Copy testing & pre-testing

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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.

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.

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.

PUMB: Data is the best deposit

Case Study • Iryna Kishchenko, Lesya Mandryk, Natalia Bulbuk, WARC Media Awards, Shortlisted, 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.

wagamama: From Bowl to Soul

Case Study • Becky Geiringer, Jane Dorsett, Maria O'Conner, WARC Media Awards, Shortlisted, 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.

Talenti: Talenti Layers

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

Talenti, an ice cream brand, reversed its decline in sales with its strongly visual campaign Talenti Layers.

truth: Tested on Humans

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

Truth, a campaign aiming to eliminate smoking and vaping among young people, drove negative sentiment towards JUUL, the leading vaping brand in the USA, with its campaign Tested on Humans.

Ad Council: No one gets a diploma alone

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

Ad Council, an American non-profit organization, convinced Latino adults without a diploma in the US to get their HSE qualification by launching a series of videos and out-of-home ads.

Tropicana: Sip Your Sunshine

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

Tropicana, a brand of orange juice, increased sales in a category suffering from steady decline with its joyful, optimistic campaign Sip Your Sunshine.

Jif: That Jif'ing Good

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

Jif, a peanut butter brand, highlighted the superior taste of Jif peanut butter with its humorous campaign That Jif'ing Good that showed consumers would go to any lengths for a taste of Jif's peanut butter.

truth: Ditch JUUL

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

Truth, a campaign aiming to eliminate youth smoking in the USA, strove to reduce the number of young people vaping with its campaign Ditch JUUL.

Meow Mix: Meow Mix Remix

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

Meow Mix, a cat food brand, improved brand saliency and sales with its light-hearted Meow Mix Remix campaign.

Courageous Conversation Global Foundation (CCGF): Not A Gun

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

Courageous Conversation Global Foundation (CCGF), a non-profit organization, highlighted the implicit racial biases among police officers in the US with its campaign that likened an innocent candy bar to a gun.

Gatorade Zero: Keep Moving

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

Gatorade, a sports-themed food and beverage brand, launched its Keep Moving campaign in the USA to promote its Gatorade Zero product launch to athletes over the age of 25.

Bendigo Bank: Better Big Bank

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

Bendigo Bank, a retail banking company, improved brand salience in Australia by launching a series of TV spots, video and digital display ads as the results from the Royal Commission into Misconduct of the banking industry were set to be announced.

ESPN: There's No Place Like Sports

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

ESPN, a US sports channel, expanded its audience and built an emotional connection with fans through its platform There's No Place Like Sports.

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.

Accounting for causality when measuring sales lift from television advertising: Television campaigns are shown to be more effective for lighter brand users

Research Paper • Henry Assael, Masakazu Ishihara, and Baek Jung Kim, Journal of Advertising Research, Digital First, October 2020

Establishing causality has long been an issue in the advertising-to-sales relationship. The ideal approach in establishing causality is randomized assignment of matched respondents to an exposure and non-exposure group.

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.

Biometric to optimise customer engagement: How measurement of the no-conscious response facilitates brand relaunch

Research Paper • Francesca Castañeda Fassioli and Andrés Botero Cardona, ESOMAR Conference papers, Latin America, 2020

Belcorp, a manufacturer and distributor of cosmetics and personal care products, and Synapbox, a software company, relaunched Belcorp's Esika brand in Colombia and Peru by carrying out traditional and co-creation research activities to better understand the market before launch.

Healing social anonymity

Opinion • Alistair Reid, October 2020

A top-ten Premier League football club was able to significantly boost social media marketing performance with a series of well-calibrated tweaks. Alistair Reid explains.

Haig Club: Blueprint for a fast start – How making our own rules gave Haig Club one of the fastest starts for a new whisky brand in thirty years

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Haig Club, a whisky brand, launched its whisky among young drinkers in the UK by creating a business partnership with David Beckham, and launching a bottle redesign and a new formula of whisky to suit a younger market.

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.
Attention should be the new table stakes when it comes to media measurement

Article • Jonathan Waite , WARC Exclusive, June 2020, pp. 0-0

The current impression measurement system is confused and needs challenge and disruption.
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, December 2019

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.
Why literal, factual, repetitive TV ads are leading to a decline in effectiveness

Article • Stephen Whiteside, Event Reports, Media, Marketing & Effectiveness Conference, November 2019

System1, the market-research firm, conducted a variety of studies that helped determine the impact of changing approaches to TV advertising.
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.