PR, WOM & earned media

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The value of authenticity: A marketing lesson by BTS x McDonald’s

Article • Bethany Bloch, WARC Exclusive, June 2021

Brands can get tips for their own marketing campaigns from the successful collaboration between Korean pop sensation BTS and fast food giant McDonald’s, says Mutant’s Bethany Bloch.

DTC disruptors: Consumer sentiment data from GWI

Article • WARC Exclusive, Spotlight China, June 2021

Analyses data from ongoing surveys of Chinese consumers, provided by GWI.

We don't need to talk about ads: Why only some advertising gets talked about on social media and becomes famous

Article • Adam Sheridan, Research on WARC, June 2021

Provides evidence that advertising that gets talked about has the potential to deliver unpaid or “earned” reach and therefore more efficiency for marketing investments.

Mastercard: Mastercard SMB

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Mastercard, a financial services corporation, created a campaign in the United States to engage with women-owned small businesses, a group that was often overlooked.

Skinny: Friend-vertising

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

Low-cost telco Skinny harnessed its customer superpowers to grow credibility and drive consideration in New Zealand.

Crayola: Colors of the world

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Art supplies brand Crayola grew sales in the US with #TrueSelfie, a PR, digital and social campaign to launch its Colors of the World diverse crayon sets.

KFC Australia: Michelin Impossible

Case Study • WARC Awards for Effectiveness, Gold, Instant Impact, 2021

Fast-food chain, KFC, shifted perceptions around its food quality with a bold quest to gain a Michelin Star for one of its restaurants in Australia.

B Honey: The Purple Hive Project

Case Study • WARC Awards for Effectiveness, Bronze, Brand Purpose, 2021

Food company Bega Foods Limited launched its B honey brand in Australia with an AI-driven beehive project to educate consumers about the dangers of the Varroa destructor mite.

Kioxia: The world's first AI manga

Case Study • WARC Awards for Effectiveness, Shortlisted, Business-to-Business, 2021

Semiconductor brand Kioxia created an AI manga to rebuild its B2B brand awareness, brand power and brand image as an industry leader in Japan.

What we know about Super Bowl advertising

Article • WARC Best Practice, June 2021

The current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing – brands must be ready.

How brands can shed L.I.G.H.T. on the dark side of social media

Article • Kiron Kesav, WARC Exclusive, Spotlight SEA, May 2021

PHD Media’s Kiron Kesav argues that marketers should not shy away from dark social activities but instead, dive in to find opportunities to engage.

Krispy Kreme: Giving Graduates Their “Senior Moment” During a Pandemic