WARC, marketing intelligence service, has released the results of the 2018 WARC 100, an annual global index of the world’s top marketing campaigns and companies based on their business impact.
WARC 100 tracks the performance of campaigns, brands and agencies in more than 70 of the most important global, regional and national marketing effectiveness and strategy competitions around the world. Now in its fifth year, the WARC 100 is based on a methodology developed in consultation with Douglas West, professor of marketing at Kings College London.
The top-ranked campaign, ‘Dads #ShareTheLoad’ by BBDO India for Ariel Matic, Procter & Gamble’s premium laundry detergent brand, built on its previous ‘Share the Load’ campaign by persuading dads to do more laundry in order to promote gender equality. Ariel Matic generated a 42% increase in unaided brand awareness, $12.3 million in earned media coverage, and conversations on social media and sales growth exceeding previous campaigns.
In second place is ‘The Swedish Number’ by INGO Stockholm for The Swedish Tourist Association, which manages hotels and hostels across Sweden. The purely Pr-driven approach saw more than 32,000 Swedes sign up to take more than 200,000 calls from abroad helping STF boost its renewal figures and attract new members.
Ranked third is the ‘Care Counts’ campaign for Whirlpool by DigitasLBi Chicago. The appliances manufacturer installed washers and dryers in schools to give disadvantaged students access to laundry facilities, resulting in 90% of the participants increasing their school attendance rate. The programme has been expanded to nearly 60 schools across the US.
Three themes have emerged from the world’s top effectiveness campaigns:
- Purpose is effective when brands have a credible role. Three purpose-driven campaigns appear in the top 10. ‘Dads #ShareTheLoad’ for Ariel, Whirlpool’s ‘Care Counts’ and ‘Imagine the Possibilities’ for Barbie are all examples of the commercial success that can be driven when a brand’s purpose is intrinsically linked to its product.
- Strategies with Pr baked in are becoming the norm. Three campaigns in the top ten used a PR-led strategy to drive brand awareness and increase sales: ‘Meet Graham’ for Australia’s Transport Accident Commission, Burger King’s ‘The McWhopper Proposal’ and ‘Van Gogh BnB’ for the Art Institute of Chicago.
- New takes on long-term ideas. Several of the highly effective initiatives ranked, such as ‘Dads #ShareTheLoad’, ‘Hungerithm’ for Snickers, the John Lewis Christmas campaigns and Always’ ‘Girl Emojis’, show how blockbuster ideas can be intelligently followed up with brands investing in long-term strategies rather than quick wins for immediate gain.
