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.

Effective Use of Brand Purpose Report: Lessons from the 2019 WARC Awards

Article • WARC Exclusive, January 2020

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Effective Use of Brand Purpose category of the 2019 WARC Awards.

Uber meets customer and driver needs with new financial-service offerings

Article • Stephen Whiteside, Event Reports, Money 20/20, October 2019

Uber, the ride-sharing platform, has begun expanding into financial services with products that are aimed at its passengers and drivers.

A new era for Pride and LGBT+ marketing

Article • Asad Dhunna, Admap, December 2019

Pride is attracting a wave of interest from brands looking to connect with the LGBT+ community.

Dove’s “Project #ShowUs” drives change in beauty depictions across ads and media

Article • Stephen Whiteside, Event Reports, 4A's Strategy Festival, October 2019

Dove, the beauty line, used its “Project #ShowUs” campaign to provide stock images that embrace female beauty in all its forms.

5 Gum: Bounce 2.0 Campaign

Case Study • Chi Bao, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019

International chewing gum brand 5 Gum sought to boost its market share in China by partnering with Tencent Games – the country's most popular online gaming platform.

Skinny: Famous Names

Case Study • Rachel Leyland, James Davidson, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019

Skinny Mobile, a no-frills telco from New Zealand, grew customer numbers, increased ARPU and tenure, and lifted consideration to an all-time high.

Pond's X Maudy Ayunda

Case Study • Avitasya Febryani, Fadila Hafsah, Mikhal Anindita, WARC Media Awards, Entrant, Best Use of Data, 2019

Skincare brand Pond's took a precision-marketing approach to support an influencer partnership, in a bid to revamp its image to halt declining market share among young women in Indonesia.

Volkswagen: Bye Bye Beetle

Case Study • Eliza Poor, Jordan Heathfield, Delinda Pu, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019

Volkswagen announced it would be retiring its much-loved VW Beetle, so it launched a farewell event in China to give the Bug one last sales push.

Head & Shoulders: Helmet Hijack

Case Study • James Barnett, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019

Anti-dandruff brand Head & Shoulders revved up sales in Vietnam thanks to an innovative motorbike-based action.

Maybelline: QQ Dancing

Case Study • Benjamin Condit, Jerry Perez, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019

Cosmetics brand Maybelline partnered with mobile game app QQ Dancing to drive sales in lower tier cities in China.

Tourism Central Coast: From Couch to Coast

Case Study • Luke Brown, Angela Smith, WARC Media Awards, Silver, Best Use of Data, 2019

Tourism board Tourism Central Coast created an integrated campaign driven by data-insights, to change traveller perceptions of the Central Coast, in New South Wales, Australia.

Wall's: Gold Spirit

Case Study • Apoorva Shetty, Sumeet Parab, Larry Asalim, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019

Ice-cream brand Wall's created a multimedia campaign around its sponsorship of the national team, to drive visibility and sales during the Asian Games in Indonesia.

Tim Hortons: The Away Game

Case Study • WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019

Tim Hortons, the restaurant chain, leveraged a favourite pastime - hockey - with The Away Game campaign to revive love for the brand in Canada.

Neutrogena: A moisturizer for those who never stop

Case Study • Agustina Saggese, Alita Pereyra, WARC Media Awards, Shortlisted, Best Use of Data, 2019

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

OMO: Project NEMO – Take Dirt to Give Dirt

Case Study • Uyen Nguyen Diep, Soumya Ranjan Panda, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019

Global laundry brand OMO increased brand love by expanding its ‘getting dirty is good’ philosophy with an awareness campaign focused on the importance of water-based life-saving skills, to highlight the number of drowning incidents in Vietnam.

Volvo drives record sales in Brazil with a transformed marketing model

Article • Geoffrey Precourt, Event Reports, Festival of Media LATAM, November 2019

Volvo, the automaker, has generated record sales in Brazil through transforming various core elements of its strategy.

Jinlingguan: AI Baby Expert

Case Study • Nicholas Short, Qirong Li, Ariel Ban, Sara Wang, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019

Infant formula milk brand Jinlingguan partnered with smart speaker manufacturer Xiaomi to create the AI Baby Expert and appeal to new parents in China.

Ford Everest: Carpool Talk

Case Study • Hang Nguyen, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019

Car-manufacturer Ford used a disruptive content marketing campaign, amplified on social media, to change perceptions of its Everest SUV in Vietnam.

Sting: Espresso Stopover

Case Study • Anh Vu, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019

Energy drink brand Sting partnered with motorcycle ride taxi service GrabBike and convenience store 7-Eleven to launch its Sting Cafe Espresso drink to professional bikers in Vietnam.

Pepsi Max: MAX Your Summer

Case Study • George Shearring, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019

Soft drinks brand Pepsi Max ran a data partnership campaign with publisher Time Out to drive sales growth over summer in Australia, while increasing relevance and consideration to purchase.

AXE: Boca vs River, the Match of the Century

Case Study • Patricio Shilton, Ornella Carricarte, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019

Male personal care brand Axe turned to sponsorship to increase awareness and growth in Argentina.

Tourism Québec: It’s Better Together

Case Study • Hearts & Science Montreal, WARC Media Awards, Entrant, Best Use of Data, 2019

Canadian tourist board Tourisme Québec used an SEM strategy to increase Québec's visibility on search engines and grow interest in the state as a tourist destination.

L'Oréal: Infallible over Hotpot

Case Study • Sarah Shen, Lim Suk Yee, Nicholas Short, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019

Makeup brand L'Oréal Paris used in-app integration, influencers and a partnership with a hotpot restaurant to boost sales of its Infallible Cushion powder compact in China.

TRESemmé: E-Com Detox

Case Study • Ha Tran, Soumya Ranjan Panda, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019

Haircare brand TRESemmé created a dynamic e-commerce campaign to maximise awareness and trial of its new Salon Detox variant in Vietnam.