WARC Creative has released a report titled ‘Lessons from the Effective 100‘ in a bid to outline the strategies behind some of the world’s most awarded campaigns for effectiveness from 2022.
The report hopes to help companies improve the business impact of their creative marketing.
Part of WARC Rankings, the Effective 100 celebrates excellence in advertising effectiveness and features the most awarded campaigns and companies based on their performance at effectiveness shows.
“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,” WARC Creative head and author of the report, Amy Rodgers, said. “These findings will provide confidence to marketing decisions through evidence-based insight and inspiration.”
One of the key findings outlined in the report pointed towards campaigns with a purpose element. According to WARC, 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.
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Lessons from the Effective 100 also found that advances in technology are providing innovative ways for marketers to reach their audiences through social media and gaming. 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.
Marketers should take inspiration from the food, drink and QSR categories also, as the category made up up 34% of the top 100 campaigns, including four of the top five campaigns – Michelob Ultra (ranked first), Cadbury (second), McDonald’s (third) and Jif (fifth).
