Advertising best practice, evidence and insights

How to market to rural consumers in India

Article • Kunal Sinha, WARC Best Practice, September 2017

This article explains key steps marketers need to take to market effectively to rural consumers in India – a population of 840 million that is expected to grow.

Audi: The value of Vorsprung durch Technik over four decades

Case Study • Institute of Practitioners in Advertising, Gold and Best Dedication to Effectiveness, IPA Effectiveness Awards, 2020

Audi, an automotive brand, created long-term value and increased sales with its Vorsprung durch Technik campaign in the UK, which has spanned over the past decade.

The unspoken impact of lockdown on India’s silent majorities

Opinion • Kawal Shoor, September 2020

Kawal Shoor offers a breakdown of The Womb's research into India's silent majorities and the questions that marketers must now ask themselves about untapped opportunities to engage.

A three-phase journey into the hearts and minds of Indians during the lockdown

Article • Research on WARC, September 2020

Provides insights from over 180 conversations done by The Womb’s planners and researchers in the three phases of India's lockdown.

Singapore’s local retail brands hardest hit by COVID-19 pandemic

News • 18/09/2020

Local brands in Singapore have been hit hard by the COVID-19 pandemic, experiencing double-digit negative growth, according to a new report by the Singapore Tourism Board (STB) and Visa.

UCash & Shwapno: Project AgroBanking

Case Study • Bitop Das Gupta, WARC Prize for Asian Strategy, Grand Prix and Category Disruptor Award, 2020

Banking brand United Commercial Bank used video, on-ground activity and OOH to launch a platform that enabled farmers in Bangladesh to sell excess produce at a fair rate to retail chain Shwapno.

2020 MENA Strategy Report: Insights from the WARC Prize for MENA Strategy

Article • WARC Exclusive, September 2020

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2020 WARC Prize for MENA Strategy.

From 'consumers' to 'citizens': why grocery brands need a new target audience

News • 14/09/2020

As the hub of ‘retail normality’ during COVID-19, grocery brands have an opportunity to use a strong brand purpose to connect with local communities, a senior planner says.

‘Purchase with purpose’: What purpose means for grocery brands in the age of COVID-19

Article • Callum Saunders, WARC Exclusive, September 2020

As grocery brands battle for market share, a focus on brand purpose through connecting with local communities and supporting the less privileged will drive brand trust.

Australians back ‘Australian Made’ as support for locally-produced goods rises

News • 07/09/2020

Nine in 10 Australians (89%) believe Australia should be producing more products locally following the COVID-19 pandemic, according to new research from Roy Morgan.

Using the ‘4Rs’ to build relationships with affluent consumers

News • 03/09/2020

J.P. Morgan Private Bank, the financial-services provider, uses the “4Rs” of “respect”, “relevant”, “recognition” and “results” to help guide its strategy aimed at meeting the needs of affluent consumers.

J.P. Morgan Private Bank relies on substance of intellectual capital to deliver luxury-marketing message

Article • Geoffrey Precourt, WARC Exclusive, July 2020

J.P Morgan Private Bank, a financial-services provider focused on high-net-worth individuals, has built a marketing strategy that reflects the distinct character of this cohort.

Vim: The Power of 100 Lemons

Case Study • Rituparna Dasgupta, Ashutosh Paretkar, Deepa Kharidaha, WARC Prize for Asian Strategy, Entrant, 2020

Dishwash bar and liquid brand Vim raised awareness of its products through a mobile-based campaign that aimed to effect behaviour change in rural India.

Cathay Pacific: Let Your Senses Guide You

Case Study • Alex Zhang, Valerie Wang, Xiewei Tai, WARC Prize for Asian Strategy, Entrant, 2020

Hong Kong airline Cathay Pacific used programmatic social media to reframe its Business Class offering to drive awareness, consideration and sales.

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.

Applying COVID-19 consumer tensions onto your brand decision-making

Article • Edward Lee, WARC Exclusive, August 2020

Examining the economic, habitual, attitudinal and social changes resulting from the pandemic.

The opportunity for sustainable rural growth in India’s COVID-19-driven reverse migration

Article • Gabey Goh, WARC Exclusive, August 2020

MART dissects the impact of COVID-19 and reverse migration on rural demand.

Xiaomi takes a grassroots approach

News • 14/08/2020

Among the marketing initiatives that accompany every Independence Day in India, Xiaomi’s tie up with non-profit Teach for India could be one of the smartest.

Community sweet spots for brand and performance

Opinion • Paps Shaikh, August 2020

Advertisers face a massive challenge to win new customers as global lockdowns ease and the threat from Covid-19 remains ever present.

Ovo Energy: Boost Winter Wallet

Case Study • Marketing Society UK, The Brave Awards, Winner, Enhancing the Customer Experience, 2020

Boost, an energy provider, encouraged customer retention in the UK by creating the Winter Wallet, which helped financially-struggling consumers save money for winter when their bills increased.

Reimagining marketing in the next normal

Article • Arun Arora, Peter Dahlstrom, Eric Hazan, Hamza Khan, and Rock Khanna, Research on WARC, July 2020

Report from McKinsey details how marketers need to adapt to long-term changes in consumer behavior due to COVID-19.

How customer insights help Walmart maintain relevance and build out e-commerce

Article • Geoffrey Precourt, Event Reports, ANA Digital and Social Media Conference, July 2020

Walmart, the retailer, is leveraging strategic media partnerships as it seeks to serve consumers during the COVID-19 pandemic.

Ahmini: The Uncovered

Case Study • Melek Ourir, WARC Prize for MENA Strategy, Grand Prix, 2020

Telco provider Tunisie Telecom harnessed the power of mobile to help bring about social change in Tunisia.

Mastercard: Start More First Times

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2020

Financial services corporation Mastercard boosted transactions and brand visibility through a content series in the United Arab Emirates.

Dubai Properties: This is Living

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2020

Dubai luxury real estate brand Madinat Jumeirah Living created captivating character-based content to build awareness and grow sales in a declining real estate category.

Socioeconomic groups