Europe | WARC

Stimulating consumer community creation through a co-design approach

Article • Pia Storvang, Anders Haug and Bang Nguyen, International Journal of Market Research, Vol. 62, No. 2, 2020, pp. 176-194

Increased competition requires retail stores to increasingly focus on improving their customers' experiences.

Aldi: Creating retail-traffic through intelligent GPS data customer mapping

Rankings • WARC Media 100, 2020

Aldi, a supermarket chain, reduced spend on printed flyers in Denmark by using geofencing to efficiently target consumers.

Danner: United Against Abuse

Case Study • James Barnett, WARC Media Awards, Bronze, Effective Use of Tech, 2019

Danner, a women's refuge in Denmark, worked with influencers on social to raise awareness of domestic violence and encourage sufferers to get in touch.

ALDI Creating retail-traffic through intelligent GPS data customer mapping

Case Study • MMA Smarties, Silver, X (Global), 2019

Faced with a 40% cost increase in the production of printed flyers, supermaket brand Aldi developed a geo-targeting campaign that allowed them to reduce the amount of printed flyers distributed in Denmark by 33%.

Libresse/Bodyform: Viva La Vulva

Case Study • Cannes Creative Lions, Gold, Creative Strategy Lion, 2019

Libresse, a brand of feminine hygiene products, increased market share in Scandinavia by launching Viva La Vulva, a lip sync video that encouraged women not to be ashamed and to love their vulvas.

Co-op: Agile Marketing Mix Modelling

Research Paper • IAB Europe Research Awards, Winner, Advertising Solutions, 2019

Co-op, the supermarket, used AI and machine learning to optimise its data collection so it can make strategic changes seamlessly and continuously in its campaigns in Denmark.

Aldi: Creating retail-traffic through intelligent GPS data customer mapping

Case Study • MIXX Awards, Gold, Campaign Effectiveness, 2019

Aldi, a supermarket chain, developed geo-targeted digital flyers that targeted shoppers based on their location, reducing spend without affecting the brand's sales in Denmark.

Always: Relevant content led to massive impact with young women

Case Study • MIXX Awards, Bronze, Native Advertising, 2019

Always, a feminine hygiene brand, engaged young women in Denmark in a discussion of menstruation which led to a 65% increase in Always usage.

Canon Vs Smartphone

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Canon, a camera brand, launched a three phase campaign in the Nordics that smashed preconceptions and let people rent a Canon to prove its superiority over a smartphone camera.

The Royal Danish Theatre: Balletfestival

Case Study • SABRE Awards, EMEA, Institutional Image, Gold, 2019

The Royal Danish Theatre used former Dancing with the Stars judge Nikolaj Hübbe to spearhead a campaign raising public appreciation of its Royal Ballet company in Denmark.

Canon: Local Business Never Looked So Good

Case Study • Patrick Poulsen, Gabrielle Marcel, WARC Awards, Entrant, Effective Content Strategy, 2019

Camera company Canon ran a social campaign focusing on user generated content to drive sales and help local businesses in Scandinavia.

Canon: Rent a Canon

Case Study • Patrick Poulsen, Aneta Junkova, WARC Awards, Entrant, Effective Social Strategy, 2019

Camera brand Canon launched the world's first camera rental service on Instagram to show Nordic people how easy it is to use a Canon.

Volkswagen: The VW In-Market Project

Rankings • WARC Media 100, 2019

Volkswagen, the car company, wanted to better understand and identify people who were looking to buy a car in Denmark.

Why Viva La Vulva is the very definition of brand bravery

Opinion • Lucy Aitken, November 2018

Bodyform/ Libresse is rewriting the rulebook – and it’s working, according to WARC’s Managing Editor, Case Studies, Lucy Aitken.

Bolia.com: No One Lives Like You: Shifting the Meaning of Home

Case Study • European Association of Communications Agencies, Finalist, 2018

Bolia, a Danish retailer of Scandinavian designed furniture, disrupted the traditionally conservative furniture category and leveraged the recession to gain market share and accelerate business growth.

Bolia.com: Never Waste a Good Crisis: Leveraging Financial Chaos as a Growth Catalyst

Case Study • European Association of Communications Agencies, Bronze, 2018

Bolia, a Danish retailer of Scandinavian designed furniture, disrupted the traditionally conservative furniture category and leveraged the recession to gain market share and accelerate business growth.

Fleggaard: Crossing the Line

Case Study • Lars Samuelsen and Patrick Poulsen, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018

Fleggaard, a Danish supermarket chain convinced the Danish public to shop across the border in Germany by showing them the price difference between shopping in Fleggaard compared with other Danish supermarkets.

Bolia.com: Individual Expressionism - leveraging art and fashion to drive growth

Case Study • Lars Samuelsen and Hannah Portner, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018

Bolia.com, a Danish furniture retailer, increased positivity towards its brand reputation in Denmark by launching ads that mimicked the communication of high fashion.

KLM: KLM Amsterdam Sneaker

Case Study • Direct Marketing Association - US, Silver, 2018

KLM, the Dutch flag carrier airline, strongly increased travel to Amsterdam from the Nordic countries and positioned KLM in an extremely competitive market with the help of a pair of shoes.

Telia Enterprise, Denmark: A Digital Affair

Case Study • Direct Marketing Association - US, Bronze, 2018

Telia Enterprise, a telephone company, reached small businesses in Denmark with its campaign to inform them about telco, which then generated sales leads.

EG: Stop stopgap solutions

Case Study • Direct Marketing Association - US, Silver, 2018

EG One, an admin software for Danish construction companies, proved YouTube can be a highly efficient tactical channel driving involvement and sales through a strong integrated media strategy with extensive data-driven display and re-marketing for maturing leads.

danbolig: Our Neighbourhood

Case Study • Direct Marketing Association - US, Silver, 2018

danbolig, a real estate agent, encouraged people in Denmark to choose its company as their agent by creating a digital destination where they can get to know their prospective neighbourhood before they buy.

Shoe-d-vision: Tailor made algorithms that grow business

Case Study • Direct Marketing Association - US, Bronze, 2018

Shoe-d-vision, a shoe retailer in Denmark and Norway, adapted to the needs of consumers by efficiently targeting them with personalised relevant ads that increased ROI.

SPAR: The Name Change

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

SPAR, an independent grocers retail chain, increased sales in Denmark by launching a campaign that reminded Danish consumers how shopping at their stores helped support local producers.

Socialistisk Folkeparti (SF): Denmark vs. Trump – The Boomerang Effect

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

The Socialistisk Folkeparti (SF), a Danish political party, increased voter registration by launching a viral campaign that mocked candidate Trump as the antithesis of its ideology.