Brand loyalty

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ARF study: Customer loyalty remains robust for large CPG brands

Article • Stephen Whiteside, Event Reports, ARF SHOPPERxSCIENCE, March 2021

A study by the Advertising Research Foundation (ARF), the trade body, found that large brands in the consumer-packaged goods sector have witnessed robust loyalty over time.

Strategy Toolkit module 1: How marketing works

Article • WARC 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.

Strategy Toolkit module 4: Consumer behaviour

Article • WARC Strategy Toolkit, March 2021

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

Ka: Car Hunt

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Kapodo (Ka), a laundry capsule company, increased sales in Singapore by launching a social media competition to win a car.

How focusing on their most valuable customers can help brands drive growth

Article • Stephen Whiteside, Event Reports, The Great Debates: Marketing Growth Frameworks, June 2020

Research by Peter Fader, professor of marketing at The Wharton School of the University of Pennsylvania, highlights the importance of customer lifetime value (CLV) to driving brand growth.

Four ways consumers’ relationships with brands have changed in the last year

Article • Leslie Wood, WARC Exclusive, February 2021

This article explores the impact the COVID-19 pandemic has had on CPG shopping behavior.

Digital, delivery, drive-thru: McDonald’s’ path to post-COVID growth

Article • Anna Hamill, WARC Exclusive, February, 2021

McDonald’s, one of the world’s biggest fast food brands, is capitalising on booming digital sales to set the foundations for post-pandemic growth.

Lessons from Amazon's record growth year

News • 05 February 2021

Amazon’s Q4 2020 results reflect how much further the company goes beyond its e-commerce business, with key investments in its analytical layer being fundamental.

Understanding six influential models of brand growth – and when to use them

Article • Stephen Whiteside, WARC Exclusive, February 2021

This article summarizes six models of brand growth, all of which were featured in a series of webinars held by the Mobile Marketing Association (MMA).

The changing role of loyalty post COVID-19 and the end of the cookie

Article • Oliver Feldwick and Heleana Blackwell, WARC Best Practice, January, 2021

During the COVID-19 pandemic people tried new shops, purchased alternative brands and explored new channels to meet their needs.

Friesland Campina: Frisian Flag 123 “Catch to Grow” AR Mobile Campaign

Case Study • MMA Smarties, Silver, Indonesia, 2020

Frisian Flag, a dairy product brand, launched an immersive mobile game in Indonesia to increase brand awareness, drive an uplift in brand consideration and spark brand loyalty.

The Guardian: Hope is power

Case Study • DMA (UK), Gold, 2020

The Guardian, a British newspaper, launched its campaign Hope is Power with the target of reaching two million paying supporters by 2022.

O2: GO

Case Study • DMA (UK), Gold, 2020

O2, a telecommunications brand, re-engaged audiences with a campaign that increased the number of people downloading and using the O2 Priority app in the UK.

Pets at Home: Very Important Pets Club

Case Study • DMA (UK), Bronze, 2020

Pets at Home, a pet supplies retailer, increased awareness and uptake of its VIP app by relaunching with personalised communications to offer education and humour.

Sainsbury's: Collect For Christmas

Case Study • DMA (UK), Gold, 2020

Sainsbury's, a UK supermarket brand, launched a gamified campaign that motivated people to build up their Nectar points and spend them on their big Christmas shop at Sainsbury's.

Sainsbury's: Data Playback

Case Study • DMA (UK), Gold, 2020

Sainsbury's, a UK supermarket brand, increased brand loyalty by awarding Top Buyer recognition badges to frequent customers.

Nike looks to members and e-commerce

News • 08 January 2021

Nike, the global sportswear brand, is leaning into e-commerce and an exclusive membership programme to boost sales and customer retention.

Nike CEO: ‘These are times when strong brands get stronger’

Article • Anna Hamill, WARC Exclusive, January 2021

Nike, the global sportswear brand, is leaning into e-commerce and an exclusive membership programme to boost sales and customer retention.

Vsmart: An appreciation like no other from Vsmart

Case Study • MMA Smarties, Silver, Vietnam, 2020

Vsmart, a Vietnamese technology brand, sent existing customers personalised thank-you gifts to trigger a domino effect and promote its smartphones in Vietnam.

Zalo: The Digital Pioneer In Pandemic Prevention

Case Study • MMA Smarties, Gold, Vietnam, 2020

Zalo, a messaging app, accompanied the Vietnamese Government in communicating the most updated and accurate news about the COVID-19 pandemic and positioned itself as a trustworthy and reliable brand.

Frisian Flag: 123 “Catch to Grow” AR mobile campaign

Case Study • MMA Smarties, Silver, APAC, 2020

Frisian Flag, a dairy product drinks brand, launched its augmented reality (AR) mobile campaign Frisian Flag 123 Catch to Grow to increase brand awareness and engagement and drive an uplift in brand consideration in Indonesia.

Gatorade: A Dream Shot

Case Study • Cassie Li, Nicholas Short, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

A nationwide social competition saw sports drink brand Gatorade reach out to China's 300 million-plus basketball players in order to drive sales and expand its fan base.

KFC: Celebrating Victory Together

Case Study • Jessia Zhu, Nicholas Short, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

QSR brand KFC used digital creative to build an exclusive membership for gamers, to tempt eSports fans in China during the League of Legends World Championships.

Obs: Reinventing How to Communicate Black Week

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

Norwegian retail brand Obs made its employees the stars of the show to get noticed in Black Week, grow market share and attract new customers.

City and Guilds Group: Driving action to build brand loyalty

Research Paper • MRS Awards Papers, Winner, MRS Award for Business-to-Business Research, 2020

City and Guilds (C&G) Group, a leader in skills development, revitalised its programme and provided new insights to shape business actions and drive change.

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.
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.
Strategy Toolkit: Theories of Consumer Behaviour

Article • Strategy Toolkit, Strategy Toolkit

This article discusses various approaches used by marketers to understand what consumers want.
What we know about brand loyalty

Article • 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.
How to market effectively to Millennials

Article • Ola Mobolade, WARC Best Practice, May 2016

This article offers best practice advice about how marketers can engage and impress the elusive Millennial demographic.
Understanding six influential models of brand growth – and when to use them

Article • Stephen Whiteside, WARC Exclusive, February 2021

This article summarizes six models of brand growth, all of which were featured in a series of webinars held by the Mobile Marketing Association (MMA).