Advertising best practice, evidence and insights

Case Study • APG (UK), Entrant, 2021

British Gas, an energy and home services provider, launched a campaign in the UK to increase the volume of Home Services sales, decrease the cost per Home Services product and retain 8,000 customers at risk of switching to a competitor.

39% of online publisher traffic is from loyal readers

Data • Rob Clapp, WARC Data Points (Curated), September 2021

An overview of online publisher traffic and audience loyalty.

Analyzing proprietary, private label, and non-brands in fresh produce purchases

Research Paper • Zachary William Anesbury, Kristin Jürkenbeck, Timofei Bogomolov, and Svetlana Bogomolova, Int. Journal of Market Research, Vol. 63, No. 5, 2021, pp. 597-619

When purchasing packaged products within a supermarket, consumers choose between proprietary or private label brands.

Beam Suntory: 6ourbon 7ime

Case Study • Jay Chiat Awards, Silver, National Strategy, 2021

Beam Suntory, a bourbon whisky brand, established a new platform, 6ourbon7ime, to encourage people in the US to take an hour out of their day to relax and enjoy a bourbon.

Pedigree: A force for good

Case Study • Jay Chiat Awards, Silver, Global Strategy, 2021

Pedigree, a dog food brand, put brand purpose at the heart of its business with its global campaign to facilitate dog adoption.

KFC: The growth of Colonel KI

Case Study • Nicholas Short, Liu Yi, Stanley Tao, WARC Awards for Asian Strategy, Shortlisted, 2021

Fast-food brand, KFC, transformed itself from a sponsor into an organic stakeholder in the eSports world with its Colonel KI campaign in China.

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

Article • 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.

Microsoft: XBOX Hall of Fame

Case Study • SABRE Awards, IN2, EMEA, 2021

Xbox, a video-gaming brand, launched a three-week campaign to spread awareness of the new generated hardware, Xbox Series X, which was set to be released at the end of 2020.

Tesco: Innovating in a crisis, to cement a relationship with shoppers

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

Tesco, a supermarket brand, positioned itself as the supermarket that offered the best value during the COVID-19 pandemic in the UK by harnessing the strength of its loyalty card.

From DIY to DIFM: Consumer sentiment data

Article • WARC Exclusive, Spotlight Australia, August 2021

Analyses data from ongoing surveys of Australian consumers, provided by GWI.

Microsoft: Xbox Hall of Fame

Case Study • SABRE Awards, Africa, 2021

Xbox, a gaming console brand, increased revenue and awareness of its new and upcoming Xbox Series X in globally with a hall of fame that honoured players' achievements on Xbox One.

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.

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.

British Gas: From selling to solving