Dec 10, 2019 17:00 JST
Source: Warc
|
|
|
WARC identifies successful content strategy trends for effective marketing
Lessons from the 2019 global WARC Awards
LONDON, Dec 10, 2019 - (ACN Newswire) - WARC, the global authority on advertising and media effectiveness, has today released the Effective Content Strategy Report, outlining key trends and lessons in branded content strategies for advertisers, agencies and media owners, following an analysis of some of the world's most effective campaigns.
Drawn from jury discussions and metadata of the shortlisted and winning entries of the Effective Content Strategy category of this year's WARC Awards - a global search for next-generation marketing effectiveness - the report identifies three main content strategy themes that helped brands achieve business goals.
Lucy Aitken, Managing Editor, Case Studies, WARC, comments: "We've analysed the successful case studies to uncover the most important insights that marketers and their agencies can draw on to help plan their future content strategies."
WARC's Effective Content Strategy Report highlights three key themes:
- Content needs to build audiences in the long term
Content needs to be a long-term play to attract and maintain audience attention. Mars-owned cat-care brand Whiskas, Lebanese telco Connect and Orange in Tunisia all enjoyed their second WARC Award for Effective Content Strategy in 2019 thanks to a long-term content strategy that is resonating with people and paying dividends for the brand.
Cecile Angrand, Global Brand Director, Whiskas and Diana Lopes, Strategy Director, AMV BBDO concur that: "Content should be seen as a long-term investment for brands... [it's] a continuous process of building sustained attention for your brand. It's not about reaching an audience, but about building one."
- Younger audiences use branded content for self-expression
Younger audiences will make time for the right kind of branded content, and this was seen in winning campaigns such as Nescafes Egyptian campaign targeting university students, or Dunelm's advertiser-funded programming push in the United Kingdom that used a dating show format.
Thas Naseemuddeen, Chief Executive Officer and Riley Strand, Senior Strategist of independent creative agency Omelet, point out: "The intrinsic value of a product is less about what it says on the box and more about what it empowers you to say about yourself."
They add: "Younger audiences are growing and shaping perspectives; they're looking for friends, for romance, for purpose. They do that by expressing themselves through creation and communication, and brands can enable or improve their ability to do that."
- Real-world components help make content distinctive
A tangible part of a campaign - for instance, Panini Cards for Coca-Cola Egypt, Coffee Corners for Nescafe Dolce Gusto in MENA or Grand Prix-winning Trash Isles for Plastic Oceans International - can bring to life a content strategy.
Jury member Iuren Ramiro, Planning Manager, Santa Clara, comments: "Content can play a key role in making [...] experiences more meaningful. However, brands need to be careful not to make digital their main or only piece of content strategy. 'Things' can also be an incredibly valuable way to connect brands with people, having the advantage of seamlessly becoming a part of their conversation."
Summing up, Namita Mediratta, Global CMI Director, Content Centre of Excellence, Unilever and chair of the 2020 WARC Awards' Effective Content Strategy jury, says: "As advertising moves towards a value-exchange model from a predominantly interruption-driven mindset, the role of content (as distinct from advertising) becomes much more important. There is a crying need for content that people want to engage with, participate in and contribute to."
A sample of the Effective Content Strategy Report, Lessons from the 2019 WARC Awards, can be downloaded from lp.warc.com/warc_effective_content_report_warc_awards_sample.html. The report in full is available to WARC subscribers on warc.com and includes in-depth chapter analysis with views and opinions from the judges; what the trends mean from advertisers, agencies and media owners; data analysis and summaries - objectives, insights, strategies and results - of the winning case studies.
The 2020 WARC Awards are now open for submissions. Free to enter, there is a $40,000 prize fund for the winning papers. View on https://www.warc.com/warcawards.prize for more information.
Contact:Amanda Benfell
Head of PR & Press
+44 20 7467 8125
amanda.benfell@warc.com
Source: Warc
Sectors: Media & Marketing, Advertising
Copyright ©2025 ACN Newswire. All rights reserved. A division of Asia Corporate News Network. |
Latest Release
Gannon & Scott has signed a definitive agreement to join Metalor Technologies
Oct 29, 2025 04:00 JST
| 
Merck & Co., Inc. and Eisai Announce WELIREG(R) (belzutifan) Plus LENVIMA(R) (lenvatinib) Met Primary Endpoint of Progression-Free Survival (PFS) in Certain Previously Treated Patients With Advanced Renal Cell Carcinoma
Oct 29, 2025 00:30 JST
| 
Mitsubishi Heavy Industries Machinery Systems to Exhibit at Japan Mobility Show 2025
Oct 29, 2025 00:00 JST
| 
Fujitsu AI transforms regional healthcare in Iki city
Oct 28, 2025 23:24 JST
| 
Hitachi announces initiatives aligned with Japan - U.S. strategic investments
Oct 28, 2025 22:34 JST
| 
NEC Achieves Cisco Gold Provider Status, Strengthening Global Strategic Partnership in the AI era
Oct 28, 2025 22:09 JST
| 
Honda to Invest in OMC Power, which will Launch Leasing Business for Uninterruptible Power Supply Device in India
Oct 27, 2025 21:20 JST
|
Fujitsu, Logistics Knight Japan, and Isuzu Motors launch joint pilot project to build pharmaceutical logistics platform aiming for stable supply
Oct 27, 2025 17:31 JST
| 
JCB Explores Opportunities to Expand Card Acceptance through Partnership with STC Bank
Oct 27, 2025 15:00 JST
|
Health Canada Grants Authorization for "LEQEMBI(R)" (lecanemab) for the Treatment of Early Alzheimer's Disease
Oct 27, 2025 14:23 JST
|
FIG, Fujitsu, Acer Medical collaborate to develop health-promoting insurance concept to support preventative care in aging societies
Oct 24, 2025 16:52 JST
| 
SHARP unveils the new "LDK+" EV concept model at Japan Mobility Show 2025
Oct 24, 2025 16:18 JST
|
Mitsubishi Shipbuilding Holds Christening and Launch Ceremony in Shimonoseki for Training Ship WAKASHIO MARU Built for National Institute of Technology, Toyama College
Oct 24, 2025 00:29 JST
| 
Mazda and Nippon Steel Strengthen Collaboration
Oct 23, 2025 23:57 JST
| 
Immersive Museum "THE MOVEUM YOKOHAMA by TOYOTA GROUP" to Open on December 20, 2025
Oct 23, 2025 23:27 JST
|
PacificLight Appoints a Consortium of Mitsubishi Power and Jurong Engineering Limited to build 670 MW CCGT Power Plant in Singapore
Oct 23, 2025 23:12 JST
|
NEC and the Cote d'Ivoire Ministry of Agriculture enhance agricultural efficiency through digital technology
Oct 22, 2025 20:55 JST
|
Fujitsu and Kawasaki Frontale sign global Sports for Nature Framework in Japan first
Oct 22, 2025 18:16 JST
| 
Olympus Launches New Surgical Energy Device for Hemostatic Cutting and Vessel Sealing
Oct 21, 2025 23:00 JST
|
MHI Thermal Systems to Launch New 2026 Models of the S Series High-Capacity Residential-Use Air-Conditioners for the Japanese Market
Oct 21, 2025 22:10 JST
|
More Latest Release >>
|