Consumer attitudes

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Hotel searches record year-on-year growth in March

Data • Cinzia Petio, WARC Data Points, April 2021

An overview of global tourism over the last 12 months.

Three-fifths of Southeast Asians use social networks to learn more about brands and products

Data • Marte Aune, WARC Data Points (GlobalWebIndex), April 2021

An overview of online sources used by Southeast Asian consumers to learn more about brands and products.

Facebook research: Diverse and inclusive representation in online advertising

Article • Facebook, Research on WARC, April, 2021

Looks at diverse and inclusive representation in online advertising.

80% of postponed major purchases to be made within one year

Data • Cinzia Petio, WARC Data Points, April 2021

An overview of when postponed purchases will be made in the United States.

Brand partnerships: Consumer sentiment data

Article • WARC Exclusive, Spotlight SEA, April 2021

Analyses data from ongoing surveys of Southeast Asian consumers, provided by GWI and covering brand discovery, touching on brand interactions and brand research, and potentially feeding into strategies for brand partnerships.

How the “fateful” first online consumer review can have an impact lasting three years

Article • Stephen Whiteside, Research on WARC, March 2021

A “first-review effect” on e-commerce sites suggests that the first piece of user-generated feedback about a product can have an impact on word of mouth for up to 36 months.

Brands under the spotlight: How brands can navigate a climate of heightened moral judgement

Article • Alex Johnston, WARC Exclusive, March 2021

Brands and consumers are sailing in rough seas – not only because of the pandemic, but also due to Brexit and general political turbulence.

First impressions matter: Understanding the power of spontaneous reactions to develop stronger innovations

Article • Research on WARC, March 2021

Sets out how the first impressions consumers form of your new product can determine whether they move forward to learn more and buy it or disengage completely.

Global Plastic Pollution Campaign: Your Plastic Diet – How WWF began to turn the tide on plastic

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

WWF Singapore, a non-governmental conservation organisation, launched its global campaign Your Plastic Diet to persuade UN member states to commit to tackling plastic pollution.

Standard Chartered Bank: Smarter Loan Nowadays

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

Standard Chartered Bank, a financial services company, launched a series of aspiring branded videos to promote its loan products in Hong Kong.

Volkswagen: Voice of Volkswagen-ers

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

Volkswagen, an automotive brand, increased sales and consideration in Taiwan by placing Volkswagen vehicles in high-traffic areas alongside rumour balloons that showcased common questions and misconceptions about the brand and its vehicles.

Philippines Airlines: Ultimate Travel Feels

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

Philippine Airlines (PAL), an airline brand, increased sales and web visits in the Philippines by launching a series of ultimate social experiences targeted at millennials.

BOSS Coffee: Touch-And-Go Coffee

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

Boss Coffee, a ready-to-drink coffee brand, launched 120 flavour combinations and bespoke label designs on social media app LINE to encourage online orders and pickups among busy commuters in Japan.

Manulife: Increase Your Odds of Survival

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

Manulife, an insurance company, promoted its product offerings during the COVID-19 pandemic in Hong Kong through sponsored articles and high impact media placements that show how it can help.

Glo: Hyper Launch

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

BAT, a tobacco brand, launched its glo Hyper product in Japan by developing an onboarding program that provided consumers with useful information about the product.

S-26 Procal GOLD: AR Book

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

S-26 Procal GOLD, a brand of growing-up milk, increased sales by launching an interactive augmented reality (AR) colouring book that provided an experience for mums and babies to share, differentiating the brand from competitors.

Sakimeshi Supported by Suntory

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

Suntory, a brewing and distillery company, encouraged people in Japan to support local restaurants struggling due to the COVID-19 pandemic by creating a platform that allowed them to buy dining tickets and give monetary donations in advance.

Nestlé: Super Relatable Super NAN

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

Infant milk formula brand Super NAN leveraged AI and big data through partnerships with leading digital platforms to raise awareness and drive sales in China.

Nike Live: Just Don't Quit

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

Nike, a sportswear brand, launched a home workout series called Just Don't Quit via livestream in China to engage with frustrated athletes during the COVID-19 lockdown period.

Hennessy: 2020 Tmall super brand day

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

Hennessy, a cognac distiller, increased consumption and sales on Tmall in China by launching social videos surrounding the midsummer night consumption occasion.

L'Oréal Paris: Infallible Hotpot Challenge

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

L'Oréal Paris, a makeup brand, persuaded women in China that its Infallible Cushion face powder could withstand heat and humidity by engaging them with the Infallible Cushion Hotpot Challenge.

Foodpanda: THE AHHH 2.0

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

foodpanda, the mobile food delivery company, increased orders in Hong Kong by launching targeted digital content to reach consumers during the COVID-19 pandemic.

UCash & Shwapno: Project AgroBanking

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

Banking brand United Commercial Bank used video, on-ground activity and OOH to launch a platform that enabled farmers in Bangladesh to sell excess produce at a fair rate to retail chain Shwapno.

Telstra: You don’t need Australia’s best network campaign…until you do

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

Telstra, a telco brand, focused on storytelling to convince Australia of its superiority in terms of network coverage.

Tampax Partnered With Amy Schumer To Turn Question Marks Into Periods

Case Study • SABRE Awards, IN2, North America, Best in Brand Narratives, 2021

Tampax, a brand of tampons, launched its humour-led campaign #TimeToTampax to encourage conversation around the taboo topic of menstruation in the USA.

The WARC Guide to Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
Which new behaviors will stick after the COVID-19 crisis ends?

Article • Stephen Whiteside, WARC Exclusive, April 2020

Kantar, the research firm, conducted in-depth analysis of how consumer habits are evolving due to COVID-19, and suggested some of these behaviors will remain in place.
The impact of coronavirus on millennials and Generation Z

Article • Euromonitor Strategy Briefings, May 2020

Looks at how the outbreak of COVID-19 and its global impact is expected to become another generation-defining crisis for millennials and Gen Z.
Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
What we know about Health and Wellness Marketing

Article • WARC Best Practice, February 2020

Looks at the growth of the health and wellness sector and how smart technology is changing the category, as it has made it easier for consumers to monitor their health and track their fitness goals and has raised expectations of health and wellness brands.