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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.

Lifebuoy: Delivering hygiene one meal at a time

Case Study • Ajay Mehta, Advait Purandare, Sanaa Jummal, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Soap brand Lifebuoy partnered with food-delivery app Swiggy to build relevance for Lifebuoy hand wash and bring about behavioural change in India by encouraging customers to wash their hands before eating.

Dove: Dove Reshapes Stock Imagery To Shatter Beauty Stereotypes

Case Study • Chris McCraw, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020

Dove needed to reclaim ownership of the 'real beauty' conversation to drive sales and penetration in the United States.

Lifebuoy: The Ritual of Karma Wash Off

Case Study • Thuy Tran, Sudarshan Saha, Soumya Ranjan Panda, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Lifebuoy, the soap brand, created a meaningful brand association with an important festive season to reach millennials in Vietnam.

Lifebuoy: World's largest COVID campaign

Case Study • Rituparna Dasgupta, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

Soap brand Lifebuoy used a targeted multichannel approach to educate three sectors of society in India on the importance of hand-washing during the Covid-19 pandemic and reinforce its stature as market leader.

Dove: Skin Stories

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

Dove, a personal care brand, promoted its body wash and celebrated the unique stories that each woman's skin tells with its Skin Stories campaign.

Procter & Gamble Co (Toiletries and cosmetics)

Article • Euromonitor Advertiser Profiles, October 2020

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble.

Santoor: Beauty Spot

Case Study • Siju RS, Sonia Bhatnagar, Kedarnath Gupta, WARC Prize for Asian Strategy, Entrant, 2020

Santoor, India's leading beauty brand, rolled out its Beauty Spot campaign to connect with young voters during the recent elections.

Lifebuoy: A Mission To Cut Sick Days by Half

Case Study • Ha Tran, Linh Ngo, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Entrant, 2020

Lifebuoy, the leading hygiene soap brand in Vietnam, boosted brand love and antibacterial soap sales with a health-awareness campaign aimed at teaching children and their parents the importance of good hygiene.

Lifebuoy: Real-Time Infection Alert System

Case Study • Thuy Tran, Linh Ngo, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Entrant, 2020

Soap brand Lifebuoy created a real-time, and hyper-customised, infection alert system targeting mums, to build relevance and drive penetration in Vietnam.

How Dettol (and TikTok) got India to wash its hands

News • 20 August 2020

TikTok finds itself at the mercy of escalating trade wars involving the US, India and China, but marketers can apply learnings from successful brand activations on the platform, such as one in India for RB brand Dettol, to the copycat apps that are e

RB uses TikTok to share public hygiene advice with #HandWashChallenge campaign

Article • Alex Brownsell, WARC Exclusive, August 2020

RB brand Dettol achieved virality on TikTok with a public hygiene campaign.

Lux: More Than You Can See

Case Study • Yasmin Shehab, Dina El Dessouky, Yosr Khalifa, WARC Prize for MENA Strategy, Entrant, 2020

Soap brand Lux overhauled its image with a modern take on femininity to engage with its target and grow sales in Egypt.

US, Bath toiletries & soaps Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, May 2020

An overview of advertising as a percentage of sales in the bath toiletries & soaps sector in the United States since 2007.

Rexona: Grab Life by the Hands

Case Study • Patricio Shilton, Alejandro Gleser, WARC Awards, Entrant, Effective Content Strategy, 2020

Number-one deodorant in Argentina, Rexona created a precision marketing campaign to launch its new hand soap, grow market share and generate awareness.

Santoor: Beauty Spot

Case Study • Siju RS, Sonia Bhatnagar, Kedarnath Gupta, WARC Awards, Entrant, Effective Social Strategy, 2020

Santoor, India's leading beauty brand, rolled out its Beauty Spot campaign to connect with young voters during the recent elections.

Lifebuoy: The Adaptive Data Lighthouse

Rankings • WARC Effective 100, 2020

Lifebuoy, the soap and hygiene brand, prevented people in rural India from becoming sick by using data to target those most at risk of preventable infection.

Lifebuoy: Germ Nashini

Rankings • WARC Media 100, 2020

Lifebuoy, a soap brand, encouraged festival attendees in India to practice handwashing before they ate by creating a hand blessing sculpture that dispensed santiser.

Lifebuoy: The Adaptive Data Lighthouse

Rankings • WARC Media 100, 2020

Lifebuoy, the soap and hygiene brand, prevented people in rural India from becoming sick by using data to target those most at risk of preventable infection.

Competitor strategies in beauty and personal care

Article • Euromonitor Advertiser Profiles, February 2020

Analyses the beauty and personal care market, including a competitive environment overview, incubators and accelerators and future strategies.

Santoor: Beauty Spot

Case Study • Kedarnath Gupta Devadula, Sonia Bhatnagar, Siju RS, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019

Santoor, India's leading beauty brand, rolled out its Beauty Spot campaign to connect with young voters during the recent elections.

Lifebuoy: Real-Time Infection Alert System

Case Study • Thuy Tran, Soumya Ranjan Panda, Linh Ngo, WARC Media Awards, Bronze, Best Use of Data, 2019

Soap brand Lifebuoy created a real-time, and hyper-customised, infection alert system targeting mums, to build relevance and drive penetration in Vietnam.

Rexona: Grab Life by the Hands

Case Study • Patricio Shilton, WARC Media Awards, Entrant, Best Use of Data, 2019

Number-one deodorant in Argentina, Rexona created a precision marketing campaign to launch its new hand soap, grow market share and generate awareness.

Lifebuoy: Infection Alert System

Case Study • MMA Smarties, Gold, Vietnam, 2019

Soap brand Lifebuoy created a real-time, and hyper-customised, infection alert system targeting mums, to build relevance and drive penetration in Vietnam.

Lifebuoy: A mission to cut sick days by half

Case Study • Ha Tran, Thuy Tran, Soumya Ranjan Panda, Vu Nguyen, WARC Media Awards, Bronze, Effective Channel Integration, 2019

Global Ad Trends: FMCG and COVID-19

Data • James McDonald, Rob Clapp, WARC Data, March 2020

This report summarises the latest research from WARC's Data platform, with a focus on FMCG & COVID-19. Key findings include
Procter & Gamble’s strategy for COVID-19 – and playbook for the recession

Article • Stephen Whiteside, WARC Exclusive, April 2020

Procter & Gamble, the consumer-packaged goods manufacturer, is seeking to maintain its focus on consumer insight and brand building in response to COVID-19, and the financial challenges that are likely to follow.
What's working in FMCG

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in the FMCG category.
Five ways Unilever is adapting in the COVID-19 era

Article • Anna Hamill, WARC Exclusive, April 2020

Unilever, the global FMCG company, is navigating the short-term COVID-19 crunch while looking ahead to new consumer behaviours and the benefits of faster consumer insights.
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 future 100

Article • Research on WARC, January 2020

The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.