Emotion

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What we know about storytelling strategies

Article • WARC Best Practice, February 2021

Provides guidance and reading on storytelling strategies, or the fashioning of events into a meaningful, relatable story for customers to identify with and remember.

Three-quarters of TV ads deliver no growth for B2B brands. Here’s how to escape that trap

Article • Stephen Whiteside, WARC Exclusive, February, 2021

Seventy-five percent of TV ads in the business-to-business (B2B) category fail to deliver growth, according to a study by The B2B Institute, a think tank supported by LinkedIn, business-orientated social network, and System1, the research firm.

The worst of times, the best of times

Article • EACA/Effie Awards Europe, Research on WARC, January, 2021

The effect of the COVID-19 pandemic on people, brands and business could be seismic and long-lasting; some outcomes will certainly be category-specific, but they will also depend on how individual brands respond.

Scaling up without screwing up

Article • Tom Roach, Research on WARC, January, 2021

When scale-ups consider using TV advertising for the first time, it’s a decision that can be riven with uncertainty.

WARC Talks 360: Marketer's Toolkit 2021

Article • WARC Webinars, December 2020

Helps marketers put their 2021 plan in context and seek new opportunities to develop effective strategies to grow their business.

The role of empathy and efficacy in public service announcements: Using narratives to induce bystander intervention in domestic violence

Research Paper • Eunjin (Anna) Kim and Sidharth Muralidharan, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 452-466

This research explores the understudied relationship between two crucial variables—empathy elicited by narratives and the degree of efficacy possessed by bystanders—by using narratives in public service announcements.

Consumer reactions to animal and human models in print ads: How animals and people in ads influence the purchase-decision journey

Research Paper • Rohit H. Trivedi and Thorsten Teichert, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 439-451

Animals have been used in advertisements for decades, yet little is known about the effects on consumer reactions along the entire purchase-decision process.

Why do some advertisements get shared more than others? Quantifying facial expressions to gain new insights

Research Paper • Daniel McDuff and Jonah Berger, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 370-380

Why do some advertisements get shared more than others? Using scalable automated facial coding algorithms, the authors quantified the facial expressions of thousands of individuals in response to hundreds of video advertisements.

Beit Al Baraka: The Dignity Card

Case Study • Tahaab Rais, Carl Bou Abdallah, Emile Atallah, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2020

Lebanese NGO Beit Al Baraka launched an innovative payment card to help underprivileged elderly in a way that would empower them and preserve their dignity.

ANZ: Bat For Your Cap

Case Study • Chantelle Hurndell, James Davidson, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020

ANZ, the bank, pinpointed a key insight around fan behaviour to leverage its sponsorship of the national cricket team in New Zealand.

Tesco: Getting the UK TV Family Together at Christmas

Case Study • Katy Harkness, Francesca Blair, Tom Mardon, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2020

Retailer Tesco created a first of its kind partnership in the United Kingdom that saw its ad content integrated across three leading TV broadcasters to drive buzz and sales during the Christmas season.

L'Oréal Paris: Making age a non-issue

Case Study • Joy Molan, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020

L'Oréal Paris, the global beauty brand, used a special edition of fashion monthly British Vogue to champion age positivity and reconnect with British consumers.

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.

Tesco Stores: Bringing Back Supermarket Sweep

Case Study • Amy Butterworth, WARC Media Awards, Gold, Effective Use of Partnerships and Sponsorships, 2020

Tesco, the grocery retailer, used ad-funded programming to amplify its nostalgic centenary celebrations in the UK.

British Heart Foundation: 24hrs in A&E Special

Case Study • David White, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2020

Charity organisation, the British Heart Foundation, partnered with a popular TV show to drive donations and increase awareness in the UK.

RAKBANK: Memotraits

Case Study • Kevin Pinto, Mohit Lodha, WARC Media Awards, Shortlisted, Effective Use of Tech, 2020

United Arab Emirates bank RAKBANK used artificial intelligence to create a fan-centred campaign promoting its new FC Barcelona credit card.

Global Pride: Global Pride Crossing

Case Study • Werner Iucksch, Melantha Tan, Arnaud Robin, WARC Media Awards, Silver , Effective Use of Tech, 2020

Global Pride created a unique virtual experience to keep the Pride Day flag flying, engage the LGBTI+ community and increase visibility of the Pride movement to society as a whole.

Voltaren: Osteoscan

Case Study • James Barnett, WARC Media Awards, Gold , Effective Use of Tech, 2020

Voltaren, an over-the-counter topical pain treatment, launched an online diagnostic tool to defend market share and justify its premium status in Russia.

Angry Birds: #BringTheAnger

Case Study • Kathryn Ruocco, WARC Media Awards, Bronze , Effective Use of Tech, 2020

Gaming company Rovio Entertainment celebrated the 10th anniversary of its Angry Birds game and made it culturally relevant again in the US with its #BringTheAnger campaign, encompassing digital OOH, influencers and on-ground activity featuring gadgets powered by anger.

Fanta: Twisted Carnival

Case Study • Tom Curtis, WARC Media Awards, Bronze , Effective Use of Tech, 2020

Category-leading soft drink brand Fanta ran an experiential and digital Halloween campaign in Britain in 2018 to grow sales and engagement among its target teen audience.

The role of emotion in human decision-making: Implications for brand success

Research Paper • Manuel Garcia-Garcia, Ph.D., ARF Experiential Learning, November 2020

Looks at how emotions have great influence on multiple cognitive processes and the role of emotion in decision making as a crucial and complex task that involves several elements.

Grab: Personalised Social Impact Reports

Case Study • Krshna Prashant, Sulin Lau, WARC Media Awards, Silver, Best Use of Data, 2020

Mobile technology brand Grab used customer data in a new way to reframe and personalise its social impact activity in Southeast Asia.

O2: Using data, empathy and out of home to sell international SIMs

Case Study • Hayley White, Jenni Gabbarelli, WARC Media Awards, Gold, Best Use of Data, 2020

UK telco brand O2 increased awareness of and conversion to its new international SIM bundles among relevant expatriate communities via a media-first out-of-home campaign, driven by data and rooted in empathy.

What’s the right tone in hard times?

Article • Graham Page, WARC Exclusive, November, 2020

What 50,000 ads and 8 years of emotion research tells us about how to advertise in a recession.

The future of brand experience: Four scenarios to succeed in the “new normal”

Article • Elena Yepes, Juan Isaza and Jorge Becerra, WARC Exclusive, November 2020

Using the Foresight Planning methodology, this paper looks at four scenarios for brands to succeed going forward, based on how consumer behavior has changed for the long term because of the pandemic.

How PR, out of home and stunts drive marketing at Circles.Life

Article • Low Lai Chow , Event Reports, Digital PR Strategies Conference, July 2018

Circles.Life, a telco challenger brand in Singapore, has put PR, out-of-home and viral stunts at the heart of its brand marketing.
What's working in telecoms and ISPs

Article • WARC Category Intelligence, March 2018, pp. 0-0

Global strategies, campaign updates and trends in the telecoms and ISPs category.
UPS: United problem solvers

Case Study • SABRE Awards, Gold, Asia-Pacific, 2017, pp. 0-0

Logistics company UPS used PR to reposition the brand as a partner to help solve business problems in order to grow its business in Asia.
Marketing telecommunications

Article • Colin Grimshaw, Admap Magazine, January 2018, pp. 3-3

Outlines a series of papers exploring the challenges and opportunities for telecommunications brands.
How Vodafone Ireland used emotion over the long-term to build brand value and resist commodification

Case Study • Hayley Sivner, Fiona Keyte and Colleen Savage, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018, pp. 0-0

Vodafone Ireland, a telecommunications company, used emotion over the long term to build brand value and resist commodification.
Marketing telecommunications: best practice in TV advertising

Article • Samuel Davis, Admap Magazine, January 2018, pp. 22-24

Looks at how UK telecoms brands are performing on TV and offers four guidelines on what works to drive both memorability and branding.