Whats Working in Sponsorship and

What’s working in
Sponsorship &
partnerships
March 2022
© Copyright WARC 2022. All rights reserved.

What’s working in sponsorship
Takeaways
1. There is increased pressure on 3. Advertisers can gain future 5. Brands that collaborate with
rights holders to prove the rewards by playing a significant esports players and teams
impact that sponsorship is role in diversifying the sports have the opportunity to
having on partners’ businesses. landscape. In the UK alone, develop long-term trust with
Anheuser-Busch has created women’s sport has the hard-to-reach audiences.
incentivised deals based on potential to treble in value to
performance both on and off £1bn by 2030. 6. Marketers can reap rewards by
the field of play. rooting their work in a strong
4. Brands can shift consumers’ cultural insights, and partnering
2. Several WARC Awards for expectations by striking with popular influencers and
Media winners used unexpected partnerships or existing intellectual property.
partnerships to approach a leveraging existing ones in
taboo topic. Grand Prix-winner surprising ways. By going 7. Companies that partner media
Lebanese Breast Cancer against what would normally be outlets promoting inclusive,
Foundation raised awareness expected of them, marketers responsible narratives can
of self-examination by can drive engagement and boost both short-term sales
partnering with a baker. business results. and long-term brand building.
© Copyright WARC 2022. All rights

rights reserved.
reserved.
2
Chapter 1
The big picture
What’s working in sponsorship and partnerships

© Copyright WARC 2022. All rights
rights reserved.
reserved.
3
Sponsorship Global, Media investment in 2022

rising back up % of marketers
the agenda
Brands are considering
reallocating marketing budgets
towards sponsorship activity,
after many opted to pull spend
during the pandemic.
Just under a third (31%) of

marketers expect to spend
more on sponsorship this year,
according to a WARC survey of
more than 1,500 practitioners,
up from just 17% in 2021. The
research suggests that rights
owners may be able to recover
some of the $46.1bn spent
annually on sponsorship
globally before COVID-19
struck a blow to the industry.
Note: Based on a global survey of more than 1,500 marketing executives.
© Copyright WARC 2022. All rights reserved. SOURCE: WARC, “Global Advertising Trends: Where is the money going?” 4
Auto and tech Global, Sports sponsorship

‘most suitable’ Think are appropriate sponsors of professional sports, % of consumers
sport sponsors
There is growing scrutiny over
the types of brands entering
into sponsorship of sports
clubs, leagues and athletes.
Despite gambling's often close

relationship with sports, only
12% of consumers consider
betting brands an appropriate
sponsor. Cryptocurrency firms
have recently emerged as a
key force in sponsorship, but
only 10% believe they make
for appropriate partners.
The study, by YouGov, found
that consumers perceive auto,
tech and telco brands as the
most appropriate sponsors.
Note: Based on a nationally representative survey of adults aged 18+ in 17 markets (sample size per market between 511 and 2,628), November 2021.
© Copyright WARC 2022. All rights reserved. SOURCE: YouGov 5

Shirt deals still Global, Awareness of sports sponsorship

deliver more Notice these types of sponsorship, % of fans
awareness
While COVID-19 has limited Tennis fans Football/Soccer fans
consumer demand for
65%
attending live events, online Shirt sponsorship
65%
viewing (and particularly short-
49%
form content) are key areas of LED boards around pitch/stadium
50%
growth and are expected to
39%
expand in the future. Static boards around pitch/stadium
39%
41%
Sports fans say that on-shirt Big screen/jumbotron
36%
activations are the most
35%
noticeable form of Interview backdrop
33%
sponsorship, according to
GWI. LED boards around the 37%
Stadium naming
32%
pitch/stadium also prove
influential, with around one in Kit manufacturer
32%
31%
two fans noticing. These prove
more engaging than static 0% 10% 20% 30% 40% 50% 60% 70%
boards, which place third.
Note: Based on a survey of football/soccer (n=12,736) and tennis (n=9,787) fans who are internet users aged 16-64 across 15 key markets, Q4 2020.
© Copyright WARC 2022. All rights reserved. SOURCE: GWI 6

Chapter 2
Insights

7
1. COVID-19 accelerates evolution

of sports sponsorship
There has been increased Case studies involving brand

demand for rights holders owners like Anheuser-Busch offer
to prove the impact that a glimpse of what future
sponsorship investment is having sponsorship packages may
on partners’ businesses. include. The US brewing company
has created a variety of
Rights holders have historically incentivised partnership deals
offered a fixed package of assets based on performance, both on
focused on upper-funnel brand and off the field of play.
metrics. They now must identify
and measure the KPIs that matter Team deals include a base
most to their partners, and report compensation amount plus
on the marketing outcomes they incentive clauses designed to
are delivering for sponsors. encourage further investment.
Rights holders must also show These metrics may include on-
their impact and effectiveness in field performance benchmarks,
a way that is comparable to other fan engagement and social media
marketing channels. marketing.

8
2. Partnerships help to tackle social

causes with credibility
Many of this year’s WARC Awards traditionally taboo topic with

for Media winners used tactfulness, leading to a 41%
partnerships to approach a social increase in screenings.
cause or taboo topic.
In the Netherlands, six agencies
The choice of partner was teamed up to launch the first
instrumental in their success, as it inclusive TV station and did so by
either strengthened the brand’s creating an influencer movement
association with the cause, or which eventually led to the station
allowed it to approach it in a being approved for launch.
sensitive way. The latter was the
case for charity Lebanese Breast And, in the UK, Ann Summers
Cancer Foundation, which raised successfully launched a new line
awareness of the importance of of sexual wellness products by
early detection by partnering with partnering Hearst, the country’s
a baker to record a bread-making leading female-oriented publisher,
recipe mimicking the steps of to break down unrealistic
self-examination. Such a choice portrayals of sex and boost
allowed the charity to approach a women’s confidence.

9
Ann Summers: My ViV
Agencies:
MediaCom, Identica
Ann Summers, a sex toy and lingerie retailer,
partnered publisher Hearst to launch My ViV, a line
Advertiser:
Ann Summers (Gold of sexual wellness products aimed at helping
Results Takeaways
Group International)
women regain their sexual confidence.
Market:
United Kingdom 111% increase in intent • Clear calls to action and shoppable ads
Ann Summers found that many women lost their
to purchase help smoothen the customer journey so
sexual confidence as they aged and their bodies
that the distance between brand and sale
changed, so it challenged the one-size-fits-all
333% increase in is as short as possible.
rhetoric around sex by creating an inclusive line of
consideration • Communicating a message of inclusivity
products. My ViV launched in partnership with
through culturally relevant and popular
Hearst, which spread the message across its
outlets allows for wider reach and can lead
portfolio of publications. Ann Summers then ran a
to sustainable change.
full podcast sponsorship on the DAX network and
created shoppable videos to make it easy to buy
My ViV products discreetly . VIEW THE CASE STUDY

10
In Egypt, Knorr addressed the

How ingenious country’s hunger crisis by partnering
“It’s time for brands to
with German engineers to create consider partnerships
partnerships can rooftop farms and running classroom as an important
drive change sessions to teach farming. Then, ‘must-have’ pillar in
it bought the harvested produce, communications.”
creating a complete and sustainable
business model.
publisher Hearst, it created a more
NGO Lebanese Breast Cancer honest and realistic portrayal of
Foundation trained women on women, sex and sexual confidence,
self-examination with a bread-making making it inclusive and relevant for all.
Among this year’s recipe video from a popular baker.
WARC Awards for It brought a socially relevant – yet These examples show the sheer
Media winners we taboo – topic to millions of Lebanese breadth of possibilities that can be
saw brands and NGOs women in a tactful manner, which deployed to make an impact on social
using creative thinking opened them up to receiving the issues. It’s time for brands to
to establish meaningful organisation’s message. consider moving partnerships from
partnerships which being a ‘good-to-have’ in the brand
led to social impact. UK sex toy and lingerie retailer Ann communication plan to being an
Summers launched a new brand, My important ‘must-have’ pillar.
ViV, to challenge existing convention
Rahul Chawra is Founder and Chief

in British society. Working with Read Rahul’s full article
Consultant at Decode Strategy Labs

11
3. Sponsorship will be central to the

future growth of women’s sport
In the UK alone, women’s sport Women’s sport has developed

has the potential to treble in value over the last few decades without
to £1bn by 2030. Brands have the a reliance on conventional linear
opportunity to reap huge rewards television: 36% of women’s sports
and play a significant role in use digital channels only to
diversifying the sports landscape. broadcast their events.
Additionally, more than 54% of
Traditionally, attention around active women’s sports fans
women’s sport has been focused consume content digitally.
on major international events.
However, the last five years have Brands that place digital and data-
seen significant positive growth driven marketing at the heart of
in the fan and media attention. their strategy will encourage
A broadcast deal for the UK’s rights owners to include digital
Women’s Super League, which inventory in their sponsorship
started in 2021, includes matches deals which will be in place to
shown by both the BBC and Sky track effectiveness.
Sports across a three-year period.

12
3. Brands can help to change

attitudes towards women’s sport
The women’s Australian Football to respondents to display social

League (AFLW) is growing in desirability biases, over reporting
popularity, participation and positive sentiment and covering
visibility. In 2021, over five million up any negative attitudes. Neuro-
tuned in to watch AFLW – an Insight’s nPlicit methodology
increase of 35% from 2020. reveals implicit AFLW attitudes
that are capable of driving
However, there are still significant consumer behaviour.
social challenges that may impact
the success of AFLW, including For marketers and the media,
criticism on social media strong consideration must be
platforms. Brands need a greater given to the issue of brand
understanding of these attitudes congruency and development at
before they establish their both an individual player level (to
communications strategies. combat associations with words
like ‘weak’ or ‘boring’) and at an
Traditionally, attitudes have been organisational level (to enhance
measured using explicit (verbatim) positive associations like ‘skilful’
responses. These can often lead or ‘professional’).

13
4. Unexpected partnerships can help

brands to be seen in a new light
WARC Awards for Media winners demonstrating a spirit of support

included brands that, by striking and inclusivity that led to an 11%
unexpected partnerships or increase in sales.
leveraging existing ones
in surprising ways, shifted Budweiser leveraged its
consumers’ expectations. partnership with Messi to
celebrate the goalkeepers he’d
By going against what would scored against, involving them in a
normally be expected of them, PR-led campaign that earned the
these brands caught consumers’ brand $20m in social media value.
attention, driving engagement and
business results. Lastly, vitamin supplement brand
Redoxon adopted an inventive
During the global pandemic, approach to sampling in Malaysia,
Molson Canadian invited all of partnering with a food delivery
Canada’s beer companies to sell service to reach consumers
their beer in a special 24-pack to during lockdown and achieving a
celebrate Canada Day, 29% increase in sales value.

14
Molson Canadian: Make it Canadian
Lead agencies:
Wavemaker
Beer brand Molson Canadian partnered with its
Canada, Rethink competitors to launch an initiative to support the
Contributing country’s beer industry during the pandemic.
Results Takeaways
agencies:
Citizen, We Are
Social The pandemic had crippled the local beer industry,
17% increase in “Brand • Boldly partnering with the competition can
Advertiser: making it hard to maintain share when the revenue
I’m proud to hold” not only result in growth for the category
Molson Canadian
streams of bars and restaurants were closed.
(Molson Coors) at large, but also an increase in positive
Molson Canadian decided to help the country’s
Market: The Make It Canadian sentiment towards the leading brand.
Canada beer industry while at the same time igniting
beer pack sold out • Initiatives that subvert category norms for
national pride on Canada Day, inviting brewers to
the better have the potential to earn
join it in creating a Canadian beer pack. Forty
Share of voice in the brands attention as well as share of voice.
brewers from across Canada joined the campaign,
category rose from 15%
which started with an open letter from owner Geoff
to 71% and overtook
Molson and picked up steam nationally, with
Budweiser
coverage in mainstream media outlets. VIEW THE CASE STUDY

15
Winners like Budweiser, Redoxon and

“The synergy created in
Partnerships Molson Canadian, are stellar
a well-thought-through
examples of brands moving out of
can be the wild their comfort zones to create tangible partnership can be
card in your value for themselves and consumers. larger than the sum of
media mix Given that today’s consumer are its parts.”
more likely to be swayed by action
than by message alone, partnerships Make it authentic: Partnerships
occupy a sweet spot that uniquely succeed where advertising fails.
combines the reach and efficacy of Brands need to tap into each other’s
media, seamless online experiences cultural equity, remain transparent
and strong cultural connections. and commit to equal responsibility.
This year,
unexpected Here are some rules that struck me as Winners believed in the power of
partnerships helped key in breakthrough partnerships. unconventional collaboration to
brands cut through overcome challenges they may not
the clutter to deliver Know yourself: Only if you know your have been able to surmount alone –
a simple idea backed own brand DNA can you attempt to like targeting new markets or
by meticulous identify a partner with shared values changing perceptions – proving that
planning and or complementary skillsets. the synergy created in a well-
thought-through partnership can be
ingenious execution.
Keep it simple: The simpler the way larger than the sum of its parts.
Siddarth Sivaprakash is Head of

the idea benefits the consumer, the
Marketing at Home Centre better the chance of acceptance. Read Siddarth’s full article
16
5. Esports partnerships allow brands

to forge deeper engagement
Esports and gaming are at the When a brand sponsors an

forefront of connecting esports team, it often sponsors
communities. Brands that multiple players in multiple titles.
collaborate with players and This provides an opportunity to
teams have the opportunity to create targeted campaigns
develop long-term trust with across regions with a single deal.
hard-to-reach audiences.
The NBA engaged the basketball
KPIs for measuring success in community within Twitch during
gaming are vastly different from the 2021 Playoffs. Eight creators
traditional influencer marketing. shared their game stories with
With influencer campaigns, fans in sponsored streams and
brands focus on engagement offered gift subscriptions to their
metrics like CTR and post favourite creator channels. Over
impressions. Esports typically 17.2 million minutes of content
take place on live streams, was watched, driving 4.2 million
so measures like concurrent unique viewers and 66,400
viewers and watch hours provide messages sent via Twitch chat
more effective benchmarks. during the stream.

17
6. Brands can enter cultural

conversations through partnerships
Among WARC Awards for Media by celebrating the many ways

winners were brands that reaped consumers mispronounced its
the rewards of rooting their work brand name. To do so, it cast
in a strong cultural insight, and KOLs from three different regions
partnering with popular in videos where they would
influencers and existing IP. perform their own local
mispronunciation, increasing top-
In the US, Pringles partnered with of-mind awareness of the brand.
TV animation Rick and Morty for
the Super Bowl, creating a Telco Deutsche Telekom
humorous ad entirely in line with launched a campaign celebrating
the show’s tone, and launching a Gen Z’s achievements through
limited-edition product. It resulted technology, partnering with
in an increase in sales and musician Billie Eilish and six Gen Z
household penetration. advocates. Brand awareness,
favourability and consideration all
In Vietnam, Head & Shoulders experienced an increase.
turned a weakness into a strength

18
Pringles: Trapped in Advertising
Agencies:
Starcom, Grey
Crisp brand Pringles partnered TV show Rick and
Morty to reach millennials during the Super Bowl.
Advertiser:
Pringles (The
Results Takeaways
Kellogg Company)
Americans under the age of 35 rarely bought
Market: Pringles and preferred 'cooler' brands that showed
North America 13% gross sales volume • When partnering a cultural icon, it’s
up in culture. The brand also found that 84% of
growth essential for brands to be able to align with
millennials distrusted ads, so it decided to partner
its tone and character.
one of the generation’s favourite shows, Rick and
$1.4m increase in • Super Bowl activations can achieve
Morty, and mock advertising itself in its Super Bowl
household penetration greater impact when engagement is
commercial, by trapping the characters in an
sustained after the event.
advertising universe. After the Super Bowl, the
brand launched a new limited-edition flavour and
created a MortyBot on Twitter. It also used the
show's mobile game to sell Pringles and created
a gamified Snapchat Lens and Instagram filter. VIEW THE CASE STUDY

19
These brands leaned into creative

“Each brand focused
Language, strategies that were backed by
on an authentic
strong cultural insight. Each focused
humour and on an authentic partnership which partnership which
values: matched the brand’s key matched its key
partnerships characteristics and culture, resulting characteristics.”
in work that resonated.
that entered
culture Both the Lebanese Breast Cancer their cultural traditions – in this case
Foundation and Head & Shoulders, bread wrapping paper and flour
used partnerships to approach an packaging.
issue linked to language. On one
Among this year’s hand, a cultural taboo where certain The key to Head & Shoulders’
WARC Awards for words are not being pronounced, on success was its ability to laugh at
Media winners, we the other, a brand taboo, where itself as a brand. It saw the value of
saw several examples people cannot pronounce a brand turning a weakness into a strength
of partnerships that name correctly. and the opportunities in utilising
enabled brands to humour to raise brand awareness.
successfully become The way the Foundation adapted its Utilising hyper-local influencers
part of cultural medium to its target audience was helped the audience connect to the
smart: in an era where technology is campaign more and the message
conversations.
omnipresent, it is refreshing to see resonate in each region.
Sonia Bouadma is Vice President,

communication methods that are
Rights Clearance and Licensing for truly adapted to the audience and Read Sonia’s full article
Advertising, Greenlight
©
© Copyright
Copyright WARC
WARC2022.
2022. All
All rights
rights reserved.
reserved.
20
7. Inclusive partnerships can boost

brand ROI
Companies that partner media Pharmaceutical company GSK has

outlets promoting inclusive, built a multi-year partnership with
responsible narratives can Gay Times, developing different
significantly influence both short- content approaches which speak
term sales and longer-term positively to LBTQIA+
brand-building. communities within the UK,
but also on a far wider scale.
A recent study released by Kantar
and Affectiva demonstrated that Campaigns for Sensodyne
brand investment in inclusive featured a cast of LGBTQIA+
advertising – including forming influencers. Meanwhile, pain relief
partnerships with diverse, brand Voltarol sponsored the
inclusive media owners who charity Pride Sports, collaborating
champion underrepresented with the Gay Times editorial team
and progressive groups – can be to feature profiles of key
good for ROI. individuals within their content
and sharing their stories across
a wide range of media.

21
Chapter 3
WARC Awards
for Media 2021:
Partnerships &
Sponsorships

22
GRAND PRIX AND EFFECTIVE NATIVE AWARD
Lebanese Breast Cancer Foundation:

The bread exam
Lead agencies:
McCann Paris, FP7
NGO Lebanese Breast Cancer Foundation (LBCF)
McCann Dubai grew awareness of the importance of self-examining
Contributing and increased screening at partner clinics, by
agencies:
Weber Shandwick
leveraging the traditional practice of bread-making.
London, McCann Results Takeaways
Health
Breast cancer is often curable if detected early, but,
Advertiser:
Lebanese Breast
due to cultural traditions, women in Lebanon are 83% increase in awareness • The right partnerships can lend ideas
Cancer Foundation uncomfortable talking about their bodies. To over nine months credibility – as was the case for LBCF’s
Market: overcome this taboo, LBCF looked at Lebanese collaboration with a gynaecologist and a
Lebanon
culture itself and in particular women’s bread-making Screenings increased by bread maker – as well as scale, as seen in
tradition. It collaborated with a traditional baker and a 41% over nine months its partnership with a supermarket.
gynaecologist to create a video that used bread across affiliated centres • To respectfully challenge taboos,
dough to demonstrate the steps of a self-examination. understanding cultural nuances and
The video was promoted on social as well as flour traditions is essential.
packs of a partner supermarket.
VIEW THE CASE STUDY

23
GOLD GOLD
Pringles: Trapped Knorr Egypt:

in advertising Rooftop Farms
Crisp brand Pringles grew sales Food brand Knorr grew sales
volume and household and purchase intent by
penetration among a millennial empowering Egyptians living in
audience by partnering popular poverty to grow their own food
TV show Rick and Morty for a through rooftop farms.
campaign that launched for the
Super Bowl and extended
beyond it. VIEW THE CASE STUDY VIEW THE CASE STUDY
Agencies: Lead agency:

Results Starcom, Grey
Results FP7 McCann Cairo
13% gross sales volume growth 19% increase in sales
Advertiser: Contributing agency:
$1.4m increase in household penetration Pringles (The Kellogg 42% increase in purchase intent FP7 McCann Dubai
Company)
Advertiser:
Takeaways Market: Takeaways Knorr Egypt (Unilever)
North America
Super Bowl activations can achieve Charity drives can benefit communities in Market:
Egypt
greater impact when engagement is the short term, but giving them the tools to
sustained after the event. thrive can impact them in the long term.

24
SILVER SILVER
Canadian Tire: Deutsche Telekom:

Puck Drop What we do next?
Retail company Canadian Tire Telco Deutsche Telekom grew
grew market share during the awareness and favourability
pandemic by launching a among a Gen Z audience with an
movement to encourage influencer-led campaign that
Canadians to build hockey rinks celebrated the generation’s
in their neighbourhoods. achievements.
VIEW THE CASE STUDY VIEW THE CASE STUDY
Lead agency: Lead agencies:

Results Touché!
Results Mindshare Germany,
47% increase in market share 17.7% increase in awareness among target Saatchi & Saatchi London
Contributing agency:
38% increase in purchase consideration Taxi 6.2% increase in favourability among target Contributing agencies:
emetriq GmbH, Pulse Advertising
Advertiser: GmbH, Proud Robinson &
Takeaways Canadian Tire Takeaways Partners, Looping Group
(Canadian Tire Corporation)
Initiatives that create a sense of Influencers belonging to the same Advertiser:
Market: Deutsche Telekom
community around a shared passion are Canada
generation as the target audience will have
all the more appreciated during the most appeal and lend more authenticity Markets:
Austria, Croatia, Germany,
lockdowns, earning brands consideration. to campaigns. Hungary, Macedonia,
Montenegro, Poland, Romania,
Slovak Republic
25
SILVER SILVER
Molson Canadian: Budweiser: Messi

Make it Canadian X Budweiser 644
Beer brand Molson Canadian Beer brand Budweiser
earned share of voice and leveraged its partnership with
improved equity metrics by soccer star Lionel Messi by
calling on other brewers to join it creating custom bottles to
in creating a Canadian pack for celebrate all the goalkeepers
Canada Day. that the Argentinian had scored
against, encouraging them to
VIEW THE CASE STUDY share their stories online. VIEW THE CASE STUDY
Lead agencies: Lead agency:

Results Wavemaker Canada, Rethink
Results COPA90
Share of voice rose from 15% to 71% 1,200+ news articles with zero paid media
Contributing agencies: Contributing agencies:
17% increase in “Brand I’m proud to hold” Citizen, We Are Social $20m social media value returned to brand Deutsch, H&K Strategies
Advertiser: Advertiser:
Takeaways Molson Canadian Budweiser (AB InBev)
(Molson Coors)
Boldly partnering with the competition can Takeaways Market:
Market: Global
not only result in growth for the category Canada
Partnerships with big celebrities tend to be
at large, but also an increase in positive all about the icons’ achievements: flipping
sentiment towards the leading brand. the script to celebrate the stories of people
around them can generate intrigue.

26
BRONZE AND THE SUCCESSFUL

BRONZE BRONZE
SPONSORSHIP AWARD
Head and Shoulders: 100 Ann Summers: My ViV Pepsi and Pepsi MAX:
Pronunciations, 1 Solution Music Keeps Us Fizzing
VIEW THE CASE STUDY VIEW THE CASE STUDY VIEW THE CASE STUDY
Lead agency: Agencies: Lead agency:

Haircare brand Head & MediaCom
Sex toy and lingerie MediaCom, Identica
Soft drink Pepsi grew its COPA90
Shoulders overdelivered retailer Ann Summers equity in football and
Contributing agency: Advertiser: Contributing agency:
on business objectives Dentsu Redder improved perceptions Ann Summers entertainment with a OMD
(Gold Group International)
with a campaign that Advertiser:
and intent to purchase by TikTok campaign that Advertiser:
featured local influencers Head & Shoulders partnering publisher Market: leveraged its sponsorship Pepsi and Pepsi MAX
(Procter & Gamble) United Kingdom (PepsiCo)
demonstrating common Hearst in a campaign of the UEFA Champions
Market: Markets:
mispronunciations of the Vietnam
aimed at helping women League. Global
brand name. regain sexual confidence.
Results Results Results

1m views within eight hours of launch 111% increase in intent to purchase 87% brand recall
10m views within three weeks 60% of women have improved perception of brand 584,000 videos created by fans
27
BRONZE BRONZE BRONZE
Redoxon: Omroep Zwart: TikTok:

Ramadan lockdown Full colour television TikTok x Euros 2020
VIEW THE CASE STUDY VIEW THE CASE STUDY VIEW THE CASE STUDY
Lead agency: Lead agencies: Lead agency:

Vitamin supplement MediaCom Malaysia
Six Dutch agencies joined Havas Media
Social platform TikTok Zenith
brand Redoxon increased forces to launch the first Netherlands, Buutvrij appealed to a new
Contributing agencies: Contributing agency:
sales value during the Hatch Big Ideas, inclusive TV channel, Contributing agencies: audience of 18+ males by Dark Horses
Popmeals Wefilm, Hammerfest,
pandemic by partnering starting a movement to Media Monks, Maak
partnering the UEFA Advertiser:
wit a food delivery Advertiser: achieve the 50,000 Amsterdam Euros for a multichannel TikTok (Bytedance)
Redoxon (Bayer)
service to provide registrations needed for Advertiser: campaign across TV, Market:
Market: Omroep Zwart Europe
samples with every meal Germany
the government to give (Government of the
OOH, digital and social.
order. its approval. Netherlands)
Markets:
Netherlands
Results Results Results
29% increase in sales value YoY 57,328 registrations Increased top-of-mind awareness and
71% increase in search interest during Ramadan Achieved formal acceptance by the government non-user likeability
28
Next 1. Reappraise
your brand’s
2. Push rights
holders to
3. Partnerships
can unlock
steps partnerships maximise value new audiences
As demonstrated by WARC Sponsorship spend has tended Partnerships with platforms,

Awards for Media winners like to be justified in terms of upper- organisations and IPs already
Budweiser and Redoxon, funnel KPIs, but many brands are popular with Millennials and
unlikely and surprising now focusing on more tangible Gen Z – from esports teams
partnerships can help business outcomes. Marketers and athletes, to youth-
consumers to reappraise an can work with rights owners to orientated TV shows like Rick
existing product or brand. create sponsorship packages and Morty – can help brands
This might mean engaging which suit their brands’ broader to engage younger audiences
with new potential partners, business strategies, and where harder to reach through
or finding ways to reinvent investment is tied more closely to advertising channels.
longer-term partnerships. performance.

29
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WC2B 6UF New York, NY 10036
David Tiltman Lena Roland Aditya Kishore United Kingdom United States
SVP Content Managing Editor, Insights Director enquiries@warc.com americas@warc.com
WARC.com
david.tiltman@warc.com aditya.kishore@warc.com
lena.roland@warc.com Singapore Shanghai
5 Shenton Way Unit 05-08
UIC Building #10-01 31/F Garden Square
Singapore 068808 968 West Beijing Road
asiapacific@warc.com Jing'an District, Shanghai
nihaochina@warc.com
Alex Brownsell Chiara Manco Sian Bateman

Head of Content, Commissioning Editor, Lead Content Analyst
WARC Media Case Studies
sian.bateman@warc.com
alex.brownsell@warc.com chiara.manco@warc.com
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