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 ©2024 ACN Newswire. All rights reserved. A division of Asia Corporate News Network. |
Latest Release
Kaplan Fox & Kilsheimer LLP Alerts Investors to a Securities Class Action Against Humacyte, Inc. (HUMA) - Deadline is January 17, 2025
Nov 22, 2024 11:00 JST
| 
NaaS Q3 2024 Recap: Strategic Shifts and Tech Innovations for Growth
Nov 21, 2024 22:59 JST
| 
Honda Unveils Demonstration Production Line for All-Solid-State Batteries Located in Sakura City, Tochigi Prefecture, Japan
Nov 21, 2024 15:35 JST
| 
Deadline to Lead in Securities Fraud Lawsuit Against Humacyte, Inc. (HUMA) is January 17, 2025 - Contact Kaplan Fox & Kilsheimer LLP
Nov 21, 2024 09:00 JST
| 
ALL Study Groups Using DehydraTECH Processing Outperform Rybelsus(R) in Body Weight Control in Lexaria's 12-Week GLP-1, Diabetes Animal Study
Nov 20, 2024 23:05 JST
| 
Start of Demonstration Test of Two-Phase Direct-to-Chip Cooling in the Air-Cooled Data Center
Nov 20, 2024 15:30 JST
| 
Rozebalamin for Injection 25mg (Mecobalamin) for Amyotrophic Lateral Sclerosis Launched in Japan
Nov 20, 2024 11:51 JST
|
Anticancer Agent "TASFYGO Tablets 35mg" (Tasurgratinib Succinate) Launches in Japan for Biliary Tract Cancer with FGFR2 Gene Fusion or Rearrangements
Nov 20, 2024 10:24 JST
| 
Kingsoft Announces 2024 Third Quarter Results
Nov 19, 2024 18:54 JST
| 
NTT and Olympus Joint Demonstration Shows IOWN APN's Low-latency Capability Can Be Used for Real-time Diagnosis and Treatment on a Remote Server to Realize World's First Cloud Endoscopy System
Nov 19, 2024 15:30 JST
| 
Supercomputer Fugaku retains first place worldwide in HPCG and Graph500 rankings
Nov 19, 2024 09:02 JST
| 
CleverTap Recognized as a Strong Performer in Cross-Channel Marketing Hubs, Q4 2024 Report
Nov 18, 2024 23:30 JST
| 
World's First Successful Trial of Quantum Tokens Created Using Quantum Technology
Nov 18, 2024 17:29 JST
|
Fujitsu and SAP Fioneer enter partnership to accelerate digital transformation in the insurance industry and deliver services that contribute to customers' sustainable business
Nov 18, 2024 12:31 JST
| 
Expanding Possibilities with the Liquid Hydrogen-Powered GR Corolla in the Season Final Round
Nov 18, 2024 09:25 JST
|
COP29: Indonesian Special Envoy Hashim Djojohadikusumo Announces EUR 1,2 Billion Green Funding
Nov 16, 2024 18:00 JST
|
Mitsubishi Shipbuilding Holds Christening and Launch Ceremony of LNG-Powered Roll-on/Roll-off Ship TRANS HARMONY EMERALD in Shimonoseki
Nov 15, 2024 18:58 JST
|
Nationwide TV Commercial Launched in Japan to Raise Awareness About MCI (Mild Cognitive Impairment)
Nov 15, 2024 17:33 JST
|
Eisai Receives Positive Opinion from the CHMP in the European Union for Lecanemab in Early Alzheimer's Disease
Nov 15, 2024 14:31 JST
| 
Resorttrust Group and Mitsubishi Corporation Launch Joint Study in Medical Tourism
Nov 15, 2024 12:32 JST
|
More Latest Release >>
|