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The role of first-party customer data in helping brands to thrive in the post-cookie era

Article • Chanelle Harrigan and Nick Wright, WARC Exclusive, July 2021

Guidance for how brands can collect and manage customer data.

Gear up for the cookieless future

Article • Jen Gulling, WARC Exclusive, July 2021

Advice for brands as they evaluate first-, second- and third-party data sources.

American Express: Shop Small

Case Study • SABRE Awards, EMEA, Diamond, 2021

American Express, a financial services brand, demonstrated its support for small business across France, Germany, Italy and Spain with its Shop Small campaign.

HFSS: How grocery brands and retailers can stay effective in an age of restriction

Article • Callum Saunders, WARC Best Practice, July 2021

Advice for marketers selling food or drink products high in (saturated) fat, salt or sugar.

Bose: Noise-o-Meter

Case Study • Mona Hassanie, WARC Prize for MENA Strategy, Shortlisted, 2021

Audio technology brand, Bose, solved a common, everyday problem for consumers in the Middle East as a way of highlighting its value proposition in tough economic times.

Mastercard: Astronomical Sales

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2021

Payments provider, Mastercard, recognised a unique brand synergy with a once-in-a-lifetime astronomical event to grow cards on file in the UAE.

Burger King: Burn that ad

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Burger King, a fast-food restaurant chain, increased sales in Brazil by launching an AR feature for its mobile app that burned every McDonald's ad, turning them into Burger King ads that offered a coupon for a free whopper.

Why cheap, low-quality giveaways are bad for brands: Quality of freebies drives consumer attitudes, but personalization can help

Research Paper • Samuel Stäbler, Journal of Advertising Research, Vol. 61, No. 2, 2021, pp. 164-177

Companies employ giveaways primarily to create awareness and strengthen their brands. Little academic research has examined the effectiveness of giveaways, however.

Mastercard: Astronomical Sales

Case Study • Tahaab Rais, WARC Awards for Effectiveness, Silver, Instant Impact, 2021

Payments technology provider, Mastercard, brought its priceless proposition to life with a promotion centred around a rare solar eclipse in the UAE.

Yapı Kredi: Screen Time Discount

Case Study • MMA Smarties, Gold, EMEA, 2020

Yapi Kredi, one of Turkey's largest publishing houses, created a campaign around the smartphone feature that displayed the amount of time spent using the smartphone to encourage young people to read more books.

Ka: Car Hunt

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Kapodo (Ka), a laundry capsule company, increased sales in Singapore by launching a social media competition to win a car.

Rexona: The Rexona “Chamba” dance challenge

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Rexona, a deodorant and antiperspirant brand, increased brand growth in the Philippines by launching the Rexona Chamba dance challenge with influencers to encourage young people to use deodorant every day.

Klarna: Heartbeats 4 Sneakers

Case Study • DMA (UK), Gold, 2020

Klarna, a financial services brand, launched the world's first bot-free sneaker raffle as part of its campaign Heartbeats 4 Sneakers, generating huge PR and views on YouTube.

China’s consumption market: 5 trends from JD pointing to higher quality and rationality

Article • Hui Liu, chief data officer of JD Big Data Research Institute, WARC Exclusive

JD’s Hui Liu says the increase in transaction volume during last November’s 2020 Singles Day Grand Promotion reveals demand for better quality and greater consumer trust.

Gatorade: A Dream Shot

Case Study • Cassie Li, Nicholas Short, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

A nationwide social competition saw sports drink brand Gatorade reach out to China's 300 million-plus basketball players in order to drive sales and expand its fan base.

Mastercard: Astronomical Sales

Case Study • Tahaab Rais, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020

In the slowest part of Dubai's retail season, payment card brand Mastercard built a unique sale tied to a rare eclipse that put its brand literally in full view of the country's shoppers.

Gilead Sciences: Gilead Step Up Challenge

Case Study • SABRE Awards, APAC, Employee Communications, Gold, 2020

Gilead Sciences, a biopharmaceutical company, launched its internal employee engagement and communications campaign Gilead Step Up Challenge in East Asia.

What is connected packaging?

Opinion • Jenny Stanley, October 2020

Have you ever noticed a QR code on the milk carton, wine bottle or yoghurt pot? If you scan it with your smart phone camera – it will take you to a connected experience where you will find product information, discount codes, competitions and interactive games or virtual reality experiences.

Advertisers are planning for short term and spending less on campaigns

News • 14 October 2020

The shift to short-term planning and a fall in campaign spending by advertisers are the biggest changes from 2019 to 2020 as a result of the COVID-19 pandemic, publishers around the world say.

Brands need to double down to win over APAC’s mega-sales shoppers

News • 08 October 2020

A new white paper released by Mediacom and Facebook has found that marketers need to double the time they currently advertise to promote sales and commit more to prospecting.

The challenges facing grocery marketers in 2021

News • 28 September 2020

Consumer priorities in the grocery category are changing to reflect new realities as the financial implications of pandemic and recession begin to hit; understanding “macro shopper mindsets” can help marketers plan for an uncertain future.

Consumers seek more value while rural India boosts FMCG recovery

News • 28 September 2020

The emphasis of FMCG spending in India is changing, while the willingness of Indian consumers to spend on luxury and entertainment will be limited by financial and safety factors, according to the fifth edition of Nielsen’s COVID-19 Evolving Consumer

How AB InBev worked through the pandemic to support consumers, bars and restaurants in Brazil

Article • Geoffrey Precourt, Event Reports, ANA Digital Marketing Conference, September 2020

Anheuser-Busch InBev, the brewer, built out a program in Brazil that assisted pubs and restaurants that were struggling due to COVID-19.

Four food-shopper mindsets that should shape brand planning in 2021

Article • Callum Saunders, WARC Exclusive, September 2020

Grocery shopping mindsets are changing as a result of the pandemic and it will be vital for brands to embrace new behaviours to capitalise on throughout 2021.

The relationship between competitive pricing and direct-to-consumer advertising: How to manage DTC advertising of Rx drugs in an integrated marketing mix strategy

Research Paper • Abhik Roy and Mary E. Schramm, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 305-323

The oligopolistic nature of the U.S. pharmaceutical industry presents its members with a unique opportunity to leverage the interaction between competitive pricing strategy and promotion strategy.

Four food-shopper mindsets that should shape brand planning in 2021

Article • Callum Saunders, WARC Exclusive, September 2020

Grocery shopping mindsets are changing as a result of the pandemic and it will be vital for brands to embrace new behaviours to capitalise on throughout 2021.
Premiumisation strategy as a way to grow

Article • John Dawes, Magda Nenycz-Thiel, Charles Graham and Bruce McColl, Admap Magazine, July 2019

Explores the myths of premiumisation, adding evidence to the topic by identifying the appropriate growth strategy, as well as how to manage pricing and price promotions for the premium offer.
How to grow via premiumisation: Admap summary deck

Article • Admap Magazine, July 2019

A summary of new thinking and best practice on premiumisation from Admap.
Budweiser builds an e-commerce business with first-party data and smarter advertising

Article • Geoffrey Precourt, Event Reports, Lions Live, June 2020

Budweiser, the beer brand, is ramping up its e-commerce capabilities as more shoppers turn to e-commerce in the face of the COVID-19 pandemic.
Six key lessons for CPG brands and retailers from the last recession

Article • Joan Driggs, WARC Exclusive, May 2020, pp. 0-0

Applies six lessons from the last recession to today's uncertainty around customer loyalty, the rise of private label, right pricing, sacrificing non-essentials, the joy of upgrading and discounting leads to changing habits.
Occasion marketing in the age of COVID-19: Insights from The Hershey Co.

Article • Geoffrey Precourt, WARC Exclusive, April 2020

The Hershey Co., the candy manufacturer, is responding to the COVID-19 crisis by mapping out its occasion-focused strategy based on various scenarios.