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Ka: Car Hunt

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Kapodo (Ka), a laundry capsule company, increased sales in Singapore by launching a social media competition to win a car.

Mastercard: Astronomical Sales

Case Study • Tahaab Rais, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020

In the slowest part of Dubai's retail season, payment card brand Mastercard built a unique sale tied to a rare eclipse that put its brand literally in full view of the country's shoppers.

How AB InBev worked through the pandemic to support consumers, bars and restaurants in Brazil

Article • Geoffrey Precourt, Event Reports, ANA Digital Marketing Conference, September 2020

Anheuser-Busch InBev, the brewer, built out a program in Brazil that assisted pubs and restaurants that were struggling due to COVID-19.

Four food-shopper mindsets that should shape brand planning in 2021

Article • Callum Saunders, WARC Exclusive, September 2020

Grocery shopping mindsets are changing as a result of the pandemic and it will be vital for brands to embrace new behaviours to capitalise on throughout 2021.

The relationship between competitive pricing and direct-to-consumer advertising: How to manage DTC advertising of Rx drugs in an integrated marketing mix strategy

Research Paper • Abhik Roy and Mary E. Schramm, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 305-323

The oligopolistic nature of the U.S. pharmaceutical industry presents its members with a unique opportunity to leverage the interaction between competitive pricing strategy and promotion strategy.

Gatorade: A Dream Shot

Case Study • Nicholas Short, Cassie Li, WARC Prize for Asian Strategy, Entrant, 2020

A nationwide social competition saw sports drink brand Gatorade reach out to China's 300 million-plus basketball players in order to drive sales and expand its fan base.

100Plus: Activate Your Potential – AME 2019

Case Study • Su Ling Chan, Danesh Asokkumar, Nichelle Ng, WARC Prize for Asian Strategy, Entrant, 2020

Isotonic drinks brand 100Plus increased sales and reach among millenials in Malaysia through a collaboration with an upcoming band.

Why cheap, low-quality giveaways are bad for brands: Quality of freebies drives consumer attitudes, but personalization can help

Research Paper • Samuel Stäbler, Journal of Advertising Research, Digital First, July 2020

Companies employ giveaways primarily to create awareness and strengthen their brands. Little academic research has examined the effectiveness of giveaways, however.

Mastercard: Astronomical Sales

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2020

In the slowest part of Dubai's retail season, payment card brand Mastercard built a unique sale tied to a rare eclipse that put its brand literally in full view of the country's shoppers.

NIVEA: The All-Russian Initiative 'Vote For Your Skating Rink!'

Case Study • SABRE Awards, Gold, EMEA, 2020

NIVEA, a personal care brand, increased its association with care in Russia by launching a nationwide program that revived abandoned neighbourhood skating rinks.

Budweiser builds an e-commerce business with first-party data and smarter advertising

Article • Geoffrey Precourt, Event Reports, Lions Live, June 2020

Budweiser, the beer brand, is ramping up its e-commerce capabilities as more shoppers turn to e-commerce in the face of the COVID-19 pandemic.

Half of UK SMEs have cut adspend and struggle with campaign effectiveness

Data • Rob Clapp, WARC Data Points, June 2020

An overview of changes to marketing and advertising spend and campaign effectiveness among UK businesses during the novel coronavirus (COVID-19) outbreak.

Asians can't resist deals – and the physiological evidence proves it

Article • Mehak Bharti and Sharon Ng, WARC Exclusive, June 2020

Do deals evoke deeper unconscious desires within Asians that make it difficult for them to resist? New research by Nanyang Business School suggests, yes.

Six key lessons for CPG brands and retailers from the last recession

Article • Joan Driggs, WARC Exclusive, May 2020

Applies six lessons from the last recession to today's uncertainty around customer loyalty, the rise of private label, right pricing, sacrificing non-essentials, the joy of upgrading and discounting leads to changing habits.

Occasion marketing in the age of COVID-19: Insights from The Hershey Co.

Article • Geoffrey Precourt, WARC Exclusive, April 2020

The Hershey Co., the candy manufacturer, is responding to the COVID-19 crisis by mapping out its occasion-focused strategy based on various scenarios.

Building brand loyalty with Indonesia Gen Z’s desire for continuous gratification

Article • Bening Rara, WARC Exclusive, April 2020

Ogilvy’s Bening Rara highlights the role of continuous gratification in establishing a connection with Indonesia’s promotion-savvy youth.

e.l.f. Cosmetics: Beautyscape Bahamas

Case Study • Amy Cotteleer, WARC Awards, Entrant, Effective Social Strategy, 2020

US make-up brand e.l.f Cosmetics launched an inspirational social contest to inject new life into its Beautyscape programme and increase engagement among its target audience.

Fruit Shoot: Fruit Shoot for the Moon

Case Study • Polly Goodman, Craig Adams, WARC Awards, Entrant, Effective Innovation, 2020

Children's drink brand Fruit Shoot implemented an integrated and innovative communications strategy in the UK to increase sales and move the brand from terminal decline into growth.

100Plus: Aktifkan Potensimu (Activate Your Potential) – AME 2019

Case Study • Su Ling Chan, Danesh Asokkumar, Nichelle Ng, WARC Awards, Entrant, Effective Content Strategy, 2020

Isotonic drinks brand 100Plus increased sales and reach among millenials in Malaysia through a collaboration with an upcoming band.

AXE: Lollapalooza 2019

Case Study • Guilherme Aquilante, Verusca Casciano, Gabriela Amato, Carolina Buzetto, WARC Awards, Entrant, Effective Social Strategy, 2020

Antiperspirant body spray brand AXE looked to Lollapalooza for the launch of a social-powered campaign that would boost engagement with its target audience in Brazil.

Virgin Media: 25 Days of Christmas

Case Study • Jen Musgreave, WARC Awards, Shortlisted, Effective Innovation, 2020

TV and broadband provider Virgin Media ran a Christmas campaign in the UK to increase net promoter score (NPS) and loyalty.

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.

Loterias y Apuestas del Estado: Joker Festival

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

Loterías y Apuestas del Estado, a Spanish lottery brand, increased sales of its Joker lottery tickets by launching a Joker musical festival to attract younger audiences in Spain.

Pringles: Prize With Every Can

Case Study • IMC Awards (European), Bronze, Product Launch/Relaunch/Trial campaign, 2019

Pringles, a snack brand, increased sales during the winter period across EMEA by launching on-pack promotions, in-store activations and limited-edition cans and flavours.

Kinder: 50 fulfilled wishes with Kinder

Case Study • IMC Awards (European), Bronze, Integrated Communication, 2019

Kinder, a chocolate brand, increased sales in the Czech Republic by granting 50 wishes and posting them on its website and social channels.

What we know about marketing to parents and families

Article • WARC Best Practice, September 2020

Looks at how brands are having to adopt more inclusive and nuanced approaches in order to adapt to changing demographics and modern family structures, including challenges to gender stereotyping and kids' influence in purchase decisions.
Five emerging Asian consumer trends

Article • Low Lai Chow , Event Reports, Neuromarketing World Forum, March 2018

Five trends impacting consumers in Asia – including globalization of work, new approaches to parenting and the popularity of traditional medicines – based on a survey of 26,800 people.
How to market effectively to parents and families

Article • Hanna Chalmers, WARC Best Practice, November 2016

This article explores the demographic, socioeconomic, technological and attitudinal shifts that are fundamentally changing the nature of parenthood.
How to create a ‘family marketing’ strategy

Article • Anna Hamill, Event Reports, Mumbrella360, June 2018

With the concept of a modern family evolving faster than ever, marketers should tap into enduring insights about what motivates family time and understand how children are involved in family purchase decisions.
BuzzFeed rethinks content for millennial parents with Tasty

Article • Brooke Hemphill, Event Reports, Marketing to Mums, November 2017

BuzzFeed, the global multimedia publisher, believes that marketers must create content for the 'whole person' when targeting parents, which it has sought to do with Tasty, its wildly popular food vertical.
Asia's millennial mothers move with the times

Article • Low Lai Chow, Event Reports, CHOmum Marketing to Mums, May 2017

This article explores the relationship of Asia's millennials to motherhood, and how these new perceptions affect their relationships with brands.