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1-2 ads per OTT TV break proves most popular

Data • Rob Clapp, WARC Data Points, January 2021

An overview of OTT TV content consumption by device and consumer preference for different ad loads.

A third of consumers are buying more based on healthy and hygienic packaging

Data • Rob Clapp, WARC Data Points, November 2020

An overview of consumers paying more attention to health and hygienic packaging in their post-COVID purchases.

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.

RIPAN and Nigeria Customs Service: Curtailing foreign rice smuggling into Nigeria

Case Study • SABRE Awards, Gold, Africa, 2020

RIPAN, the Rice Processors Association of Nigeria, launched strategic Public Relations campaigns to tackle concerns over mass smuggling of foreign rice into Nigeria and boost the nation's revenue.

Universal Music Group Nigeria: More than Afrobeats

Case Study • SABRE Awards, Gold, Africa, 2020

Universal Music, a music corporation, created a community of music influencers and platforms to promote its wide range of music genres and artists in its roster to increase market share in Nigeria.

Chaka Launch

Case Study • SABRE Awards, Gold, Africa, 2020

Chaka, a technology-enabled trading platform, promoted its platform in Nigeria by launching an influencer outreach program that promoted access to international stock markets.

Leadway Assurance Plc: #SeeFinish

Case Study • SABRE Awards, Diamond, Africa, 2020

Leadway Assurance, an insurance brand, launched its Family Benefit Plan in Nigeria by using young men as human plaques to raise awareness of the shame people face due to financial crisis, which the plan can help insure against.

Gokada Nigeria: #Gokada2.0

Case Study • SABRE Awards, Diamond, Africa, 2020

Gokada, a motorbike hailing service, launched a media event that reversed negative brand perceptions by allowing the media to meet its newly-trained drivers and new bikes after a temporary closure due to bad service in Nigeria.

Nigerian Air Force NAF: NAF Women of War

Case Study • SABRE Awards, Gold, Africa, 2020

Nigerian Air Force, the air branch of the Nigerian Armed Forces, carried out a campaign tagged Women of War to prove that what a man can do a woman can do better.

Chain Reactions Nigeria: Building a positive narrative for Dubai as an affordable destination for Nigerians

Case Study • SABRE Awards, Gold, Africa, 2020

Dubai's Department of Tourism and Commerce Marketing (DTCM), a strategic agency for the city, encouraged Nigerians to visit Dubai by launching a series of activities and platforms to tell the inviting narrative of the city.

Nigeria, Second screening by device

Data • Annika Chauhan, WARC Data Points (GlobalWebIndex), October 2019

An overview of second screening by device in Nigeria since 2017.

Mobile internet cheaper but still unaffordable in Middle East and Africa

Data • Rob Clapp, WARC Data Points, June 2019

An overview of the cost of mobile internet in 51 markets across the Middle East and Africa between 2015 and 2018.

Social media has too much power as public demand more regulation

Data • Rob Clapp, WARC Data Points, May 2019

An overview of public opinion on the power and influence, and need of regulation, of technology and social media companies in 22 countries.

BWL Agency: Homecoming

Case Study • SABRE Awards, Africa, Media, Arts, and Entertainment, Gold, 2019

The Homecoming Project, a platform for cultural exchange, launched in Nigeria and offered an opportunity for 3,000 of Nigeria’s diaspora to rediscover Nigeria.

Darling Nigeria: Find Your Beautiful

Case Study • SABRE Awards, Africa & EMEA, Superior Achievement in Brand-Building, Diamond, 2019

Darling, a hair extensions brand, re-launched its brand in Nigeria by creating an influencer-led campaign and redesigning its packaging.

F5: Cloud Africa

Case Study • SABRE Awards, Africa, Business-To-Business Marketing, Gold, 2019

F5, an application services company, launched a research report and used its findings as PR material to increase awareness of its cloud capabilities in Africa.

Nearly two-thirds of people do not trust information from social media

Data • Rob Clapp, WARC Data Points, May 2019

An overview of public trust in social media as a source of information in 22 countries.

Pepsi: Hijacking the World Cup with the Nigerian 'Naija' spirit

Case Study • Adeola Kayode, WARC Awards, Entrant, Effective Content Strategy, 2019

Soft drinks brand Pepsi used an integrated multimedia strategy to appeal to fan pride and maintain profile in Nigeria during the 2018 FIFA World Cup.

Heineken Credential: Chairman in 192 Countries

Case Study • Adeola Kayode, WARC Awards, Silver, Effective Social Strategy, 2019

Nigerian Breweries developed a ground-breaking campaign to attract consumer attention and drive volume sales of its Heineken brand in the cluttered World Cup period.

How to market effectively to Nigerian consumers

Article • Katrin Roscher, WARC Best Practice, February 2019

Looks at how to market to Nigeria's large, complex and highly diverse population of 191 million.

Transformation through Immersion: Bringing the reality of consumers living in rapidly growing cities into GlaxoSmithKline

Research Paper • Mark Manning and Nick Leon, ESOMAR Conference papers, Congress, 2018

The British pharmaceutical company GlaxoSmithKline carried out an ethnographic study in the developing market to examine global healthcare challenges and R&D commercial opportunities presented by a rising urban population.

Nigeria, Media consumption overview, 2017-2018

Data • WARC Data, August 2018

This report provides an overview of media consumption trends in Nigeria between 2017 and 2018.

Nigerdock: Free Trade Zone regulatory issue

Case Study • SABRE Awards, Gold, Public Sector/Government, Africa, 2018

Nigerdock, a Nigerian energy services company, developed a multimedia campaign to prevent a bill that sought to regulate Nigeria's free trade zone from passing.

Lipton: Don't Just Think; Do

Case Study • SABRE Awards, Gold, Superior Achievement In Brand-Building, Africa, 2018

Lipton, a tea brand, launched its Doing Good campaign in Nigeria to leverage Ramadan and connect with both Christian and Muslim consumers across Nigeria with a message of love.

Heineken: There is More Behind the Star

Case Study • SABRE Awards, Gold, Food And Beverage, Africa, 2018

Heineken, a premium beer brand, reached out to Nigerian consumers who had turned to more affordable beer brands by creating a video series with American rapper Jidenna.

What we know about long-term and short-term effectiveness

Article • WARC Best Practice, December 2020

This article provides marketers with information about how to balance long-term and short-term strategies.
What we know about attribution and marketing mix modelling

Article • WARC Best Practice, August 2020

This article provides marketers with information and guidance about attribution and marketing mix modelling.
How to develop an attribution model for your brand

Article • Patrik Sahlin, WARC Best Practice, January 2018

Provides advice on attribution modelling which can help marketers understand the factors that contribute towards key performance indicators.
Strategy Toolkit: Evaluating campaign success

Article • Strategy Toolkit, Strategy Toolkit

This article offers a selection of papers that are best-in-class on the various elements of effectiveness.
How can I predict the business impact of my marketing activity?

Article • WARC Evidence, October 2018

Discusses the techniques marketers can use to estimate the likely impact of marketing activity.
Forecasting advertising and media effects on sales: Econometrics and alternatives

Article • John Dawes, Rachel Kennedy, Kesten Green, and Byron Sharp, International Journal of Market Research, Vol. 60, No. 6, 2018, pp. 611-620

The contribution of regression analysis (econometrics) to advertising and media decision-making is questioned and found wanting.