Seasonal & occasion marketing

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Virgin Media: Twitter Street

Case Study • DMA (UK), Gold, 2021

Virgin Media, a telco brand, used Twitter to increase donations to vendors of the street newspaper Big Issue.

Cadbury: Worldwide Hide

Case Study • DMA (UK), Silver, 2021

Cadbury, a chocolate brand, invited people in the UK to hide virtual Easter eggs for each other to find.

Virgin Media: Breaking the Great British Smile Drought

Case Study • DMA (UK), Gold, 2021

Virgin Media, a telco brand, gave the UK a reason to smile over the Christmas of 2020 with a campaign based on the tradition of pantomime.

Lynx: LynXmas, Smell Ready for Christmas

Case Study • DMA (UK), Gold, 2021

Lynx, a deodorant owned by Unilever, increased sales and value share of Lynx Africa in the UK.

Diageo: Message in a Bottle

Case Study • DMA (UK), Silver, 2021

Diageo, an alcoholic drinks brand, increased sales during the COVID-19 pandemic by introducing personalised audio messages to online purchases.

RSPCA: R - Really, S - Successful, P - Print, C - Christmas, A - Appeal

Case Study • DMA (UK), Silver, 2021

RSPCA, an animal welfare charity, increased donations in the UK by launching a campaign that featured tailored creative based on donor data.

PayPal: How our data-fuelled imagination made it a Christmas to remember

Case Study • DMA (UK), Gold, 2021

PayPal, a financial technology brand, positioned itself as the ultimate means to refresh old Christmas traditions and create new ones in the UK, US and Germany.

Solace Women's Aid: #MakeItStop

Case Study • DMA (UK), Gold, 2021

Solace Women's Aid, a charity working to prevent abuse against women and girls, raised funds and awareness in the UK with its Christmas #MakeItStop campaign.

Hellmann's: Animal Crossing

Case Study • DMA (UK), Gold, 2021

Hellmann's, a condiment brand, donated 50,000 meals to people in need over Christmas and raised awareness of food waste in the UK.

Viettel Telecom: Tet combo campaign

Case Study • MMA Smarties, APAC, Bronze, 2021

Viettel, a telecommunications company, launched a campaign in Vietnam to promote its combo plan offering a bundle for users.

KangShiFu Ice Tea: Chinese New Year karaoke reunion

Case Study • MMA Smarties, APAC, Gold, 2021

KangShiFu (KSF), a ready-to-drink tea brand, launched a campaign in China to widen its audience, enhance the brand's image and drive sales.

The Coffee House: The mysterious adventure to save the moon

Case Study • MMA Smarties, APAC, Gold, 2021

The Coffee House, a café chain, launched a campaign in Vietnam for the Mid-Autumn Festival.

Lifebuoy: Every prayer starts with a clean pair of hands

Case Study • MMA Smarties, APAC, Gold, 2021

Lifebuoy, a soap brand, launched the Every Prayer Starts with a Clean Pair of Hands campaign in Vietnam to promote hygiene for the Lunar New Year during the COVID-19 pandemic.

Lifebuoy: Every prayer starts with a clean pair of hands

Case Study • MMA Smarties, Silver, X (Global), 2021

Lifebuoy, a soap brand, launched a campaign in Vietnam to educate consumers on the importance of always carrying hand sanitiser and drive awareness and sales for the newly launched portable hand sanitiser.

16% of consumers plan to do all their festive shopping online

Data • Rob Clapp, WARC Data Points (Curated), December 2021

An overview of consumer purchase habits for the festive holiday season in 2021.

What we know about US shopping holidays

Article • WARC Best Practice, December 2021

Provides information and guidance on how brands can maximize their profits during shopping holidays in the USA.

Five ways to maximize your marketing efforts for the 2021 holiday season

Opinion • Jay Choyce Tibbitts, December 2021

Moving into the 2021 holiday season, consumers are looking to experience elements of the traditional while leaning into their "new normal," and marketers have an opportunity to incorporate this shift into messaging, digital touchpoints, and in-person experiences, says Jay Choyce Tibbitts, Social Strategist, Deutsch NY.

Consumers to spend more on food and drink but less on gifts this festive season

Data • Rob Clapp, WARC Data Points (Curated), December 2021

An overview of expected consumer spend this festive holiday season.

Molson Canadian: Make it canadian

Case Study • Jessica Masterson, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2021

Molson Canadian, a beer brand, launched a campaign to promote its own brand as well as that of its competitors in Canada.

Redoxon: Ramadhan lockdown

Case Study • Vivek Perwani, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2021

Redoxon, a vitamin supplement brand, partnered with Dahmakan, a food delivery service, to provide Redoxon samples with evening meal orders during Ramadan in Malaysia.

KitchenAid: SEO trend spotting

Case Study • Mathilde Gomez, WARC Media Awards, Shortlisted, Best Use of Data, 2021

Kitchen appliance manufacturer KitchenAid employed a content strategy based on SEO data to raise awareness of the brand in the 'maker' audience during lockdown in Australia.

Absolut Vodka: Shockingly responsible

Case Study • Lara O'Brien, Regan Clarke, WARC Media Awards, Shortlisted, Effective Channel Integration, 2021

Vodka brand, Absolut, stemmed its declining market share and volume to grow for the first time in six years with its Shockingly Responsible campaign in the US.

Home Centre: A dad's job

Case Study • Tahaab Rais, WARC Media Awards, Gold + The POE Award, Effective Channel Integration, 2021

Home furniture retailer, Home Centre, bravely tackled a cultural taboo to transform conventional Father's Day communications in the Middle East.

Burger King: Delay your way

Case Study • Mike Cassell, Ellie Gogan-Tilstone, Jane Dorsett, WARC Media Awards, Gold + Data-Driven Insight Award, Best Use of Data, 2021

Fast-food brand Burger King grew app downloads and sales in the holiday period with geo-targeted ads at US airports offering a free burger to travellers whose flights had been delayed.

Castrol POWER1: The ultimate launch

Case Study • Dai Vo, Kirsty Toomer, WARC Media Awards, Silver, Effective Channel Integration, 2021

Motor oil brand, Castrol, targeted Gen Z's passion points of esports and rap music to triple its market share with the launch of its POWER1 ULTIMATE product in Vietnam.

What we know about seasonal and occasion marketing

Article • WARC Best Practice, May 2021

This article provides advice about how marketers can improve brand perceptions and preference, and drive sales during popular events or cultural festivities such as Christmas or the Super Bowl.
2020 Innovation Report: Insights from the WARC Awards

Article • WARC Exclusive, December 2020

Analyses the key themes and summarises the winning case studies from the 2020 Effective Innovation category in the WARC Awards, and examines the data.
Sustainability, Veganuary and more: new trends in plant-based foods

Article • Danielle Jackson, WARC Exclusive, March, 2021

With sustainability and health now major consumer food trends, more shoppers are buying plant-based foods as part of a ‘flexitarian’ or vegan diet.
A new framework for adapting effective brand-building strategies for social-first marketing

Article • Gaetano Squillante, WARC Best Practice, September 2021

We Are Social Singapore’s Gaetano Squillante introduces a new framework for building great social campaigns with brand building at their heart.
Creating a sports sponsorship framework: Admap summary deck

Article • Admap Magazine, February 2020

A summary of new thinking and best practice on creating a sports sponsorship framework from Admap.
Revisiting the relationship between ad frequency and purchase intentions: How affect and cognition mediate outcomes at different levels of advertising frequency

Research Paper • Jennifer Lee Burton, Jan Gollins, Linda E. McNeely, and Danielle M. Walls, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 27-39

This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.