Navigating WARC Research Guides and Case Studies

Learn how to access expert marketing analysis, industry guides, and effectiveness case studies on the WARC platform. This guide helps you navigate to specific insights, including attention research and campaign performance results, to inform your marketing strategies.

Tom Vickers
34 steps
6 minutes

Warc

WARC login

This guide assumes you have full access to WARC. If you have any issues logging in, or encounter any blocks on content, check the[WARC login instructions](https://www.warc.com/en)

This guide will cover the "Analysis" and "Case Studies" sections of WARC

How to access and use WARC guides

Within "Analysis" there are multiple sub-sections that offer different kinds of market and sector information. I'll start with "WARC Guides".

Guides are larger, more detailed pieces of analysis that cover major concepts and trending topics within advertising. When you first open this page, it's best to start by clicking "View all Guides"

This will take you to a list of all available topics covered by these guides.

Click "View summary" to check if this guide is for you.

In the blue toolbar on the right of the screen there is also this lighbulb icon. This will provide a summary of the key insights for any article or report that you are currently reading on WARC.

This arrow icon lower down on the toolbar will allow you to download the article or report that you are currently reading.

This sound icon will open an audio version of the article or report.

You can play, pause and close the audio transcript reading using this black media player that will then appear.

Using other WARC analysis: 'What we know about' articles

Now I'm going to look at "What we know about"

"What we know about" contains smaller, audience focused articles. It has a set of filter options on the left side of the results page that you can use to find the kind of information you're looking for. These include "Date Range" "Categories", "Location" and "Brand".

Each of these articles also includes an estimated read time near the top.

"What we know about" articles are constructed around "Key insights" that should give you a strong start in your understanding of the subject they are about.

Using other WARC analysis: the 'Latest Research' tab

The final subsection of "Analysis" I'm going to cover is "Latest Research". These reports are collaborations between WARC and specific brands.

The "Latest research" search results use the same filter system as the "What we know about" articles do.

Like guides, "Latest Research" reports are presented as a slide-deck that is available for download. The collaborating company or organisation is always listed on the opening slide.

How to use the WARC case studies finder

Now I'm going to demonstrate the "Case Finder" from the "Case Studies" section of WARC.

WARC has nearly thirty thousand case studies in its archive. These can be invaluable examples of previous successful work in your field.

To handle this large number of items, "Case Finder" has a more extensive filtering system than the sections of WARC we've covered so far. I would recommend starting by selecting the "Campaign objectives" you're interested in.

For example, we can select "Awareness" under the "Brand building" heading.

I would then recommend selecting the category of camapaign you want to read about.

For example, we can select "Breakfast cereals" under the "Food" heading.

Applying these settings will significantly narrow down your results to be much more relevant to your research.

Once you've set all the filters you think are important, click "Find Cases"

Within this search results page, you have some further filter options. Results will be presented in order from newest to oldest, but you can reverse this if you would find it helpful.

You can also apply the same filters at this stage as we saw in the "Analysis" sections.

How to navigate specific case studies

All WARC's case studies are award-winning examples. Once you go through to a case study, the awarding body will be listed above the title, while the award level will be listed below (the case study shown here won a bronze).

All case studies begin with an "Executive Summary". This will allow you to check this is the right study for you before you start digging into the details.

All case studies have 3 main sections. The first is "Context & Overview". This section explains the background to the decisions made by the campaign.

The second section is "Design Solution". This section explains what the campaign did and why, given the context they were working in.

The final section is "Results". This section details what the "Design Solution" did to the relevant indicators of success for the product or service being advertised (eg, total sales, market share etc.)

All data that appears in the useful graphs and tables that these case studies include is referenced so you can verify and appraise the original source.

Further Help

If you need more help using WARC, please email us at **library@brookes.ac.uk**, or check our [Get help and support page](https://www.brookes.ac.uk/library/how-to/get-help)for more options.

Navigating WARC Research Guides and Case Studies

Tom Vickers
34 steps
6 minutes