The WARC Podcast Staying effective when budgets are shrinking
6 snips
Apr 15, 2025 Catherine Driscoll, a Commissioning Editor at WARC, delves into the impact of economic uncertainty on advertising strategies. She shares insights on how brands can adapt creatively even when budgets are shrinking, citing successful campaigns that thrived during downturns. Driscoll highlights innovative approaches like the Honest Eggs Company's unique methods and the power of social media video content. Furthermore, she discusses maintaining brand visibility through owned media and transparency, using real-life case studies to illustrate resilience in challenging times.
AI Snips
Chapters
Transcript
Episode notes
Focus on Creative for Brand Fame
- Prioritize original thinking and creative strategies to boost awareness, especially with limited budgets.
- Creative quality can significantly increase ROI, regardless of budget size, as shown by Paul Dyson's research.
Dumb Ways to Die Success
- Metro Trains' "Dumb Ways to Die" campaign achieved global success with minimal paid media through creative content.
- The campaign generated significant earned media and led to a 21% drop in rail-related incidents in Melbourne.
Dove's Turn Your Back Campaign
- Dove's "Turn Your Back" campaign effectively leveraged online conversation around a TikTok filter.
- With a quick 72-hour turnaround, the campaign gained 1 billion impressions and increased brand power by 15 points.