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Volvo: Unsafe Thinking

Case Study • APG (UK), Entrant, 2021

Volvo, a car manufacturer, launched a campaign in the UK to increase brand growth, improve brand perceptions and build salience.

How Farrow & Ball found success by calming the nerves of the paint paranoid

Case Study • APG (UK), Entrant, 2021

Farrow and Ball, a British manufacturer of wallpapers and paint, launched a campaign in the UK to improve brand and product perception and drive sales.

Audi: Four Rings. Four Decades. Four No's.

Case Study • APG (UK), Bronze, 2021

The post-COVID luxury landscape: Gen Z, digital couture and retail-tainment

Article • Emily Safian-Demers, WARC Exclusive, October 2021

The luxury market, like so many other industries, took a hit in the wake of the COVID-19 pandemic.

Behind the winning idea: Lexus – Small business drive

Article • Fergus O'Carroll, Jerome Ooi and Terence Ling, WARC Exclusive, September 2021

In this episode of Behind the Winning Idea, we explore the strategy, execution and outcome of Lexus: Small business drive, awarded a Silver in Customer Experience and the Personalisation & Insight Award in the 2021 WARC Awards for Effectiveness.

Driving brand loyalty through omnichannel retail: Case study of Sephora in China

Article • Research on WARC, February 2021

Data show the Chinese cosmetics market is projected to grow to $26bn by 2023 and that Chinese consumers use both online and offline channels to evaluate and purchase, but consumer loyalty in the Chinese market appears to be in decline.

SK-II: Timelines

Case Study • Leo Bovaller, Julia Blomquist, WARC Awards for Asian Strategy, Gold and The Research Excellence Award, 2021

Skincare brand SK-II grew sales and engagement among young executive women in China, Japan, South Korea and the US with the creation of a digital docu-series fronted by journalist Katie Couric.

The future of SEO in fashion and beauty

Article • Tasha Amponsah-Antwi, WARC Best Practice, September 2021

E-commerce is causing fashion and beauty brands to adapt their SEO strategies.

How micro-influencers helped drive sales of the Lexus IS

Article • Jo Bowman, Event Reports, ANA Influencer Marketing & Activation Conference, August 2021

Lexus, the automaker, successfully tapped the power of micro-influencers to fuel sales of its IS sports sedan.

An investigation of androgyny and sexual orientation in advertising: How androgynous imagery and sexual orientation impact advertisement and brand attitudes

Research Paper • Kelly Cowart and Phillip Wagner, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 276-288

This research examines the effect of advertising imagery, sexual orientation, and gender on customer attitude toward the advertisement and attitude toward the brand.

Farrow & Ball: How Farrow & Ball found success by calming the nerves of the paint paranoid

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

Farrow & Ball, a paint brand, gently mocked UK consumers' 'paint paranoia' and presented its wipeable Modern Emulsion paint as the ideal wall paint for paranoid people.

Lexus: Go all in

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

In the US, automotive brand Lexus launched a campaign to promote the new Lexus IS sports sedan.

Ceruzzi Properties: The mural @ the centrale

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

Ceruzzi Properties, a real estate developer, launched The Mural at The Centrale campaign after a luxury new development was built in Manhattan.

Volvo: Sustainability story

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

In 2017, Volvo, an automotive brand, wanted to increase car sales and expand the meaning of its purpose by creating a sustainable pillar with the aim to protect and sustain.

Balenciaga’s 2020 Qixi Campaign: Cultural misstep or deep-rooted understanding of Chinese Gen Z subculture?

Article • WARC Exclusive, Spotlight China, December 2020

Yuzu Kyodai argues that Balenciaga’s Qixi 2020 campaign should not be categorised as a ‘misstep’, but rather, acknowledged as nuanced work that speaks directly to its core of Gen Z consumers.

Halo Heritage: Boity Collection Launch

Case Study • SABRE Awards, Africa, 2021

Halo Heritage, a natural haircare and fragrance brand, promoted the launch of its new Boity collection across South Africa by launching a three-part series that showed the hair journeys of South Africa's most prominent women.

Local Relevance? Local Revolt! Why luxury brands need to do better and be braver

Article • WARC Exclusive, Spotlight China, December 2020

Carat’s Sen Lin offer some cultural observations to unpack the complex case of the changing Chinese consumer.

Future of retail: Conscious rich Asians look to lifecycle luxury

Article • Belynda Sim, WARC Trends, July 2021

As shifting priorities alter long-held notions of luxury, TBWA\Singapore’s Belynda Sim looks at what will define 21st century premium in Asia.

Technology and retail: Get the balance right

Article • Asai Meyer and Terence Ling, WARC Trends, July 2021

TBWA\Hong Kong’s Asai Meyer and Terence Ling examine the balance that brands need to strike when applying advanced technology to retail operations.

Physical luxury in a digital world: How Rosewood Hotel creates authentic travel experiences

Article • Mukta Lad, Event Reports, Adobe Summit, April 2021

Rapid digital transformation has helped to ease the hospitality industry’s pain during the sharp drop in business and travel caused by the COVID-19 pandemic, as shown by the Rosewood Hotel Group’s experience.

What’s working in travel

Article • WARC Category Intelligence, July 2021

Global strategies, campaign updates and trends in the travel category.

Bose: Noise-o-Meter

Case Study • Mona Hassanie, WARC Prize for MENA Strategy, Silver, 2021

Audio technology brand, Bose, solved a common, everyday problem for consumers in the Middle East as a way of highlighting its value proposition in tough economic times.

SK-II’s in-house production studio helps take its brand purpose to the next level

Article • Ben Bold, Event Reports, Lions Live, June 2021

SK-II, a high-end skincare brand owned by Procter & Gamble, has invested in dedicated in-house production capabilities to further drive its brand purpose.

Audi: How race cars and Sinatra drove irresistible results for Audi Australia.

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

Audi, the car company, tackled a short-term crisis and delivered a campaign that managed to turn over $12.1 million profit in Australia.

Johnnie Walker: Blue Label

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Silver, 2021

Johnnie Walker, a brand of Scotch whisky, increased sales of its Blue Label product by creating a design for its packaging and communications that used bespoke art pieces that captured the undiscovered sides of local cities.

What we know about luxury shoppers

Article • WARC Best Practice, October 2021

Explores the changing behaviours and expectations of luxury consumers whose idea of luxury is becoming more experiential and immersive, and driven by technology and on–the–go lifestyles.
What’s working in luxury

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in the luxury category.
What we know about premiumisation

Article • WARC Best Practice, December 2020

Looks at the many different ways to execute premiumisation and how offerings need to pay attention to the details of product, packaging and messaging to satisfy premium consumer expectations.
What we know about luxury brands

Article • WARC Best Practice, August 2020

Provides marketers with information and guidance about luxury brand advertising.
The new rules of luxury and premium branding

Article • Vicky Bullen and Elayne Read, Admap Magazine, July 2019

Taking inspiration from fashion, grocery, alcohol and beauty, four key themes have been identified that embody the new codes of luxury today and the cultural and consumer movements driving these.
Psychological stress or growth will determine post-pandemic consumer behaviour

Article • Win Ee Chun and Dr Gemma Calvert, WARC Trends, July 2020

In the wake of COVID-19, research in the field of cognitive neuroscience may provide some helpful pointers on how consumer behaviour will evolve.