Social media

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Over one-quarter of Gen Z follow influencers

Data • Cinzia Petio, WARC Data Points (GlobalWebIndex), June 2021

An overview of following rates of brand and influencer pages across generations.

Tencent: Moonments

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

WeChat partnered with the Great Wall of China to drive a ground-breaking social campaign for its 1.9 billion users that would reunite them despite the COVID pandemic.

United Nations: The penguin and the whale

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

The United Nations partnered with WeChat in telling an animated tale with a tragic ending to Chinese students, to raise awareness of its Sustainable Development Goals and spark discussion of the global agenda facing us all.

Campbell's: Dinner Insurance

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Campbell's, the soup brand, supported nervous first-time Thanksgiving cooks during COVID with its Dinner Insurance campaign in the US.

Burger King: Ring King

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Fast-food restaurant, Burger King (BK), capitalised on the emerging tech trend of mobile-connected doorbell cameras to gain attention for the brand's Uber Eats partnership on social media in the US.

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.

Knorr: Rooftop Farms

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

Food and drink brand Knorr created a city rooftop farm initiative to establish itself as a socially responsible and purposeful brand in Egypt.

Etihad Airways: Meta-dynamic automation

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

ETIHAD, the airline, streamlined its formerly highly complex annual sale advertising across global markets with the Advanced Dynamic Engine (ADE) marketing automation tool.

Every Kiwi Vote Counts: Meddle in the New Zealand election

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

Non-partisan initiative Every Kiwi Vote Counts harnessed the power of social networks to mobilise overseas New Zealanders (Kiwis) to vote in the country's 2020 election.

Burger King: Delay your way

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Burger King (BK), the fast-food restaurant, turned the notoriously negative holiday airport experience into a positive brand moment for travellers in the US.

Reese's: Halloween door

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Reese's, the candy company, increased year-on-year Halloween sales during the COVID pandemic with a contactless trick-or-treat experience in the US.

American Pecans: Super safe pecan debate

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

American Pecans cracked open a good-humoured debate about pronunciation that swept the nation and raised its share of voice in the all-important US holiday season.

Wendy’s: Grown with love

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

Wendy's had invested in new salad lettuce in Canada; then Covid-19 hit and people wanted comfort food, so it created a novel social media campaign.

Burger King: Burjer or burger

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

Burger King used a cultural insight in a social media campaign to reverse a value share decline in Saudi Arabia despite increased competition from new brands, delivery services and established QSR.

Lexus: Small business drive

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Luxury car brand, Lexus, ran data-driven test-drives to connect adventure-seeking drivers with unexplored urban locations in Hong Kong.

KFC Australia: Michelin Impossible

Case Study • WARC Awards for Effectiveness, Shortlisted, 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.

STIB: Voices of brussels

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Public transportation company, STIB, managed a meaningful brand connection with customers at a time when none of them could use the service due to COVID travel restrictions in Belgium.

Maersk: Setting a new course for growth

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

Shipping giant Maersk used digital and TV executions to reposition itself as a complete end-to-end logistics and services provider to the C-Suite in Denmark.

Black & Abroad: Go back to Africa

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

Travel and lifestyle company Black & Abroad created a provocative online campaign using the phrase 'Go back to Africa' to change perceptions among Black travellers in Canada and bolster the brand's position as a Black Travel Movement leader.

What we know about marketing on Weibo

Article • WARC Best Practice, June 2021

This article explores the reading and thinking surrounding Sina Weibo, a popular Chinese micro-blogging platform allowing users to post, share and explore Chinese-language content, but which also finds itself under pressure to censor unfavourable content by China's government.

Most Instagram and TikTok users are female, men prefer YouTube

Data • Rob Clapp, WARC Data Points, June 2021

An overview of Instagram, TikTok and YouTube audiences by gender.

Can the youth materialism scale be used across different countries and cultures?

Research Paper • Anna Maria Zawadzka, Agnes Nairn, Tina M Lowrey, Liselot Hudders, Aysen Bakir, Andrew Rogers, Verolien Cauberghe, Elodie Gentina, Hua Li, and Fiona Spotswood, Int. Journal of Market Research, Vol. 63, No. 3, 2021, pp. 317-334

As global material wealth rises and young people are heavily exposed to advertising across a range of channels, including rapidly developing social media where material goods are flaunted as symbols of a happy and successful lifestyle, materialism levels across the world seem likely to rise.

What makes modern Britain laugh? How semiotics helped the BBC bridge the Humor Gap

Research Paper • Chris Arning, Int. Journal of Market Research, Vol. 63, No. 3, 2021, pp. 275-299

In 2018, BBC Marketing and Audiences approached semiotic agencies with a challenging brief. They wanted to know the following: What makes modern Britain laugh? The BBC's younger audiences have been steadily drifting to other platforms and broadcasters to satisfy their need for "funny stuff." Brands that successfully leverage humor really resonate with this new modern mainstream audience, for example, Netflix, BuzzFeed, YouTube, Snapchat, and so on.

#artoninstagram: Engaging with art in the era of the selfie

Research Paper • Chiara Piancatelli, Marta Massi, Andrea Vocino, Int. Journal of Market Research, Vol. 63, No. 2, 2021, pp. 134-160

This study aims to understand how people engage with art in the era of selfies, digital devices, and social media.

67% of TikTok users are under 24 while Instagram and YouTube attract older audiences

Data • Rob Clapp, WARC Data Points, June 2021

An overview of Instagram, TikTok and YouTube audiences by age group.

How to market to rural consumers in India

Article • Kunal Sinha , WARC Best Practice, September 2017

This article explains key steps marketers need to take to market effectively to rural consumers in India – a population of 840 million that is expected to grow.
Insights into today’s high net worth individuals

Article • Kim Mackenzie and Sharon Panelo, WARC Exclusive, August 2018

Outlines the findings of research conducted to build a picture of today's high-net-worth individuals (HNWI) in the fashion, jewelry, horology, duty free conglomerates, financial advisers, luxury publishers, travel, and luxury auto brands industries.
Culture Vulture, Luxury Edition 05

Article • Victoria Cook, WPP Atticus Awards, Merit, Media and Communications Planning, 2015

This report explores the global luxury market, describes ten cultural dynamics driving change in the market, and applies those trends to several luxury categories.
The changing face of luxury: what affluent consumers want

Article • Brian McGee, Event Reports, MRS Luxury Research Conference, September 2016

This event report details how GfK, a market research firm, has been examining why the luxury goods industry is forecast to remain in stagnation in high-growth and mature markets.
Global luxury goods overview

Article • Euromonitor Strategy Briefings, March 2017

This report discusses the luxury goods industry in a global context, including changes in key markets, consumer attitudes and technology’s influence on luxury goods.
The future of TV in India

Article • Kunal Sinha, WARC Exclusive, December 2017

Looks at the current market for TV in India and discusses its future in the midst of new digital technologies and changes in viewership.