Seasonal & occasion marketing

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Case Study • YouTube Works for Brands, India, Grand Prix, 2021

Cadbury's Celebrations, a chocolate brand, used a localised campaign to help small businesses in India recover from the Covid-19 pandemic.

Grab Indonesia: Siap antar Ramadan

Case Study • YouTube Works for Brands, Indonesia, Best Collaboration: Brand & YouTube Creators, 2021

Grab, a transport company, increased sales and favourability in Indonesia by launching a sing-along musical on YouTube during Ramadan when celebrations had been cancelled due to COVID-19 lockdowns.

Back with a bang: How India will be celebrating this festive season

Opinion • Grashima Sahni, September 2021

As India slowly recovers from the pandemic, Carat Media’s Grashima Sahni looks at how brands are preparing for the upcoming festive season and what they can do to win it.

Campbell’s: Dinner Insurance

Case Study • Jay Chiat Awards, Honourable Mention, Regional Strategy, 2021

Campbell's, a processed food and snack brand, alleviated the pressure on Thanksgiving hosts in the US with its Dinner Insurance campaign.

Cadbury Celebrations: Not just a Cadbury ad

Case Study • Ganapathy Balagopalan, Prasidh Dalvi, Bhakti Malik, WARC Awards for Asian Strategy, Shortlisted, 2021

Confectionery brand Cadbury Celebrations grew engagement and sales among millennial families in India during Diwali, with an interactive YouTube video and microsite that encouraged them to shop at small local stores.

Tesco: How celebrating the nation's naughtiness helped Tesco win a covid Christmas

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

Tesco, a supermarket brand, focused on providing the nation with light relief during the COVID-19 pandemic with its 2020 Christmas campaign in the UK.

Tesco: Christmas 2020 – I'm a Celebrity, get me to Tescoooo!

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

Tesco, a supermarket brand, partnered with the TV show I'm a Celebrity Get Me Out Of Here as part of its 2020 Christmas campaign.

Molson Coors: Make it Canadian

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

Molson Coors, a beer brand, launched a campaign in Canada with the goals of bringing collective pride back to the beer loving nation and stealing market share away from Budweiser.

Little Caesars: Big pizza

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

Little Caesar's, a pizza brand, launched the Big Pizza campaign in the US to drive sales and increase brand awareness.

Red Wing Shoes: Labor Day on

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

Red Wing Shoes, a footwear company, launched the #LaborDayOn initiative in the US to help unemployed Americans find work.

Campbell's: Dinner insurance

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

Campbell's, the soup brand, supported nervous first-time Thanksgiving cooks during COVID with its Dinner Insurance campaign in the US.

STC Pay: The Contactless Eidiya

Case Study • Dana Alkutoubi, Dalal Kareem, WARC Prize for MENA Strategy, Entrant, 2021

Saudi Telecom Company promoted the contactless benefits of its stc pay fintech app to boost take-up while preserving an important tradition in KSA.

Home Centre: A Dad's Job

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

Home Centre, a home furnishing brand, celebrated Father's Day in the UAE by highlighting the role that single mothers play in their children's lives.

Nescafé: Procrastination

Case Study • WARC Prize for MENA Strategy, Entrant, 2021

For the third year running, beverage brand Nescafe targeted university students in Egypt with an appealing multi-channel campaign to grow sales and take back share from its main local competitor.

IKEA: Ciao 2020

Case Study • SABRE Awards, EMEA, Gold, 2021

IKEA, a flat-pack furniture brand, launched a therapeutic Christmas campaign for its employees in Spain to see off the year 2020.

Mastercard: Astronomical Sales

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2021

Payments provider, Mastercard, recognised a unique brand synergy with a once-in-a-lifetime astronomical event to grow cards on file in the UAE.

Home Centre: A dad's job

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Gold and Brand Rebel Award, 2021

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

Almosafer: Stories of Mecca

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Bronze, 2021

Online travel-booking platform Almosafer harnessed the power of UGC in Saudi Arabia to boost post-lockdown bookings.

Hsu Fu Chi: Chinese New Year Memory Train

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

HsuFuChi, a candy brand, used the nostalgic power of music to recapture relevance in China.

Pescanova: Bigotes

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Pescanova, a fishing company, taught consumers in Spain how to recognise the freshest prawns with a campaign that centred on former footballer Vicente del Bosque�s iconic moustache.

Saudi Telecom Company: The Contactless Eidiah

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Saudi Telecom Company (STC), a digital company, launched a campaign during Eid in Saudi Arabia to help people make financial gifts (Eidiyas) through STC Pay, its digital wallet.

Pepsi: Play your 2020 story

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Pepsi, a soda brand, launched a Chinese New Year (CNY) film in China at the start of the COVID-19 outbreak in 2020.

DB Export: I'm drinking it for you

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

DB Export, a beer brand, launched a multimedia campaign which used experiential marketing and a multi-platform takeover to launch its DB Export Gold Extra Low Carb beer in New Zealand.

Cadbury: Heroes

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

Cadbury, a confectionery company, increased sales of its Heroes chocolate tin by launching with a new brand purpose and limited-edition games tin that encouraged sharing occasions outside of the traditional festive season.

Legacy Australia / RSA NZ: The Half Biscuit

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Legacy Australia and RSA New Zealand, two organisations supporting service personnel, emphasised the bond between their respective countries on Anzac Day by launching the Half Biscuit.

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.
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.
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.
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.
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 Super Bowl advertising

Article • WARC Best Practice, June 2021

The current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing – brands must be ready.