• Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Prescience 2023
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • Think Through
Friday, January 27, 2023
MediaNews4U
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Prescience 2023
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
        • Market Analysis
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • Think Through
No Result
View All Result
MediaNews4U
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Prescience 2023
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
        • Market Analysis
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • Think Through
No Result
View All Result
MediaNews4U.com
No Result
View All Result
Home Featured

WARC identifies successful content strategy trends for effective marketing

by Editorial
December 10, 2019
in Featured, Market Analysis
Reading Time: 3 mins read
A A
WARC identifies successful content strategy trends for effective marketing
Share Share ShareShare

Lessons from the 2019 global WARC Awards

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.

Lucy Aitken
Lucy Aitken

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.

Cécile 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, butabout 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 Nescafé’s Egyptian campaign targeting university students, or Dunelm’s advertiser-funded programming pushin 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 Nescafé 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 towardsa value-exchange model from a predominantly interruption-driven mindset, the role of content (asdistinct 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 here.

 

Tags: Cécile AngrandLucy AitkenThas NaseemuddeenWARC Content strategy trends for effective marketing

Related Posts

G.O.A.T Brand Labs acquires celebrity-endorsed apparel brand ‘Imara’
Featured

G.O.A.T Brand Labs acquires celebrity-endorsed apparel brand ‘Imara’

January 27, 2023
Chrome LIVE Week 3: Hindi Movies genre emerges as top gainer with 0.06pc growth
Featured

Chrome LIVE Week 3: Hindi Movies genre emerges as top gainer with 0.06pc growth

January 27, 2023

LATEST NEWS

Chrome LIVE Week 3: Hindi Movies genre emerges as top gainer with 0.06pc growth

Chrome LIVE Week 3: Hindi Movies genre emerges as top gainer with 0.06pc growth

January 27, 2023
TapOnn Digital onboards Aarti Samant as brand marketing consultant

TapOnn Digital onboards Aarti Samant as Brand Marketing Consultant

January 27, 2023

MARKET ANALYSIS

Rising inflation is the top concern for Indians: Report
Featured

Rising inflation is the top concern for Indians: Report

by Editorial
January 25, 2023
0

Kantar, a marketing data and analytics company, released findings from its second edition of India union budget survey. This survey...

MOVERS & SHAKERS

TapOnn Digital onboards Aarti Samant as brand marketing consultant
Featured

TapOnn Digital onboards Aarti Samant as Brand Marketing Consultant

by Editorial
January 27, 2023
0

TapOnn Digital, an Indore-based digital networking start-up, has appointed Aarti Samant as Brand Marketing Consultant. Samant will be entitled to...

Saj Jamal returns to SSIMWAVE as VP – Marketing

Saj Jamal returns to SSIMWAVE as VP – Marketing

January 26, 2023

MARKETING

G.O.A.T Brand Labs acquires celebrity-endorsed apparel brand ‘Imara’
Featured

G.O.A.T Brand Labs acquires celebrity-endorsed apparel brand ‘Imara’

by Editorial
January 27, 2023
0

G.O.A.T. Brand Labs has announced the acquisition of Imara, a celebrity-endorsed women’s ethnic apparel brand.  Imara has expanded its presence...

Subscribe to Newsletters

ADVERTISING

Garage Worldwide appoints Sanjay Deshmukh as CEO
Advertising

Garage Worldwide appoints Sanjay Deshmukh as CEO

by Editorial
January 24, 2023
0

Design, digital and content agency Garage Worldwide has announced the appointment of Sanjay Deshmukh as the CEO. Over the years,...

Education sector and influencers lead violations in ASCI's half-yearly complaints report for 2022

ASCI amends existing disclaimer guidelines as consumers find it difficult to understand

January 24, 2023
Pitchfork Partners announces specialised influencer marketing division

Pitchfork Partners announces specialised influencer marketing division

January 24, 2023

PRINT

Nobel laureate, Booker Prize winners, Jnanpith awardees to feature at ‘MBIFL 2023’
Featured

Nobel laureate, Booker Prize winners, Jnanpith awardees to feature at ‘MBIFL 2023’

by Editorial
January 26, 2023
0

Nobel laureate Abdulrazak Gurnah, Booker Prize winners, Jnanpith awardees and scores of eminent authors from around the world will enrich...

The Hindu ropes in Karthik Nagappan as Head of Brand

The Hindu ropes in Karthik Nagappan as Head of Brand

January 23, 2023
Ad revenue of INS members from accredited ad agencies up 31.93 pc to Rs 6490 crore in 2021

Newspaper registration to be digitised, will cut process from months to just a week

December 29, 2022

MY COLUMN

Swathi Nathani, Team Pumpkin
Featured

Opinion: Time for employers to reimagine employment contracts, allow ‘ethical moonlighting’ – Swati Nathani, Team Pumpkin

by Guest Column
January 7, 2023
0

Moonlighting has been a buzzword in conversations recently considering the coverage it is getting in the media. However, it is...

Contact Us :

UPLIFT MEDIANEWS4U DIGITAL PVT LTD

No. 194B , Aram Nagar 2, JP Road

Versova, Andheri West

Mumbai - 400061

Umanath.V
+91-99400-17868
umanath@medianews4u.com

© 2019 medianews4u.com

No Result
View All Result
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Prescience 2023
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • Think Through

Medianews4u.com © 2019 - 2022 All rights reserved.