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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.

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.

Pantene: The Hairy Tale

Case Study • WARC Cases, 2018

Hair care brand Pantene made waves in Japan by using a baby to break the taboo of social standards.

From sustainability to purpose in beauty

Article • Euromonitor , Research on WARC, March, 2021

As consumer awareness of social and environmental issues increases, steps to improve the beauty industry’s environmental footprint are progressing at a faster pace.

디지털 고객 여정

Article • Euromonitor Strategy Briefings, December 2020

코로나19로 이머커스 이용이 증가했고, 많은 소비자가 격리 중에 디지털 채널을 시도했고 심지어 의존하게 되기도 했다.

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

Case Study • Tahaab Rais, Yasmin Shehab, WARC Media Awards, Gold, Effective Use of Partnerships and Sponsorships, 2020

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

Pantene: BrA.I.ds of Strength

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

Haircare brand Pantene launched a multimedia campaign to encourage women in Israel to donate hair for wigs for cancer sufferers.

Clear Men: AI31 – Hijacking Live Games

Case Study • Thanh Vo, Ha Tran, Soumya Ranjan Panda, WARC Media Awards, Bronze, Best Use of Data, 2020

Clear Men, the shampoo brand, used predictive AI technology to engage tuned-out young men in Vietnam.

Head & Shoulders: Say it Proud

Case Study • James Barnett, WARC Media Awards, Gold, Effective Channel Integration, 2020

Haircare brand Head & Shoulders ran a TV, digital and radio campaign based on popular mispronunciations of its name, gaining sales and market share in Indonesia.

Procter & Gamble Co (Toiletries and cosmetics)

Article • Euromonitor Advertiser Profiles, October 2020

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble.

John Frieda: Frizz Ease Weightless Wonder –Challenging haircare scepticism with breakthrough innovation

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

John Frieda, a haircare brand, promoted its brand of Frizz Ease products in the UK by launching a series of ads with diverse models and realistic before and after shots to show its products genuinely work.

L'Oréal Paris: Magic Retouch

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

L'Oréal Paris, a beauty brand, cut through the hair colour category communication codes to make Magic Retouch, a root concealer, an essential ally in women's lives across Europe.

Pantene: Breakup Salon

Case Study • Owen Smith, WARC Prize for Asian Strategy, Shortlisted, 2020

Hair care brand Pantene leveraged China's Singles' Day shopping event to get consumers' attention with their Breakup Salon brand experience.

Clear Men: Clear Men Swipes All: Hijacking League of Legends

Case Study • Anh Nguyen Ha, Ha Tran, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Entrant, 2020

Unilever-owned shampoo brand Clear Men engaged young males and drove sales in Vietnam by sponsorship of an eSports tournament.

Clear: Encouraging millennials to Come Back Stronger

Case Study • Jasmine Lai, Adrian Adshade, WARC Prize for Asian Strategy, Entrant, 2020

Clear, the anti-dandruff shampoo, helped people stay mentally fit during the COVID-19 pandemic with its 14-Day Resilience Programme in Singapore.

Bevel grooming products stand up to specific needs of Black male consumers

Article • Geoffrey Precourt, Event Reports, ANA Brand Building Conference, July 2020

Bevel, the grooming brand made by Walker & Co., successfully tapped into a gap in the market when it came to meeting the distinct personal-care needs of Black men.

Hair care in the US

Article • Euromonitor Strategy Briefings, June 2020

Offers a category analysis of hair care in the US, including company profiles, market data and key trends and developments.

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

Case Study • Yasmin Shehab, Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2020

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

Darling X LFW19

Case Study • SABRE Awards, Gold, Africa, 2020

Darling, a hair extensions brand, promoted its brand in Nigeria by becoming an official partner of Lagos Fashion Week.

Dove: The CROWN Act

Case Study • SABRE Awards, Gold, North America, 2020

Dove, a toiletries brand, co-founded the CROWN Coalition to expand legal projections for black women who choose to wear their natural hair texture to help stop discrimination in the workplace in the US.

Dove Hair: My Hair My Crown

Case Study • SABRE Awards, Gold, North America, 2020

Dove, a personal care brand, elevated Dove Hair's brand equity in the US through a product-agnostic campaign designed to spark a national dialogue around broadening the narrow definition of beautiful hair.

Unilever Clear: Abtal El Shawarea’ (Stars on the Streets)

Case Study • AME Awards, Silver, 2020

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

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.

Sunsilk: Be #ExtraReady Tap Tap Game

Case Study • Tricia Cruz, Kitty Faustino, WARC Awards, Entrant, Effective Innovation, 2020

Sunsilk, a shampoo brand in the Philippines, used a campaign that integrated music and gaming to stand out in a cluttered market.

Clear: Wait for my rock!

Case Study • Ma Miaojun, Xiong Ying, Wu Shufeng, Yu Junqiu, WARC Awards, Entrant, Effective Innovation, 2020

Clear shampoo's traditional education-based marketing strategy was not reaching Chinese Gen Z consumers so it partnered with a popular programme on the iQiyi video platform to run a campaign focused on individualism.

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.