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White by JAT: Mr White, the paint salesman

Case Study • Shehan Samarasinha, WARC Awards for Asian Strategy, 2021

Paint brand WHITE by JAT, created a new channel for selling paint in Sri Lanka with its online paint salesman Mr White and grew awareness and sales.

Asian Paints: ACE & TE – Shine that only looks expensive

Case Study • Madison OOH Madison, WARC Awards for Asian Strategy, 2021

Paint corporation Asian Paints ran a large-scale outdoor campaign using audience data for location and media selection to make its ACE and TE brands stand out in the market in India and establish an effectiveness tool for OOH.

How Farrow & Ball found success by calming the nerves of the paint paranoid

Case Study • APG (UK), Entrant, 2021

Farrow and Ball, a British manufacturer of wallpapers and paint, launched a campaign in the UK to improve brand and product perception and drive sales.

Ryobi: Kirsten Landman's Road to Dakar

Case Study • SABRE Awards, IN2, EMEA, 2021

Ryobi Africa, a power and garden tool manufacturer, launched a marketing campaign to achieve a direct impact on sales, reach 10 million South Africans with campaign messaging and earn twenty Tier 1 pieces of coverage.

Farrow & Ball: How Farrow & Ball found success by calming the nerves of the paint paranoid

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

Farrow & Ball, a paint brand, gently mocked UK consumers' 'paint paranoia' and presented its wipeable Modern Emulsion paint as the ideal wall paint for paranoid people.

India, Real Estate & Home Improvement advertising spend by medium

Data • Cinzia Petio, WARC Data Points (Dynamic), July 2021

An overview of advertising spend by medium in the real estate & home improvement sector in India since 2013.

LeafFilter: Growing through COVID

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

LeafFilter, a company offering gutter protection systems, launched a campaign in the USA to achieve aggressive sales growth through national television.

Asian Paints: TruStar Sandpaper – Mr. Perfect Parimal

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

Paint brand, Asian Paints, targeted a trade audience with its lighthearted brand videos to grow sales in India.

Home Improvement in the US

Article • Euromonitor Strategy Briefings, June 2021

Provides a category analysis of home improvement in the US.

Fashion and electronics see largest online shopping growth

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

An overview of consumers shopping more or exclusively online or in store across different categories.

Premier: Paint without the pain

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Canadian paint brand Premier targeted millennials with a multi-channel challenger campaign to grow market share, sales and awareness.

Leaving normal behind: Permanent changes from the pandemic

Article • Matthew Schwartz, ANA, ANA Magazine, April 2021

The Known study provides brand managers with a window into how the pandemic has altered consumer behavior as people take stock of their lives.

Lessons from China's recovery post-Covid-19: Consumer goods and service sector analysis

Article • Euromonitor Strategy Briefings, March 2021

Looks at China'a recovery post-Covid-19 across a range of sectors, including travel, consumer health, beauty and personal care and retailing.

Spot volume down by a tenth as coronavirus hit

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

An overview of TV advertising spot volumes by category in Australia between September 2019 and December 2020.

Competitor strategies in home and garden

Article • Euromonitor Strategy Briefings, January 2021

Competitor strategies in home and garden, including consolidation through a crisis, green credentials and e-commerce acceleration.

Shopping reinvented in home and garden

Article • Euromonitor Strategy Briefings, December 2020

This report examines how shopping is being reinvented in the home and garden industry. ‘Shopping reinvented’ is one of the eight most influential megatrends shaping consumer markets.

Economic rebound, media consumption and consumer perception trends during COVID-19

Opinion • Steve Lanzano, November 2020

COVID-19 and a polarized political climate have caused consumer preferences – from what people buy to what media they consume – to shift quickly. And marketers need to know which media platforms inspire the most trust and influence, and reach the most consumers.

Fevikwik: Fix it or forfeit it

Case Study • Divya Agarwal, WARC Awards for Asian Strategy, Silver, 2020

Adhesive brand Fevikwik used TV, digital and social media to drive behaviour change and increase brand scores on salience, likeability, and brand appeal in India.

Asian Paints Royale Play: Décor in a Can

Case Study • Rajesh Sharma, Akhilesh Nath, Vedabrata Rao, WARC Awards for Asian Strategy, Entrant, 2020

Asian Paints Royale Play ran a YouTube-led campaign in India, highlighting the creative possibilities of paint, to reignite the interest a young, urban audience and drive sales.

APAC consumers prefer to buy groceries, health and home products in-person

Data • Rob Clapp, WARC Data Points (Curated), August 2020

An overview of purchase channels used during the coronavirus (COVID-19) outbreak in Asia Pacific.

UK fashion retailers struggle to gain from e-commerce boost

Data • Rob Clapp, WARC Data Points (Curated), July 2020

An overview of changes in website traffic in the UK during the coronavirus (COVID-19) outbreak for fashion, home and DIY, health and beauty, and grocery brands.

Home Improvement in the US

Article • Euromonitor Strategy Briefings, June 2020

Provides a category analysis of home improvement in the US.

Dulux Colour: Futures Colour of the Year 2019

Case Study • SABRE Awards, Gold, Africa, 2020

Dulux, a paint brand, promoted its Colour of the Year at key moments throughout the year by implementing a quarterly palette launch to bring purpose to its paint with consumers in South Africa.

Third of UK consumers spending at least 25% more on groceries

Data • Rob Clapp, WARC Data Points (Curated), May 2020

An overview of consumer spending across key verticals in the UK during the novel coronavirus (COVID-19) outbreak.

Changing consumer habits as virus crisis continues

News • 04 May 2020

As the COVID-19 outbreak continues to spread in Europe and the US, consumer behaviour is changing rapidly in response, new data shows.

Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
Procter & Gamble outlines new consumer habits that will survive the pandemic

Article • Stephen Whiteside, WARC Exclusive, January 2021

Procter & Gamble, the consumer packaged goods manufacturer, believes that a variety of habits that have taken root during the COVID-19 pandemic will have long-term staying power.
Unilever’s global framework for post-pandemic marketing

Article • 샘 페나 테일러, Event Reports, Lions Live, June 2021

FMCG giant Unilever articulates an updated perspective on what its marketing ought to achieve in the post-pandemic world, according to a session at Lions Live.
What’s working in FMCG

Article • WARC Category Intelligence, June 2021

Global strategies, campaign updates and trends in the FMCG category.
Competitor strategies in home and garden

Article • Euromonitor Strategy Briefings, January 2021

Competitor strategies in home and garden, including consolidation through a crisis, green credentials and e-commerce acceleration.
Persil: Dirt For Good

Case Study • WARC Awards for Effectiveness, Gold, Brand Purpose, 2021

Unilever-owned detergent brand Persil grew sales and consideration among households in the UK by evolving its Dirt is Good brand platform to communicate its new green brand purpose and the actions it was taking to address environmental concerns.