Brand partnerships

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The value of authenticity: A marketing lesson by BTS x McDonald’s

Article • Bethany Bloch, WARC Exclusive, June 2021

Brands can get tips for their own marketing campaigns from the successful collaboration between Korean pop sensation BTS and fast food giant McDonald’s, says Mutant’s Bethany Bloch.

What we know about challenger brands

Article • WARC Best Practice, June 2021

Current reading and insights on the topic of challenger thinking and how challenger brands can break through in their category.

Spacetoon: Spacetoon and Moshaya strategic partnership

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Spacetoon partnered with The Moshaya Family, a Saudi YouTube content creator with 20 million subscribers, and produced an animation entitled 'The Moshaya Family Animation' in the UAE.

Google: The One Google Project

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Google, a technology company, partnered with Zhihu to create a B2B and B2C knowledge bank for businesses in China that were adapting to the pandemic.

Mastercard: Mastercard SMB

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Mastercard, a financial services corporation, created a campaign in the United States to engage with women-owned small businesses, a group that was often overlooked.

Castrol: Your best business partner

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Castrol, an industrial and automotive lubricant brand, launched its 'Your Best Business Partner' campaign to increase sales in independent workshops in China.

Dove Men+Care: Commit to C.A.R.E now

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Personal care brand Dove Men+Care drove significant increases in brand health in the US with its Commit to C.A.R.E Now initiative for racial equity in partnership with NBA players.

Are brand partnerships the answer to an increasingly ‘ad-less’ world?

Opinion • Lawrence Dodds, June 2021

As brands look to find a way of breaking through a noisy and overwhelmed marketplace, brand partnerships offer an often creative and impactful way of doing so, says Lawrence Dodds, Client Director at UM London.

AstraZeneca: Neb adventures

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Pharmaceutical company, AstraZeneca, combated low child asthma treatment completion rates with a child-centred approach in UAE.

Peace Products: Peace Products

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

Peace Products created a unique seed brand with the global appeal necessary to turn Colombia's small farmers into profitable entrepreneurs.

Old Mutual: Ampd by Old Mutual collaboration & culture

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

Financial institution Old Mutual built a cultural hub in South Africa to drive relevance among the young aspiring artists, creatives and professionals it sought to target.

Kitchenaid: A Woman's Place – Fighting for equal possibilities in the kitchen

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Home appliance brand KitchenAid grew awareness and consideration in the US with a Hulu documentary and mentorship programme aimed at addressing the lack of women in professional culinary roles.

Confused.com: Confusion to clarity

Case Study • WARC Awards for Effectiveness, Shortlisted, Sustained Growth, 2021

British insurance comparison website Confused.com diversified its communications mix and positioned itself as a challenger to grow revenue, market share, awareness and differentiation.

United Nations: The penguin and the whale

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

The United Nations partnered with WeChat in telling an animated tale with a tragic ending to Chinese students, to raise awareness of its Sustainable Development Goals and spark discussion of the global agenda facing us all.

Aguila Beer: The Beer Cap Project

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Beer brand Aguila changed consumer behaviour and grew brand favourability and affinity scores in Colombia by alerting customers to the dangers of binge drinking through a cap redemption scheme.

Foot Locker: The endless world of Air Max

Case Study • WARC Awards for Effectiveness, Gold, Customer Experience, 2021

Sportswear retailer, Foot Locker, built a sneaker culture hub on Google Slides to grow revenue during a challenging retail period in the US.

Campbell's: Dinner Insurance

Case Study • WARC Awards for Effectiveness, Bronze, Customer Experience, 2021

Campbell's, the soup brand, supported nervous first-time Thanksgiving cooks during COVID with its Dinner Insurance campaign in the US.

McDonald's: The Travis Scott Meal

Case Study • WARC Awards for Effectiveness, Grand Prix, Collaboration & Culture, 2021

Quick-service restaurant McDonald's teamed up with an inspirational icon to build the brand and drive traffic with multicultural youth in the US.

Donner Sang Compter (DSC): Blood Unity

Case Study • WARC Awards for Effectiveness, Grand Prix for Good, Collaboration & Culture, 2021

NGO Donner Sang Compter turned tradition on its head to encourage blood donation and save lives in Lebanon.

Babyshop: Rephrasing Parenthood

Case Study • WARC Awards for Effectiveness, Gold, Collaboration & Culture, 2021

UAE children's retailer Babyshop created a new Arabic word for parenthood and, in taking a stand for Arab mothers, saw a positive influence on its brand and business too.

Persil: Dirt For Good

Case Study • WARC Awards for Effectiveness, Gold, Brand Purpose, 2021

Unilever-owned detergent brand Persil grew sales and consideration among households in the UK by evolving its Dirt is Good brand platform to communicate its new green brand purpose and the actions it was taking to address environmental concerns.

Finish: Skip the rinse

Case Study • WARC Awards for Effectiveness, Grand Prix, Brand Purpose, 2021

Dishwasher brand Finish grew sales and market share in the US with a multichannel campaign to launch its Skip the Rinse movement encouraging Americans to save water.

The Movember Foundation: A moment against silence

Case Study • WARC Awards for Effectiveness, Silver, Collaboration & Culture, 2021

Men's health charity Movember reframed a ritual of silence to get people talking about male mental health in New Zealand.

New Zealand Government: Unite against COVID-19

Case Study • WARC Awards for Effectiveness, Bronze, Collaboration & Culture, 2021

The New Zealand Government created a multi-channel platform to reinforce the required public response and unite Kiwis in the fight against COVID-19.

Coors Light: Iceman to Canton

Case Study • WARC Awards for Effectiveness, Bronze, Collaboration & Culture, 2021

Light beer brand Coors Light leaned in to a local grievance to create a national story and improve consideration and penetration in the US.

What we know about luxury shoppers

Article • WARC Best Practice, September 2020

Explores the changing behaviours and expectations of luxury consumers whose idea of luxury is becoming more experiential and immersive, and driven by technology and on–the–go lifestyles.
What we know about luxury brands

Article • WARC Best Practice, August 2020

Provides marketers with information and guidance about luxury brand advertising.
How to build a luxury brand

Article • Lyle Maltz, WARC Best Practice, March 2017

This paper explains how luxury brands need to adapt to an evolving market comprising digital opportunities, millennial shoppers, the concept of "affordable" luxury and the need for strong, personalised brand-consumer relationships.
Insights into today’s high net worth individuals

Article • Kim Mackenzie and Sharon Panelo, WARC Exclusive, August 2018

Outlines the findings of research conducted to build a picture of today's high-net-worth individuals (HNWI) in the fashion, jewelry, horology, duty free conglomerates, financial advisers, luxury publishers, travel, and luxury auto brands industries.
Culture Vulture, Luxury Edition 05

Article • Victoria Cook, WPP Atticus Awards, Merit, Media and Communications Planning, 2015

This report explores the global luxury market, describes ten cultural dynamics driving change in the market, and applies those trends to several luxury categories.
Do Price Promotions Help or Hurt Premium-Product Brands? The Impact of Different Price-Promotion Types on Sales and Brand Perception

Research Paper • Felix Zoellner and Tobias Schaefers, Journal of Advertising Research, Vol. 55, No. 3, 2015, pp. 270-283

Although various types of price promotion are used to increase sales, they negatively may affect consumers' perceptions of a premium-product brand.