WARC Media Awards: Best Use of Data
Recognising the role of data in an effective communications strategy.
Manning Gottlieb OMD
British optician and audiologist Specsavers took a data-driven approach to improve customer experience and deliver demonstrable and sustainable value back to the business in the UK.
Using its digital booking engine, Specsavers could understand live appointment availability on an individual store level, reduce the volume of unused eye test slots and thereby increase sales volumes.
The approach drove a 68% uplift in eye test volume growth in stores, unlocking a new way to drive eye test appointments and allowing the brand to put a value on its first-party data.
Direct Line Group
British insurer Direct Line integrated customer lifetime value calculations into its pay-per-click bidding strategy to reduce advertising costs and increase sales volume and value in the UK.
Havas Media Group
Telco O2 channelled the power of data to drive sales growth and efficiency gains for Apple's new flagship device in the UK.
Singapore Airlines, the airline, delivered an increase in revenue with its transformative use of data in a 32-country campaign.
Havas Media, Talon Outdoor
UK telco O2 increased awareness of and conversion to its new international SIM bundles among relevant expatriate communities via a media-first out-of-home campaign.
Data is the best deposit
Media Partnerstvo Buying, Empower
First Ukrainian International Bank
Personalised Social Impact Reports
Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam
Intent to purchase
Shell Helix / Pennzoil
Royal Dutch Shell plc
China, United States
Data-driven media strategy for increased use of public transport
RED dentsu X
The future of marketing has feelings
Austria, Germany, Switzerland
AI31 – Hijacking live games
Burger King's Content Kitchen
MullenLowe Group Singapore
Restaurant Brands International
The 100 Stains Challenge
FP7 McCann Dubai
Middle East & North Africa (general region)
Rainy Day Delivery
Leveraging the love… and the hate
Canadian Tire Corporation
Boosting SEO with topic models
Every Step Counts
FP7 McCann Dubai
United Arab Emirates
The power of 100 lemons
Hindustan Unilever Limited
Recruiting new Tennessee Honey drinkers
Captify, Spark Foundry
Nucleus (MediaCom UK/The &Partnership)
for the best example of a campaign that used data to segment effectively
The Attribution Award
for the best example of a channel attribution model
Data-Driven Insight Award
for a campaign where data helped to identify the right audience at scale
Nine case studies won in the Best Use of Data category at the 2019 competition, with Vans, through Starcom and MRY, taking the Grand Prix.
Vans turned sixteen influencer communities into programmatic audience segments, within which 48 pieces of content were promoted through targeted, personalised social media posts.
The campaign increased ad awareness and word of mouth exposure by 22% and 24% respectively, directly generating $895k in revenue and an ROAS of 390%.