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Customer advocacy: More than loyalty and a game changer for brands

Article • Sangeeta Tanwar, Event Reports, NGCX Summit Asia, June 2021

Brand advocacy leads to brand trust and the promotion of products and services by buyers, so brands that master the art of advocacy will win the consumers of the future.

Lenovo: New Realities Transforms Global POV on Empathy and Technology

Case Study • SABRE Awards, Gold, North America, 2021

Lenovo, a computer manufacturing company, launched a global short film series that used Virtual Reality to show people the stories of 10 extraordinary women leading the charge on critical issues.

How Lenovo shaped marketing strategy for its service-led transformation

Article • Gabey Goh, WARC Exclusive, April 2021

Bhaskar Choudhuri, Asia Pacific chief marketing officer of Lenovo PCs and Smart Devices speaks to WARC about the rare opportunity to work on the B2C and B2B segments simultaneously and how its marketing initiatives are unified under the global company vision of “smarter technology for all”.

HP: Children Belong in the Conversation – HP Empowers Families to Tackle Tough Conversations

Case Study • SABRE Awards, IN2, North America, Public Service: #BlackLivesMatter/Racial Equity, 2021

HP, an information technology company, inserted HP into the back-to-school conversation in the US while showcasing its core values surrounding diversity and inclusion and driving awareness for its series Print, Play & Learn.

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.

HP Inc (Consumer electronics)

Article • Euromonitor Advertiser Profiles, December 2020

This Company Profile from Euromonitor provides key details and analysis of HP Inc.

What’s working in tech and electronics

Article • WARC Category Intelligence, December 2020

Global strategies, campaign updates and trends in the tech and electronics category.

Chromebook: It's Switching Time

Case Study • ARF Ogilvy Awards (US), Silver, 2020

Google Chromebook, a laptop brand, encouraged consumers to switch from using a Windows laptop to a Chromebook with its direct and humorous campaign It's Switching Time.

HP: Escape Therapy

Case Study • SABRE Awards, APAC, Consumer Electronics, Gold, 2020

HP, an information technology brand, launched its integrated communications campaign Escape Therapy in Australia to boost its computer sales.

Dell: Nossa Cultura É A Transformação

Case Study • SABRE Awards, LATAM, Practice Area, Gold, 2020

Dell, a technology company, celebrated its 20 years in Brazil by using AI to turn employee testimonies into musical notes which formed a unique melody to mark the anniversary and showcase its ability to use technology to enhance progress.

Computers and Peripherals in the US

Article • Euromonitor Strategy Briefings, September 2020

In light of the economic situation presented by COVID-19 in the US, retail sales of computers and peripherals suffered overall in Q2 of 2020.

HP: Never Stop Fighting

Case Study • Ian Dolan, Jordan Heathfield, WARC Awards for Asian Strategy, Entrant, 2020

Technology company HP China used a data partnership with Tencent to identify and engage prospects for its ZHAN business laptop in its target audience of small to medium-sized business (SMB) owners.

Asus ZenBook Pro Duo: Edge of the World – #LaptopOfTomorrow

Case Study • Saad Khan, Anushka Singh, Paavani Jain, WARC Awards for Asian Strategy, Entrant, 2020

ASUS India ran a multi-channel storytelling campaign targeting content creators to increase its market share in consumer laptops by highlighting the dual screen ZenBook Duo Pro's capabilities.

Aruba Networks: Hewlett Packard Enterprise Virtual Event – Employee Filters

Case Study • Siddharth Singh, WARC Awards for Asian Strategy, Entrant, 2020

Aruba and HPE, the technology companies, used social filters to turn virtual events into spaces of engagement across APAC, EMEA and the Americas.

US, PCs & computing Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, May 2020

An overview of advertising as a percentage of sales in the PCs & computing sector in the United States since 2007.

HP Indigo: Go for Growth

Case Study • Alice Miller, WARC Awards, Entrant, Effective Social Strategy, 2020

Multinational information technology company Hewkett-Packard ran an outreach and awareness campaign in Europe and South Africa.

Apple: Share Your Gifts

Rankings • WARC Creative 100, 2020

Apple, the technology company, encouraged people in the US to creatively put themselves out there by showing the power of one woman’s gift.

Apple: Behind the Mac — Make Something Wonderful

Rankings • WARC Creative 100, 2020

Apple, a technology company, showed how its Mac laptop has helped music creators through their creative process with a series of campaign films featuring a range of music artists.

What’s working in consumer electronics

Article • WARC Category Intelligence, February 2020

Global strategies, campaign updates and trends in the consumer electronics category.

Lenovo Group Ltd (Consumer electronics)

Article • Euromonitor Advertiser Profiles, November 2019

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

HP: All-American Family Portrait

Case Study • ARF Ogilvy Awards (US), Gold, 2019

HP, a technology and software company, launched a social experiment that challenged Americans' social constructs of family to reinforce its leadership in diversity and inclusion.

How an app transformed Brother’s office research

Article • Brian Carruthers, Event Reports, MRS The Future of B2B Research, June 2019

The office environment is changing and B2B research methodology has had to adapt accordingly, as simple site visits are no longer enough.

SiFive: RISC-V – Against the arms race

Case Study • SABRE Awards, South Asia, Business-To-Business Marketing, 2019

SiFive, a tech company, increased the awareness of and fostered knowledge on RISC-V technology in India.

HP: HP Sprocket - #reinventmemories

Case Study • SABRE Awards, EMEA, Consumer Electronics, Gold, 2019

Tech brand HP used an omnichannel, influencer-led campaign to relaunch its HP Sprocket, a wireless, pocket-sized printer, in the Netherlands.

HP Spectre: Reinvent Stereotypes

Case Study • Kaori Yatsu, Aisha Takashima, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

Tech brand HP used a multichannel approach to appeal to working women, spark conversations and boost PC sales in Japan.

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.
Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
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.
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.
Drivers of change: Part of the Marketer's Toolkit 2021

Article • WARC Exclusive, November 2020

Part of WARC’s Marketer’s Toolkit 2021, this data report, based on a survey of client and agency-side executives, looks at near-term trends in six key areas, following the STEPIC methodology.
Les Binet outlines why "share of search" is a powerful, predictive marketing metric

Article • Stephen Whiteside, Event Reports, IPA EffWorks 2020, January 2021

Research by Les Binet, the head of effectiveness at agency adam&eveDDB, demonstrates that a brand’s “share of search” within its category is a vital metric for marketers to consider.