Brand partnerships

Article • WARC Best Practice, November 2019

Provides guidance and reading on a now common aspect of brand building – partnerships – in which two or more brands collaborate for mutual benefit.

GE Healthcare Partners puts client success at the heart of its marketing

Article • Geoffrey Precourt, WARC Exclusive, May 2020

GE Healthcare Partners, a unit of General Electric focused on providing solutions and services to organizations focused on healthcare, is putting client stories at the heart of its marketing.

Snickers: Bring Back the Idols

Case Study • Kaori Yatsu, Hiroaki Taki, Akie Suzuki, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Confectionery brand Snickers collaborated with smartphone game Idol Master to appeal to young males and boost single-bar sales in Japan.

Burger King: Celebrating Subcultures

Case Study • Jimmy George, Annabelle Butler, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Quick-Service Restaurant chain Burger King created a content engine to become loved and talked-about online in order to grow visitation among iGen and young millennials in the US.

Unilever Malaysia: Unilever Makes You The Steadiest Football Zombie

Case Study • Chiann Yi Cheah, Galen Lau, Victoria Kovalan, WARC Awards, Shortlisted, Effective Social Strategy, 2020

FMCG brand Unilever boosted sales of its male grooming products and brand engagement among male football fans in Malaysia.

M&M's: Reborn as an Entertainment Icon

Case Study • Jenny Hanghal, Katy Guan, WARC Awards, Entrant, Effective Innovation, 2020

M&M'S China ran a social media and offline campaign to position itself as an entertainment brand, drive sales and engage young consumers.

Collaborative marketing during the COVID-19 crisis – how should brands work together?

Article • Diana Boo, Advertising Research Foundation Workshops, April 2020

Lazada Malaysia CMO Diana Boo offers a framework for fellow marketers on collaborative marketing during a pandemic and advocates for an approach that looks beyond spotting new consumption trends and profit.

Northern Territory: Top End Wedding

Case Study • Tony Quarmby, WARC Awards, Shortlisted, Effective Content Strategy, 2020

Destination marketing body Tourism Northern Territory created a feature film to challenge outdated perceptions of the area as a holiday destination and increase tourist numbers from Australia and the rest of the world.

Century 21: Relentless Moves

Case Study • Ellie Gogan-Tilstone, Matt Mullen, Annabelle Butler, WARC Awards, Shortlisted, Effective Content Strategy, 2020

Real-estate brand Century 21 used a content partnership with sports channel ESPN to recreate itself with a 'relentless' brand positioning, leading to business growth in a declining US market.

Al Tayer Motors: Unseen Potential

Case Study • Tahaab Rais, Mario Morby, WARC Awards, Shortlisted, Effective Content Strategy, 2020

Car dealership Al Tayer Motors got its staff to create an art project from old car parts to showcase its dedication to service to drive brand preference in the UAE.

Neutrogena: A moisturizer for those who never stop

Case Study • Agustina Saggese, Alita Pereyra, WARC Awards, Shortlisted, Effective Content Strategy, 2020

Skincare brand Neutrogena used an innovative programmatic campaign to drive awareness and trial of its new Hydro Boost product in Argentina.

Fair & Lovely: Democratising Education for Women in Indonesia

Case Study • Ayida M. Sulfa, Bernadette Adinadia, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2020

Beauty brand Fair & Lovely used TV, mobile and radio to raise awareness of its brand commitment to female education and drive sales in Indonesia.

Volkswagen: Drive Bigger

Case Study • Scott Schwartz, Steve DiRado, Ryan Smith, Emaan England, Kimberley Lupo, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2020

Auto brand Volkswagen implemented an integrated campaign in the US to acknowledge its past faults, rekindle the spirit of the brand and highlight its pledge to achieve carbon neutrality by 2050.

Standard Chartered Bank: Art Gap

Case Study • Remie Abdo, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2020

Multinational banking company Standard Chartered Bank used a social media approach backed by an art exhibition to raise awareness of the gender pay gap and the bank's commitment to gender equality in the United Arab Emirates.

Burger King Whopper: Real Meals

Case Study • Jimmy George, Annabelle Butler, Jane Dorsett, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2020

Quick-Service Restaurant chain Burger King partnered non-profit organisation Mental Health America in a multiplatform campaign that changed the national dialogue around mental health among young people in the US.

Maxis: The Unheard Prayer

Case Study • Siddhant Lahiri, Dhruv Rao, Kunal Roy, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2020

Malaysian telco Maxis realised deaf people could not hear the call to prayer during Raya and set out to find a technology-based solution.

L'Oréal Paris: The Non-Issue

Case Study • Joy Molan, Rose Van Orden, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2020

L'Oréal Paris, the global beauty brand, used a special edition of fashion monthly British Vogue to champion age positivity and reconnect with British consumers.

Colorado's Appia: Native Bees

Case Study • Humberto Cunha, Nicole Martins, Gabriel Gotz, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2020

Brazilian craft beer brand Cervejeria Colorado ran a campaign on the problem of bee extinction to publicise its production chain and brand values.

Finish: #FinishWaterWaste

Case Study • Laura Portch, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2020

Dishwasher detergent brand Finish created an integrated campaign to boost consumer sentiment towards the brand and encourage water-saving practices in Australia.

Band-Aid: Job-Hunting in Sneakers

Case Study • Kaori Yatsu, Aisha Takashima, Akie Suzuki, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2020

Plaster brand Band-Aid created a multiplatform campaign to appeal to younger consumers and, in the process, launched a new movement in the job-hunters' market in Japan.

Jawwy: The Ramadan campaign that didn't launch in Ramadan

Case Study • Mario Morby, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2020

Telco Jawwy drove revenue growth and brand awareness with an unconventional Ramadan campaign in Saudi Arabia.

Clear: Abtal El Shawarea' (The Stars on the Streets)

Case Study • Yasmin Shehab, Tahaab Rais, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2020

Shampoo brand Clear boosted brand favourability and awareness through a football-centred initiative in Egypt.

Babyshop: The Gift of Mom

Case Study • Tahaab Rais, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2020

Children's retailer Babyshop increased brand affinity through a multi-channel Mother's Day initiative centred around breast cancer in the United Arab Emirates.

Emirates NBD: Every Step Counts

Case Study • Tahaab Rais, Tala Arakji, Anna Sadykova, WARC Awards, Shortlisted, Effective Innovation, 2020

Emirates NBD, a leading UAE bank, launched a reward-based initiative to help people improve both their financial and their physical health.

Volvo Cars Australia: Omtanke – rethinking Volvo

Case Study • Matthew Simms, WARC Awards, Grand Prix, Effective Innovation, 2020

Car manufacturer Volvo created a Living Seawall to reinvent its image and attract luxury car buyers in Australia.