Brand loyalty

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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.

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.

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.

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.

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.

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.

Maserati: Redefining media strategy

Case Study • Dr. Viral Nagori, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Luxury car-maker Maserati created a member-get-member social media campaign, with WeChat as its central platform, to drive engagement and sales in China.

Frisian Flag Indonesia: “Catch to Grow”

Case Study • Yoohyun Kim, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Frisian Flag 123, the toddler milk, captured the attention of a mobile-savvy audience with an augmented reality game in Indonesia.

Many Australians believe brands lie in marketing communications

News • 01 December 2020

A new survey by customer life cycle management specialist Customology has found that 74% of Australians believe that brands lie in their marketing communications.

Bain & Co. positions loyalty as key to B2B customer longevity … and profit

Article • Geoffrey Precourt, Event Reports, ANA Masters of B2B Marketing, October 2020

Bain & Co., the consultancy, has established that business-to-business (B2B) firms with strong customer loyalty have various advantages for long-term success.

Insurance Australia Group: NRMA Safety Hub

Case Study • APG (AUS), Creative Strategy Awards, Finalist, 2020

NRMA Insurance, an insurance company, turned the insurance model on its head in Australia by paying people to avoid disasters instead of paying people after they had one.

Airbnb prospectus points to the importance of brand for loyalty

News • 20 November 2020

Booking platform Airbnb has published its IPO prospectus – an opportunity to peer under the hood at its long-term strategy.

Loyalty programmes play central role in Singapore consumer considerations

News • 18 November 2020

Loyalty programmes have become central in the bid to attract and retain Singapore’s customers in both the immediate and longer-term, according to a new report by payments software firm FIS.

Why CPG marketers need to reassess their strategies

News • 18 November 2020

With eight in ten CPG brands having seen a shortening of their purchase cycles, even as consumers are visiting stores less frequently, brands need to re-examine their marketing strategies.

Retention is back on the menu at Birds Eye

Opinion • Brian Carruthers, November 2020

A surge of consumers returned to the frozen foods category during lockdown. Steve Axe of Nomad Foods says customer retention is more important right now than customer acquisition.

What we know about the Net Promoter Score (NPS)

Article • WARC Best Practice, November 2020

Surveys and summarises guidance and reading on the topic of NPS, a measure of customer satisfaction and a useful metric for evaluating brand health.

Even as COVID-19 grounds airline, Delta’s NPS soars to new heights

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2020

Delta Air Lines, the air carrier, has seen an increase in its Net Promoter Score (NPS) despite the COVID-19 pandemic.

Grab: GrabBike #AntiNgaret

Case Study • SABRE Awards, APAC, Influencer Marketing, Gold, 2020

Grab, a ride-hailing and delivery brand, launched its campaign to promote its motorcycle taxis GrabBike as trustworthy, reliable and ready to help combat the negative culture of 'ngaret' in Indonesia.

How CPG advertisers should approach loyalty in the face of changing COVID-19 purchasing habits

Article • Lance Brothers, WARC Best Practice, November 2020

Details how CPG brands can pursue loyalty as the COVID-19 pandemic continues, drawing on data from over 51 million US households.

Brands’ marketing texts and emails set to rocket

News • 27 October 2020

We’re going to see more marketing messages in our inboxes, along with more texts and push notifications from brands next year than ever before, according to Forrester Research.

Gala Bingo: Playing the long game

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Gala Bingo, an online bingo brand, increased ROI and awareness in the UK by launching a multi-year TV sponsorship deal to reach a more diverse audience.

Vitality: How we made the stagnant world of insurance get active

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Vitality, a health insurer, turned the world of Health and Life insurance from one that is only there for you when your health fails, to one that helps maximise health to reduce the need for insurance in the long term in the UK.

Outside the box: How we served up success for Gousto

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Gousto, a meal delivery brand, achieved stratospheric business growth by using influencer Joe Wicks to lead a range of challenges trying out various Gousto recipes live on the radio in the UK.

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.
How the world’s most successful brands stay at the top

Article • 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.
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.