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Best Buy reinvents itself (again) to prosper in times of crisis

Article • Geoffrey Precourt, Event Reports, Association of National Advertisers In-House Agency Conference, August 2020

Best Buy, the electronics retailer, adapted at speed to the COVID-19 pandemic, a process driven by an in-house agency team that had built up many of the capabilities needed to meet a crisis.

Influencer endorsements fail to influence purchase decisions

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), August 2020

An overview of purchase drivers and planned purchases of UK and US consumers who follow influencers on social media.

Dixons: Customer Matters – Impactful commercial insight at scale

Research Paper • MRS Awards Papers, Finalist, MRS Award for Insight Management, 2019

Dixons Carphone, a multinational electrical and telecommunications retailer, created the Customer Matters programme in the UK, which uses digital first research to underpin decision-making.

US, Electrical retail Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, September 2019

An overview of advertising as a percentage of sales in the electrical retail sector in the United States since 2007.

Back Market: Refurbished Tweets

Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2019

Back Market, a supermarket specialising in refurbished products, reused old tweets from celebrities speaking about its products to make it look as though they were promoting the brand in the present to successfully launch in the US.

The world's best retail campaigns and companies 2019

Rankings • Rankings Articles, May 2019

Looks into which retail campaigns, along with the agencies that have worked on retail campaigns, have performed best over the past year.

MediaMarkt: Black Box – The real Black Friday simulator

Case Study • Júlia Iszak, WARC Awards, Entrant, Effective Content Strategy, 2019

Consumer electronics store brand MediaMarkt took an innovative approach, based around branded-content video, to boost awareness of its brand in the run-up to Black Friday in Hungary.

MediaMarkt: Heroes of Sales

Case Study • Júlia Iszak, WARC Awards, Entrant, Effective Content Strategy, 2019

Consumer electronics store brand MediaMarkt created an original web series to raise awareness of its offline stores among Hungarian youth.

Noblex: The All-In Promo

Rankings • WARC Creative 100, 2019

Noblex, the electronic manufacturer, leveraged the 2018 World Cup to boost TV sales in Argentina by betting on Argentina qualifying for Russia 2018.

YouGov Ad of the Month – US: Best Buy

Opinion • BrandIndex, January 2019

For December, Best Buy was the brand that achieved the biggest uplift in Ad Awareness, according to YouGov's BrandIndex.

Croma: Magic Filter

Case Study • Emvies, Best Media Innovation, Digital, Social Media, 2018

Tata Croma, one of India’s leading retail chains for consumer electronics and durables, wanted to boost TG’s awareness scores by increasing engagement.

MediaMarktSaturn 'smartifies' stores

News • 03 October 2018

Brick-and-mortar stores need to look beyond channels and embrace a new way of thinking about retail, according to the CEO of MediaMarktSaturn, Europe’s largest consumer electronics retailer.

The smartification of retail

Article • Brian Carruthers, Event Reports, dmexco, September 2018

Change in the retail space means more than the growing power and influence of Amazon – companies around the world are exploring new ways to make retail smart.

Currys PC World: Tested in Life to help you get it right

Case Study • Marketing Society, Excellence Awards, Winner, Employee engagement, 2018

Currys PC World, a British electrical retailer, devised a new training program - Tested in Life - to meet its challenges.

Vodafone Retail: Diwali Delights

Case Study • Alok Srivastava, Udit Sharma, WARC Awards, Entrant, Effective Innovation, 2018

Telco Vodafone India drove customers towards special offers and triggered delight in a Diwali campaign using augmented reality to enable customers to send festive greetings.

European Retail Alliance forms to fight online rivals

News • 17 May 2018

MUNICH/PARIS: Faced with growing competition from the likes of Amazon and other online retailers, two leading European electronics retailers are fighting back with plans to launch a “European Retail Alliance”.

Maplin: Store of the future

Case Study • Design Effectiveness Awards, Silver, 2018

Maplin, an electronic goods retailer, used a customer-focused strategy to redesign the layouts of its stores in order to encourage more visits.

Marketing transformation helps Best Buy achieve its brand purpose

Article • Stephen Whiteside, Event Reports, Consumer Electronics Show, January 2018

Best Buy, the electronics retailer, has transformed its marketing strategy to reflect new realities in the consumer marketplace.

Unieuro: Unieuro Club - I love my passion

Case Study • IMC Awards (European), Silver, 2017

Unieuro, the Italian consumer electronics and household appliance distributor, transformed its loyalty scheme to increase sale frequency in its sector.

Consumer electronics brands cut digital adspend

News • 02 July 2017

SYDNEY: Consumer electronics brands in Australia appear to be reverting to a selection of traditional media channels after cutting their digital adspend in the first quarter of the year.

How Currys PC World found its voice at Christmas

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017

This case study explains how the UK electronics retailer Currys PC World increased sales around Christmas by being honest about the stresses and difficulties of the period and positioning itself as the solution in a humorous TV ad and social media campaign.

Currys PC World: Drop a Hint - Helping Britain get what they want for Christmas

Case Study • Rob Sellars, Tom Claridge, David Edwards and Lizzie Andrews, WARC Prize for Innovation, Gold and Special Award for Co-Created Innovation, 2017

This case study describes how UK electronics retailer Currys PC World created a contextually relevant, mass-personalisation campaign that used broadcast media to persuade consumers to buy electronics as Christmas gifts.

Currys PC World: A very un-subtle hint for what I want this Christmas

Case Study • DMA (UK), Gold, Best out of home; Silver, Retail, 2016

This case study details how Currys PC World, a UK electrical retailer, creatively used data and media to drive engagement and persuasion scores in the UK market.

Currys PC World: We start with you

Case Study • Tom Claridge, David Edwards and Rob Sellars, IPA (UK), Entrant, IPA Effectiveness Awards, 2016

This case study describes how Currys PC World, the last specialist electronics retailer on the UK high street, took a new advertising approach to increase sales in a declining market.

Best Buy's successful data strategy

News • 05 October 2016

NAPLES, FL: Best Buy, the electronics retailer, is effectively leveraging first-party data to enhance its targeting and drive a greater consumer response to its marketing.

How content and sequencing boost out-of-home effectiveness

Article • Brooke Hemphill, Event Reports, Mumbrella MSIX, November 2018

New research indicates that smart content and optimal sequencing can significantly boost the effectiveness of out-of-home campaigns by more than 30%.
Effective Content Strategy Report: Lessons from the 2018 WARC Awards

Article • WARC Exclusive, October 2018

Analysing trends in content strategies with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2018 WARC Awards.
How to plan an effective content marketing strategy

Article • Shafqat Islam , WARC Best Practice, November 2016

This article argues that planning, creating, distributing and optimising valuable content can drive brand awareness, spark lead generation and deliver business value.
Content Strategy Report: Lessons from the 2017 WARC Awards

Article • WARC Exclusive, January 2018

Analysing trends in content strategies, including the use of data and PR, with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2017 WARC Awards.
A perfect match: how AI will lift native advertising to new heights

Article • Dale Lovell, Admap Magazine, March 2017, pp. 42-43

This article posits that the integration of AI into native advertising will be a game changer for the industry, as tools such as IBM's Watson deliver insights and analysis at scale, which will lead to more efficient campaigns that deliver on RoI.
How to develop an effective YouTube content strategy

Article • Julian Saunders, WARC Best Practice, July 2016

This article provides best practices for developing a content strategy on the most visited online video platform in the world, allowing brands to engage a different culture from the mainstream and find a place in the 'everything channel'.