Seasonal & occasion marketing

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Vietnamese consumers planning on buying food, drink and fashion for Tết 2021

Data • Rob Clapp, WARC Data Points, January 2021

An overview of planned consumer purchases and purchase journeys in Vietnam for the Tết festival in 2021.

Kantar flags new record for UK grocery sales

News • 05 January 2021

Lockdown restrictions boosted UK grocery sales during December as many people, unable to visit pubs and restaurants, upgraded their spending on products to consume at home.

From accountability to incrementality: How can better measurement help businesses grow?

Research Paper • Minh Nguyen, ESOMAR Conference papers, Insights Festival, 2020

Search engine Google redefined the way it measures advertising to focus on incrementality and demonstrated how it can be used to remove the potential biases found in long-accepted methodologies.

Marketers brace for changes in consumers’ shopping habits this Christmas

News • 09 December 2020

Big shifts in the way people plan to shop this festive season are leaving UK marketers fearful they are not ready to react and respond.

Tri Indonesia: Ramadhan campaign

Case Study • WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Mobile phone operator Tri used TV sponsorship to create a TV quiz game and drove growth and engagement for its UnlimitedAlwaysOn product in Indonesia during Ramadan.

Carlsberg's Khan: People are drinking less, and drinking healthier

Opinion • Jenny Chan 陈詠欣, December 2020

The Danish brewer and its subsidiaries have benefited from relaxed social distancing measures, the rise of health consciousness, and the return of eating out and nightlife. Andrew Khan, Vice President & CMO at Carlsberg Group China, speaks to WARC’s Jenny Chan for the Marketer’s Toolkit 2021 about the gradual normalisation of operations and the importance of investing in your brand's share of voice during difficult times.

Tesco: Getting the UK TV Family Together at Christmas

Case Study • Katy Harkness, Francesca Blair, Tom Mardon, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2020

Retailer Tesco created a first of its kind partnership in the United Kingdom that saw its ad content integrated across three leading TV broadcasters to drive buzz and sales during the Christmas season.

Save the Children: Christmas Jumper Day 2019

Case Study • Roxanne Vure, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020

British charity Save the Children collaborated with broadcaster Channel 4 and retail advertising partners for its eighth annual Christmas Jumper Day campaign to raise funds, drive sign-ups and regain its brand association with event.

Coca-Cola is named the best UK Christmas advertiser

News • 04 December 2020

Coca-Cola has been named as this year’s best Christmas advertiser in the UK after its two festive campaigns saw off strong competition with a winning formula of nostalgia and escapism.

Babyshop: The Gift of Mom

Case Study • Tahaab Rais, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2020

Children's retailer Babyshop increased brand affinity through a multi-channel Mother's Day initiative centred around breast cancer in the United Arab Emirates.

Enchanteur Hand & Body Lotion: AI-M (Artificial Intelligence – ‘Malaysianized')

Case Study • Kiron Kesav, WARC Media Awards, Shortlisted, Effective Use of Tech, 2020

Skincare brand Wipro Unza used an innovative AI-based campaign to break through the Ramadan clutter and boost awareness of its Enchanteur hand and body lotion in Malaysia.

Lifebuoy: The Ritual of Karma Wash Off

Case Study • Thuy Tran, Sudarshan Saha, Soumya Ranjan Panda, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Lifebuoy, the soap brand, created a meaningful brand association with an important festive season to reach millennials in Vietnam.

Lady's Choice: The Gift of Social Commerce

Case Study • Maan Bernardino, WARC Media Awards, Bronze, Effective Use of Tech, 2020

Philippines-based dressings brand Lady's Choice reversed a period of slowing growth by leveraging online communities and using Facebook Live to break e-commerce records.

Grab: Delivering Bazar Ramadan to every Malaysian home

Case Study • Li Ping Ko, Pamela Chia, WARC Media Awards, Silver, Effective Use of Tech, 2020

Malaysia food delivery app Grab created e-bazaars for Ramadan to replicate traditional street food fairs, giving customers access to a range of foods, vendors an income, and growing app usage, sales and brand metrics.

Fanta: Twisted Carnival

Case Study • Tom Curtis, WARC Media Awards, Bronze, Effective Use of Tech, 2020

Category-leading soft drink brand Fanta ran an experiential and digital Halloween campaign in Britain in 2018 to grow sales and engagement among its target teen audience.

Rice Krispies Treats: Krispie Kitchen

Case Study • Chris Harder, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Confectionery brand Rice Krispies Treats recruited a virtual assistant to increase sales in the holiday season and boost the connection between American parents and their kids in a fun new way.

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.

Half of Indians to spend less this festive season

Data • Rob Clapp, WARC Data Points, November 2020

An overview of planned consumer spending and channel use in India this festive holiday season.

Burger King: Burger King’s Content Kitchen

Case Study • Vanessa Tan, Mark Haycock, Adrian Adshade, WARC Media Awards, Bronze, Best Use of Data, 2020

QSR brand Burger King used a data-driven content strategy to stay ahead of its rivals and re-engage customers in Singapore.

The More the Merrier: ALDI's Christmas invite that opened up Aussie hearts, minds & wallets

Case Study • APG (AUS), Creative Strategy Awards, Bronze, 2020

Aldi, a supermarket brand, encouraged Australians to shop at Aldi for Christmas by launching a video campaign that touched on Aussies' generosity with a crash landing from Santa.

Cadbury: Out of The Box

Case Study • Kurush Dastur, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Cadbury Celebrations, the confectionary brand, used in-store augmented reality to surpass its Diwali sales target in India.

The Ozone Project: How brands are planning for Christmas 2020

Opinion • Bryan Scott, November 2020

What brands are planning for Christmas 2020, according to new research from the Ozone Project.

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

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

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

Getting the holiday season right

News • 17 November 2020

Huge rises in e-commerce, and the acceleration of purchase behaviors such as BOPIS (Buy Online, Pickup In-Store), combined with the ongoing pandemic, mean retailers and brands have to change their holiday season strategies.

Almosafer: As far as we go

Case Study • Tahaab Rais, WARC Media Awards, Bronze, Effective Channel Integration, 2020

Travel platform Almosafer reversed declining market share through an emotive Ramadan film in Saudi Arabia.

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.
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.
What we know about seasonal and occasion marketing

Article • WARC Best Practice, January 2020

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.
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.
Five tips for making breakthrough TV ads from the most effective spots of 2019

Article • Stephen Whiteside and Catharine P. Taylor, Event Reports, FeelMore50, February 2020

System1, the research firm, produced a ranking of the top TV ads from 2019 based on an assessment of their emotional impact on consumers.
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.