Consumer attitudes

Brands

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Covid-19: A Game Changer For Media And Purchasing

Article • Ramona Daniel, Research on WARC, November, 2020

COVID-19 has been a true game changer in terms of media consumption habits and purchasing behaviour, both accelerating existing trends and forcing new behaviours for many people.

Clear Men: AI31 – Hijacking Live Games

Case Study • Thanh Vo, Ha Tran, Soumya Ranjan Panda, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Clear Men, the shampoo brand, used predictive AI technology to engage tuned-out young men in Vietnam.

Direct Line: Lifetime Value

Case Study • Oliver Scargill, Claudia Ziegenbein, WARC Media Awards, Shortlisted, Best Use of Data, 2020

British insurer Direct Line integrated customer lifetime value calculations into its pay-per-click bidding strategy to reduce advertising costs and increase sales volume and value in the UK.

Singapore Airlines: Strategy taking flight

Case Study • Sheena Supaya, Ronnie Thomas, Cassie Ng, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Singapore Airlines, the airline, delivered an increase in revenue with its transformative use of data in a 32-country campaign.

Marketers need to reframe the idea of value in 2021

News • 24 November 2020

Encouraging reports on the success rates of different COVID-19 vaccines notwithstanding, much of the world still faces a recession next year and brands will need to adapt accordingly – including reassessing what constitutes value for consumers.

Clean, green and affordable: Striking a balance between sustainability, hygiene and value in packaging

Article • Ian Payne and Greg Clayton, WARC Webinars, November 2020

This webinar is part of The WARC Guide to Effective Packaging, which explores how product packaging is embracing a wave of innovation, driven by a push for sustainability and the rise of e-commerce.

Culture and content: What brands should know about consumer expectations

Article • Low Lai Chow, Event Reports, DigiCon Omni, October 2020

At DigiCon Omni, Havas’ Maria Garrido outlines the key takeaways from a global study on consumer expectations of brands in culture.

During the pandemic, there’s no place like home – including local surroundings

Opinion • Joe McDonnell, November 2020

As we log on to yet another Zoom meeting from our home offices, in between baking bread and buying a fire pit on Amazon so we can socialize outside during the winter months, it’s become obvious how much home has come to mean during the pandemic.

Burger King: Social Fire

Case Study • Jimmy George, Annabelle Butler, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

Burger King, the fast food restaurant chain, created millions of dollars of earned media and captured the attention of its audience in the US with a social media content campaign.

Jawwy: The Ramadan campaign that didn't launch during Ramadan

Case Study • Mario Morby, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

Telco Jawwy drove revenue growth and brand awareness with an unconventional Ramadan campaign in Saudi Arabia.

Band-Aid: Job-Hunting in Sneakers

Case Study • Kaori Yatsu, Akie Suzuki, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

Plaster brand Band-Aid created a multiplatform campaign to appeal to younger consumers and, in the process, launched a new movement in the job-hunters' market in Japan.

Why continue sharing: Determinants of behavior in ridesharing services

Research Paper • Rocío Arteaga-Sánchez, Maria Belda-Ruiz, Alejandro Ros-Galvez, and Alfonso Rosa-Garcia, Int. Journal of Market Research, Vol. 62, No. 6, 2020, pp. 725-742

The sharing economy is revolutionizing the way consumers use goods and services. The aim of this study is to understand consumer motivations to be satisfied and to continue using ridesharing services.

Welcome to the Sh*t Show: How brands can win the most unpredictable Q4 ever

Article • Cat Eagan, WARC Exclusive, November, 2020

This paper examines consumer sentiment and ways brands can and should help consumers feel 10% better during these uncertain times to win favor and long-term loyalty.

Petco: BuzzFeed + Petco Nutrition

Case Study • ARF Ogilvy Awards (US), Silver, 2020

Petco, a pet supplies brand, educated pet 'parents' on the crucial role that nutrition plays in helping maintain their pets' health and wellbeing in the USA.

Tropicana: Sip Your Sunshine

Case Study • ARF Ogilvy Awards (US), Silver, 2020

Tropicana, a brand of orange juice, increased sales in a category suffering from steady decline with its joyful, optimistic campaign Sip Your Sunshine.

Zillow Group: Zillow Offers launch

Case Study • ARF Ogilvy Awards (US), Gold, 2020

The Zillow Group, an online real estate brand, positioned itself as a 'no stress, no hassle' way for consumers to sell their houses in the USA with its campaign Zillow Offers Launch.

truth: Ditch JUUL

Case Study • ARF Ogilvy Awards (US), Gold, 2020

Truth, a campaign aiming to eliminate youth smoking in the USA, strove to reduce the number of young people vaping with its campaign Ditch JUUL.

Meow Mix: Meow Mix Remix

Case Study • ARF Ogilvy Awards (US), Gold, 2020

Meow Mix, a cat food brand, improved brand saliency and sales with its light-hearted Meow Mix Remix campaign.

Pure Leaf: No is Beautiful

Case Study • ARF Ogilvy Awards (US), Gold, 2020

Pure Leaf, a tea brand, increased sales and reduced the pressure to strive for perfection and say 'Yes' to everything with its campaign No Is Beautiful.

Herbalife Nutrition: APAC Healthy Breakfast campaign

Case Study • ARF Ogilvy Awards (US), Bronze, 2020

Herbalife Nutrition, a dietary supplement brand, launched its informative Healthy Breakfast Campaign to combat rising levels of obesity in APAC.

Mastercard: Sonic Melody

Case Study • ARF Ogilvy Awards (US), Bronze, 2020

Mastercard, a financial-services corporation, launched its sonic melody worldwide and improved brand recall and customer experience.

How brand experiences can build stronger connections within the Filipino community

Article • Beatriz Lim , WARC Exclusive, Spotlight Philippines, November 2020

TeamAsia’s Beatriz Lim believes that the pursuit of meaningful brand connections with consumers come from within, but first, marketers need to take a pause and look inward.

PwC study identifies purpose “gap” between companies, employees and consumers

Article • Geoffrey Precourt, Event Reports, ANA Masters of B2B Conference, October 2020

PwC, the consultancy, identified a purpose “gap” between the positioning adopted by companies and the views of employees and consumers.

Right To Protein: India Protein Day

Case Study • SABRE Awards, APAC In2, 2020

Right to Protein, a communications and consumer advocacy initiative, launched its public education campaign India Protein Day in India to encourage Indians to increase their protein intake.

ALDI Australia: How a never-ending ham helped ALDI beat its own Christmas record

Case Study • Effies (Australia), Australian Effies, Bronze, 2020

Aldi, a supermarket brand, positioned itself at the heart of the epic Christmas feast in Australia by reflecting the ‘miracle’ of the never-ending Aldi ham.

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.
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.
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.
Global Ad Trends: FMCG and COVID-19

Data • James McDonald, Rob Clapp, WARC Data, March 2020

This report summarises the latest research from WARC's Data platform, with a focus on FMCG & COVID-19. Key findings include
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.
Marketer's Toolkit 2020

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.