Why These Campaigns Are The Best In The World And How Yours Can Be Too!

Why These Campaigns Are The Best In The World And How Yours Can Be Too!
SHARE
THIS



Australia soared to the front of the ad stage a few weeks ago when Warc released its top 100 campaigns from the past year, with Saatchi & Saatchi Australia’s Penny the Pirate topping the list.

Overall, Australia was ranked fifth in the world.

And besides just marvelling at the wondrous campaigns, Warc has released the common themes between them all so anyone can pull together a cracking campaign. You can download the full report here.

The four main takeaways are:

Digital-led strategies can be highly affective.

Eleven of the top 20 campaigns were digitally led in some capacity, says the executive summary of the Warc top 100. After analysing the campaign themes, social media emerged as the most used channel for the campaigns – around 80 per cent of the campaigns used social in some way.

Online video was the second most used channel, followed by public relations.

Online video remains a more used channel than TV for the second year running.

Digital is driving low-budget strategies.

The 2016 list has seen a trend towards less-expensive and shorter campaigns.

“This is unusual,” says the report. “The 2015 analysis, consistent with previous studies into high performing campaigns at effectiveness and strategy awards, found that bigger campaigns tend to overperform.”

Coming back to the first point, digitally-led campaigns are proving to be commercially viable, and some of them, says Warc, were on a very low-budget.

“New opportunities are clearly emerging for low budget work to cut through.”

Emotional appeals are becoming more often.

It’s been said time and time again – marketers can’t ignore the emotional pull of advertising. It’s so important, News Corp acquired video ad tech company Unruly and released an offering that uses emotions to target specific ads.

Similarly, emojis are becoming a more widely used marketing tool.

“Emotional marketing has increased in prominence every year since Warc began tracking Warc 100 data, and is now by far the most-used creative approach among the top campaigns,” says the report.

“Despite the fact that emotion is becoming more popular among the total case study set, emotional campaigns continue to overindex on the Warc 100.”

Warc singled out Always’ #LikeAGirl campaign, which came second in the leaderboard of top 100 campaigns, for being a brilliant example of emotional pull.

“The campaign used a digital and PR-led approach, with an online video later repurposed as a Super Bowl ad, all with a highly emotional appeal.”

In case you haven’t seen it, check it out below.

Australia remains a strategic powerhouse (so people are taking some tips from our fine nation).

This was one of the four takeaways from the overall report, meaning Australia can probably give itself a grand ol’ pat on the back.

The amount of campaigns Australia has within the Warc 100 list (13 per cent) well above our global ad spend (2 per cent).

 

 

Please login with linkedin to comment

Latest News

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.

Facebook Updates Its VR Offering
  • Technology

Facebook Updates Its VR Offering

Do you loathe Facebook for nicking all the ad cash? Well, why not scream "A pox upon you Zuckerberg" while reading this.

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy
  • Marketing

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy

Luxury hotel InterContinental Perth City Centre is officially set to open this Sunday, and has already taken strides towards developing a comprehensive online search strategy with digital agency Bonfire. The investment reinforces the desire of the hotel to promote its luxury business facilities, which include corporate and bespoke event spaces designed for local, national and […]

Datalabs Announces New Hire And Promotion
  • Marketing

Datalabs Announces New Hire And Promotion

Aussie data visualisation and content marketing analytics agency Datalabs has announced the appointment of Marc de Chellis to run its business development, as well as the promotion of Cass Lilley to accounts and project manager. De Chellis (pictured above, second from the left) joins Datalabs from Launchpad App Development, where he held the role of […]

OLYMPUS DIGITAL CAMERA
  • Advertising

Inskin Grows Sydney Team With New Designer

Digital advertising provider Inskin, continues to expand its Sydney team, hiring Marc Gundesen as a junior digital designer. Gundesen (pictured above) brings a breadth of skills in web design, animation and account management, and will report to Inskin’s lead designer, Jay McCalla. He joins Inskin from Budgy Smuggler, where he worked as a graphic designer, […]

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch
  • Marketing

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch

Independent communications agency Agent99 Public Relations has welcomed respected founder of No More Practice Education and founder and CEO of Evolution Media Group, Vanessa Stoykov, to its client stable. Agent99 will be supporting the launch of her Learn from the Money Masters – The Investment Series show on Channel Nine. Stoykov has over two decades […]

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign
  • Media

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign

A new crowdfunded short film is shining the light on barriers for women filmmakers, thanks in part to Aussie actresses Susi Porter and Jackie Weaver. Starring Porter, Beverly explores a bizarre love triangle in middle-class suburbia. It is an unflinching coming-of-age comic drama exploring sexual awakening in the era of technology, and the universal yearning […]