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.

MADE.com’s five tips for better influencer marketing

Article • Anna Hamill, Event Reports, The Future of Brands, February 2020

Brands need to prioritise building brand advocates rather than short term partnerships, according to MADE.com’s Head of Brand Advocacy.

How Barclays evaluates its sponsorships to make better investment decisions

Article • Sam Peña-Taylor, Event Reports, MRS Sports and Gaming Conference, February 2020

British financial services firm Barclays has built a framework for evaluating sponsorships capable of evolving over time that uses clear inputs to understand each investment’s business impact.

Sports partnerships and the continuing power of live

Article • David Shore, Admap, February 2020

Four ways in which a brand can activate a sports sponsorship through paid media.

Why FedEx is researching consumer emotions to help deliver a new brand strategy

Article • Stephen Whiteside, Event Reports, CES, January 2020

FedEx, the logistics company, is measuring consumer emotion as a means of tracking the most significant painpoints in the customer journey.

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.

Mondelez: It's Hunting Season

Case Study • Data and Marketing Association, Silver, 2019

Mondelez, a confectionery, food and beverage company, boosted sales of Creme Egg in the UK by launching immersive social content that encouraged people to hunt for a coveted white egg.

Mondelez: Hunt the white creme egg

Case Study • Data and Marketing Association, Gold, 2019

Mondelez, the food and beverage company, increased sales of its Creme Egg in its third year of the Creme Egg Hunting Season campaign by creating a sense of urgency for consumers in the UK.

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, Silver, 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.

Latam Airlines: The Traffic Flight

Case Study • Diana Velásquez, WARC Media Awards, Entrant, Effective Use of Tech, 2019

Latam Airlines partnered with a GPS navigation platform to raise awareness and build brand relevance in Colombia.

Aquafina: International Vietnam Fashion Week

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

Bottled water brand Aquafina elevated brand awareness in Vietnam through sponsorship of a leading Vietnamese fashion platform.

Volkswagen: Exclusive Partnership

Case Study • Ivan De Santis, Paolo Damato, Gabriele Legramandi, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019

Auto manufacturer Volkswagen implemented a cross-device communication plan in Italy to create a strong connection between the brand and the world of football.

Audi: Confindustria Partnership

Case Study • Philip Hewitt, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019

Car manufacturer Audi formed a partnership with trade federation Confindustria and promoted it via radio, print and digital to boost awareness and engagement among business leaders in Italy.

Maybelline: QQ Dancing

Case Study • Benjamin Condit, Jerry Perez, WARC Media Awards, Bronze, 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.

Fair & Lovely: Democratising Education for Women in Indonesia

Case Study • Ayida Sulfa, Mikhal Anindita, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019

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

Tim Hortons: The Away Game

Case Study • WARC Media Awards, Gold, 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.