Seasonal & occasion marketing

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Muted yet a positive festive season in the offing for Indian marketers

Article • Biprorshee Das, WARC Exclusive, October, 2020

The 2020 festive season in India provides an opportunity for marketers to make up for some of the losses incurred in the six months of lockdown as consumers look for ways to celebrate.

Half of consumers set to alter spending this holiday season

Data • Rob Clapp, WARC Data Points, October 2020

An overview of consumer spending plans during the festive holiday season in 2020.

Over a quarter of UK adults to start Christmas shopping in November

Data • Rob Clapp, WARC Data Points, October 2020

An overview of when UK consumers plan to start Christmas shopping.

Christmas will be more important than ever for UK consumers

News • 11 October 2020

After enduring almost seven months of restrictions imposed to combat COVID-19, with little sign they will be eased as we head into winter, British consumers seem determined to make the most of this year’s Christmas shopping season.

From running shops to serving customers: The Tesco turnaround story

Case Study • IPA (UK), Grand Prix, IPA Effectiveness Awards, 2020

Tesco, a supermarket chain, gained back consumer trust in the UK from 2015 to 2019 with a turnaround strategy that put helpfulness at the heart of its messaging.

Baileys: From forgotten icon to global treat

Case Study • IPA (UK), Silver, IPA Effectiveness Awards, 2020

Liqueur brand Baileys reversed its decline in sales with its global campaign Don't Mind if I Baileys.

Tourism rebounds during China’s Golden Week holiday

News • 11 October 2020

China’s huge tourism industry appears to be on the mend after online travel agencies reported better-than-expected booking figures during the country’s eight-day Golden Week national holiday.

John Lewis: An amazing decade

Case Study • IPA (UK), Gold, IPA Effectiveness Awards, 2020

John Lewis, a department store, created a series of Christmas ads in the UK from 2010 to 2019 to increase sales and make the brand a staple part of everyone's Christmas.

Aldi 2010-2019: How taking an alternative path took Aldi from shame to pride

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

Aldi, a discount supermarket chain, shifted UK public perception of the brand from shame to pride.

How planning is playing catch-up to the growth of mega-sales in APAC

Article • Research on WARC, October 2020

eRetail in South East Asia is accelerating the way brands invest in commerce, with 10% compounding growth through to 2020.

Welcome to the “shit show”, or how brands can navigate Q4 2020

News • 05 October 2020

Q4 is usually the most predictable time of the year but in 2020 everything is different and a new McKinney report says businesses will have to navigate a marketplace that is exceptional in every way.

McKinney report on Q4 2020: How to help consumers during a highly unusual holiday season

Article • Research on WARC, October 2020

Report on US consumer feelings of being restricted, conflicted and overwhelmed going into the fourth quarter of 2020, and how brands can help.

E-commerce brands to opt out of peak season campaigns

News • 28 September 2020

Around a third of e-commerce companies say they have no plans to launch marketing campaigns during peak season this year.

Scoot: Go Yellow! Escape the Ordinary

Case Study • Fiona Huang, WARC Prize for Asian Strategy, Shortlisted, 2020

Scoot, the low-cost airline, championed its signature yellow brand colour and its fun, sassy spirit to build brand visibility and preference in Singapore.

SK-II: Meet Me Halfway

Case Study • My Troedsson, WARC Prize for Asian Strategy, Bronze and Long-Term Strategy Award, 2020

Skincare brand SK-II launched a mini-documentary on social media to boost brand awareness among its target audience in China and spark real social change.

Advertisers return to the air as India unlocks for festive season

News • 14 September 2020

With the gradual reopening of the economy post lockdown, advertisers from FMCG, e-commerce, automobiles and online education sectors are back on TV channels, recording higher ad volumes, according to Broadcast Audience Research Council (BARC) CEO Sun

Santa to come early to US stores – or maybe not at all

News • 08 September 2020

US retailers, facing the prospect of a Christmas like no other, are already making plans for a marketing strategy shakeup forced on them by the COVID-19 pandemic.

Unboxing Christmas 2020: How an altered reality will affect Australian purchase decisions

Article • Mukta Lad, WARC Exclusive, September 2020

A Powered by Nine webinar shed light on what Christmas 2020 means for brands, advertisers and consumers in Australia.

Trends of the Month: Festive shopping, TikTok and TV

Opinion • Rob Clapp, September 2020

This month: what this year’s festive holiday season holds, the state of TikTok as its ban approaches and how YouTube is moving to the TV screen.

Christmas always comes early

Opinion • Faris Yakob, September 2020

Advertisers and their agencies preparing for Christmas are invoking a mix of memory and imagination, writes Faris Yakob.

Maxis: The Unheard Prayer

Case Study • Siddhant Lahiri, Dhruv Rao, Kunal Roy, WARC Prize for Asian Strategy, Entrant, 2020

Malaysian telco Maxis realised deaf people could not hear the call to prayer during Raya and set out to find a technology-based solution.

M&M's: Making Valentine's fun for the emotionally awkward

Case Study • Eleanor Kawsek, WARC Prize for Asian Strategy, Entrant, 2020

Confectionery brand M&M's created a custom chatbot on Facebook Messanger to help young adults express their feelings, in order to increase reach and engagement during Valentine's in the Philippines.

The Levi's Tailor Shop: Receiving Brand Love by Giving It First

Case Study • Badong Abesamis, WARC Prize for Asian Strategy, Entrant, 2020

Clothing brand Levi's created a heartfelt digital film to launch a new retail experience to Filipino millennials.

Spotify: A new soundtrack for the longest Christmas in the world

Case Study • Paolo Juarez Broma, WARC Prize for Asian Strategy, Entrant, 2020

Music streaming service Spotify used a radio roadblock and Facebook to leverage the cultural activity of the Ber Months in the Philippines, to drive consideration and strengthen its equity around 'discovery'.

Grab: Amy Search, Grab Got

Case Study • Pamela Chia, Nadiah Nazri, Sulin Lau, Hassan Alsagoff, WARC Prize for Asian Strategy, Entrant, 2020

Mobile technology company Grab launched a video-based campaign in Malaysia to boost sales by helping consumers adjust to their first Ramadan in the new normal.

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.
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.
Smart approaches to occasion marketing: Admap summary deck

Article • Admap Magazine, December, 2019

A summary of smart approaches to occasion marketing from Admap.
The secrets of UK Christmas advertising success

Article • Daren Poole, Admap Magazine, December 2019, pp. 0-0

Christmas is the height of the advertising year in many Western markets.
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.