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The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.

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.

Blueair: The Indoor-Pollution Alert System

Case Study • Anupama Basu, WARC Media Awards, Shortlisted, Effective Use of Tech, 2020

Unilever created a digital mobile-first campaign based around an indoor Pollution Alert System to launch its air purifier brand, Blueair in the New Delhi market in India.

Haier Group (Consumer appliances)

Article • Euromonitor Advertiser Profiles, November 2020

This Company Profile from Euromonitor provides key details and analysis of Haier Group.

Bosch: New Beginnings

Case Study • SABRE Awards, APAC In2, 2020

Bosch, a home appliances brand, promoted its brand in Singapore against the challenging backdrop of the COVID-19 pandemic.

Blueair: Pollution Alert System

Case Study • Anupama Basu, WARC Prize for Asian Strategy, Entrant, 2020

Unilever created a digital mobile-first campaign based around an indoor Pollution Alert System to launch its air purifier brand, Blueair in the New Delhi market in India.

SodaStream: Striking for good

Case Study • SABRE Awards, Gold, EMEA, 2020

SodaStream, a manufacturing company, promoted its brand's push to be environmentally friendly and avoid single-use plastic by going on strike in France to encourage people to join the local climate change protest.

Arçelik: The Arçelik Experience Centre

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Silver, 2020

Arçelik, a household appliances brand, increased sales in Turkey by redesigning its stores with the Arçelik Experience Centre, allowing customers to fully explore the products it has to offer.

LG Electronics: Café OLED by LG

Case Study • SABRE Awards, Gold, North America, 2020

LG Electronics, a home electronics company, increased awareness of its OLED TVs in the US by launching Café OLED, a sensory pop-up that let customers see and taste the bright colours of OLED.

KitchenAid Small Appliances: Mix 'N' Match

Case Study • AME Awards, Gold, 2020

KitchenAid, a brand of kitchen appliances, increased attention and awareness in Canada by creating a dynamic billboard that mimicked the ever-changing colours of the CN Tower and matched them to one of KitchenAid's colours.

US, Home appliances Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, May 2020

An overview of advertising as a percentage of sales in the home appliances sector in the United States since 2007.

Racold: Mind Your Language

Case Study • Sabiha Khan, Aakash Chatterjee, Provit Chemmani, WARC Awards, Entrant, Effective Innovation, 2020

Water heater brand Racold exploited Indians' e-commerce mistypes to spell a disproportionate increase in sales vs money spent in the highly competitive online market.

Nearly half of consumers will delay purchases until COVID-19 outbreak is over

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), April 2020

An overview of delayed purchases during the novel coronavirus (COVID-19) outbreak across 17 markets.

The household as a wellbeing world: Trends and opportunities

Article • Euromonitor Strategy Briefings, February 2020

Looks at why the household is becoming an epicentre for wellness activities and what areas offer opportunities.

67% of Ramadan shopping occurs two weeks prior

Data • Rob Clapp, WARC Data Points, March 2020

An overview of Indonesian consumer activity during and in the weeks before Ramadan.

KitchenAid cooks up innovative YouTube strategy

News • 04 March 2020

KitchenAid, the appliance brand owned by Whirlpool, deployed a smart ad sequencing strategy as it engaged consumers on YouTube, the video-sharing platform.

KitchenAid uses “moment marketing” YouTube strategy to boost awareness and recall

Article • Reed Karaim, Event Reports, IAB Annual Leadership Meeting, February 2020

KitchenAid, the home appliances line owned by Whirlpool, leveraged a dynamic YouTube ad campaign to drive brand awareness and recall.

ADT Fire Safety VR Experience

Case Study • ANA, Silver, ANA International ECHO Awards, 2020

ADT, an alarm system brand, increased sales in the US by launching a virtual reality experience that showed people the horror of experiencing a house fire.

Chinese appliance brand Vatti's weird wager on France's World Cup win pays off

Case Study • Jenny Chan, WARC Cases, ROI Festival, October 2019

The little-known appliance maker Vatti capitalised on France's win in the 2018 FIFA World Cup, gambling on a marketing activation that paid off in absolute returns.

Samsung HOME

Case Study • IMC Awards (European), Gold, Innovative Idea, 2019

Samsung, a technology brand, promoted its line of home products during the summer festival season in Ireland by building a tech-enthused house in the festival woodlands, featuring its Home products.

Philips: Product to archetype content engine (PACE)

Case Study • MMA Smarties, Silver, Vietnam, 2019

Philips, a health technology company, launched a programmatic targeting campaign to reach consumers in a crowded advertising marketplace during Tet in Vietnam.

How Philips targeted premium homes in Vietnam

Case Study • MMA Smarties, Bronze, Vietnam, 2019

Philips, a health technology company, built its own planning and targeting tool to increase sales among its target in Vietnam by serving them product ads.

Racold by Ariston Thermo: Mind Your Language

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2019

Racold, a water heater and geyser brand, increased sales and ROI in India by showing the public targeted ads based on their misspelling of geysers.

Racold: Mind Your Language

Case Study • MMA Smarties, Gold, APAC and Gold, India, 2019

Racold, a water heater and geyser brand, increased sales and ROI in India by showing the public targeted ads based on their misspelling of geysers.

Eureka Forbes Ltd.: We kept India drinking healthy water – pincode by pincode

Case Study • Emvies, Gold, 2019

Eureka Forbes, the water and air purification company, increased sales of its water purification product in India by using data to identify areas with poor quality water.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The WARC Guide to Marketing in the gaming ecosystem

Article • WARC Best Practice, September 2020

A summary of new thinking and best practice on marketing in the gaming ecosystem, from the WARC Guide.
Carat's ten trends for 2020: The year of all-conquering ecosystems

Article • Dan Calladine, WARC Exclusive, January 2020

Ten consumer, media and technology trends – and their implications for brands – for 2020, the year in which the marketplace is set to converge around the global tech-giant ecosystems.
Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.
Tech & Media Trends 2020

Article • Dan Calladine, WARC Webinars, January 2020

Dan Calladine, head of media futures at Carat, discusses the recently released annual report highlighting ten consumer, media and technology trends for 2020 – and their implications for brands.