WARC 100: Ariel's #ShareTheLoad is world's most effective campaign

WARC has released the results of the 2018 edition of its top 100 marketing campaigns and companies based on their business impact.

 

The top-ranked campaign in this year's report is BBDO India's 'Dads #ShareTheLoad' for Procter & Gamble's detergent brand, Ariel Matic. The campaign was which looked to persuade dads to do more laundry in order to promote gender equality, got Ariel Matic a 42 per cent increase in unaided brand awareness, $12.3 million in earned media coverage, and conversations on social media and sales growth exceeding previous campaigns.

 

'The Nation's Bike' by Leo Burnett for Bajaj Auto also made it to the top 100. This campaign was ranked 14th globally.  

 

'#HelpAChildReach5' by Mullen Lowe (Singapore) for Lifebuoy was ranked 27th. 

 

BBDO India was rated fourth among creative agencies for effectiveness. Clemenger BBDO Melbourne topped this list. MullenLowe Lintas Group India was 17th followed by Ogilvy India at 20th. 

 

India dropped one position from last year to number four amongst the top five countries for effectiveness behind the USA, UK and Australia. 

 

Among media effectiveness Mediacom India was at 26th while Wavemaker India was ranked 36th. 

 

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