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Serato Studio: Data-driven beatmaker mission

Case Study • Rebecca Didovich, Jill Varani, Callum Lovell, WARC Media Awards, Shortlisted, Best Use of Data, 2021

DJ software company Serato used a first-party data-driven approach to attract engaged new users at scale and serious music producers to its music production app Serato Studio.

What George Best taught Nestlé Purina about marketing effectiveness

Article • Brian Carruthers, Event Reports, IPA Effworks, October 2021

Nestlé Purina has embarked on building a marketing effectiveness program across its EMENA division.

Meat & Livestock Australia (MLA): How ‘Make Lamb, Not walls’ made farmers their biggest ROI ever.

Case Study • Effies (North America), Australian Effies, Silver, 2021

Meat & Livestock Australia (MLA), the independent meat regulation company, made farmers their biggest ROI ever.

Tourism Australia: Holiday Here this year

Case Study • Effies (North America), Australian Effies, Bronze, 2021

Tourism Australia, the government marketing agency, encouraged people in Australia to help the tourism industry by taking holidays.

Genea: Where babies come from

Case Study • Effies (North America), Australian Effies, Gold, 2021

Genea, the medical fertility, research and development company, launched a campaign to change the conversation around IVF in Australia.

Promil Organic: Footfall Campaign

Case Study • Rose Zabala, Miguel Corpuz, Luisa Sanchez, Jeff Orpilla, Dorothy Fonte, WARC Awards for Asian Strategy, 2021

Promil Organic, an organic milk formula brand, launched a campaign in the Philippines to raise awareness of the brand and induce trial among consumers.

Kia: VR Driving Center (VRDC)

Case Study • SABRE Awards, APAC, Gold, 2021

Kia, an automobile brand, unveiled a digital-experience platform, Virtual Reality Driving Center (VRDC), to provide customers with an immersive mobility experience from the comfort of their own home.

Beagle Street Life Insurance: Seeing the light because of the dark

Case Study • APG (UK), Silver, 2021

Beagle Street, a life insurance brand, launched a campaign in the UK to change the way the category viewed life events and increase market growth.

From dusty liqueur to vibrant treat: How shifting categories transformed Baileys’ global fortunes and guaranteed its future

Case Study • APG (UK), Bronze, 2021

Baileys, a liqueur brand, launched a paper to demonstrate its long-term creative strategy to increase relevance and perceptions of the brand's versatility.

Stella Artois: The Art of Adaptability and The Birth of The Life Artois

Case Study • APG (UK), Entrant, 2021

Stella Artois, a lager brand, launched a worldwide campaign to become the world's most desirable premium European lager, grow or maintain sales, and expand into new territories.

O2: The ultimate test of character - How strategy shaped a robot who could do it all

Case Study • APG (UK), Silver, 2021

O2, a telecommunications services provider, devised a creative strategy to make the brand seen again at a time when its service had never been more vital to our lives.

The Power of Commitment: How QuickBooks came out fighting for the UK's small business community

Case Study • APG (UK), Entrant, 2021

Intuit Quickbooks, a business financial management solutions provider, launched a campaign in the UK to stay integral to the lives of small- to medium-sized business owners (SMBOs) and increase brand awareness.

Naver Webtoon: Meeting the best webtoon of my life

Case Study • YouTube Works for Brands, Korea, Best brand reinforcement campaign, 2020

Naver Webtoon, an online publishing platform, increased brand awareness and active users in Korea.

Mondelez: Not just a Cadbury ad

Case Study • YouTube Works for Brands, India, Grand Prix, 2021

Cadbury's Celebrations, a chocolate brand, used a localised campaign to help small businesses in India recover from the Covid-19 pandemic.

The effects of context congruence on ad persuasiveness in e-magazines: It serves my motive, and I distinguish the advertisement

Research Paper • Achyut Telang, Debajani Sahoo, Sreejesh S., and Justin Paul, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 303-317

Despite substantial interest in advertisement-context congruence as a determinant of advertisement effectiveness and advertisement memory in digital platforms, especially in the electronic magazine (e-magazine) context, less attention has been devoted to identifying how it influences advertisement persuasion.

Research Paper • Wilson Ndasi, Elvira Bolat, and Gelareh Roushan, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 289-302

Advertisers and marketing professionals target nonprofit web and social media visitors with digital cause-related marketing display advertisements.

TENA: Our bodies change, but why should we?

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

TENA, a brand of products for adults with incontinence, improved its brand image by tackling the stigma of bladder weakness and celebrating those who refuse to be defined by society's perceptions of ageing in the UK and Italy.

Direct Line: We're On It

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

Direct Line, an insurance company, improved brand metrics with its We're On It campaign that compared the brand to superheroes.

Stannah: Transforming the UK stairlift industry through digital

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

Stannah, a stairlift company, leveraged the power of digital to provide a transformative experience for its customers.

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

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

Libresse, a menstrual hygiene brand, sparked global conversations about uteruses with its international campaign #WombStories.

Anusol: How bold use of insight unlocked record growth and social good

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

Anusol, a brand of medication used to treat haemorrhoids, reduced the stigma surrounding the condition with its fun, cheeky campaign in the UK.

Toyota Yaris: How the new Toyota Yaris turned conventions on their head

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

Toyota Yaris, a car brand, partnered with US gymnast Katelyn Ohashi to symbolise the brand's flip in thinking when marketing the new Toyota Yaris.

Huggies: We got you, baby

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

Huggies, a diaper brand, launched a new creative strategy in the US to rebuild brand power, regain share leadership and reach out to all modern parents with babies.

Cadbury Celebrations: Not just a Cadbury ad

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

Cadbury Celebrations, the confectionery brand, launched #NotJustACadburyAd in an attempt to reinvent what gifting could mean during the 2020 Diwali season in India.

Mahindra: #Restart Sri Lanka

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

A campaign by Mahindra, a car company, in Sri Lanka, helped maximise awareness for its KUV100 model high despite the COVID-19 lockdown.

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 module 6: Building a campaign

Article • Strategy Toolkit, March 2021

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, April 2021

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.
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’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.