More than Half of The Worlds Most Impactful Marketing Campaigns Are Now Digital-Led

Prabin     14 March 2016



Digital media continues to move ahead of traditional channels as the leading choice for marketing strategy, according to new rankings from the World Advertising Research Center (Warc).

Every year WARC releases its annual rankings of the most effective marketing campaigns and the agencies and advertisers driving effective results. Their analysis found that 55% of the world’s most impactful campaigns are digital-led.

Eleven of the 20 top-ranked campaigns led with digital channels, headed by “Penny The Pirate” for Australian optical chain OPSM.


OPSM digital campaign


Combining traditional & digital media, the campaign to highlight vision problems in children resulted in the number of eye tests conducted by OPSM increasing by 22.6% year-on-year, and sales growing by more than 22.4%.

Notable uses of digital included YouTube video for Volvo, with views eclipsing 100m & a resulting 23% growth in fourth quarter sales for 2013, in addition to Newcastle Brown Ale using online video to increase volume sales by over 20%.

The Warc analysis also found that using online social activism   (pioneered by the Dove brand in the past decade ) is an effective driver for business. Several of the year’s top-ranked campaigns also were cited as examples of how a strong, socially progressive stand can help drive business impact.

More and more businesses across Australasia recognise the importance of an online, digital focus for successful growth. If you would like to learn more about how we can help you survive and thrive in the digital world contact us for an obligation free consultation.

Author: Prabin

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