Article
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WARC Best Practice, January 2020
This article explores the current reading and thinking on the subject of Brand Loyalty, a topic spanning behaviour and attitude.
Article
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Martin Hayward, WARC Best Practice, April 2016
This best practice guide looks at how brands can build long-term loyalty in a marketing environment that has often relied on short-term rewards.
News
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03 August 2020
Starbucks, the coffee-house chain, is using the disruption of the COVID-19 pandemic to “move aggressively and further differentiate” its brand from competitors.
Article
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Anna Hamill, WARC Exclusive, July 2020
Starbucks, the global coffee chain, is adapting to new consumer expectations and buying behaviours as it navigates the on-going COVID-19 pandemic.
Case Study
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Case Studies on WARC, 2019
Insurance provider NTUC Income used native ads to drive consumers to its content marketing pages and build loyalty in Singapore.
Case Study
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Catherine Asseily, Mona Hassanie, WARC Prize for MENA Strategy, Entrant, 2020
Engine lubricant brand Castrol used a social media and guerrilla marketing campaign focused on truck drivers' health to boost brand loyalty and sales in Saudi Arabia.
News
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01 July 2020
With Chinese customers increasingly disloyal, the modern Chinese marketer is focused on marketing to address disloyalty; but it is customer retention that is ripe for innovation, and this is where brands should be investing resources.
Case Study
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SABRE Awards, Gold, EMEA, 2020
Sony, a technology company, showcased the different aspects of its cameras across Europe by launching a blog-powered website that featured interviews and video-led content from photographers that had used them.
News
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22 June 2020
McDonald’s, the quick-service restaurant chain, has committed to a major investment in marketing as it seeks to begin the recovery process from the challenges of the COVID-19 pandemic.
Article
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Stephen Whiteside, WARC Exclusive, June 2020
McDonald’s, the quick-service restaurant chain, is putting marketing at the heart of its efforts to bounce back from COVID-19.
Opinion
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Gemma Spence, June 2020
In today’s current climate, there’s no denying that e-commerce is big business. Online retail is exploding in penetration and basket size as shoppers are choosing or forced to be isolated.
Case Study
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Design Business Association, Design Effectiveness Awards, Silver, 2020
McCormick, a food company, increased sales and reach in the UK by redesigning its packaging to communicate the origins and flavour profiles of its ingredients.
Case Study
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Design Business Association, Design Effectiveness Awards, Silver, 2020
Albury Organic Vineyard, a family-run vineyard, increased sales in the UK by rebranding its packaging to feature local imagery to promote its local produce.
Case Study
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AME Awards, Bronze, 2020
Acer, a computer brand, launched a campaign film to showcase its hero products among the gaming community globally.
Opinion
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WARC from Home, May 2020
WARC from Home is a series to help subscribers brush up on the essentials of marketing during the COVID-19 lockdown.
Research Paper
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Elijah Whaley, Parklu, WARC Trends, May 2020
In China, customer acquisition costs (CAC) are outpacing customer lifetime values (LTV) and the reality is, there is little companies can do to reduce CAC online as the gatekeepers (social/e-commerce platforms and KOLs) hold the keys to consumer attention, but Parklu believes a focus on LTV can countervail CAC.
News
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07 May 2020
Smaller, local brands are often outperforming big market leaders in lockdown India, as consumers go for what is available rather than confining themselves to brands they know and trust. Retailers say smaller brands have outpaced sales of ...
Article
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Bening Rara, WARC Exclusive, April 2020
Ogilvy’s Bening Rara highlights the role of continuous gratification in establishing a connection with Indonesia’s promotion-savvy youth.
Opinion
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Gabey Goh, April 2020
What will it take to win over the young Indonesian consumer and find success in the third largest youth market in the world? WARC's Asia Editor, Gabey Goh, introduces a deep-dive into the insights you need to know.
Case Study
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Fabio Belfiori Belfiori, Corrado Gallo, Valentina Geria, WARC Awards, Entrant, Effective Social Strategy, 2020
Automotive brand Renault Italy harnessed the power of the playlist to strengthen its links with its fan base and further increase loyalty.
Case Study
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Jen Musgreave, WARC Awards, Shortlisted, Effective Innovation, 2020
TV and broadband provider Virgin Media ran a Christmas campaign in the UK to increase net promoter score (NPS) and loyalty.
News
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09 March 2020
Customer loyalty schemes that simply allow consumers to accumulate points without offering a clear value exchange are less likely to retain and engage them effectively than those that offer tailored services.
Article
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Anna Hamill, Event Reports, The Future of Brands, February 2020
Brands need to think differently about creating long-term growth, according to Daniel Binns, CEO of Interbrand.
Case Study
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SABRE Awards, IN2, North America, Best in Digital Promo & Activation, 2020
Fast casual restaurant chain Chipotle partnered with mobile payment app Venmo to launch its new rewards programme in the US.
Case Study
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SABRE Awards, IN2, North America, Best in Broadcast Media (Earned), 2020
Fitness centre brand Planet Fitness created the Teen Summer Challenge, spearheaded by Stranger Things actor Caleb McLaughlin, to increase brand loyalty and affinity among Generation Z, and fuel future member growth in North America.
