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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, Vol. 61, No. 2, 2021, pp. 164-177

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

Rexona: The Rexona “Chamba” dance challenge

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

Rexona, a deodorant and antiperspirant brand, increased brand growth in the Philippines by launching the Rexona Chamba dance challenge with influencers to encourage young people to use deodorant every day.

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.

Klarna: Heartbeats 4 Sneakers

Case Study • DMA (UK), Gold, 2020

Klarna, a financial services brand, launched the world's first bot-free sneaker raffle as part of its campaign Heartbeats 4 Sneakers, generating huge PR and views on YouTube.

Gatorade: A Dream Shot

Case Study • Cassie Li, Nicholas Short, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 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.

Gilead Sciences: Gilead Step Up Challenge

Case Study • SABRE Awards, APAC, Employee Communications, Gold, 2020

Gilead Sciences, a biopharmaceutical company, launched its internal employee engagement and communications campaign Gilead Step Up Challenge in East Asia.

What is connected packaging?

Opinion • Jenny Stanley, October 2020

Have you ever noticed a QR code on the milk carton, wine bottle or yoghurt pot? If you scan it with your smart phone camera – it will take you to a connected experience where you will find product information, discount codes, competitions and interactive games or virtual reality experiences.

Gatorade: A Dream Shot

Case Study • Nicholas Short, Cassie Li, WARC Awards 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.

Coolwinks.com: Performance campaign in a traditional branding platform

Case Study • Kumar Manish, Arabinda Ghosh, WARC Awards for Asian Strategy, Entrant, 2020

Indian eyewear e-commerce brand CoolWinks ran a print brand building campaign, targeting millennials, to grow web traffic, increase consideration and drive purchase.

100Plus: Activate Your Potential – AME 2019

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

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

How low-quality giveaways can hurt brands

News • 13 August 2020

Low-quality giveaways can “backfire strongly” on brands and have a negative impact that is more memorable to consumers than receiving high-quality items, a study in the Journal of Advertising Research (JAR) has found.

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.

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.

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.

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.

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.

Embattled Luckin Coffee heads to top of the app charts

News • 08 April 2020

Chinese coffee giant Luckin Coffee, currently embroiled in a storm over falsified sales figures, has been propelled to the top of the downloaded apps charts as consumers rush to cash in on free drinks.

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.

Coupons worth millions handed out in China to lure back consumers

News • 17 March 2020

Local governments and companies in China are handing out huge numbers of coupons worth tens of millions of yuan in a bid to prop up consumption, which has been devastated by the Coronavirus crisis.

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.

Singapore retailers receive $10m marketing aid against coronavirus

News • 17 February 2020

CapitaLand, a real estate company that operates more than 3,500 stores in Singapore, has unveiled a S$10m marketing assistance programme to support its retail partners cope with the impact of the coronavirus outbreak.

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.

McDonald's Trick. Treat. Win! Campaign

Case Study • MMA Smarties, Silver, North America, 2019

Fast-food brand McDonald’s created an in-app promotion, based on scannable QR codes, to drive sales and engagement by leveraging Halloween in the US.

How KeVita’s sweepstakes help build its brand

News • 15 October 2019

KeVita, the beverage brand owned by PepsiCo, has used digital sweepstakes as a powerful tool for building consumer engagement.

KeVita leverages power of sweepstakes to drive online and offline connection

Article • Stephen Whiteside, Event Reports, Advertising Week New York, September 2019

KeVita, the drinks line owned by PepsiCo, is using sweepstakes as a tool to build excitement and engagement around its brand.

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.
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.
How to grow via premiumisation: Admap summary deck

Article • Admap Magazine, July 2019

A summary of new thinking and best practice on premiumisation from Admap.
Premiumisation strategy as a way to grow

Article • John Dawes, Magda Nenycz-Thiel, Charles Graham and Bruce McColl, Admap Magazine, July 2019

Explores the myths of premiumisation, adding evidence to the topic by identifying the appropriate growth strategy, as well as how to manage pricing and price promotions for the premium offer.
Six key lessons for CPG brands and retailers from the last recession

Article • Joan Driggs, WARC Exclusive, May 2020, pp. 0-0

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.