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The most awarded work for effectiveness

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for effectiveness for 2020, compiled using our rankings methodology, but not ranked.

The most awarded work for creativity

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for creativity for 2020, compiled using our rankings methodology, but not ranked.

The most awarded work for media

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for media for 2020, compiled using our rankings methodology, but not ranked.

Bodyform/Libresse/Libra: Viva La Vulva

Rankings • WARC Effective 100, 2021

Bodyform/Libresse/Libra, a brand of feminine hygiene products, embraced all forms of genitalia by launching a lip sync video that encouraged UK and Scandinavian women to love themselves, vulvas and all.

How P&G reached an audience without mass-media channels

Article • Alex Brownsell, WARC Exclusive, April 2021

WARC asked Gal Swisa, Always Brand Leader at P&G Israel, and Gilad Kat, Mediacom’s Team P&G Communication Planning Director, about the success of ‘Rabbi Bot’.

The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.

U by Kotex: Black Community PMP

Case Study • Sherine Patrick, Nisha Ashra, Rachel Lowenstein, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020

Feminine hygiene brand U by Kotex founded a Black Community private marketplace (PMP) in the United States that supported Black content creators and publications; its goal was to raise brand awareness, consideration and favorability by allying itself with Black Lives Matter (BLM).

Always: Rabbi Bot

Case Study • Gilad Kat, WARC Media Awards, Gold , Effective Use of Tech, 2020

Feminine care brand Always created an app to solve tensions around biblical commandments and menstruation to build equity and increase relevance among religious Jewish women in Israel.

U by Kotex: Black Community PMP

Case Study • MMA Smarties, Bronze, North America, 2020

U by Kotex, a feminine hygiene brand, created a specifically designed Black Community Private Marketplace (PMP) to support the Black community in the USA.

Always Free: SEMPRE LIVRE®, Sempre Juntas

Case Study • SABRE Awards, LATAM, Industry Sector, Gold, 2020

Stay Free, a brand of menstrual hygiene products, launched a series of press kits and a documentary to break the taboo around the subject of menstruation in Brazil.

Libresse: A messy business

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

Libresse, a brand of feminine hygiene products, launched its Live Fearless narrative in the UK through which it created a series of campaigns around normalising periods, both in culture and the media.

From Xena to Carmilla: Engaging LGBTQ consumers with branded content

Article • Brian Carruthers, Event Reports, Lions Live, June 2020

Discusses how brands can engage with people in minority communities by telling good stories through a web series, Carmilla, which proved so popular that it became a movie by Kimberly Clark’s Kotex.

Mylan Saugella: Break the Taboo campaign

Case Study • SABRE Awards, In2 EMEA, Best Use of Original/Commissioned Research for PR, Gold, 2020

Mylan, a pharmaceutical company, launched research that it turned into promotional content to open up a conversation among women about their wellbeing to promote its brand of feminine hygiene products, Saugella, in France and Italy.

Procter & Gamble Co (Household & domestic)

Article • Euromonitor Advertiser Profiles, May 2020

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

Libresse: Viva La Vulva

Case Study • AME Awards, Best of Show, Regional Platinum - Europe, Gold, 2020

Libresse, a brand of feminine hygiene products, increased market share in Scandinavia by launching Viva La Vulva, a lip sync video that encouraged women not to be ashamed and to love their vulvas.

Kao Corp in Tissue and Hygiene (Household and domestic)

Article • Euromonitor Advertiser Profiles, March 2020

This Company Profile from Euromonitor provides key details and analysis of Japan-based manufacturer Kao Corp in the tissue and hygiene category.

Stayfree: Project Free Period

Rankings • WARC Effective 100, 2020

Feminine care brand Stayfree connected to sex workers in India by creating a curriculum that taught invaluable skills.

Bodyform/Libresse: Viva La Vulva

Rankings • WARC Effective 100, 2020

Bodyform/Libresse, a brand of feminine hygiene products, embraced all forms of genitalia by launching a lip sync video that encouraged UK and Scandinavian women to love themselves, vulvas and all.

Bodyform/Libresse: There will be blood. And vulvas.

Rankings • WARC Effective 100, 2020

Bodyform/Libresse, a brand of feminine hygiene products, connected to UK and Scandinavian women by creating an open culture about period blood and vaginas.

Bodyform/Libresse: Viva La Vulva

Rankings • WARC Creative 100, 2020

Bodyform/Libresse, a brand of feminine hygiene products, embraced all forms of genitalia by launching a lip sync video that encouraged UK and Scandinavian women to love themselves, vulvas and all.

The Female Company: The Tampon Book – A book against tax discrimination

Rankings • WARC Creative 100, 2020

The Female Company, an organic period products brand, sold tampons in the form of books to allow it to sell them for a lower tax rate and start the debate around gender inequality in the laws on taxing tampons in Germany.

Competitor strategies in beauty and personal care

Article • Euromonitor Advertiser Profiles, February 2020

Analyses the beauty and personal care market, including a competitive environment overview, incubators and accelerators and future strategies.

Bodyform/Libresse: There Will be Blood. And Vulvas.

Case Study • APG (UK), Grand Prix, 2019

Bodyform/Libresse, a brand of feminine hygiene products, campaigned in the UK to normalise discussions of periods, and women's bodies and establish itself as a vocal women's empowerment brand.

Stayfree: Project Free Period

Case Study • WARC Cases, Grand Prix, Creative Effectiveness, Spikes Asia 2019

Stayfree, a feminine hygiene brand, used the power of two taboos, periods and prostitution, to draw attention to women's employment potential in India and achieve 19% growth for the brand.

Stayfree: How pads bridged the gap from periods to progress

Case Study • Toru Jhaveri, Sanchari Chakrabarty, Natasha Bohra, Abhishek Shastri , WARC Awards for Asian Strategy, Entrant, 2019

Feminine care brand Stayfree used a multi-media campaign in India to completely redefine its audience and value proposition.

Marketer’s Toolkit 2019: Strategy, tech and media for the year ahead

Article • WARC Trends, December 2018

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.
How does effectiveness vary by media channel?

Article • WARC Evidence, October 2018

Looks at how different channels deliver different outcomes and advises on the optimal roles of different channels, as well as the dominant medium for reach, impact and scalability.
Toolkit 2018: How brands can respond to the year's biggest challenges

Article • WARC Trends, December 2017

WARC's Toolkit 2018 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.
Global Ad Trends: Threats to digital advertising

Data • James McDonald, WARC Data, March 2018

This report summarises the latest research from WARC's Data platform, with a focus on threats to the digital advertising ecosystem. Key findings include:
What we know about programmatic

Article • WARC Best Practice, January 2021

Looks at the much talked about, but less often understood, topic of Programmatic: an automated media buying method that leverages data in real time to gain sophisticated targeting.
Trend Snapshot: Contextual advertising

Article • Alex Brownsell, WARC Trends, July 2018

Explores whether advertisers may be better served reaching consumers on the basis of digital media context.