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The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.

Shopping reinvented in home and garden

Article • Euromonitor, Research on WARC, December 2020

This report examines how shopping is being reinvented in the home and garden industry. ‘Shopping reinvented’ is one of the eight most influential megatrends shaping consumer markets.

Blueair: Pollution Alert System

Case Study • Anupama Basu, WARC Prize for Asian Strategy, Entrant, 2020

Unilever created a digital mobile-first campaign based around an indoor Pollution Alert System to launch its air purifier brand, Blueair in the New Delhi market in India.

SodaStream: Striking for good

Case Study • SABRE Awards, Gold, EMEA, 2020

SodaStream, a manufacturing company, promoted its brand's push to be environmentally friendly and avoid single-use plastic by going on strike in France to encourage people to join the local climate change protest.

Arçelik: The Arçelik Experience Centre

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Silver, 2020

Arçelik, a household appliances brand, increased sales in Turkey by redesigning its stores with the Arçelik Experience Centre, allowing customers to fully explore the products it has to offer.

LG Electronics: Café OLED by LG

Case Study • SABRE Awards, Gold, North America, 2020

LG Electronics, a home electronics company, increased awareness of its OLED TVs in the US by launching Café OLED, a sensory pop-up that let customers see and taste the bright colours of OLED.

KitchenAid Small Appliances: Mix 'N' Match

Case Study • AME Awards, Gold, 2020

KitchenAid, a brand of kitchen appliances, increased attention and awareness in Canada by creating a dynamic billboard that mimicked the ever-changing colours of the CN Tower and matched them to one of KitchenAid's colours.

US, Home appliances Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, May 2020

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

Racold: Mind Your Language

Case Study • Sabiha Khan, Aakash Chatterjee, Provit Chemmani, WARC Awards, Entrant, Effective Innovation, 2020

Water heater brand Racold exploited Indians' e-commerce mistypes to spell a disproportionate increase in sales vs money spent in the highly competitive online market.

Nearly half of consumers will delay purchases until COVID-19 outbreak is over

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

An overview of delayed purchases during the novel coronavirus (COVID-19) outbreak across 17 markets.

The household as a wellbeing world: Trends and opportunities

Article • Euromonitor Strategy Briefings, February 2020

Looks at why the household is becoming an epicentre for wellness activities and what areas offer opportunities.

67% of Ramadan shopping occurs two weeks prior

Data • Rob Clapp, WARC Data Points, March 2020

An overview of Indonesian consumer activity during and in the weeks before Ramadan.

KitchenAid uses “moment marketing” YouTube strategy to boost awareness and recall

Article • Reed Karaim, Event Reports, IAB Annual Leadership Meeting, February 2020

KitchenAid, the home appliances line owned by Whirlpool, leveraged a dynamic YouTube ad campaign to drive brand awareness and recall.

ADT Fire Safety VR Experience

Case Study • ANA, Silver, ANA International ECHO Awards, 2020

ADT, an alarm system brand, increased sales in the US by launching a virtual reality experience that showed people the horror of experiencing a house fire.

Chinese appliance brand Vatti's weird wager on France's World Cup win pays off

Case Study • Jenny Chan, WARC Cases, ROI Festival, October 2019

The little-known appliance maker Vatti capitalised on France's win in the 2018 FIFA World Cup, gambling on a marketing activation that paid off in absolute returns.

Samsung HOME

Case Study • IMC Awards (European), Gold, Innovative Idea, 2019

Samsung, a technology brand, promoted its line of home products during the summer festival season in Ireland by building a tech-enthused house in the festival woodlands, featuring its Home products.

How Philips targeted premium homes in Vietnam

Case Study • MMA Smarties, Bronze, Vietnam, 2019

Philips, a health technology company, built its own planning and targeting tool to increase sales among its target in Vietnam by serving them product ads.

Philips: Product to archetype content engine (PACE)

Case Study • MMA Smarties, Silver, Vietnam, 2019

Philips, a health technology company, launched a programmatic targeting campaign to reach consumers in a crowded advertising marketplace during Tet in Vietnam.

Racold by Ariston Thermo: Mind Your Language

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2019

Racold, a water heater and geyser brand, increased sales and ROI in India by showing the public targeted ads based on their misspelling of geysers.

Racold: Mind Your Language

Case Study • MMA Smarties, Gold, APAC and Gold, India, 2019

Racold, a water heater and geyser brand, increased sales and ROI in India by showing the public targeted ads based on their misspelling of geysers.

LG gets mobile consumers ThinQTM-ing with augmented reality

Case Study • MMA Smarties, Silver, India, 2019

LG, an electronics company, increased awareness of its AI ThinQ powered smart TV range among Indian consumers by creating an AI campaign that saw the TVs engage in two-way conversations with users.

Eureka Forbes Ltd.: We kept India drinking healthy water – pincode by pincode

Case Study • Emvies, Gold, 2019

Eureka Forbes, the water and air purification company, increased sales of its water purification product in India by using data to identify areas with poor quality water.

Voice commerce: Turning an industry upside down

Article • Euromonitor Strategy Briefings, September 2019

An introduction to voice commerce, including ecosystems, Customer Lifetime Value and the road ahead for this new way to shop.

KitchenAid: Made for Makers

Case Study • ARF Ogilvy Awards (US), Gold, 2019

KitchenAid, a brand of kitchen appliances, promoted its brand in the US by launching Made for Makers, a campaign that used personalised content to reach out to food makers.

JennAir Bound By Nothing

Case Study • ARF Ogilvy Awards (US), Bronze, 2019

JennAir, the US premium appliance manufacturer raised sales and reversed declining brand health metrics by changing category expectations and embracing the truth that progress demands defiance.

How does effectiveness vary by media channel?

Article • WARC Evidence, October 2018

Looks at how different channels deliver different outcomes and advises on the optimal roles of different channels, as well as the dominant medium for reach, impact and scalability.
Media in focus: Marketing effectiveness in the digital era

Article • Les Binet and Peter Field, Institute of Practitioners in Advertising, October 2018

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.
American Express brings hyper-personalization to email

Article • Reed Karaim, Event Reports, DMA &Then, October 2018

American Express, the financial-services provider, has used personalization to enhance its email marketing efforts.
Online versus offline promotional communication: Evaluating the effect of medium on customer response

Research Paper • Marco Ieva, Cristina Ziliani, Juan Carlos Gázquez-Abad and Ida D'Attoma, Journal of Advertising Research, Vol. 58, No. 3, 2018, pp. 338-348

The effectiveness of online versus offline promotional communication is an important marketing issue.
Royal Mail: Proving the performance of mail in the digital age

Research Paper • MRS Awards, Winner, MRS Award for Media Research, 2018, pp. 0-0

Kantar TNS, a market research and market information group, launched a pilot study with Royal Mail, a postal service and courier company, to provide metrics for advertising mail.
Paper and pixels: Putting a digital stamp on direct mail

Article • Christopher Karpeno, ANA, March 2016, pp. 10-13

This article seeks to demonstrate how direct mail is not only defending its place in a digital world, but is becoming more important as the line between digital and physical blurs.