Asian marketers take global approach

30 December 2011

A list of the most downloaded case studies for Warc's Asian subscribers in 2011 shows marketers in the region are drawing inspiration from campaigns in both local and Western markets.

Among the Asian cases in the year's most read list were Cadbury Dairy Milk (India), Dove (China) and Coca Cola's I Lohas (Japan), while McDonald's (UK) and Domino's Pizza (US) were the campaigns from overseas holding a particular appeal.

The campaign for Cadbury Dairy Milk, a "Highly Commended" entrant in the Warc Prize for Asian Strategy, showed how the brand's understanding of local culture enabled it to become a permanent part of Indian sweet-eating occasions.

Sales of Cadbury Dairy Milk grew by 42% in value and 33% in volume, while a "halo effect" saw other brands in the firm's portfolio increase their volume and value sales by 25% and 33% respectively.

Dove: Winning in China, equally praised by the Warc Prize for Asian Strategy judges, described how a "small and silent brand" launched a shower gel into a crowded market using a bold creative strategy.

The "Better than Milk" campaign almost quadrupled Dove's category share within four months and improved key brand equity measures over its main competitor, Olay.

Coca-Cola Japan's strategic focus on sustainability for the launch of its I Lohas water brand made it the number one player in its sector in just six months, winning a 40% share.

The Crush Eco campaign, which emphasised the product's light-weight packaging and green credentials, was a worthy overall winner of the Warc Prize for Asian Strategy.

Moving to Western markets, McDonald's UK campaign There's a McDonald's for everyone captured the imagination of Warc's Asian clients, no doubt helped by its winning a Lion at the inaugural Cannes Creative Effectiveness Awards.

The case study revealed how the fast food chain re-established its bond with British consumers through a series of documentary-style ads that drove a year-on-year sales increase of 7.8%.

Finally, another high-profile brand revival proved popular in 2011: Domino's Pizza Turnaround.

The winner of the Grand Ogilvy at the ARF Ogilvy Awards for Strategic Excellence, this case study outlined how the pizza chain reversed its fortunes by apologising to customers for a decline in food quality and investing in better-tasting products.

For more details about the most popular material featured on Warc in 2011, click here.

For more details about the most popular material featured on Warc in 2011, click here.

Data sourced from Warc