Content | WARC

What we know about native advertising

Article • WARC Best Practice, August 2019

Provides marketers with information and guidance about using native advertising.

What’s working in content marketing

Article • WARC Category Intelligence, January 2019

Global strategies, campaign updates and trends in content marketing.

How to use native advertising effectively

Article • Rebecca Lieb, WARC Best Practice, October 2017

This article provides best practices for successful native advertising campaigns, including how to plan a content strategy and how to approach the three main players in the native landscape: publishers, social media platforms and technology vendors.

How to plan an effective content marketing strategy

Article • Shafqat Islam, WARC Best Practice, November 2016

This article argues that planning, creating, distributing and optimising valuable content can drive brand awareness, spark lead generation and deliver business value.

Puck: Repurposed Meals

Case Study • Tahaab Rais, Anna Sadykova, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Puck drove brand engagement and share to increase with a social content series during Ramadan across the Gulf countries.

Mastercard: Cash is no more king in India

Case Study • Rajesh Sharma, Neerja Goswami, Kanika Saxena, WARC Awards, Shortlisted, Effective Content Strategy, 2020

Financial services brand Mastercard developed an integrated campaign to boost card payments and attract new users in India.

Northern Territory: Top End Wedding

Case Study • Tony Quarmby, WARC Awards, Shortlisted, Effective Content Strategy, 2020

Destination marketing body Tourism Northern Territory created a feature film to challenge outdated perceptions of the area as a holiday destination and increase tourist numbers from Australia and the rest of the world.

Emirates NBD: Inspire What's Next

Case Study • Tahaab Rais, Tala Arakji, WARC Awards, Shortlisted, Effective Content Strategy, 2020

Private bank Emirates NBD grew brand favourability and sales with an awareness campaign in the United Arab Emirates.

Century 21: Relentless Moves

Case Study • Ellie Gogan-Tilstone, Matt Mullen, Annabelle Butler, WARC Awards, Shortlisted, Effective Content Strategy, 2020

Real-estate brand Century 21 used a content partnership with sports channel ESPN to recreate itself with a 'relentless' brand positioning, leading to business growth in a declining US market.

K-Y: The Pleasure is Mine

Case Study • Jessica Joseph, John Ebeling, WARC Awards, Shortlisted, Effective Content Strategy, 2020

US-based lube brand K-Y created a platform to normalise conversations about women's sexuality through a docuseries in order to regain lost market share.

The Open University: The Open Diaries

Case Study • Joe Hoppard, Jess Geary, WARC Awards, Shortlisted, Effective Content Strategy, 2020

UK-based the Open University, a distance and part-time learning provider, launched a social media campaign that allowed its students to share their stories, and saw a steep increase in recruits.

Hungarian Telekom: Senior Gamer Club

Case Study • Peter Kormanyos, Domonkos Palfai, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2020

Hungarian Telekom used a purpose-based native media campaign, with gaming as its core idea, to help grandparents upgrade their digital skills and reconnect with their grandchildren.

TD Ameritrade: The first interactive financial goal planning session in a chatbot ad

Case Study • Beth Palmer, WARC Awards, Shortlisted, Effective Innovation, 2020

US-based investment brokerage TD Ameritrade cooperated with IBM Watson to create a display ad capable of providing financial guidance through a chat interface, driving strong conversion rates.

BBVA: We Learn Together

Case Study • Case Studies on WARC, 2018

BBVA, the Spanish financial services company, positively affected consumer perceptions at a critical time through an educational programme that created real social impact.

American Pecan Council: The Super American Pecan-A-Thon

Case Study • SABRE Awards, IN2, North America, Best Content Creation for Media Sites (Paid), 2020

American pecan growers partnered with Epicurious to stream a live online one-day variety show to appeal to consumers' patriotic spirit and boost demand in the run-up to holiday season in the US.

Seven tips for better branded IG content and working with influencers

Article • Low Lai Chow, Event Reports, VidCon Asia Summit, December 2019

With the right brand-and-creator partnership, organic reach and engagement is still possible for brands Instagram, according to the platform’s APAC's head of partnerships, Nicci Meek.

Creating healthcare content that matters

Article • Michael Leis, WARC Webinars, January 2020

Michael Leis (Publicis Health) discusses the repeatable, strategic guides that can be built to clarify decision-making and drive the world’s largest, most engaged therapeutic-area audiences.

How brands can learn to create moments of online connection

Article • Anita Caras, WARC Exclusive, January 2020

The findings of a study by Verizon Media into the key motivations underlying how and why consumers interact with online content.

B2B brands continue steep climb up content marketing hill

Article • John Obrecht, ANA Magazine, B2B Marketer, January 2020

Nearly a decade after its coming out party, content marketing has become a staple for B2B companies, but for all the high hopes and expectations, many challenges remain.

Bodegas Barbadillo: Cosas de Mar

Case Study • Integrated Marketing Communications Council Europe, Gold, Innovative Idea and Branded Content, 2019

Barbadillo, a wine producer in Spain, increased brand awareness in Spain by launching an original TV sitcom representing each of its brands and moments of consumption.

Effective Content Strategy Report: Lessons from the 2019 WARC Awards

Article • WARC Exclusive, December 2019

Analysing trends in content strategies with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2019 WARC Awards.

The Royal British Legion: The Nation says "Thank You"

Case Study • Data and Marketing Association, Bronze, 2019

The Royal British Legion, a charity, marked the centenary of the end of World War One in the UK by launching educational programmes and fundraisers based on stories of the generation that lived it.

How to drive retail success with native ads

Article • Research on WARC, November 2019

Native ads and their multiple innovative formats are best equipped to deliver experiences that entertain, inspire, and solve for the real needs of consumers from awareness to conversion.

Maybelline: Makeup on the Way

Case Study • Benjamin Condit, Jerry Perez, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019

Cosmetics brand Maybelline challenged female commuters to apply their makeup in the back of a taxi to grab the attention of young urbanites in top-tier cities in China.

Uber: Uber Legends

Case Study • Tahaab Rais, Tala Arakji, WARC Media Awards, Silver, Best Use of Data, 2019

Uber championed its top users with Uber Legends, an evocative campaign that tells the real stories of real journeys, to engage users and increase brand love.