or call us: +1 202 778 0680
Content & Partners
What Our Clients Say
Warc in the News
Write for Warc
Terms & Conditions
Request a Trial
Magazines & Journals
Books & Reports
Do I Subscribe?
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
The latest on 80+ key topics
Media & Channels
Latest industry-focused insights
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
REFINE YOUR RESULTS BY:
Enter a search term:
Leisure and entertainment
Motor and auto
Household and domestic
WPP Atticus Awards
Date: newest first
Date: oldest first
Purina uses real-time marketing to take loyalty to new heights
Stephen Whiteside, Event Reports, ANA Real-Time Marketing Conference, December 2013
This report describes how Purina, Nestlé's pet food brand, spoke to individual pet owners through social media.
This report describes how Purina, Nestlé's pet food brand, spoke to individual pet owners through social media. Some 1.7 million items of pet-related content appear on Twitter each month and in June 2013, Purina started actively replying to some of these posts in order to change brand perceptions, sending out more than 20,000 personalised tweets within six months. This one-to-one strategy was targeted at Twitter users because they were the ones most likely to share content. A major structural shift was necessary for this real-time approach, with Purina's agency, Digital Focus, setting up an affiliate office at the brand's headquarters in order to allow access to Purina specialists. Such an approach required a high commitment of personnel and financial resources, but delivered high engagement and improved corporate reputation.
LEO Pharma NPD: How research innovation directly influenced a product development decision
Janet Gunner, James Hindhaugh and Kevin Savage, MRS Awards, Finalist, MRS Awards, December 2013
This article describes research by LEO Pharma, a healthcare company, which reviewed dermatological indications in order to understand where the greatest business opportunities lay.
This article describes research by LEO Pharma, a healthcare company, which reviewed dermatological indications in order to understand where the greatest business opportunities lay. An 'unmet need' scale was developed to allow the comparison of symptoms. Three phases of research were undertaken: a key opinion leader workshop where experts discussed their views; telephone interviews with dermatological experts in four very different markets; and social media listening to understand patient views. The research led to the decision to suspend product development due to competitive markets already existing for the conditions that most concerned patients. Taking this decision at an early stage saved the company money.
Chobani: Cultivating a brand, one online community at a time
Emily Schildt, Research on Warc, The SoDA Report, 2013
This article describes how Chobani, the US Greek yoghurt brand, became number one in its category without using any traditional advertising.
This article describes how Chobani, the US Greek yoghurt brand, became number one in its category without using any traditional advertising. Instead it consciously focused on social media with the aim of creating a passionate fanbase online. This began with focusing on customer service, then moving onto proactive conversation with communities with shared interests. Keeping this function in-house provides the speed, agility and intimacy necessary to sustain this level of conversation but is also time-consuming and demanding of human resources. Through this engagement, Chobani allowed its consumers to shape the brand, informing everything from product development to marketing and communication.
Cotton or Nothing: How consumer research created an experiential campaign for a natural fabric
Geoffrey Precourt, Event Reports, The Market Research Event, October 2013
This event report explains the challenges faced by Cotton Incorporated, the not-for-profit cotton industry body, and how research has been used to understand consumer wants.
This event report explains the challenges faced by Cotton Incorporated, the not-for-profit cotton industry body, and how research has been used to understand consumer wants. Cotton has rapidly increased in price, with this leading to clothing manufacturers using cheaper synthetic materials. Research by Cotton Incorporated analysed comments on retail websites on various clothing products, finding that consumers were dissatisfied with synthetic materials, viewing them as lower quality. The organisation's long running ad slogan 'Fabric of Your Life' was replaced with 'Nothing at All'. A stunt at New York Fashion Week 2013 involved 'naked' mannequins marching through the city declaring 'Wear Cotton. Or Wear Nothing At All'. This campaign was further developed with a stop motion film and a grass-roots movement.
Find the right social data
Amy Avery, Admap, October 2013 , pp. 40-41
This article discusses the problem of social listening tools which are unable to correctly analyse the human emotions expressed, how tools are developing to allow this to happen, and what value this kind of tool offers to brands wishing to understand campaign ROI.
This article discusses the problem of social listening tools which are unable to correctly analyse the human emotions expressed, how tools are developing to allow this to happen, and what value this kind of tool offers to brands wishing to understand campaign ROI. 'Red Data' is the idea of finding the most useful data available, therefore simplifying Big Data and generating understanding. Social listening tools have often incorrectly categorised social media exchanges or missed the subtleties of sentiment expressed. However, developments in this area will allow brands to better understand what discussion topics drive business, determine which messages matter, and measure the ROI of campaigns. They may also help brands understand how social conversations impact on them and to create an indicator to predict performance.
Charles Young and Sonya Duran, Admap, September 2013, pp. 14-15
This article presents US research into the interaction between TV, tablets and brands. Viewers' attention is divided by multi-screening, demanding a new approach to television advertising.
This article presents US research into the interaction between TV, tablets and brands. Viewers' attention is divided by multi-screening, demanding a new approach to television advertising. To understand the changed dynamic of television advertising further research is required. The article considers how tablets can be best used in conducting this research and argues that tablets allow a quicker turnaround and have a more positive user experience than other methods. This piece includes a case study from the Super Bowl.
Big Data: P&G says thank you to moms
Ashish Williams, Gary Tan and Win Huang, Admap, September 2013, pp. 28-30
Using the example of P&G in China, this article argues that there are five key planning processes for applying Big Data techniques to media communications.
Using the example of P&G in China, this article argues that there are five key planning processes for applying Big Data techniques to media communications. Big Data can deliver enhanced insight, efficiency, integration and content that connects with target consumers. The key to success is turning insights into actions, requiring a range a data sources which enable optimisation and targeting of campaigns to key consumer groups.
PepsiCo embraces real-time marketing
Geoffrey Precourt, Event Reports, ANA Digital and Social Media, July 2013
This report discusses how PepsiCo's beverage arm is embracing real-time marketing. In order to maximize the payback from its media budget, this business unit is attempting to think like a media company, in both reacting to major cultural events and pre-planning how it can legitimately enter the online conversation.
This report discusses how PepsiCo's beverage arm is embracing real-time marketing. In order to maximize the payback from its media budget, this business unit is attempting to think like a media company, in both reacting to major cultural events and pre-planning how it can legitimately enter the online conversation. This approach is successfully engaging consumers and delivering on the organization's core goals of increasing brand equity, volume purchases and value sales.
How adidas used digital media to bounce back from near catastrophe
Geoffrey Precourt, Event Reports, ANA Digital and Social Media, July 2013
This report discusses how adidas successfully leveraged digital media after injuries to two of its leading endorsers - Robert Griffin III and Derrick Rose - threatened major new product launches.
This report discusses how adidas successfully leveraged digital media after injuries to two of its leading endorsers - Robert Griffin III and Derrick Rose - threatened major new product launches. In both cases, the company used storytelling, especially through online video, to keep fans informed about the recovery of their sporting heroes, and thus sparked word of mouth across the web. By carefully constructing this narrative, anticipating real-time marketing opportunities and tapping into the passion points of its target audience, adidas was able to turn a potential marketing disaster into a new engagement opportunity.
Syrup, cows and the voice of the commons: How planning skills can save the world for fun and profit
Brian Millar, Admap, June 2013, pp. 29-31
This paper argues there is a systematic way for brands to maximise profits while doing good and believes planners are well positioned to make this happen.
This paper argues there is a systematic way for brands to maximise profits while doing good and believes planners are well positioned to make this happen. The author urges planners to not only listen to the voice of the consumer, but to listen to the voice of “the commons”: from environmentalists to "Occupy" camps and the online vigilantism of Anonymous, the activists’ voice is a powerful one. The paper argues that when brands listen to the voice of the commons, they will find new opportunities to enhance consumers' lives. Planners can use many of their existing skills to help brands do good by asking new, socially-minded questions. Dove, Yakult, Google and Zipcar are among some of the brands discussed.
YOU ARE IN THE WARC INDEX:
Social listening, real time research
Brainstorming and generating ideas
Collaboration and co-creation
Computer-aided and technological solutions
Consumer and shopper panels
Ethnography and observation
Eye-tracking and visibility research
Neuroscience and biometric methods
Online market research
Qualiquant, mixed mode
Quantitative data collection
Scanner panels, retail audit
Virtual reality and simulation methods
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the
Our Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc