Brand loyalty

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A new twist on privacy – planning for a post-cookie and IDFA world

Article • Jennifer Pelino, WARC Exclusive, July 2021

Implications for the advertising industry as it navigates new data privacy and compliance rules.

The journey from the post-third-party cookie wasteland to marketing utopia

Article • Siva Ganeshanandan, WARC Exclusive, July 2021

How marketers can prepare for the possibility of third-party data pipes running dry.

The WARC Guide to The future of identity

Article • WARC Best Practice, July 2021

A summary of new thinking and best practice on the future of identity.

Huggies: The world's first baby marathon

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

Huggies, a diaper and baby wipes brand, increased sales in South Africa by launching a distance tracking device for babies who participated in an online marathon to prove Huggies diapers are the best for moving babies.

Johnnie Walker: Blue Label

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

Johnnie Walker, a brand of Scotch whisky, increased sales of its Blue Label product by creating a design for its packaging and communications that used bespoke art pieces that captured the undiscovered sides of local cities.

Henderson's Relish: Rebrand

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

Henderson's Relish, a condiment brand, increased sales in the UK by redesigning its bottle packaging to better stand out and providing a key product descriptor to help consumers understand how best to enjoy it.

Tesco Bank: Customer Service Transformation

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

Tesco Bank, a financial services brand, redesigned customer services by using design thinking in the UK.

Princes: Branding

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

Princes, a food and drinks brand, redesigned its packaging with bold, bright colours and made the 'P' in its logo its accent feature to symbolise pride on the shelf and increase sales in the UK.

Customer advocacy: More than loyalty and a game changer for brands

Article • Sangeeta Tanwar, Event Reports, NGCX Summit Asia, June 2021

Brand advocacy leads to brand trust and the promotion of products and services by buyers, so brands that master the art of advocacy will win the consumers of the future.

Confused.com: Confusion to clarity

Case Study • WARC Awards for Effectiveness, Shortlisted, Sustained Growth, 2021

British insurance comparison website Confused.com diversified its communications mix and positioned itself as a challenger to grow revenue, market share, awareness and differentiation.

STIB: Voices of brussels

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

Public transportation company, STIB, managed a meaningful brand connection with customers at a time when none of them could use the service due to COVID travel restrictions in Belgium.

Burger King: Delay your way

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

Burger King (BK), the fast-food restaurant, turned the notoriously negative holiday airport experience into a positive brand moment for travellers in the US.

Finish: Skip the rinse

Case Study • WARC Awards for Effectiveness, Grand Prix, Brand Purpose, 2021

Dishwasher brand Finish grew sales and market share in the US with a multichannel campaign to launch its Skip the Rinse movement encouraging Americans to save water.

Spark: Play

Case Study • WARC Awards for Effectiveness, Bronze, Customer Experience, and Best Use of Tech Award, 2021

Spark, the telco, used machine learning and an app to gamify healthy physical activity for children and combat concerning screen time in New Zealand.

Sky New Zealand: Life needs more sport

Case Study • WARC Awards for Effectiveness, Bronze, Collaboration & Culture, 2021

Digital pay TV broadcaster Sky used a relatable multi-channel campaign to encourage reappraisal of its offer and re-establish Sky Sport as New Zealand's true home of sport.

Aldi UK: How Aldi keeps on winning christmas with Kevin the carrot

Case Study • WARC Awards for Effectiveness, Silver, Sustained Growth, 2021

Discount supermarket Aldi ran a multi-year, multi-channel campaign in the United Kingdom to defend sales, share, penetration and loyalty at Christmas.

What we know about brand loyalty

Article • WARC Best Practice, June 2021

This article explores the current reading and thinking on the subject of Brand Loyalty, a topic spanning behaviour and attitude.

Retention strategies: Experience is crucial to driving customer lifetime value

Opinion • Gabey Goh, May 2021

To succeed in post-pandemic contexts, marketers will need to have a holistic understanding of what drives retention and accurately estimate customer value, argues WARC’s Asia Editor, Gabey Goh.

CareDx: Honor the Gift

Case Study • SABRE Awards, Gold, North America, 2021

CareDx, a transplant diagnostics and patient management provider, encouraged a change in law to provide full coverage for transplant patients in the US by launching an advocacy website that provided people with pre-generated content to send to their local legislators.

How to build a successful customer lifetime value program

Article • Moises Cohen and Elizabeth Thomas, WARC Webinars, May 2021

Kantar's Moises Cohen and Elizabeth Thomas share practical advice on building future-fit CLV models which boost customer retention and build deeper relationships.

Driving brand loyalty through omnichannel retail: Case study of Sephora in China

Article • Darren Coleman, Zhixuan Kuang, Research on WARC, February 2021

Data show the Chinese cosmetics market is projected to grow to $26bn by 2023 and that Chinese consumers use both online and offline channels to evaluate and purchase, but consumer loyalty in the Chinese market appears to be in decline.

Effective brand growth: Acquisition or retention?

Opinion • Dr Kelly Vaughan and Alicia Barker, May 2021

This article is part of a series of articles from the WARC Guide to customer retention .

The WARC Guide to customer retention

Opinion • Anna Hamill, May 2021

Customer retention is top of mind for many brands after a year in which shopper behaviours and category norms have been turned upside down. The new WARC Guide to Customer Retention examines the nuances of retention marketing in 2021.

Customer retention with social media communities

Article • Matthew Nolan, WARC Exclusive, May 2021

The experience of brands in China offers important lessons on customer retention in a cookie-free landscape, where social media and full-funnel online experiences rule.

Are subscription services really the holy grail of e-commerce?

Article • Danny Silverman, WARC Exclusive, May 2021

With e-commerce penetration booming in the COVID-19 era, how can brands boost customer retention on online platforms such as Amazon?

Strategy Toolkit: How marketing works

Article • Strategy Toolkit, Strategy Toolkit

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
Strategy Toolkit module 1: How marketing works

Article • Strategy Toolkit, March 2021

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
What we know about brand loyalty

Article • WARC Best Practice, June 2021

This article explores the current reading and thinking on the subject of Brand Loyalty, a topic spanning behaviour and attitude.
Marketing in the age of fragmentation

Article • Scott Symonds, Admap Magazine, October 2014

This article argues that data will become the primary currency of future marketing strategy and that marketers should deploy data to create seamless brand experiences that function across all delivery channels.
The WARC Guide to customer retention

Article • WARC Best Practice, May 2021

A summary of new thinking and best practice on customer retention.
Strategy Toolkit: Theories of Consumer Behaviour

Article • Strategy Toolkit, Strategy Toolkit

This article discusses various approaches used by marketers to understand what consumers want.