WARC Creative has released a report to help companies improve the business impact of their creative marketing. The report examines the strategies and approaches of some of the world’s most awarded campaigns for effectiveness in 2022, as ranked in this year’s Effective 100.
Part of WARC Rankings, the Effective 100, is an independent global benchmark celebrating excellence in advertising effectiveness. It features the most awarded campaigns and companies in the world based on their performance at the most important global and regional effectiveness shows as determined by the industry.
Also Read: WARC Rankings 2023: Wavemaker Mumbai top media agency for effectiveness
Amy Rodgers, Head of WARC Creative, and author of the report, said, “We’ve analysed the multi- award-winning campaigns ranked in the Effective 100 to get an understanding of the approaches highly effective brands are taking to drive commercial impact. These findings will provide confidence to marketing decisions through evidence-based insight and inspiration.”
Key takeaways outlined in Lessons from WARC’s Effective 100 report are:
- Peak purpose
WARC stated that Purpose has reached a peak in the Effective 100 this year. Half of the ranked campaigns – the highest number recorded in the Effective 100 to date – have a purpose element to them as brands try to make a difference in the world.
But while there are still campaigns that might be seen as purely brand purpose work, more brands are investing in initiatives that support audiences while also growing the bottom line.
Ranked #2, Not Just A Cadbury Ad by Ogilvy Mumbai / Wavemaker Mumbai for Cadbury’s Celebrations supported small business stockists resulting in sales.
- Technology innovation paves new routes to attention
According to WARC, Advances in technology are providing innovative ways for marketers to reach their audiences through social media and gaming.
The use of virtual reality, CGI and 3D technologies are all used in the most awarded campaigns for effectiveness, often combined with the use of influence, be it human or virtual, to target specific audiences.
- Hunger sells
As stated by WARC, marketers should take inspiration from the food, drink and QSR categories, which make up 34pc of the top 100 campaigns, including four of the top five campaigns – Michelob Ultra (ranked #1), Cadbury (#2), McDonald’s (#3) and Jif (#5).
The use of creativity is pushing the boundaries of category norms to gain attention, as well as purpose and celebrity/influencer partnerships which have proven to be effective strategies, added WARC.
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