Emotion

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Airbnb: Go Near – Celebrating Local Travel Only On Airbnb

Case Study • SABRE Awards, Diamond, North America, 2021

Airbnb, an online short-stay rental marketplace, launched a blend of online and offline events in the US and garnered 39 million organic social media impressions.

How the Biden–Harris campaign mobilised voters by choosing empathy over fear

Article • Chiara Manco, WARC Exclusive, April, 2021

The Biden–Harris Campaign dispelled fear and confusion surrounding new methods of voting for the 2020 US presidential election through an edutainment campaign rooted in empathy.

What should ads look like in the time of recession?

Article • Orlando Wood, Research on WARC, April 2021

Explores the effectiveness of advertising during an economic downturn.

Advertising in a recession

Article • Peter Field, Research on WARC, April 2021

Looks at how to advertise during an economic downturn.

Three key lessons for B2B marketers from the B2C space

Opinion • Lena Roland, April 2021

The new WARC Guide to Rethinking B2B Marketing outlines several forms of disruption that are reshaping this discipline. Lena Roland, Managing Editor, WARC.com, examines how learning from the consumer space might be a valuable driver of business-to-business success.

The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.

The health of creativity

Rankings • Rankings Articles, April 2021

This report uses data from Rankings results 2015-19 to assess how often that creative work is also effective.

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.

Tourism New Zealand: Good Morning World

Case Study • WARC Cases, 2019

Tourism New Zealand, the New Zealand tourism board, launched a year-long, integrated global campaign Good Morning World.

Chando: Reshoot Graduation Photo Campaign

Case Study • WARC Cases, 2020

Chando, a skincare brand, broke into the Chinese beauty market by celebrating what makes a person unique.

The Five Fs of creative effectiveness, according to Kantar

Article • Low Lai Chow, Event Reports, Spikes Asia X Campaign, February 2021

Brands planning to lead with creative marketing should note two trends, says Kantar’s regional head of creative Irene Joshy.

Strategy Toolkit module 1: How marketing works

Article • WARC Strategy Toolkit, March 2021

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.

Globe Telecom: A Star Wars Experience for All

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021

Globe Telecom, a telco brand, improved brand perceptions in the Philippines with its inclusive, multi-sensory campaign A Star Wars Experience.

Strategy Toolkit module 4: Consumer behaviour

Article • WARC Strategy Toolkit, March 2021

This article discusses various approaches used by marketers to understand what consumers want.

NRMA Home Insurance: Every Home Is Worth Protecting

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021

NRMA, a home insurance brand, launched its platform Every Home is Worth Protecting in Australia, with a pledge to plant a tree for every insurance policy sold.

Philippines Airlines: Ultimate Travel Feels

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Philippine Airlines (PAL), an airline brand, increased sales and web visits in the Philippines by launching a series of ultimate social experiences targeted at millennials.

What’s working in non-alcoholic drinks

Article • WARC Category Intelligence, February 2021

Global strategies, campaign updates and trends in the non-alcoholic drinks category.

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.

How does consumer insight support the leap to a creative idea: Inside the creative process - Shifting the advertising appeal from functional to emotional

Research Paper • John Parker, Scott Koslow, Lawrence Ang, and Alexander Tevi, Journal of Advertising Research, Vol. 61, No. 1, 2021

Account planners identify and articulate a key strategic resource, consumer insight, from which creative ideation is said to leap.

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.

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.

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.

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.