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
SenseTime Announces 2025 Interim Results
Aug 28, 2025 21:20 JST
| 
Hong Kong Watch & Clock Fair, Salon de TIME return in September
Aug 28, 2025 20:27 JST
| 
Ausnutria 2025 Interim Results Announcement: Revenue and Profit Maintain Resilient Dual Growth
Aug 28, 2025 19:09 JST
| 
Baguio Green Group (1397.HK) Announces 2025 Interim Results
Aug 28, 2025 19:03 JST
| 
Production, Sales and Export Results for July, 2025
Aug 28, 2025 17:36 JST
| 
Sales, Production, and Export Results for July 2025
Aug 28, 2025 17:25 JST
| 
The University of Tokyo and DENSO Jointly Establish a Social Cooperation Program: "Building Sustainable Production System Infrastructure with Advanced AI Technology"
Aug 28, 2025 16:33 JST
|
Overview of Honda Exhibits at the Japan Mobility Show 2025
Aug 28, 2025 15:49 JST
| 
NEC develops AI technology for digitalizing work tasks without the need for pre-training and utilizing video from multiple cameras covering wide area worksites
Aug 27, 2025 22:57 JST
| 
Result of the Business Plan Review for the Offshore Wind Power Generation Projects in Japan
Aug 27, 2025 22:27 JST
| 
Fujitsu develops AI agent platform for the healthcare sector to enhance operational efficiency and ensure stable medical service provision
Aug 27, 2025 21:50 JST
| 
MHI Becomes First Japanese Company to Acquire ISO 19443:2018 Certification in the Nuclear Energy Field
Aug 27, 2025 21:32 JST
|
Mitsubishi Logisnext to Demonstrate Automated Forklift Equipped with "SynfoX" at "4th INNOVATION EXPO"
Aug 27, 2025 20:59 JST
| 
TANAKA to Showcase Advanced Semiconductor Materials in its Inaugural Participation at SEMICON India 2025
Aug 26, 2025 13:30 JST
|
Honda to Hold Official e-Motorsports Event, "Honda Racing eMS 2025"
Aug 26, 2025 13:17 JST
|
Mitsubishi Corporation Invests in Fullerton Health
Aug 26, 2025 12:54 JST
| 
Austria and Germany to become the first markets in the European Union (EU) to launch LEQEMBI(R) (lecanemab)
Aug 25, 2025 19:30 JST
|
Shibaura Institute of Technology, Waseda University and Fujitsu develop quantum computer-based robot posture optimization
Aug 25, 2025 18:22 JST
|
NEC technology predicts sudden traffic congestion in real time using optical fiber cables
Aug 25, 2025 17:30 JST
| 
CITIC Resources Deepens Dual Driver Development Strategy of "Investment + Trading"
Aug 22, 2025 20:28 JST
|
More Latest Release >>
|