshida and Tomoya Naohara, ESOMAR Conference papers, APAC, 2020

Google, a technology brand, developed a robust research framework to eta-analyse the quality of video ads in Japan by blending Google machine learning and human coding.

What’s the right tone in hard times?

Article • Graham Page, WARC Exclusive, November, 2020

What 50,000 ads and 8 years of emotion research tells us about how to advertise in a recession.

Channel 4: Dispelling the myth that young people don't watch TV any more

Case Study • Charlotte Moger, James Hamilton, WARC Media Awards, Entrant, Effective Channel Integration, 2020

British broadcaster Channel 4 ran a multi-channel campaign to increase the number and frequency of viewers for its soap Hollyoaks, to drive revenue by increasing its share of commercial impacts.

Harley Quinn, Birds of Prey: Showing Malaysians the world through Harley Quinn's eyes

Case Study • Jason Yim, Kiron Kesav, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Warner Bros, the entertainment company, created mass awareness of the niche Harley Quinn character for its launch of the Bird of Prey movie in Malaysia.

wagamama: From Bowl to Soul

Case Study • Becky Geiringer, Jane Dorsett, Maria O'Conner, WARC Media Awards, Silver and Path-To-Purchase Award, Effective Channel Integration, 2020

Restaurant chain wagamama put cinema at the heart of a UK multichannel campaign to encourage 'Urban Butterflies' to visit its restaurants more often.

The WARC Guide to Planning for Attention

Article • WARC Best Practice, June 2020

A summary of new thinking and best practice on Planning for Attention, from the WARC Guide.
Strategy Toolkit: Building a campaign

Article • Strategy Toolkit, Strategy Toolkit

This article looks at the nuts and bolts of bringing a marketing strategy to life - how to write a creative brief, and how to brief it successfully.
What we know about campaign and brand tracking

Article • WARC Best Practice, February 2020

Explores the current thinking and writing on campaign and brand tracking, as the subject undergoes fundamental change due to an influx of new ideas from behavioural economics and research into low attention processing of advertising.
What we know about new ad testing methods

Article • WARC Best Practice, January 2021

This article summarises key insights from a series of papers on new ad testing methods which are driven by advances in technology and neuroscience and must focus on consumers' rational and emotional drivers.
What’s the right tone in hard times?

Article • Graham Page, WARC Exclusive, November, 2020

What 50,000 ads and 8 years of emotion research tells us about how to advertise in a recession.
Defining the added value of attention measurement

Article • Professor Karen Nelson-Field, WARC Exclusive, June 2020, pp. 0-0

At the moment, media is sold on opportunity or potential to view rather than whether someone has actually seen the ad or not – as it turns out, many don’t see it, yet advertisers still pay.